News
Betting on New Customers: Are Returning Users Damaging Sportsbooks’ CAC Strategies?

By: Richard Metcalf
In the fast-paced, highly competitive world of sports betting, operators have to ensure they’re maximising Return-On-Investment (ROI) in their digital marketing campaigns. The challenge is to target new customers and not waste budget on returning users that they’ve already engaged.
Campaign spend within sports betting should be laser-focused on driving customer acquisition and making every click count, but with existing users inadvertently driving up Customer Acquisition Costs (CAC), this is becoming a huge challenge. Predictions from Statista suggest that the online gambling market will consist of over 233.7 million users by 2027. This makes it imperative to protect against existing customers from draining budget and free up budget for new customers
If a sportsbook doesn’t have visibility into the traffic it’s generating through its ads, it could be losing millions to users who are already engaged and using its site. Returning users need to be managed to ensure sportsbooks can make the most of their budgets and gain new converting customers.
Returning Users and ROI
What percentage of your digital marketing budget is engaging returning users through your ad as an entry point? The chances are this number is very high. We recently saw a company where 97% of their spending on branded keywords was linked to clicks from existing customers which drained their budget and meant they saw close to no new conversions.
Repeat clickers and returning customers, who navigate to your site using ads, rather than organic search results, are driving up the cost of genuine new clicks from first-time depositors. Although these are enthusiastic and engaged customers, they are clicking on your ads excessively and driving up your CAC and Cost Per Acquisition (CPA). This ultimately dilutes your campaign’s effectiveness and wastes spend on engagement that will never convert.
The Secret to Success with Custom Validation Rules and Shadow Campaigns
To drive the performance of sports betting advertising efforts, companies can set custom validation rules that limit the number of times a user clicks on a paid ads campaign. Once that threshold of clicks is met, the users are stopped from seeing that campaign for a set period of time, helping to eliminate the high CPC rates sportsbooks experience.
This effectively means that once the threshold is reached the user is precluded from seeing ads and will only see the brand’s organic listing on the Search Engine Results Page (SERP). Alternatively, by implementing shadow campaigns, an operator can create a duplicate of the existing brand keyword campaign in Google ads just for these returning users who are precluded from the original brand keyword campaign. So, rather than being shown the organic listing these users will see a paid search ad on the SERP but at a lower cost to the advertiser.
Shadow campaigns are a powerful tool that allow advertisers to take appropriate actions to protect their brand, optimise their marketing efforts, and ensure compliance with marketing strategies. By using custom verification rules and shadow campaigns, budgets are saved for genuine users who are more likely to convert resulting in maximised ROI.
Transforming and Optimising Campaigns
No sportsbook wants returning users burning their marketing budgets. In a market that is growing ever more competitive, it is vital that advertising traffic is controlled for businesses to capture more ROI across campaigns. By implementing shadow campaigns, sportsbooks will uncover a new level of visibility to minimise CAC and maximise new customer engagement.
It’s time to unlock unparalleled success, optimise your PPC campaigns to their fullest potential and transform your Google Advertising strategy.
Richard Metcalf is the Global VP, Sports Betting & Online Gaming, at TrafficGuard, an international platform provider for detecting, mitigating and reporting on digital ad fraud. With over twenty years of experience in Sales and Business Development in the digital industry, Richard strives to achieve the highest level of results for the team. He has represented brands as their public face, managed entire sales cycle processes and delivered solutions to stakeholders to ensure business growth and develop the teams around him.
News
InOut Games drop their first-ever slot: meet Chicken Royal!

InOut Games, the studio behind the viral hit Chicken Road, is taking the next big step by entering the slot market with the release of Chicken Royal. Inspired by the iconic crash game that captured millions of players worldwide, the new release brings the beloved chicken into a brand-new format designed to engage both operators and players.
This marks the company’s first slot release, expanding InOut Games’ portfolio beyond crash mechanics and reinforcing its commitment to innovation in online entertainment.
“Chicken Road became a global sensation because of its simplicity, thrill, and universal appeal. With Chicken Royal, we’re transforming that same DNA into a slot experience that’s fresh, dynamic, and full of potential. We are confident this launch will not only resonate with players but also open new earning opportunities for affiliates and partners,” said Vladislav Snak, CEO of InOut Games.
Beyond the launch, InOut Games has ambitious plans for ongoing promotion and brand support around Chicken Royal, ensuring strong visibility across global markets. For affiliates and webmasters, the slot represents a new avenue to drive engagement and revenue, backed by the company’s proven track record of creating games that go viral.
You can reach out to the InOut team for integration inquiries by clicking onto this link.
About InOut Games
INOUT Games is a licensed B2B provider specializing in the development of high-quality gaming solutions for online casinos. With a diverse portfolio of 34 games, the company focuses on delivering unique and engaging player experiences tailored to meet the needs of operators. Its approach combines innovative game design, robust technical support, and comprehensive platform integration to ensure optimal performance and user satisfaction. Each game is designed with both players and operators in mind, featuring short betting cycles, high retention, and high LTV (Lifetime Value), delivering commercial success for operators.
Conferences
EEGS Affiliate Conference 2025 Moves to New Date and Venue

Organizers of the EEGS Affiliate Conference are excited to announce an important update for the upcoming 4th edition of the event. Originally scheduled for 25 November, the conference will now take place on 26 November 2025 at the Inter Expo Center (IEC) in Sofia, Bulgaria, and will be held during the BEGE Expo.
This strategic move creates an even stronger platform for affiliates, affiliate managers, operators, and industry stakeholders across the Balkans and Eastern Europe. By aligning with BEGE Expo and the main EEGS Conference, the Affiliate Conference will provide unparalleled opportunities for learning, networking, and brand exposure.
Expanded Benefits for Attendees and Sponsors
- One Pass – Full Access: Affiliate Conference passes now include entry to BEGE Expo and the EEGS Conference, offering a comprehensive experience across all three events.
- Unmatched Networking: Attendees will connect with thousands of professionals from the gaming, affiliate, and entertainment industries.
- Increased Brand Visibility: Sponsors and partners gain exposure not only at the Affiliate Conference but also throughout the region’s largest gaming and entertainment exhibition.
“By bringing all the events under one roof, we are creating the ultimate meeting point for affiliates and industry leaders in the Balkans. This change adds tremendous value for participants and sponsors alike,” said Nino Berezhiani, Marketing Manager at BEGE Expo and EEGS.
As the only affiliate-dedicated event in the Balkans, the EEGS Affiliate Conference continues to build its reputation as a must-attend gathering for strategic minds in gaming, entertainment, and digital marketing. The new date and venue will ensure even more impactful discussions, trend exploration, and partnership opportunities in one of the fastest-growing regions in the industry.
Conferences
Aff.Tech at SBC Summit Lisbon 2025: Dozens of Meetings, Packed Booth, and Silver Award Recognition

At SBC Summit Lisbon 2025, Aff.Tech showcased why it stands as the Affiliate Platform for Champions. Over the three-day event, booth C350 (shared with GR8 Tech) became one of the busiest spots of the exhibition, filled with operators and platform providers eager to discover how Aff.Tech drives affiliate management with automation, scalability, and precision.
The results spoke for themselves: constant traffic at the booth, dozens of productive business meetings, and a strong pipeline of new opportunities. This overwhelming interest confirmed the growing demand for Aff.Tech’s technology among operators seeking to streamline affiliate programs and unlock new levels of performance.
Aff.Tech’s impact was further validated at the Affiliate Leaders Awards, where the company proudly took Silver in the “Affiliate Management Platform of the Year” category—a recognition of its innovation and growing influence in the market.
As part of its presence at SBC, Aff.Tech also introduced its Aff Yourself campaign—a movement to empower operators to take control of their affiliate business, set their rules, and grow without limits.
Mariia Shmelova, CEO of Aff.Tech, said, “The energy around our booth proved that operators are actively searching for solutions like Aff.Tech. Our platform is built to give them complete control, transparency, and automation so they can scale faster and focus on what really drives growth. Getting Silver “Affiliate Management Platform of the Year” shows that the industry recognizes our progress and direction.”
Valerija Reca, Business Development Manager at Aff.Tech, added, “For three days, our team was engaged non-stop in high-quality discussions with operators from around the world. They see Aff.Tech as a partner that combines reliability, flexibility, and scalability—exactly what’s needed to manage affiliates effectively in today’s competitive environment.”
With a packed booth, dozens of successful meetings, and award-winning recognition, Aff.Tech closed SBC Summit Lisbon 2025 as one of the exhibition’s standout success stories. The company left Lisbon with a clear message: affiliate management is evolving, and Aff.Tech is leading the way as the Affiliate Platform for Champions.
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