Traffy, a performance marketing agency specialising in in-app traffic acquisition and ROI-driven user growth, has published a case study detailing how it scaled iGaming campaigns across Africa.
The agency describes Africa as a high-potential macro-region in iGaming, while noting that working with in-app traffic there requires a systematic approach and precise analytics.
Over a two-month campaign period, Traffy generated 137,000 installs that converted into more than 14,600 first-time deposits for the 1xBet product.
The campaign ran across Nigeria, Ghana, and Kenya on Android devices, using Moloco, Mintegral, and Unity Ads as traffic sources under a CPA payment model.
Ad formats were limited to video creatives and playable ads, with static banners fully excluded from the budget allocation throughout the entire campaign period.
Strict publisher filtering was identified as the main driver of profitability, with placements showing abnormally low deposit conversion rates or installs without registrations immediately blacklisted.
The team built separate blacklist structures for each geography and network, recognising that a placement profitable in Nigeria could generate negative ROI in Kenya.
Traffic was evaluated at sub-ID level, allowing the team to direct investment only toward placements with verified user engagement and improving overall CPA efficiency.
Playable ads were positioned as a primary quality filter, as users interact with the ad experience before proceeding, which significantly reduces accidental clicks and low-intent traffic.
Video creatives were used in a supporting role, with messaging emphasising local currencies including NGN, KES, and GHS, as well as withdrawals to local payment systems such as M-Pesa.
Campaigns were also segmented by operating system versions and device specifications, with bids intentionally reduced for lower-end devices where conversion rates from install to registration dropped due to hardware limitations.
Budget was redirected toward mid- and high-tier smartphones, allowing ad network algorithms to optimise more effectively toward paying users across all three tested markets.
Across all sources, the average registration-to-FTD conversion rate remained at 45 to 47 percent, which the agency said confirmed the quality of traffic and the effectiveness of the acquisition strategy.
The case study was prepared by Roman Arustamyan, head of Performance at Traffy, whose expertise in in-app traffic and performance-driven scaling is described as central to building and executing campaigns across emerging markets.
Africa remains one of the fastest-growing regions for 1xBet, with the brand actively investing in the region and expanding its presence across key markets while operating on a spend-based model for affiliates.
