The iGaming industry keeps expanding, but acquiring quality traffic has never been more complicated. Costs are rising, regulations are tightening, and the old shortcuts simply don’t deliver the way they used to. In this episode, Mikhail Zhukov, Head of the CPM Department at Adsterra, breaks down what’s actually happening inside the traffic ecosystem — and what operators and affiliates need to understand if they want to stay competitive in 2026.

Mikhail oversees CPM traffic across Adsterra’s global network, working with more than 40,000 direct publishers and formats ranging from pop‑unders and in‑page push to native ads and pre‑roll. His background is firmly rooted in iGaming: seven years of working with operators, media buyers, and large media groups across multiple regions.

That vantage point gives him a clear view of what’s changing — and why.

The industry’s growth isn’t a mystery. It’s the result of thousands of people across product, development, and marketing pushing the sector forward. Mikhail highlighted several forces behind this momentum.

First, the relationship between product and marketing has matured. Modern platforms are no longer simple web pages with basic payment flows. They are animated, feature‑rich, mobile‑first environments designed to keep players engaged for longer. Payments have also transformed: what once required a trip to a physical kiosk now happens instantly through localised digital methods.

Second, mobile has completely overtaken desktop. Five years ago, desktop dominated. Today, mobile accounts for the majority of traffic across almost every region. For many markets — India, Africa, LATAM — mobile isn’t just preferred; it’s the only viable channel.

Third, new verticals have expanded the ecosystem. Esports surged during COVID and became a gateway for Gen Z. Sweepstakes casinos and social casinos opened new acquisition paths. And local payment innovations, like Brazil’s PIX, unlocked explosive growth before regulation tightened.

The industry is evolving because user behaviour is evolving — and operators who adapt quickly are the ones winning.

Mikhail described the difference between 2019 and 2026 as “Stone Age versus modern society.” And he’s not exaggerating.

Five years ago, products were simpler, payments were slower, and regulation was loose. Today, platforms are sophisticated, onboarding is streamlined, and compliance is a daily reality. Markets that once operated freely now require licences, KYC, and strict messaging rules.

This shift hasn’t slowed the industry — it has professionalised it. The companies thriving today are the ones that learned to adapt early.

Regulation may be tightening, but it hasn’t closed the door on opportunity. Mikhail explained that the strongest operators are succeeding because they’ve built modular technology. When a market introduces new rules, they can adjust instantly — sometimes within a day.

Marketing has adapted too. Instead of pushing bonuses, brands now emphasise transparency, fast withdrawals, and responsible play. These messages resonate in regulated markets and help maintain trust.

Meanwhile, the grey market has responded by creating entirely new models, such as sweepstakes casinos, which operate legally under different mechanics. Social casinos and native casino apps are also gaining traction.

The lesson is simple: flexibility wins. The operators who treat regulation as a design constraint — not a barrier — are the ones still growing.

Europe remains stable but slow. Africa, once a goldmine, is cooling as targeting becomes saturated. LATAM is still strong, even post‑regulation in Brazil, though KYC delays make cash‑flow planning harder. Mexico, Peru, Chile, and Argentina continue to deliver.

Asia, however, is the region everyone is watching — and for good reason. It’s fast‑growing, mobile‑first, and home to some of the most advanced betting ecosystems in the world. But it’s also difficult to enter without local partners, cultural understanding, and the right creative approach. What works in LATAM or Africa does not work in Indonesia, Bangladesh, or Pakistan.

MENA remains complex due to political and religious restrictions, but early signals — including discussions around licensing in the UAE — suggest that the region may open in ways that could reshape the global market.

The biggest changes are happening in three areas: streaming, SEO, and first‑party data.

Streaming has transformed from a low‑quality, easily manipulated channel into a high‑impact acquisition source. Players increasingly prefer watching someone play before trying a game themselves. Live streams create familiarity, trust, and emotional engagement — something traditional ads can’t replicate.

SEO remains a powerful long‑term channel, especially for operators with apps or strong content ecosystems. Being visible in app stores or search results reduces acquisition costs dramatically.

First‑party data is becoming essential. With cookies disappearing, operators are building direct communication channels through Telegram bots, push notifications, and PWA (progressive web app) installations. These tools keep players close and reduce reliance on expensive paid channels.

Some older formats, like in‑app advertising, have lost effectiveness — especially on Android. But others, like PWAs, are experiencing a resurgence as operators rediscover their value.

Meta remains one of the strongest performance channels thanks to its targeting capabilities — but it’s expensive and increasingly restrictive. Operators with in‑house media buying teams and strong data analysis are still able to extract value, but the barrier to entry is rising. SEO continues to matter, especially for operators with long‑term ambitions. Ad networks like Adsterra remain a reliable source of scalable traffic, particularly in Tier‑3 markets where licensing restrictions are lighter and publishers are more diverse. And first‑party data — from Telegram flows to PWA installs — is becoming one of the most important retention levers in the industry.

The future isn’t about choosing one channel. It’s about building an ecosystem where channels support each other, and where operators can pivot quickly as rules change.