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.
Awards
Blask wins Best Tech at iGB Affiliate Awards 2025

Blask, the data-driven analytics ecosystem transforming iGaming oversight, has been named ‘Best Tech’ at the prestigious iGB Affiliate Awards 2025 in London.
The win underscores the platform’s transition from a promising startup into an industry mainstay.
Launched publicly in May 2024, Blask has already secured two major accolades: SiGMA Asia Startup Pitch 2024 and Startup of the Year at the Starlet Awards, making this the third milestone in its brief yet impressive journey.
“Winning this award proves that Blask has outgrown its startup roots and become a data-first iGaming institution,” said Max Tesla, CEO and co‑founder. “We’re continuing to build out the platform, and with the recent launch of Blask Games, we now offer Game Visibility Rank across casino titles. No guesswork, just transparent, repeatable insights.”
Blask is now used by some of the biggest operators, affiliates and suppliers in the iGaming industry, providing real-time, data-driven market intelligence as well as a competitive edge in more than 60 markets worldwide.
The platform is regularly updated with new features and functionality.
Last month Blask Games was added, giving operators, affiliates, and analysts access to granular intelligence around game placement within casino lobbies.
Conferences
EEGS Affiliate Conference Returns – Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe

Building on the success of previous years, the EEGS Affiliate Conference is set to host its fourth edition, reaffirming its position as the leading event dedicated to affiliates, affiliate managers, and industry partners in Eastern Europe.
The conference will take place on 25th November in Sofia, Bulgaria, as a key accompanying event to the Eastern European Gaming Summit (EEGS). It provides a premier platform for affiliates to connect, share insights, and drive growth within the rapidly evolving gaming and entertainment sectors.
Since its launch, the EEGS Affiliate Conference has attracted over 150 top-tier affiliates, affiliate managers, and industry stakeholders from across Europe. It serves as a vital hub for networking, strategic partnerships, and the exchange of innovative ideas, enabling attendees to maximize their success in a competitive market.
The upcoming edition promises to be even more impactful, featuring engaging panel discussions, expert-led presentations, and exclusive networking opportunities tailored specifically for the affiliate community. The event will culminate in a lively networking party, offering attendees a relaxed environment to forge new collaborations and strengthen existing relationships.
As the only dedicated affiliate conference in Eastern Europe, this event offers unparalleled visibility for brands and affiliates seeking to expand their reach, share best practices, and stay ahead of industry trends.
EEGS also offers premium sponsorship opportunities designed to elevate brand presence and maximize exposure. Interested parties are encouraged to stay tuned for sponsorship details or contact the organizers directly at [email protected].
Mark your calendars for the upcoming EEGS Affiliate Conference in Sofia, Bulgaria, and seize the opportunity to connect with industry leaders, share insights, and explore new avenues for growth and innovation. The program and registration details will be announced soon. More updates will be shared shortly!
Affiliate Announcements
Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector

Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine how operators and partners connect in iGaming.
What Sets It Apart?
Affigates brings affiliate software, affiliate program management, and a performance-tested network under one roof, designed from the ground up for scale, speed, and smarter growth.
From AI-aided management to a proprietary scoring system that filters the noise and finds real partners, Affigates removes the friction and delivers results that actually move the needle. With over 4500+ affiliates, 630+ active partner operators, and access to more than 30 million players, the ecosystem is already making a significant impact.
See It First at iGB L!VE
Affigates is making its global debut at iGB L!VE in London, where the sharpest minds in iGaming converge. You will find the ecosystem in action at its own stand, C40, as well as the dedicated team behind it.
Catering to both ready-to-scale operators and affiliates aiming higher, Affigates is here to deliver the affiliate solution the industry has been waiting for.
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