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.
Affiliate Success
ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025

ReferOn, a state-of-the-art affiliate management system, has won the “Rising Star Provider of the Year” title at the 2025 AffPapa Awards — a milestone that recognises the platform’s bold innovation and rapid growth in the affiliate tech space.
This award reflects ReferOn’s ability to deliver fast, transparent and scalable affiliate solutions that answer key industry demands. The category highlights the best rising companies in the iGaming and affiliate marketing industries, celebrating innovation and problem-solving solutions.
The AffPapa Awards is an annual event that recognises greatness in iGaming. The ceremony celebrates developments and innovations among affiliates, operators and B2B providers who have raised the bar and set new standards.
Vladyslav Bondarenko, ReferOn’s Head of Product, commented on the achievement, “ReferOn wasn’t built to impress, it was built to solve. From day one, we challenged how affiliate platforms should work, look and feel — because the existing ones simply didn’t. More than a win, this award highlights the value of asking the right questions and building with purpose.”
2025 has been a crucial year for ReferOn, with the company receiving widespread industry recognition and implementing core product developments. Heading into Q3 and Q4, ReferOn is preparing a range of new features and enhancements focused on elevating the user experience and streamlining affiliate operations. The team will travel to iGB Live in London this July ready to share what’s next, meet with partners and discuss how ReferOn is refining affiliate management.
News
People moves: LiveScore Media MD joins QiH Group as new CMO

The power affiliate welcomes its latest addition to the C-level team, who will begin working on strategy for various geographies and new verticals
QiH Group, the affiliate known throughout the industry for its compliance-focus and creative customer retention strategies, has welcomed its new CMO, James McCarthy.
Joining from LiveScore Media, where he was MD, McCarthy will start officially on 2 June, using his experience at betting and gaming giants Betfair, Betway Group – and of course, LiveScore – to inform his new remit at QiH Group to drive profit across all marketing activities.
Based in QiH Group’s London office, McCarthy will manage the marketing team of 17 – which will expand to 27 in the coming months – overseeing double digit growth through marketing channels and commercial relationships, as well as improving on the current team’s capabilities.
Speaking of the new move, McCarthy said: “It’s such a pleasure to join a company that has grown so thoroughly and organically in licensed markets. QiH Group is a big name in the iGaming affiliate space, and I look forward to managing the continued growth in diversified sectors and locations.”
Jamie Walters, CEO of QiH Group, said: “QiH has moved from strength to strength recently, growing and adapting with the iGaming markets in the UK, Europe and North America. Welcoming someone as experienced and talented as James onto our team is another strong step for us. I welcome his expertise and am delighted to see where his marketing leadership takes us.”
Affiliate Announcements
ReferOn Expands Offering with New Support Packages, “ReferOn Assist”

ReferOn, an innovative affiliate management system, has experienced significant growth in 2024, with multiple technical and quality-of-life improvements to the platform. As a result of an influx of new operators and affiliates, ReferOn has introduced ReferOn Assist.
ReferOn Assist offers tailored support packages in three distinct tiers: ReferOn Assist, ReferOn Assist Plus, and ReferOn Assist Premium. Each tier provides enhanced support, cost-effective hourly support rates and more to help users meet their affiliate marketing strategy goals.
ReferOn Assist, the entry-level subscription package, includes a number of benefits, such as guaranteed support hours, faster response times and a higher resolution priority compared to ReferOn Basic users. All ReferOn Assist subscribers also receive direct channel support for easy access to our agents. Lastly, subscribers to this tier also enjoy more cost-effective out-of-hours support prices and affordable review reports for business analysis purposes.
ReferOn Assist Plus offers a further guaranteed response time, a larger bundle of support hours included and extra training time to help maximise affiliate operation efficiency. This subscription tier includes a quarterly review report packed with valuable insights and dedicated resolution priority for any pressing queries or issues. All subscribers also receive even further reduced out-of-hours support rates.
The last tier, ReferOn Assist Premium, provides operators and affiliates with the most comprehensive dedicated support package. Subscribers receive the highest response time and a large bundle of inclusive support hours at reduced rates. Premium users have access to a dedicated support manager for tailored assistance and the most cost-effective prices for after-hours support.
Each of these support packages are tailored to continue to provide the best possible customer service for Referon clients, whilst also helping reduce costs.
David Harris, ReferOn’s Operation Lead, commented on the new support packages, saying, “ReferOn prides itself on providing top-quality support for all operators and affiliates. The release of the ReferOn Assist packages allows us to prioritise helping our valued partners to ensure that they can make the most of our platform at all times. We look forward to seeing how the ReferOn team can work closely with all our users to achieve their business needs.”
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Awards2 weeks ago
Casino Guru shortlisted for AffPapa iGaming Awards due on May 28
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Affiliate Announcements2 weeks ago
ReferOn Expands Offering with New Support Packages, “ReferOn Assist”
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News4 days ago
People moves: LiveScore Media MD joins QiH Group as new CMO
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Affiliate Success4 days ago
ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025