iGaming Ads: Ad Formats Explained and How to Choose the Right One

This post is also available in: ES

Reviewed by the PropellerAds Compliance Team to ensure the information reflects current advertising policies, industry terminology, and best practices for iGaming campaigns.

Running successful iGaming ads is about much more than launching campaigns and hoping for conversions. The format you choose directly influences how users interact with your offer, how much attention your creatives receive, and how efficiently your advertising budget is spent.

Today’s advertisers can choose from multiple advertising formats, including Popunder, Push Notifications, In-Page Push, Interactive Ads, Native Ads, Display Ads, and Programmatic advertising. Each format serves a different purpose, performs differently across devices, and fits specific stages of the customer journey.

Rather than asking whether desktop or mobile performs better, experienced media buyers first determine which ad format best matches their campaign goals, target audience, and traffic sources. Device optimization becomes only one part of a broader strategy.

In this guide, we’ll explore the most common iGaming advertising formats, explain where each format performs best, compare their strengths and limitations, and help you select the right approach for different campaign objectives.

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Key Takeaways

• Different iGaming ad formats serve different campaign objectives – there is no universal solution for every offer.
• Popunder, Push, In-Page Push, Native, Interactive, Programmatic, and Display ads each have distinct advantages depending on audience behavior and funnel stage.
• Mobile and desktop optimization remain important, but choosing the appropriate advertising format usually has a greater impact on campaign performance.
• Factors such as GEO, pricing model, creatives, and targeting strategy should influence format selection.
• Testing multiple formats and optimizing campaigns using performance data is generally more effective than relying on a single advertising channel.

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What Are iGaming Ads?

Gaming ads are digital advertisements used to promote iGaming products and services, including online gaming platforms, fantasy sports, gaming apps, interactive entertainment services, and other iGaming offers. Depending on campaign objectives, advertisers may focus on user acquisition, app installs, first-time deposits (FTDs), registrations, or player retention.

Unlike many other industries, iGaming operates within a highly regulated advertising environment. Rules differ significantly between countries, advertising platforms, and traffic sources, meaning marketers often need to adapt their strategy based on local regulations and publisher requirements. Modern iGaming advertising typically combines multiple campaign types rather than relying on a single channel. Advertisers may use programmatic buying through various formats, for example, Push Notifications for re-engagement, Native Ads for content-driven acquisition, or Popunder campaigns for broader reach and for large-scale audience targeting. Choosing the right mix depends on the offer, budget, and desired conversion event.

Instead of asking which advertising format performs best overall, experienced media buyers usually ask a different question:

That distinction often determines whether campaigns scale efficiently or struggle to reach profitability.

The most commonly used iGaming advertising formats differ in user experience, visibility, targeting capabilities, and campaign objectives. Understanding these differences helps advertisers select the most appropriate format before launching their campaigns.

Ad Format	Best Used For	Typical Funnel Stage	Devices
Popunder	Broad user acquisition, iGaming offers	Top of funnel	Desktop & Mobile
Push Notifications	Re-engagement, promotions, limited-time offers	Mid & Lower funnel	Mobile & Desktop
In-Page Push	Browsers without push subscriptions, broader reach	Top & Mid funnel	All devices
Interactive Ads	Higher engagement through user interaction	Mid funnel	Primarily Mobile
Telegram Mini Apps	Telegram-based acquisition and engagement	Mid & Lower funnel	Mobile-first
Paid Social Ads	Brand awareness, audience targeting, user acquisition	Top & Mid funnel	Primarily Mobile
Native Ads	Content-driven acquisition and brand awareness	Top of funnel	Desktop & Mobile
Display & Banner Ads	Brand visibility and retargeting	Top & Mid funnel	Desktop & Mobile
Programmatic Ads	Large-scale audience buying with automated optimization	All funnel stages	Desktop & Mobile

Note: The first (hyperlinked) group includes advertising formats available within the PropellerAds ecosystem. The second group covers widely used industry formats to help advertisers understand the broader iGaming advertising landscape.

Ad Formats: Let’s Take a Deeper Dive

Popunder Ads

Popunder ads remain one of the most established advertising formats in iGaming due to their ability to deliver large volumes of traffic with broad reach. Unlike traditional pop-ups, Popunder ads open in a separate browser window behind the active tab, allowing users to discover the landing page after finishing their current browsing session.

As Popunder campaigns generate significant traffic volume, they are often paired with optimized landing pages or pre-landers designed to educate users before directing them to a registration or deposit page.

Best for

• Broad user acquisition
• iGaming product launches
• High-volume campaigns
• Tier-2 and Tier-3 markets
• CPA and RevShare offers

Advantages

• High traffic volume
• Wide device coverage
• Strong scalability
• Effective for aggressive acquisition campaigns

Considerations

• Landing page quality has a significant impact on conversion rates.
• Frequency capping helps reduce user fatigue and improve campaign efficiency.
• Pre-landers often improve registration and FTD rates by warming up traffic before users reach the offer.

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Push Notifications

Push Notifications allow advertisers to reconnect with users through short, clickable messages delivered directly to subscribed audiences. Since notifications appear outside the browser session, they can generate repeat visits without requiring users to remain on the publisher’s website.

For iGaming advertisers, Push campaigns are frequently used to promote welcome gifts, odds boosts, tournament reminders, and limited-time offers. Their relatively low CPM and flexible optimization options make Push Notifications suitable for both testing new creatives and scaling established campaigns.

Best for

• Promotions
• Re-engagement campaigns
• Limited-time gifts
• Returning visitors
• Sports events

Advantages

• Highly visible ad format
• Strong engagement with well-targeted audiences
• Cost-efficient CPMs
• Supports automated optimization strategies

Considerations

• Creative fatigue can develop quickly, making regular creative testing essential.
• Short, action-oriented copy generally performs better than lengthy promotional messages.
• Audience segmentation can significantly improve CTR and downstream conversions.

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In-Page Push

Unlike classic Push Notifications, In-Page Push Ads do not require users to subscribe. Instead, they appear directly within a webpage, allowing advertisers to reach audiences across virtually all browsers, operating systems, and devices (including iOS). This broader compatibility makes In-Page Push especially useful in markets where browser push subscriptions are less common or where privacy restrictions limit traditional notification delivery.

This format closely, resembles conventional push messages while remaining independent of browser permissions; therefore advertisers often use it alongside Push Notifications to maximize audience reach.

Best for

• Expanding campaign reach
• Mobile traffic acquisition
• Subscription-independent delivery
• Prospecting campaigns

Advantages

• Works without user opt-in
• Broad browser compatibility
• Consistent delivery across devices
• Easy to combine with Push campaigns

Considerations

• Creative relevance remains essential for maintaining engagement.
• Testing different message lengths, icons, and CTAs can improve performance across GEOs.
• Frequency management helps maintain user attention over time.

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Interactive Ads

Interactive Ads encourage users to engage with advertising elements before reaching the landing page. Rather than relying solely on static creatives, these formats introduce simple interactions that can increase attention and encourage higher-quality clicks. Industry research (conducted by Deloitte Google AdMob, 2025) also shows that user-friendly, high-quality interactive advertising experiences contribute to stronger engagement and longer user retention, highlighting the importance of balancing creativity with a seamless user experience.

For iGaming campaigns, Interactive Ads are often used to promote iGaming product launches, seasonal events, or special promotions where increasing user engagement is more important than maximizing traffic volume alone. As users actively interact with the creative, advertisers frequently observe stronger intent signals compared to more passive display formats.

Best for

• Engagement-focused campaigns
• New product launches
• Seasonal promotions
• Mobile-first audiences

Advantages

• Encourages active user participation
• Helps campaigns stand out in competitive verticals
• Can improve traffic quality through intentional interactions

Considerations

• Creative quality plays a major role in campaign success.
• Different interaction mechanics should be tested across GEOs and audience segments.
• Engagement metrics should be evaluated alongside conversion data rather than clicks alone.

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Telegram Mini Apps

Telegram Mini Apps have become an increasingly relevant acquisition channel as Telegram continues to expand globally. This format allows advertisers to reach users directly within the Telegram ecosystem, creating a smoother transition between ad interaction and user engagement.

For iGaming brands, Telegram campaigns can support community growth, promotional activities, loyalty programs, and user acquisition without requiring users to leave the messaging environment immediately. This mobile-first format is particularly attractive in regions where Telegram already plays a central role in everyday communication (primarily ex-USSR states).

Best for

• Telegram-based acquisition
• Community growth
• Promotions and loyalty campaigns
• Mobile audiences

Advantages

• Native Telegram experience
• High engagement potential
• Reduced friction during user interaction
• Suitable for community-driven marketing strategies

Considerations

• Performance depends on regional Telegram adoption.
• Messaging should remain concise and aligned with user expectations inside the platform.
• Advertisers should adapt creatives to Telegram’s conversational environment.

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Paid Social Traffic

Paid Social Traffic is a PropellerAds ad format that gives advertisers access to paid social audiences through the platform’s exclusive partner network. Unlike traditional social media advertising, campaigns run entirely within PropellerAds, eliminating the need to create or manage separate advertising accounts on social platforms. Advertisers simply provide a landing page, while PropellerAds handles traffic delivery through its partner ecosystem.

Designed to help advertisers scale beyond traditional traffic sources, Paid Social Traffic connects campaigns with highly engaged users who are already active on social feeds. Early partner tests on matched GEO and operating system segments demonstrated significantly higher conversion rates than classic display advertising, although results naturally vary by vertical, offer, and region.

Best for

• Scaling user acquisition campaigns
• Reaching high-intent audiences
• Diversifying traffic sources
• Performance-focused campaigns

Advantages

• Access to exclusive paid social traffic through PropellerAds
• No separate social media ad accounts or integrations required
• Landing-page-only campaign setup
• High-engagement audiences
• Optimized for performance and scalability

Considerations

• Availability depends on supported GEOs.
• Performance varies by vertical, offer, and audience.
• Standard PropellerAds ad quality guidelines and policies apply.

Well, it’s all about convenience and accessibility. With smartphones becoming our constant companions, players can now indulge in their favorite iGaming experiences anytime, anywhere. 

This shift towards mobile gaming has also been fueled by the rise of mobile-first game developers, who are creating innovative and engaging games specifically designed for smaller screens. Additionally, the popularity of live dealer games, which offer a real-time experience on mobile devices, has further contributed to the mobile gaming boom.

Ignoring the mobile trend, however, could mean missing out on a substantial portion of the market and leaving potential revenue on the table.

User Experience

• Desktop: Imagine a user comfortably settled at their desk, with a spacious screen and ample time to explore. These users are often more receptive to longer-form content, detailed information, and interactive elements within ads. They’re primed for immersive experiences and may be more inclined to make considered decisions.
• Mobile: Now, picture a user on a crowded bus, quickly scrolling through their phone during a brief break. These users are often multitasking, with limited attention spans and a preference for quick, digestible content. Ads need to be visually striking, concise, and optimized for immediate engagement.

Ad Formats

• Desktop: The larger canvas of a desktop screen opens up possibilities for visually rich ad formats. Think impactful banner ads, sprawling leaderboards, and eye-catching skyscrapers. Interactive elements like mini-games or quizzes can further boost engagement and leave a lasting impression.
• Mobile: On mobile, it’s all about optimizing for smaller screens and shorter attention spans. Interstitial ads that appear between content, native ads that blend seamlessly into the feed, and rewarded video ads that offer incentives for watching can be particularly effective.

Creative Optimization

• Desktop: Design ads with high-resolution visuals and clear, easy-to-read text. Leverage the extra screen space to showcase product features, testimonials, or captivating animations.
• Mobile: Simplicity is key. Opt for bold colors, large fonts, and concise messaging that’s easy to grasp at a glance. Ensure your images and videos are optimized for fast loading on mobile networks.

Call-to-Action (CTA)

• Desktop: Use descriptive CTAs with longer text, like “Explore Our Games” or “Claim Your Welcome Bonus.” Buttons should be large and clearly labeled, making it easy for users to take the desired action.
• Mobile: Keep CTAs short and impactful, using action verbs like “Play Now” or “Download.” Buttons should be large enough to be easily tapped with a thumb on a small screen.

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Targeting Strategies

While it’s tempting to create a single iGaming ad campaign that targets both desktop and mobile users, a more strategic approach is to divide and conquer. By creating separate campaigns for each platform, you can tailor your targeting settings and ad creatives to the specific characteristics of each audience, maximizing your results.

Here’s why this approach is so effective:

• Tailored targeting: Desktop and mobile users usually show different behaviors and interests. If you create separate campaigns, you can refine your targeting to reach each audience more precisely, making sure your ads are relevant and engaging.
• Optimized ad creative: As we mentioned earlier, desktop and mobile ads need different creative approaches. By designing specific ads for each platform, you can leverage their unique strengths and deliver a more compelling user experience.
• Performance analysis: By separating your campaigns, you can easily track the performance of each platform and identify which one is delivering the best results. This allows you to allocate your budget more effectively and optimize your overall strategy.

Here are some additional targeting tips to consider:

• Desktop: Target users based on their interests, browsing behavior, and search keywords. Consider using contextual targeting to place your ads on relevant websites and content.
• Mobile: Leverage location targeting to reach users in specific geographic areas. Utilize device targeting to tailor your ads for specific operating systems (e.g., Android, iOS).

By dividing and conquering, you can achieve greater precision, engagement, and, ultimately, better results for your iGaming advertising efforts.

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Conclusion

In the dynamic world of iGaming advertising, mobile devices have undoubtedly taken center stage. With so many users accessing iGaming platforms on their smartphones and tablets, optimizing your campaigns for mobile is crucial for success. 

However, it’s important not to completely neglect the desktop audience, as they still represent a significant portion of the market, particularly for certain iGaming verticals.