May enhances the spring sports season dynamics: key tournaments are entering final stages, the calendar is getting denser, and audience interest is reaching peaks.

Against this background, user engagement and willingness to start betting are growing, from registration to deposits, which makes traffic especially valuable.

Within current sporting events, N1 Partners affiliates can work with sports traffic on three products at once — N1 Bet, RollXO and Lucky Hunter. 

Wondering which events to focus on, which promos to use, and how to build an effective scaling strategy in May? All the most important things in the article!

Key sport events in May

N1 Partners team has compiled a shortlist of the main sports events worth investing in this month to make it easier for you to plan campaigns and effectively scale Tier-1 traffic

Soccer

May is a key month of the football season: semi-finals and finals of European cups, as well as crucial matches of national tournaments.

• 05.05–06.05 – UEFA Champions League – Semi-finals
  
  Why it stands out: 
• Top-tier European clubs competing for a place in the final
• Massive global audience and peak media coverage
• High-intensity knockout format → strong betting engagement
• Star players and high-scoring potential boost interest
• One of the most popular betting events in football
  
  Traffic insights: Perfect for driving high traffic with pre-match and live betting, player props, and accumulator offers.

• 07.05 – UEFA Europa League & Conference League – Semi-finals
  
  Why it stands out: 
• European knockout stage with high stakes
• Clubs fighting for a place in continental finals
• Strong betting interest across multiple markets
• High volatility → great for live betting
  
  Traffic insights: Great for driving traffic via live bets, accumulators, and team-specific markets

• 09.05 – Premier League – Liverpool vs Chelsea
  Why it stands out: Top clubs with global fanbases and strong betting demand.
  Traffic insights: Effective for match bets, player props, and live traffic.

• 10.05 – LaLiga – El Clásico
  Why it stands out: One of the most watched football matches globally with massive betting volume.
  Traffic insights: Peak traffic across all formats – pre-match, live, and props.

• 13.05 – Coppa Italia – Final
  Why it stands out: Major domestic final with strong EU engagement.
  Traffic insights: Strong for match betting, outrights, and live engagement.

• 16.05 – Bundesliga – Bayern vs Köln
  Why it stands out: Featuring Germany’s top club with high-scoring potential.
  Traffic insights: Good for handicaps, goal markets, and player bets.

• 17.05 – Serie A – Roma vs Lazio
  Why it stands out: One of Italy’s fiercest derbies with high emotional intensity.
  Traffic insights: Ideal for live betting and goal/card markets.

• 20.05 – UEFA Europa League – Final
  Why it stands out: Major European final with global audience and high stakes.
  Traffic insights: Perfect for peak traffic and promo pushes.

• 23.05 – Coupe de France – Final
  Why it stands out: Key French final with strong local engagement.
  Traffic insights: Good for GEO-targeted campaigns.

• 23.05 – DFB-Pokal – Final
  Why it stands out: One of Germany’s biggest football events with high viewership.
  Traffic insights: Strong for local traffic scaling.
• 24.05 – Taça de Portugal – Final
  Why it stands out: Major national final with concentrated attention.
  Traffic insights: Effective for targeted campaigns.

• 27.05 – UEFA Conference League – Final
  Why it stands out: A growing tournament with competitive matchups.
  Traffic insights: Good for final-stage traffic and promos.

• 30.05 – UEFA Champions League – Final
  Why it stands out: The biggest club football event globally.
  Traffic insights: Maximum traffic peak across all betting formats.

Formula 1

May continues the season of racing, which consistently attracts a global audience and converts well on betting traffic.

• 24.05 – Canadian Grand Prix
  Why it stands out: Part of the global F1 calendar with stable international demand.
  Traffic insights: Good for props, race bets, and accumulators.

Tennis

Tennis in May is characterised by the preparation for Roland Garros and can be called one of the best sources of long-term traffic due to the large number of matches.

• 05.05–17.05 – WTA Rome
  Why it stands out: 
• WTA 1000 event featuring top-ranked players
• Key clay-court warm-up before French Open
• High match volume → strong engagement & retention
• Unpredictable surface boosts live betting activity
• Strong interest across major European markets
  
  Traffic insights: Ideal for promoting live betting, accumulators, and outright markets with consistent traffic throughout the tournament.

• 06.05–17.05 – ATP Rome
  Why it stands out: ATP Masters 1000 with top-ranked players and global interest.
  Traffic insights: Ideal for accumulators, outrights, and live markets.

• 24.05–07.06 – French Open
  Why it stands out: Grand Slam event with massive global audience and two weeks of matches.
  Traffic insights: Top-tier for sustained traffic and long-term campaigns.

MMA

MMA events generate rapid spikes in traffic due to hype and work well both pre-match and live.

• 09.05 – UFC 328 – Chimaev vs Strickland
  Why it stands out: Headline fight with top contenders and strong media coverage. Strong engagement in pre-fight and live markets.
  Traffic insights: Perfect for boosting bets on fight outcomes, rounds, and method of victory.

Esports

Esports in May provides a stable and long-lasting traffic flow due to the busy schedule of tournaments.

• 09.05–17.05 – CS2 – PGL Astana
  Why it stands out: Tier-1 CS2 tournament with top teams and high match volume.
  Traffic insights: Continuous traffic via live betting and match-by-match activity.

• 13.05–24.05 – Dota 2 – DreamLeague Season 29
  Why it stands out: Extended format ensures consistent engagement.
  Traffic insights: Strong for daily traffic and retention.

• 26.05–07.06 – Dota 2 – BLAST Slam VII
  Why it stands out: Competitive event with steady match schedule.
  Traffic insights: Great for long-term traffic scaling.

Ice Hockey

May is a key month of international hockey with a high audience interest, especially in Europe.

• 15.05–31.05 – IIHF World Championship
  Why it stands out: Major international tournament with strong EU demand.
  Traffic insights: Continuous traffic flow across matches.

• 23.05 – Germany vs Austria
  Why it stands out: Regional rivalry with strong DACH engagement.
  Traffic insights: Ideal for GEO-targeted campaigns and live markets.

• 31.05 – IIHF World Championship – Final
  Why it stands out: Final match with peak attention and betting volume.
  Traffic insights: Strong for final-stage traffic and promos.

Basketball

May in basketball is the crucial stage of European tournaments with high audience engagement.

• 22.05 – EuroLeague Final Four Semi-finals
  Why it stands out: Top European clubs competing at the highest level.
  Traffic insights: Good for match betting and accumulators.

Cricket

Cricket continues to provide a steady traffic stream in GEOs with high demand for the sport.

• 17.05–23.05 – ODI Series – Bangladesh vs New Zealand
  Why it stands out: Strong demand in key GEOs with steady engagement.
  Traffic insights: Consistent live betting and long-play traffic.

• 27.05–29.05 – T20 Series – Bangladesh vs New Zealand
  Why it stands out: Fast-paced format with high engagement.
  Traffic insights: Ideal for live betting and quick turnover traffic.

Sport traffic insights in May

In Tier-1 GEOs, the result depends on the timing and context directly. The same sources may produce different results depending on the moment of launch.

If you wish to get the most of your traffic in May, do the following:

• focus on semifinals and finals with high conversion potential; 
• synchronize campaigns with game days and tournament stages;
• concentrate budgets during peak periods;
• and use live betting as the main traffic driver;
• combine betting and casino traffic;
• quickly scale bundles that show results;

How to maximise your traffic in May?

May creates a highly favourable environment for growth, driven by a packed schedule of high-stakes matches and events. With fresh news hooks emerging almost daily, there are constant opportunities to capture and engage your audience.

The optimal strategy is to focus on the most high-impact events while simultaneously boosting traffic through timely promotional campaigns across N1 Partners brands — N1 Bet, RollXO, and Lucky Hunter. This approach not only helps scale volume but also improves user conversion efficiency.

On their side, the N1 Partners team equips affiliates with everything needed to scale effectively: up-to-date offers, actionable analytics, and hands-on support — enabling faster decision-making and consistent performance growth.

The N1 SEO Traffic Cup has recently wrapped up — results will be announced on May 10. But this isn’t the finish line: the N1 team is already preparing new campaigns for partners, so stay tuned for updates.

Top promos for N1 Partners projects in May

Every month, N1 Partners launches a series of seasonal promos on key brands to help partners increase conversions and maximise traffic.

Galaxy Lottery (RetroBet, Jet4Bet, SlotLounge, Spirit Casino)
Period: 13.05–17.05
Prize pool: €30,000

Summer Vacation Lottery (Joo Casino)
Period: 30.05–06.06
Prize pool: €12,000+

Advent Calendar (N1 Bet, RollXO)
Period: 08.05–17.05
10 daily tasks with rewards and bonuses for players.

Lucky Star Lottery (SlotLords)
Period: 08.05–14.05
Prize pool: €10,000

Wanna learn more? Contact your manager right now!

Cooperation with N1 Partners

N1 Partners is a multi-brand affiliate program and direct advertiser, bringing together 14+ casino and betting brands with high LTV and Reg2Dep rates in Tier-1 GEOs.

N1 Partners offers competitive terms for top partners, including CPA up to €700 and RevShare up to 55%, ensuring stable and scalable performance.

Trusted by 14,000+ partners, N1 Partners stands out for its transparency, flexibility, and focus on long-term partnerships, supported by a strong product portfolio and advanced retention systems.

What mistakes do partners most often make at the start of ad campaigns? Why does scaling turn out to be harder than expected, and what stands on the way of getting faster profits?

The N1 Partners team presents the second article in the real case studies series (read the first one here), so you can apply the experience of N1 Partners affiliates in your own campaigns. In this section, you’ll get only practical knowledge and proven approaches from experts.

Read everything about ASO, FB, and PPC traffic in the article — no fluff, with real analytics and specific recommendations. Everything has been tested — take it and apply it!

CASE STUDY 1 (Facebook traffic)

Context

• GEO: AU
• Brand: N1 Bet
• Goal: Increase conversion and reduce duplicate users
• Bundle type: Creative + PWA App

Initial problem (“Pain”)

• What exactly wasn’t working?
  Most incoming players were already registered. CTR was quite low, while Reg2Dep remained decent.
• Where did the funnel break?
  At the creative viewing stage.

What did the analytics show?

• Which metrics indicated the problem?
  Low CTR and a high number of duplicates.
• What patterns were noticed (audience / timing / creatives)?
  Low CTR and a highly overlapping audience.
• What was the main hypothesis?
  The creative had lost its efficiency: due to high audience coverage, new users were no longer interested.

What exactly was tested?

Creative:

• Format: Video
• Style: Standard dynamic video featuring a very popular slot

Message:

• Main focus: Slot mechanics

Audience:

• Peculiarities: None — broad standard targeting

Problem solution

• What exactly was changed?
  The creative was replaced, made more unique, with a focus on a different slot.
• How was the creative aligned with the product?
  Audience activity for slots within the product was analyzed, and a more engaging slot was selected.

Results and insights

• Which metrics improved?
  CTR increased significantly. Reg2Dep remained stable. Duplicate users dropped substantially.
• How quickly were the results visible?
  Immediately, CTR and audience stabilised right after the creative became unique.
• Key insight:
  Don’t use top spy-service creatives without adapting them.
• Main mistake at the start:
  Rushing for results without proper analysis and preparation.
• How were campaigns scaled?
  By increasing the number of launched campaigns. Scaling was done quickly.

Final FAQ on Facebook traffic

• Which mistake or underestimated factor had the biggest impact at the start?
  The biggest issue was rushing. The desire to launch campaigns quickly led to insufficient attention to creative uniqueness, reducing initial performance and requiring additional resource optimisation later.
• If you were to relaunch this setup, what would you do differently?
  Focus more on creative uniqueness. It’s important not just to copy ideas but to refine presentation — keep the core message while experimenting with visuals, text, and triggers. This helps find more effective combinations faster.

CASE STUDY 2 (PPC traffic)

Context

• GEO: CA 
• Source: Google OfferWall
• Brand: RollXO
• Goal: Optimize FTD cost and increase conversion

Initial problem (“Pain”)

• What wasn’t working?
  Traffic was too expensive. Costs needed optimization.
• Which campaigns/keywords were problematic?
  There was a large number of irrelevant keywords.

What did the analytics show?

• Which metrics signalled the issue?
  The key metric was CPC. It was 3× higher than the CPC of other partners using the same source.
• Which keywords/segments performed the worst?
  Mainly keywords related to irrelevant slots and payment methods for the product.
• What was the main hypothesis?
  The focus was placed on high-CPC keywords that were not aligned with the product.

What exactly was tested?

Keywords:

• How did the approach change?
  The team added negative keywords and build a more conversion-focused landing page tailored to user intent.

Ads:

• What copy was tested?
  One example used was: “Best online casino — play and win right now!”
  It turned out to be too generic and not specific enough, which only drove up the cost per targeted click.

Problem solution

• What was optimized first?
  Keywords. Terms that were draining the budget without delivering results were removed and added a negative keyword list — something that hadn’t been used at all before.
• How was the campaign structure changed?
  No changes.
• Why was this decision made?
  As keywords were the key factor driving the high CPC.

Results and insights

• Were there changes in CPA / ROI / CR?
  On average, traffic acquisition costs decreased by €70–90.
• How quickly were results seen?
  The impact became noticeable within approximately 35–40 hours.
• What had the biggest impact?
  Adding the negative keyword list delivered the desired outcome.
• Main mistake at the start?
  Lack of experience. The partner was a newbie and wanted to scale profitable traffic as quickly as possible.
• Is there scaling potential?
  After this optimisation, scaling the campaign is only a matter of time. The partner is already actively working on it.

Final FAQ on PPC Traffic

• Who will benefit most from this case study: beginners or experienced teams, and why?

This case study is primarily useful for beginners. Experienced teams have usually already gone through these stages. For newcomers, it’s an opportunity to grasp the fundamentals faster, avoid common early mistakes, and not waste resources on the same pitfalls.

• Which insights are the most universal and applicable across different traffic sources?

The key takeaway: speed does not equal quality. Being faster than competitors doesn’t mean better, just as higher spend doesn’t guarantee results. Regardless of the traffic source, analytics, testing, and proper preparation are critical.

CASE STUDY 3 (ASO traffic)

Context

• GEO: DE
• Platform (iOS / Android): Android
• Brand: Lucky Hunter
• Goal: Increase user return after registration and the first deposit

Initial problem (“Pain”)

• What wasn’t working?
  Push notifications sent through the app were ineffective — users rarely returned to make their first or second deposit.
• Where were users dropping off?
  The main drop-off point was right after registration.
• Were there issues with ratings/reviews?
  Yes, but they were resolved quickly and ultimately had no impact on performance.

What did the analytics show?

• Which metrics indicated the problem?
  The key indicator was retention.
• What did the funnel look like?
  Unfortunately, the manager didn’t have full access to the funnel at that time, so the analysis relied mostly on available metrics and behavioral signals.
• What was the main hypothesis?
  Initially, it seemed that the issue was low motivation for users to make their first deposit. There were also assumptions about possible misleading communication, which may have caused users to misunderstand the offer.

What exactly was tested?

Visual:

• Visual component:
  Push notifications were sent without any visual support.

Texts:

• Text example:
  Different variations of headlines, descriptions, and key messages were tested. For example:“Dein Bonus wartet auf dich 🎁 Hol dir +50% auf deine Einzahlung und versuche erneut dein Glück! Verpasse deine Chance nicht – das Angebot ist zeitlich begrenzt ⏳”
  
  This was one of the push notification variants used by the partner to attract attention.

Problem solution

• What exactly was changed in the store?
  Changes in the store were minimal — reviews were slightly updated and refreshed.
• Which elements contributed the most?
  Push notification optimization and updated bonus information delivered the strongest impact.
• Why was this approach chosen?
  A mismatch was identified: users were receiving outdated bonus information in communications, which directly affected their expectations and subsequent behavior.

Results and insights

• How did performance metrics change (CVR / installs / organic)?
  The main growth came from first and second deposits. Within a week, Reg2Dep conversion increased from 14.77% to 31.17%.
• How quickly were results achieved?
  The first improvements were noticeable within 1–2 days.
• Which changes had the biggest impact?
  Adjustments to push communication and updating the bonus offer — these became the main drivers of conversion growth.
• Is there scaling potential?
  Yes, these results are scalable. As long as the offer remains actual and communication stays consistent, the model shows stable performance.

Final FAQ on ASO Traffic

1. What takeaway from this case study can be directly applied to other campaigns without losing effectiveness?
   The key takeaway is to always keep a bonus and offer information up-to-date and synchronised across all communication touchpoints. Even small discrepancies can significantly impact results.

1. At what point did it become clear that the approach was working, and what supported the decision to scale?
   The first signals appeared after test push campaigns, showing improved engagement with first and second deposits. This confirmed the hypothesis, and subsequent results reinforced confidence in the approach.

All of these case studies show that growth in Facebook, PPC, and ASO traffic comes down to systematic work with analytics, creatives, and communication at every stage of the funnel. Any performance drop is an opportunity for optimisation that, when handled correctly, can quickly turn into profit.

Start working with N1 Partners — here you’ll get not just offers, but full-scale expertise and support to help you find winning setups faster and scale with confidence.

N1 SEO Traffic Cup — the first tournament in the N1 Traffic Cups series is coming to an end, with April 30 as the final day of the promo. Over the 2 months, around 300 teams joined the promo, driving SEO traffic to N1 Partners’ casino and betting brands.

Participants competed not only on volume, but also on efficiency, strategic thinking, and scaling. The more brands a partner drove traffic to, the higher their coefficient for score calculation was. The final results depend entirely on each team’s own performance — that makes the tournament fair and engaging.

The winners will be announced by May 10. In this article, you’ll find out which brands delivered the strongest results in the N1 SEO Traffic Cup, along with key trends in working with this traffic source.

N1 SEO Traffic Cup: Wrap-Up 

The N1 Partners expert team answered the hottest questions about the tournament wrap-up — insights that can be valuable for partners who keep running SEO traffic to N1 brands.

1.  Which brands showed the best performance during the tournament?

Several brands clearly stood out:

• HollyWin
• Slot Mafia
• Lucky Hunter
• RollXO
• Slot Lounge

2. What do the tournament results say about the current state of SEO traffic in iGaming?

The key takeaway: SEO remains one of the core channels in iGaming. However, it’s evolving and adapting in response to Google updates. This is no longer about writing articles and getting traffic — it’s about systematic unit economics management.

An interesting point — the tournament mechanics focused not on volume, but on efficiency (FTD + coefficients). This clearly shows that iGaming SEO is shifting from mass traffic to controlled performance.

It’s also worth noting that the rule “There are no fixed winners — KPI execution matters more than leaderboard position” gave every participant a real shot at top prizes, while competitors’ results served as additional motivation for growth.

3. What key trends did you observe among top participants?

Several major trends stood out:

• Multi-brand strategy = a must-have
  Top performers don’t rely on a single offer — they build strategies around a portfolio of brands. This proves that SEO is moving closer to media buying.
• Aggregators, comparison pages, and multi-intent pages are effective
  Among the top-performing approaches: offerwall pages, cross-brand strategies, and parasite SEO.

Stay tuned for updates on the N1 SEO Traffic Cup from N1 Partners to find out who landed in the prize tiers and what rewards the top teams received — final results will be announced separately by May 10.

And this isn’t the end — a new tournament from the N1 Traffic Cups series will start very soon. Follow the announcements not to miss your chance and jump back into the competition, sharpen your skills, as well as compete for even bigger prizes.

N1 Partners is: 

• 14+ casino and sportsbook brands with high Reg2Dep
• 10+ Tier-1 GEOs
• CPA up to €700 and RevShare up to 55% + NNCO for top partners

Be number one with N1!