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

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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.

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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
• Supports CPA Goal optimization — automated bidding based on target cost-per-conversion

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.

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Native Ads

Native advertising for iGaming blends promotional content with the editorial environment of publisher websites, making ads appear as natural recommendations or sponsored articles rather than overt promotional units. Because native placements visually match the content around them, they tend to generate stronger engagement from audiences who are already browsing relevant content — gaming reviews, betting tips, sports news, or financial advice.

In iGaming, native ads are commonly used for content-driven user acquisition campaigns, particularly in Tier-1 markets such as the US and UK where banner blindness reduces the effectiveness of standard display placements. Publishers typically require clear disclosure labeling such as ‘Sponsored’ or ‘Ad’, and most ad networks enforce this as a policy requirement.

Best for:

• Content-driven user acquisition
• Audiences actively researching iGaming topics (casino reviews, betting guides)
• Top-of-funnel brand awareness in Tier-1 markets (US, UK, CA, AU)
• Campaigns targeting segments with higher ad blocker adoption

Advantages:

• Higher engagement from contextually relevant placements
• Less intrusive user experience compared to standard display formats
• Effective for top-of-funnel brand awareness and content-driven acquisition
• Reaches audiences who use ad blockers that filter traditional banner placements

Considerations:

• Content quality significantly affects CTR — generic copy consistently underperforms in this format
• Disclosure labeling (Sponsored / Ad) is required by publishers and regulatory bodies in most markets
• Native campaigns typically require higher-quality landing pages to maintain the content-driven experience through to conversion

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Programmatic Ads

Programmatic advertising enables automated buying of digital ad inventory across publisher websites, apps, and platforms using RTB (Real-Time Bidding) technology. Each available ad impression is evaluated and bid on in real time, based on targeting parameters, audience data, and campaign objectives — all within milliseconds.

For iGaming advertisers, programmatic campaigns provide access to large-scale inventory across multiple channels, making them suitable for campaigns that require precise audience targeting alongside broad reach. Programmatic buying supports advanced controls including frequency capping (limiting how often a user sees an ad), viewability thresholds (ensuring impressions are actually in view), and audience segmentation based on behavior and intent signals.

Programmatic is available through open auction (open market bidding across available inventory) and private marketplace (PMP) deals with specific premium publishers. CPM pricing is common, though many platforms also support CPA Goal bidding for performance-focused iGaming campaigns.

Best for:

• Large-scale audience buying with automated optimization
• Data-driven campaigns using first and third-party audience segments
• Retargeting users who visited a landing page or offer without converting
• Tier-1 and Tier-2 markets with available premium publisher inventory

Advantages:

• Precise targeting using behavioral and intent-based audience data
• Automated bid optimization reduces manual campaign management
• Flexible pricing models: CPM, CPC, CPA Goal
• Access to premium publisher inventory via open market and private marketplace deals

Considerations:

• Effective programmatic campaigns require proper conversion tracking setup and audience data
• Private marketplace (PMP) deals typically require higher minimum budgets than open auction buying
• Ad fraud prevention tools and traffic quality monitoring are recommended for large-scale campaigns

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Banner and Display Ads

Banner and display advertising remain among the most widely recognized digital ad formats. Display ads appear within dedicated placements on publisher websites — leaderboard banners (728×90), medium rectangle units (300×250), and sidebar placements (160×600) — delivering brand exposure to audiences browsing relevant content.

For iGaming advertisers, display campaigns are frequently used for brand awareness in competitive markets and for retargeting users who visited an offer page without converting. Display formats perform particularly well in Tier-1 markets where brand recognition plays a meaningful role in the conversion decision.

CPM is the standard pricing model for display advertising, though CPA Goal bidding is available on many programmatic platforms. Viewability is a key quality metric — ads that appear below the fold or load outside the visible screen area are generally excluded from performance calculations on premium networks.

Best for:

• Brand visibility and awareness in Tier-1 markets
• Retargeting campaigns targeting users who previously visited a landing page
• CPA and CPM campaigns on premium inventory
• Desktop audiences in the US and UK where display inventory is well-established

Advantages:

• Wide reach across premium publisher networks
• Multiple format sizes allow flexible placement across desktop and mobile inventory
• Supports both direct publisher buys and programmatic delivery
• Effective for retargeting warm audiences with offer-specific messaging

Considerations:

• Display advertising faces above-average ad blocker rates in Tier-1 markets, particularly Northern Europe
• Creative quality and visual relevance significantly impact CTR — static banners typically underperform animated units
• Viewability tracking is recommended to ensure CPM spend reaches actually-viewed placements

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Google Ads for iGaming (Informational)

Google Ads is a widely recognized advertising platform used across many industries. For iGaming advertisers, it operates under strict policy restrictions that vary significantly by country and product type.

In regulated markets — including the UK and select US states — Google permits advertising for licensed operators, subject to certification requirements and geo-specific policy approval. Advertisers must apply for and receive Google’s iGaming certification for each eligible country before campaigns can go live. In markets where Google’s policies do not allow iGaming advertising, the platform is not a viable channel.

Advertisers using Google Ads for iGaming typically run search campaigns targeting users with explicit intent (e.g. ‘online gaming bonus’, ‘sports app sign up’), as well as display and YouTube campaigns on certified inventory.

Key considerations:

• Certification requirements differ by country and product type (online sports apps, interactive entertainment, fantasy sports, etc.)
• Google’s iGaming advertising policies are updated periodically — verify current requirements at ads.google.com/policies before launching
• For markets where Google Ads certification is unavailable, performance networks and programmatic channels are the primary alternatives

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How to Choose an iGaming Ad Format: A Practical Checklist

Selecting the right ad format for an iGaming campaign depends on four primary factors: pricing model, target GEO, offer type, and funnel stage. Use this checklist before launching to match your campaign setup to the appropriate format.

By Pricing Model

• CPA Goal campaigns: Push Notifications, In-Page Push, Popunder — formats with optimization tools designed for conversion-based bidding
• CPM campaigns: Display, Programmatic, Native — suitable for awareness and broad reach objectives
• Hybrid (CPM + CPA): Programmatic with audience data; Popunder with pre-lander optimization

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By GEO / Tier

• Tier-1 (US, UK, CA, AU): Native Ads, Display/Programmatic, Push Notifications — higher CPM, stronger brand intent
• Tier-2 (BR, MX, PL, IN): Popunder, In-Page Push, Push Notifications — strong volume, lower CPM floor
• Tier-3 (BD, PK, VN): Popunder for volume; In-Page Push for broader device coverage across lower-end handsets

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By Offer Type

• Online Casino / Slots: Popunder (cold acquisition), Push Notifications (bonus promotions), Interactive Ads (engagement)
• Sports Betting: Push Notifications (event-timing around match start), Programmatic (intent-based audience targeting)
• Fantasy Sports / Casual Games: Native Ads, In-Page Push, Telegram Mini Apps

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By Funnel Stage

• Top of Funnel (Awareness): Native Ads, Display/Programmatic, Popunder
• Mid Funnel (Consideration): In-Page Push, Interactive Ads, Paid Social
• Lower Funnel (Conversion): Push Notifications, Programmatic retargeting

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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.

Device optimization is one factor in campaign performance, but it is rarely the primary variable. Most iGaming formats — including Popunder, Push Notifications, In-Page Push, and Programmatic — serve both desktop and mobile traffic by default. Separate campaign setups by device are worth testing when creative messaging or landing page layouts differ meaningfully between platforms, or when performance data shows a significant gap in conversion rates between device types. For most campaigns, format selection and offer alignment will have a larger impact on results than device segmentation alone.

For PPC-specific campaign strategy, see: iGaming PPC:

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iGaming Advertising: Comparing Networks and Formats

When planning an iGaming advertising strategy, marketers often evaluate multiple traffic sources and format options side by side. The goal is to identify the combination that delivers the right reach, cost-efficiency, and conversion quality for a specific offer and GEO — not to find a single universal solution.

Format-level comparison:

Each format offers a different balance of reach, engagement, and conversion intent. Popunder provides high volume at relatively low CPM, making it suitable for broad cold-traffic acquisition. Push Notifications offer direct access to subscribed audiences with strong engagement for time-sensitive offers. Native Ads integrate naturally into content environments. Programmatic enables data-driven buying across a wide range of inventory with flexible optimization.

Traffic source comparison:

Advertisers typically evaluate performance networks (self-serve buying across multiple formats), programmatic DSPs (automated buying on open and private market inventory), affiliate networks (CPA-based traffic with publisher-side optimization), and direct publisher deals. For a detailed breakdown:

Geographic considerations:

Format performance varies significantly by GEO. Push Notification subscription rates differ between Tier-1 and Tier-2 markets. Display ad blockers are more prevalent in Northern Europe. Programmatic private marketplace deals are more readily available in the US and UK. Comparing alternatives across GEOs is a normal part of campaign planning.

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Frequently Asked Questions

Q: What ad formats are commonly used in iGaming?

A: The most frequently used iGaming ad formats include Popunder, Push Notifications, In-Page Push, Native Ads, Display and Banner Ads, Interactive Ads, and Programmatic advertising. Each format serves different campaign objectives — from broad user acquisition to targeted re-engagement and brand awareness. The right choice depends on the offer, target GEO, and funnel stage.

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Q: What is the difference between native ads and display ads for iGaming?

A: Native ads are designed to blend with the surrounding editorial content of a publisher’s website, appearing as sponsored recommendations or articles. Display ads appear in dedicated placements — leaderboards, rectangles, and sidebars. Native ads generally perform better for content-driven, top-of-funnel acquisition, while display ads are commonly used for retargeting and brand visibility campaigns.

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Q: Can iGaming advertisers run campaigns on Google Ads?

A: Yes, in certain markets. Google Ads permits iGaming advertising in countries where it is legally regulated, provided the advertiser obtains Google’s iGaming certification for that jurisdiction. Policies and certification requirements vary by country and product type. In markets where Google’s policies do not permit iGaming advertising, performance networks and programmatic channels are the primary alternatives.

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Q: How do you measure traffic quality in iGaming campaigns?

A: Traffic quality in iGaming is typically assessed through: click-through rate (CTR), conversion rate (registration, first-time deposit), cost per acquisition (CPA), and post-click behavior (session depth, time on page). Many advertisers use tracking platforms to monitor these metrics at the placement, format, and source level. Frequency capping and viewability tracking also help filter low-quality impressions.

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Q: What is the difference between Push Notifications and In-Page Push ads?

A: Push Notifications require users to subscribe to a publisher’s notification feed before receiving messages. In-Page Push ads appear directly within a webpage without requiring any subscription, making them accessible to all users regardless of browser or device settings. Both formats visually resemble notification-style messages, but In-Page Push reaches a significantly broader audience — including iOS users and those who have not opted into push subscriptions.

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Q: What does CPM mean in iGaming advertising?

A: CPM stands for Cost Per Mille, meaning the cost per 1,000 ad impressions. It is one of the primary pricing models used in display, programmatic, and popunder campaigns. CPM pricing is commonly used for awareness and reach objectives, while CPA (Cost Per Action) pricing is tied to specific conversion events such as registrations or first-time deposits.

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Q: Which iGaming ad formats work well for Tier-1 markets like the US and UK?

A: In Tier-1 markets, Native Ads and Programmatic advertising are commonly used for their ability to reach high-intent audiences with precise targeting. Display advertising on premium publisher inventory is also effective for brand visibility and retargeting. Push Notifications can perform well for re-engagement campaigns targeting previously subscribed audiences.

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Conclusion

Choosing the right ad format for an iGaming campaign is not a one-time decision — it is an ongoing process of testing, measuring, and adapting based on what the data shows. The formats covered in this guide — Popunder, Push, In-Page Push, Interactive, Telegram Mini Apps, Native, Display, and Programmatic — each serve different roles across the acquisition funnel and across different markets.

Before launching, match your format to your campaign objective: cold acquisition at scale, re-engagement of warm audiences, content-driven brand building, or precision retargeting. Device optimization, GEO selection, and creative quality all contribute to results — but they build on a foundation of choosing the right format for the right job.