The igaming boom in 2025: what marketers need to know

The igaming industry is no longer just a niche – it’s a juggernaut. Fuelled by global sporting events, changing regulations and an explosion in mobile use, igaming is breaking records and opening up exciting new opportunities for affiliates and advertisers.

According to PropellerAds’ research, some regions saw growth of up to 117% in igaming traffic from 2023 to 2024. The iGaming Market Report by BRC pegs the global market value at $618.69bn in 2025. Meanwhile, analytics company AppsFlyer reports a 97% increase in igaming app downloads over the last year.

Regulations are evolving – and that’s a good thing

Historically, igaming has existed in a grey zone in many countries. But that’s changing fast. In 2024, several countries launched official regulatory frameworks for online gaming, turning what used to be sketchy territory into reliable, high-quality traffic zones for white-hat affiliates and advertisers.

This shift has sparked a wave of investment and experimentation in these newly regulated geos. For marketers, this means more legal clarity, better conversion rates and longer-lasting campaign potential.

Understanding the global landscape: tier breakdown

PropellerAds classifies markets into three tiers based on income and performance:

• Tier one: US, UK, France, Canada, Italy, etc
  
  
• Tier two: Brazil, South Africa, Peru, Mexico, Colombia
  
  
• Tier three: India, Nigeria, Vietnam, Egypt, Bangladesh
  
  

Each tier has unique behaviours, traffic formats and bidding models that work best. The key is to understand the sports culture and user behaviour in each region.

Sports are still king – but which ones?

In igaming, sports events are the heartbeat of user engagement, but not all sports are equal.

• In the US, the National Football League (NFL) and National Basketball Association (NBA) dominate, but mixed martial arts (MMA) and boxing are rapidly rising stars.
  
  
• In Brazil, nothing touches football (soccer). The Campeonato Brasileiro Série A is the single biggest traffic driver.
  
  
• India is all about cricket, especially during Indian Premier League (IPL) season. Football plays second fiddle but still gets attention.
  
  
• Asia has surprised everyone with a 63% growth in esports, with Counter-Strike leading the charge.
  
  
• In Africa, engagement is high even if individual deposits are small. Users tend to play often and stay loyal.
  
  

These preferences shape not just campaign content but also when and where you should be advertising.

Top geos by growth and impressions

Here’s how impressions stack up across key countries between January 2023 and September 2024:

Tier one:

• US – 0.5 billion impressions
  
  
• France – 0.5 billion
  
  
• Canada – 0.7 billion
  
  
• UK – 1.4 billion
  
  
• Italy – 1.0 billion
  
  

Tier two:

• Brazil – 42.2 billion impressions
  
  
• South Africa – 11.9 billion
  
  
• Peru – 12.2 billion
  
  
• Mexico – 4.2 billion
  
  

Tier three:

• India – 14.9 billion impressions
  
  
• Nigeria – 15.6 billion
  
  
• Vietnam – 15.8 billion
  
  
• Egypt – 4.9 billion
  
  

These numbers paint a clear picture: tier two and tier three geos are delivering massive volume, while tier one remains high-value and conversion-focused.

Case studies: traffic by country

US (tier one)

• Population: 341 million
  
  
• Top sports: American football, basketball, hockey
  
  
• Formats: Popunder ads and socials
  
  
• Bidding models: Cost-per-click (CPC), SmartCPC, cost per action (CPA) goal
  
  
• Peak events:
  
  
  • Super Bowl: +435% spike in 2023, +186% in 2024
    
    
  • NBA All-Star: +903% in 2023, +482% in 2024
    
    

Despite not being in the top 10 geos by impressions, the US has shown explosive growth in user engagement, especially around big sports weekends.

Brazil (tier two)

• Population: 213 million
  
  
• Top Sport: Football
  
  
• Formats: Popunder ads, exit surveys
  
  
• Impressions: 63 million daily in 2023 → 69 million in 2024
  
  
• Peak events:
  
  
  • Campeonato Brasileiro Série A (April to December)
    
    
  • Copa América (June to July): +147% spike on 19 June
    
    

Note: Brazil has banned bonus ads, which might impact engagement in the near future. But the volume and passion remain unmatched.

India (tier three)

• Population: 1.46 billion
  
  
• Internet users: 936 million
  
  
• Formats: Popunder ads, push notifications
  
  
• Bidding Model: CPA goal
  
  
• Impressions: 15.5 million/day (2023) → 33.7 million/day (2024)
  
  
• Top events:
  
  
  • IPL cricket: +341% in 2023, +315% in 2024
    
    
  • South Asian Football Federation (SAFF): +397%
    
    
  • Women’s cricket (July 2024): +104%
    
    

The audience is largely male, 25-45 years of age and highly responsive to intense, fast-paced games.

Winning campaign strategy: what the experts say

According to Alex Shovkun, sales team lead at PropellerAds, here’s how to plan a campaign around sporting events:

1. Start warming up three to four days before the match.
   
   
2. Run a brand awareness campaign for the first one to two days.
   
   
3. Increase bids during the game (they typically jump by 2-2.5×).
   
   
4. End the campaign right after the game ends.
   
   

Exception: In markets like the US, multiple games often run back to back. In that case, keep the campaign running a bit longer.

Looking ahead: what’s next for igaming in 2025?

Geos to watch:

• Brazil: Still growing, fewer competitors, more engaged players
  
  
• US: New regions opening up for advertising
  
  
• Eastern Europe (Romania, Serbia, Greece): Promising regulatory changes
  
  
• India and Japan: Rapid rise in mobile and real-money gaming (if legalised fully)
  
  

Emerging traffic sources

• Telegram: Channels and bots are attracting strong audiences
  
  
• Short-form video: TikTok and Instagram reels dominate among younger players
  
  
• YouTube: Gaining momentum for igaming ads
  
  
• Facebook and Google: Becoming less reliable due to changing ad policies
  
  

Other key trends

• AI-powered personalisation
  
  
• Faster, local-friendly payment systems
  
  
• Blockchain for transparency and fairness
  
  
• Tools to help users track their gaming habits
  
  
• Massive investment in brand awareness and full-site takeovers
  
  

Brands are increasingly focusing on long-term strategies: retention, re-engagement and full-cycle funnels. That’s where big budgets are going and where affiliates can thrive.

Ready to level up?

Igaming in 2025 is fast, fierce and more legit than ever. Whether you’re an affiliate, media buyer or advertiser, the message is clear:

• Follow the sports calendar
  
  
• Understand the regional behaviour
  
  
• Pick the right traffic format
  
  
• Don’t be afraid to bid big when it counts
  
  

Those who adapt quickly and go local will find not just impressions but real conversions, lasting value and high ROI.

You can read the full PropellerAds igaming report here.

Kira Vessiari, head of content at PropellerAds, covers everything from emerging ad formats, like Telegram Ads, and traffic trends to the future of media buying growth. With a deep understanding of the ecosystem and a strategic approach to content, she transforms complex industry topics into actionable insights for media buyers, advertisers and affiliates.