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Gaming1 Gains 11.3% Marketing Budget by Optimising its Google Ads Investment and Click Fraud Protection with TrafficGuard
(MENAFN- Ilex Content Strategies) Gaming1 deploys TrafficGuard’s Search solution to eliminate invalid advertising traffic, improving campaign efficiency and contributing to an 11.5% increase in sales conversions.
Liège, Belgium, 1st September – Gaming1, a leading Belgian sports betting operator, partnered with TrafficGuard to protect acquisition budget and drive advertising performance by eliminating low-value and invalid traffic on Circus-Casino.be. By implementing TrafficGuard’s Search solution, Gaming1 was able to ensure PPC traffic integrity and improve the efficiency and integrity of its paid search activity within the first reporting period. Once invalid traffic was removed, Gaming1 was able to unlock over 11.3% of their annual marketing budget and increase conversions by 11.5%.
TrafficGuard’s solution allows Gaming1 to improve the accuracy of customer acquisition costs (CAC) and return on ad spend (ROAS) reporting, and provided greater control across paid search investments. The solution flagged that 97% of Gaming1’s brand clicks were from existing customers logging into their accounts, not new first-time depositors (FTDs). This meant a substantial portion of the acquisition budget was being consumed by repeat engagement that delivered no incremental value. The solution operated at the individual click level to limit repeat paid clicks on brand terms using click-frequency controls aligned with platform-level engagement patterns. This prevents existing customers from repeatedly triggering paid ad costs.
“In high-CPC verticals like sports betting, returning users tend to drive repeat clicks on branded terms to log in, while bots and other invalid traffic concentrate on higher-CPC generic terms. Even small volumes of either can significantly distort acquisition costs and optimisation signals at scale,” said Mathew Ratty, CEO at TrafficGuard. “By deploying TrafficGuard’s Search solution, Gaming1 are proactively validating organic returning users in real time and preventing non-incremental engagement from absorbing acquisition budget. Gaming1 could then ensure spend was directed toward genuine new player acquisition.”
TrafficGuard’s Search Solution validated organic returning users in real time and quantified "paid clicks saved", giving Gaming1 visibility into exactly how much budget was being protected. It also redirected protected budget toward genuine new depositing players, improving the quality of traffic flowing into conversion funnels and Smart Bidding models. This approach reinforced traffic integrity within paid search, ensuring invalid traffic prevention and returning user controls worked together to improve incrementality. The solution was implemented with the due consideration for Google’s advertising policies and Gaming1’s applicable regulatory obligations in Belgium.
"Paid search is one of our most commercially sensitive channels, and we needed more efficient audience acquisition. TrafficGuard gave us that clarity,” said Simon Wood, Head of Performance Marketing at Gaming1. “Unlocking over 11% of our annual budget and seeing an immediate uplift in conversions confirmed the optimisation opportunity identified through our initial analysis — a significant share of our brand spend simply wasn't driving incremental growth. It's now one of the most impactful optimisation levers we've deployed."
TrafficGuard is a multi-award-winning platform that detects, mitigates and reports on digital invalid traffic and ad fraud before it hits advertising budgets. It is trusted by thousands of global businesses, including enterprise brands operating across highly competitive verticals such as finance, eCommerce, travel and gaming. This launch comes after TrafficGuard’s recent expansion of its operations in the U.S. and the deployment of its self-serve SME platform as part of a robust growth pipeline.
About Gaming1
GAMING1 is a major player in the technology and entertainment sectors, specialising in gambling (casinos, sports betting and poker), both on land and online. The market leader in Belgium, the group is known for its Circus and 777 brands and owns more than 40 gaming rooms and casinos in Belgium and France. With almost 30 years of experience, GAMING1 is committed to offering its customers and partners a fluid and innovative omni-channel experience. To this end, it has developed a scalable technology platform that enables its local and international partners to optimise their online presence. The Group also has its own casino games studio, reinforcing its portfolio of strong brands, focusing exclusively on regulated markets and promoting a responsible and ethical image of gambling.
About TrafficGuard
TrafficGuard, a flagship product of Adveritas Ltd (ASX: AV1), is an AI-driven ad verification and click fraud prevention platform. Using advanced machine learning and big data, TrafficGuard helps businesses combat invalid traffic and suspected fraudulent activity, protect advertising budgets and improve campaign ROI. The platform has been recognised by The Drum, Martech Breakthrough Awards and Mobile Marketing, and is the only PPC verification vendor admitted to the Google Cloud Marketplace.
Liège, Belgium, 1st September – Gaming1, a leading Belgian sports betting operator, partnered with TrafficGuard to protect acquisition budget and drive advertising performance by eliminating low-value and invalid traffic on Circus-Casino.be. By implementing TrafficGuard’s Search solution, Gaming1 was able to ensure PPC traffic integrity and improve the efficiency and integrity of its paid search activity within the first reporting period. Once invalid traffic was removed, Gaming1 was able to unlock over 11.3% of their annual marketing budget and increase conversions by 11.5%.
TrafficGuard’s solution allows Gaming1 to improve the accuracy of customer acquisition costs (CAC) and return on ad spend (ROAS) reporting, and provided greater control across paid search investments. The solution flagged that 97% of Gaming1’s brand clicks were from existing customers logging into their accounts, not new first-time depositors (FTDs). This meant a substantial portion of the acquisition budget was being consumed by repeat engagement that delivered no incremental value. The solution operated at the individual click level to limit repeat paid clicks on brand terms using click-frequency controls aligned with platform-level engagement patterns. This prevents existing customers from repeatedly triggering paid ad costs.
“In high-CPC verticals like sports betting, returning users tend to drive repeat clicks on branded terms to log in, while bots and other invalid traffic concentrate on higher-CPC generic terms. Even small volumes of either can significantly distort acquisition costs and optimisation signals at scale,” said Mathew Ratty, CEO at TrafficGuard. “By deploying TrafficGuard’s Search solution, Gaming1 are proactively validating organic returning users in real time and preventing non-incremental engagement from absorbing acquisition budget. Gaming1 could then ensure spend was directed toward genuine new player acquisition.”
TrafficGuard’s Search Solution validated organic returning users in real time and quantified "paid clicks saved", giving Gaming1 visibility into exactly how much budget was being protected. It also redirected protected budget toward genuine new depositing players, improving the quality of traffic flowing into conversion funnels and Smart Bidding models. This approach reinforced traffic integrity within paid search, ensuring invalid traffic prevention and returning user controls worked together to improve incrementality. The solution was implemented with the due consideration for Google’s advertising policies and Gaming1’s applicable regulatory obligations in Belgium.
"Paid search is one of our most commercially sensitive channels, and we needed more efficient audience acquisition. TrafficGuard gave us that clarity,” said Simon Wood, Head of Performance Marketing at Gaming1. “Unlocking over 11% of our annual budget and seeing an immediate uplift in conversions confirmed the optimisation opportunity identified through our initial analysis — a significant share of our brand spend simply wasn't driving incremental growth. It's now one of the most impactful optimisation levers we've deployed."
TrafficGuard is a multi-award-winning platform that detects, mitigates and reports on digital invalid traffic and ad fraud before it hits advertising budgets. It is trusted by thousands of global businesses, including enterprise brands operating across highly competitive verticals such as finance, eCommerce, travel and gaming. This launch comes after TrafficGuard’s recent expansion of its operations in the U.S. and the deployment of its self-serve SME platform as part of a robust growth pipeline.
About Gaming1
GAMING1 is a major player in the technology and entertainment sectors, specialising in gambling (casinos, sports betting and poker), both on land and online. The market leader in Belgium, the group is known for its Circus and 777 brands and owns more than 40 gaming rooms and casinos in Belgium and France. With almost 30 years of experience, GAMING1 is committed to offering its customers and partners a fluid and innovative omni-channel experience. To this end, it has developed a scalable technology platform that enables its local and international partners to optimise their online presence. The Group also has its own casino games studio, reinforcing its portfolio of strong brands, focusing exclusively on regulated markets and promoting a responsible and ethical image of gambling.
About TrafficGuard
TrafficGuard, a flagship product of Adveritas Ltd (ASX: AV1), is an AI-driven ad verification and click fraud prevention platform. Using advanced machine learning and big data, TrafficGuard helps businesses combat invalid traffic and suspected fraudulent activity, protect advertising budgets and improve campaign ROI. The platform has been recognised by The Drum, Martech Breakthrough Awards and Mobile Marketing, and is the only PPC verification vendor admitted to the Google Cloud Marketplace.
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