News

The Rise of Female Bettors: What Does This Mean for Marketing Campaigns?

Published

2 years ago

February 26, 2024

The Rise of Female Bettors: What Does This Mean for Marketing Campaigns?

With the growth of women’s sports leagues and more media coverage, women have become more invested in sports and more likely to place bets. As a result, marketing strategies are shifting their focus toward engaging female bettors. However unbeknownst to most marketers, the more direct targeting they are doing, the higher the costs to businesses because of returning users.

Returning users are holding marketers back from effectively targeting this wide pool of new customers by driving up Customer Acquisition Costs (CACs). Marketers need the stability and freedom to target accordingly and take advantage of the rise in female bettors.

Managing returning users must be a priority for sportsbooks to fully take advantage of the changing market and ensure the longevity of their campaigns. Without full transparency over the data they’re using to target and big question marks over a lack of tangible results from their spending, sportsbooks risk missing out on a huge opportunity to scale.

The Barriers to Expansion

The percentage of women betting on women’s sports in the US has grown up to 10% annually in recent years according to The IBIA. The targeting pool is growing for marketers as interest rises and the increased ease of online betting makes it simpler for women to place bets – backed by research from The Sports Betting Report, revealing that 26% of American women bet daily.

Marketing efforts are shifting to be more equal in this space as sportsbooks seek to make maximum profits from a new wave of players. However, by pumping more budget into paid ads targeted at women, sportsbooks are compromising the success of their campaigns.

Due to this direct ad targeting, women are more likely to bet by clicking on paid search campaigns. However, by repeatedly using paid ads as a front door to the site, rather than organic search results, returning bettors create inefficiencies in advertising as the Cost-Per-Acquisition (CPA) increases. So although these are enthusiastic players returning to place bets, they’re inadvertently driving up costs across the board.

If sportsbooks don’t manage the rise in bettors accessing their sites via paid ads, rather than an app or gateway site, they face losing out on the chance to expand further with new audiences.

Methods of Managing Returning Users

Now the answer isn’t to stop targeting female bettors. The rise in women in the betting scene presents an opportunity for sportsbooks and the challenge of returning users will remain whether marketing strategies shift or not.

To successfully combat returning users from driving up costs and damaging campaign results, sportsbooks should start by setting custom validation rules. Here, operators can cap the number of times a user clicks on a paid ad and once the threshold for clicks is met, the user is prevented from seeing the campaign. This effectively reduces high cost-per-click (CPC) rates by excluding users who are unintentionally driving up costs.

Alongside this, shadow campaigns can be implemented to further the level of success in reducing costs and maximising audiences. These are a duplicate of the sportsbook’s current campaign, but the CPC is reduced meaning that any returning users or excessive clickers can be targeted at lower CPCs. This is a new level of targeting that sportsbooks can harness to elevate their marketing strategies.

With this tactic, advertisers can maintain a level of personalisation in their targeting to make the most of the rise in female bettors without increasing CACs. Budgets are then saved for genuine users with the propensity to convert.

Control Over Campaign Traffic Unlocks True Results

Ultimately, more bettors mean more opportunities. Solidifying campaigns to take advantage of the rise in female bettors is important, but not where sportsbooks should be starting. Without initially protecting campaigns from unknowing returning users, the work to attract those customers causes great losses rather than any gain.

To avoid high costs and take back budget control, marketers need to start by deploying shadow campaigns and custom validation rules. With these tactics in play, businesses will unlock new levels of visibility into campaigns and put themselves in the best position to make the most out of the emerging wave of female bettors.

By: Richard Metcalf, Global VP, Sportsbetting & Online Gaming, TrafficGuard

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Behind the Game What Makes Products Convert

Published

10 hours ago

May 13, 2026

Master Editor

In iGaming, registration does not bring value — the result appears only when the user makes the first deposit. Therefore, the Reg2Dep metric plays a key role: it shows how much you will earn from each attracted user.

Behind the Game is a series of expert materials where specialists from the N1 Partners affiliate program across different teams break down how strong iGaming products are built from the inside.

In this article, you’ll learn how the product affects Reg2Dep: what helps bring the player to the deposit, where the conversion is lost, and which solutions provide stable growth.

Top 3 must-have factors of a successful iGaming product: what has the strongest impact on Reg2Dep today?

Alignment between the offer and the player’s expectations (shaped by the traffic), including proper game selection in the lobby, plays a major role.

It’s also important to pay attention to bonus policy. The bonus offer must match the audience’s expectations and be easy to understand.

Speed is equally important — everything should be tested, from page loading to payment confirmation. Alignment between the offer and the player’s expectations (shaped by the traffic), including proper game selection in the lobby, also plays a major role.

Top-3 factors that stand out:

First, the product must provide the maximum number of local payment methods with high approval rates.
Second, it needs strong retention and VIP retention — achieved through CRM, bonus mechanics, and gamification.
And of course, the foundation is a stable, fast platform without technical issues.

If you want to work right away with products where this system is already well-established and generates stable profit, join N1 Partners!

What do partners need to know when choosing a product and which red flags can’t be ignored?

You should pay attention to all product weaknesses, especially:

Low payment approval rates.
Confusing or irrelevant bonus terms.
Slow support and weak brand reputation in the community.
Unstable website performance on mobile devices.

Most often, the quality of the payment infrastructure and the availability of local solutions are underestimated.

Partners also don’t always consider retention depth and VIP segment management, as well as basic factors like page load speed and product stability.

Which onboarding elements determine whether a player makes the first deposit and where do users most often drop off?

Players don’t like to wait — fast and simple registration is crucial (1–2 steps, no unnecessary fields). There must also be a clear and understandable welcome offer, and the path to deposit should be direct and fast, with helpful prompts. If these conditions are met, players won’t drop off at the earliest stages.

Convenience is important for players at every stage of the way to the deposit, so the main points of the user loss look like this:

At the payment method selection stage.
At the data entry stage — if the form is too long or complicated.
During redirection to a PSP — especially if there are payment approval issues.
At the stage of exploring bonuses or choosing content and games — if the terms or interface are not clear enough.

Which UX changes in N1 Partners projects have recently driven the biggest conversion growth?

The greatest impact came from three areas: increasing the number of local payment solutions, personalising offers immediately after registration based on traffic type, and updating the cashier.

The new payment area became clearer and more stable for players, which directly improved conversion rates.

How does player behaviour differ across GEOs, and how do N1 Partners products adapt to Tier-1 GEOs?

User behaviour differs significantly depending on the GEO, from preferences in payment methods to the perception of bonuses.

In Tier-1, players are more demanding: product speed, transparent conditions, user-friendly UX, and a wide range of local payment solutions are critical for them.

In Tier-2, users are more sensitive to bonuses and retention mechanics, take longer to make a deposit decision, and react more strongly to the size and terms of the offer.

N1 Partners products adapt to these features through localisation of payment methods, UX development, and gamification.

Which product hypotheses most often drive Reg2Dep growth?

The most consistently effective hypotheses are those focused on simplifying the deposit flow and expanding the list of payment methods. Additional growth comes from personalised welcome offers tailored to the traffic source and type.

Which features of N1 Partners products help achieve high conversion?

A key role is played by strong payment expertise and extensive localisation of payment solutions. Conversion is further boosted by a fast registration form, a flexible bonus system with clear terms, and advanced gamification. All of this is continuously optimised through A/B testing at every stage of the funnel.

To sum up, a high Reg2Dep is the result of a systematically built product: strong payment infrastructure with local methods, fast and intuitive UX, and relevant bonus logic. This combination determines whether traffic turns into revenue.

If you want to drive traffic to strong products designed for players, start working with N1 Partners. The affiliate programme unites 14+ casino and sportsbook brands with high Reg2Dep, operates in 10+ Tier-1 GEOs, and offers competitive scaling conditions — payouts up to €700 CPA for top partners and RevShare up to 55% + NNCO.

Be number one with N1!

Conferences

G GATE CONF 2026 — June 26–27, Tbilisi

Published

1 day ago

May 12, 2026

George Miller

G GATE CONF (ggateconf.com) will take place in Tbilisi, Georgia — a multi-vertical affiliate conference bringing together industry professionals from around the world in one venue.

The event will be held at Expo Georgia, the country’s largest event hub, occupying four pavilions as well as the open-air space between them. In 2026, the organizers expect up to 7,000 participants from the CIS, Europe, Asia, and other regions.

When and Where

Dates: June 26–27, 2026
Location: Expo Georgia, Tbilisi, Georgia

Event Scale

G GATE CONF is a two-day event with a rich business and networking program:

2 stages featuring industry speakers
100+ company and service booths
50+ zones and activities for networking, learning, and relaxation
Open-air zones for informal networking

Some formats are developed exclusively by the G GATE team specifically for the conference and are not repeated at other events.

Who Attends

The audience of G GATE CONF 2026 includes:

Media buying teams and solo arbitrage specialists
SEO specialists and agencies
Company owners and C-level executives
Advertisers and CPA networks
Affiliate market service providers: payment solutions, trackers, anti-detect browsers, proxies, creative agencies

Verticals

Main conference verticals: iGaming, White Hat, Crypto & Finance
For the first time at G GATE CONF, the following verticals will be featured: Dating, Adult, mVas, Sweepstakes

Each vertical will have dedicated activities and engagement formats to help participants quickly find relevant contacts and solutions for their needs.

Special Projects and Activities

In 2026, the conference will include 7 special projects, such as:

PITCH — a startup competition for launching and scaling affiliate industry projects
G GATE AWARDS — an industry award with a gala dinner honoring companies and market leaders
Merch Shop, SEO Shop, Match Point, and other interactive formats

Special attention is given to the afterparty, a large-scale evening event featuring headliners and dedicated networking zones, including VIP areas.

Why Attend

G GATE CONF focuses not only on content but also on the density of valuable contacts. The conference brings together multiple verticals and formats in one place, allowing participants to:

Achieve partnership goals
Discover new traffic sources and services
Connect with industry professionals beyond the standard “booth-card” format

Tbilisi was chosen as a convenient meeting point for participants from different countries, and the summer dates allow for a seamless combination of work, leisure, and networking.

Affiliate Announcements

Management Buyout Successfully Completed at ReferOn

Published

2 days ago

May 11, 2026

George Miller

ReferOn, an affiliate management platform for the iGaming sector, today revealed the successful conclusion of a management buyout. Former General Manager Alex Bukin purchases the platform, moving the company into its next stage of independent growth. Bukin will take on the position of Chief Executive Officer (CEO) to advance the company.

Assessing the platform’s path three years after its launch, Alex Bukin, CEO of ReferOn remarked: “This is a significant moment for ReferOn and marks the start of a new phase for the company.” The management buyout offers us the long-term perspective needed to consistently enhance the platform. We uphold our dedication to product development, enhancing our solutions for partners, and facilitating ReferOn’s ongoing expansion in significant markets.

The acquisition comes after a significant phase of advancement for the firm. Established on a base of operational effectiveness and scalable technology, ReferOn persists in expanding its footprint throughout the industry. In its initial year, the platform announced 35.7 million clicks, 2.4 million sign-ups, 18,000 affiliates, and 136,000 active trackers. The company’s extensive range of tools enhances flexibility for operators and affiliates, generating momentum that recently led to ReferOn being recognized as the “Best Affiliate Platform” in 2025 and 2026 by key industry players.

This change will not impact daily operations; assistance and current collaborations will continue as normal. As part of its continuous growth strategy, ReferOn is enhancing its product lineup with the introduction of new features, such as Refie, the integrated interface layer of the platform. The platform continually improves user experience and security via dynamic reporting, Company Grouping, Sub-Affiliation, Independent Deal Calculation (IDC), two-factor authentication (2FA), and thorough mobile optimization.

To maintain operational continuity, the current leadership team stays intact, guaranteeing stability as the company moves into its next phase of growth. With Bukin’s appointment as CEO, Vlad Bondarenko has moved from Head of Product to Chief Product Officer, and David Harris, who was previously Operations Lead, has become Chief Operations Officer. As the organization embarks on its next phase, it continues to prioritize equipping operators with top-tier tools and a dedication to providing the future of affiliate management.