Traffy Case: 15,000+ FTD in 2 Months for 1xBet — Scaling In-App Traffic & ROI Optimization in Africa (NG, KE, GH)

Traffy, a performance marketing agency specializing in in-app traffic acquisition and ROI-driven user growth, shares a case study on scaling iGaming campaigns in Africa.

Africa is a high-potential macro-region in iGaming, but working with in-app traffic here requires a systematic approach and precise analytics. In this case study, Traffy breaks down how the team generated 137,000 installs, which converted into 14,600+ first-time deposits (FTD) for the 1xBet product within 2 months.

Stable conversion rates and positive ROI were achieved through precise source optimization. The team built a funnel where each stage was designed to filter out low-quality traffic and improve audience quality.

The main driver of profitability was strict publisher filtering. In-app networks provide scale, but without proper control this leads to budget inefficiencies caused by fraud and misclicks.

Static banners were fully excluded, with budget allocated between video creatives and Playable Ads, with a strong focus on interactive formats.

In in-app environments, Playable Ads act as a primary quality filter: users interact with the ad experience before proceeding, which significantly reduces accidental clicks and low-intent traffic.

Video creatives were used as a supporting format, emphasizing:

Campaigns were segmented by OS versions and device specifications.

Given market specifics, bids were intentionally reduced for lower-end devices where conversion rates from install to registration dropped due to hardware limitations. Budget was redirected toward mid- and high-tier smartphones, allowing ad network algorithms to optimize more effectively toward paying users.

Over a 2-month period, Traffy delivered a stable volume of registrations and deposits while maintaining consistently positive ROI across all tested sources and GEOs. Across all sources, the average Reg-to-FTD conversion rate (Reg2FTD) remained at 45–47%, confirming the quality of traffic and effectiveness of the acquisition strategy.

The detailed breakdown of performance by source and GEO is presented below.

These results demonstrate Traffy’s ability to scale in-app traffic in challenging emerging African markets while maintaining stable conversion rates and positive ROI. A structured approach to traffic filtering, continuous optimization of ad sources, and a strong focus on high-intent formats allowed the team to consistently deliver high-quality users at scale across all tested GEOs.

The case was prepared by Roman Arustamyan, Head of Performance at Traffy (Instagram: @arust, email: roman.arustamyan@adskill.com), whose expertise in in-app traffic and performance-driven scaling is central to building and executing campaigns across emerging markets.

If you are interested in scaling high-quality in-app traffic with transparent analytics and ROI control, leave a request and the Traffy team will help build and scale campaigns tailored to your KPIs.

Africa remains one of the fastest-growing regions for 1xBet, with the brand continuously improving its product, actively investing in the region, and expanding its presence across key markets. It operates on a spend-based model, enabling affiliates to scale efficiently while also leveraging exclusive push notification traffic and other performance-driven tools.