How Popunder Traffic Drives the Growth of the African iGaming Market

The African online gambling industry is going through a period of rapid change. Forecasts speak for themselves: between 2024 and 2028, the market will grow at an average annual rate of 6.3%, reaching a volume of $2.36 billion. But beyond the numbers lies something bigger – a market with its own ecosystem, where the right choice of advertising format can generate significant profit.

In this article, we will explain why popunder advertising with Kadam is becoming a strategic solution for iGaming advertisers working in Africa. We will start with the basics, what makes this region so attractive, and conclude with a real case study that includes campaign settings and concrete results.

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Africa: A Market with Huge Potential for iGaming

The continent, with a population of over 1.477 billion people (about 18% of the world), offers the opportunity to reach a colossal audience. But the real value is not only in the numbers.

• Demographic factor: the main part of the population is young people aged 18–35, exactly the group that is most actively engaged in online entertainment.
• Gender factor: the predominance of a male audience coincides with the profile of an active online casino player.
• Mobile dominance: more than 475 million mobile subscribers, with up to 75% of web traffic coming from smartphones.
• Betting culture: in Nigeria, Kenya, and Uganda, up to 70% of adults have already tried online betting. This means the audience is not only ready but also experienced.
• Technological flexibility: blockchain, USSD payments, and gamification are being adopted here faster than in many developed economies.

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Three Common Problems That Sink Most Campaigns

The market is growing, but with opportunities come higher demands. Many advertisers face barriers that can wipe out their efforts.

1. Regulatory chaos
   54 countries — and just as many different approaches to regulating gambling. What is legal in Nigeria may be completely prohibited in Kenya. There are no unified rules, so every campaign has to be adapted locally.
2. Restrictions from Google and Meta
   Mainstream advertising platforms regularly block iGaming content. Any campaign on Google Ads or Meta risks disappearing at any time.
3. Low conversion rates
   Even with heavy traffic, a portion of users never reaches deposit. The reasons: slow internet, weak devices, and “heavy” landing pages. As a result, a gap appears between the click and the registration.

This is precisely where Kadam’s popunder traffic shows the greatest effectiveness.

How Popunder Opens New Opportunities for iGaming in Africa

• Immune to blocks: the format is not filtered by Google or Meta, which means campaigns run stably.
• Cost-effective economy: CPC starting from $0.001 allows testing hypotheses and scaling successful campaigns even on modest budgets.
• Compatibility with all devices: ads open in a separate tab, ensuring visibility even with weak connections.
• Immunity to “banner blindness”: popunders bypass user fatigue with traditional formats.
• Access to adult traffic: Kadam provides entry to a segment where Meta does not operate and competition is significantly lower.

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Mobile Traffic: The Foundation of iGaming Success in Africa

In Africa, the smartphone is the main gateway to the internet. In some countries, mobile traffic accounts for 80–90% of total volume, making mobile-first targeting essential when launching campaigns.

Why the mobile segment leads:

• smartphones are cheaper than computers and laptops;
• they don’t require separate internet connections — mobile networks are enough;
• operators are actively investing in 3G/4G infrastructure;
• young audiences prefer mobile games and apps.

💬 Najib Choujaa, Head of Growth Africa & ME (Kadam):

“The golden rule for advertisers is to think mobile-first. Landing pages must load quickly even on 3G/4G, creatives must be easy to read on small screens, and registration forms should be as simple as possible.”

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Top 5 GEOs in Africa for iGaming

The attractiveness of African countries for iGaming advertising varies. Below is an overview of the key GEOs that show the highest potential in terms of traffic volume and conversion quality.

Country	Population	CPA Range	Key Features
Nigeria	223M	$15–20	One of the largest betting markets
Egypt	110M	$20–25	Arabic-speaking market with huge volumes of mobile traffic
Kenya	55M	$10–15	M-Pesa has simplified payment acceptance and increased ARPU
South Africa	60M	$10–15	High household income and strong 4G access
Tanzania	68M	$8–10	English as an official language simplifies campaign launches

💬 Najib Choujaa, Head of Growth Africa & ME (Kadam):

“We recommend focusing on Egypt, Nigeria, South Africa, Kenya, and Tanzania. These markets generate the bulk of high-quality traffic in iGaming and give advertisers the ability to scale without losing efficiency.”

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Case Study: How Kadam Increased ROI in Egypt

Egypt has long been considered one of the most competitive iGaming markets: high acquisition costs, fierce competition, and a saturated offer landscape. However, the right strategy using Kadam’s popunder traffic turned these challenges into growth opportunities.

One of our clients launched a campaign with the following settings:

• GEO: Egypt
• Format: Popunder
• Vertical: iGaming
• Browser: Chrome
• OS: Android
• Devices: Smartphones
• Placements: Adult
• Connection: 3G/LTE

Campaign results:

• Budget: $6,515.46
• FTD attracted: 309
• Average Adv. CPA: $21.09
• Average CPC: $0,0005
• KPI: $90
• Adv Income: $27,810
• ROI: 324%

Such results clearly demonstrate that smart use of Kadam’s popunder traffic allows advertisers not only to enter challenging GEOs but also to achieve high efficiency from the start.

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5 Tips for Scaling iGaming Campaigns

1. Optimize mobile landings: lightweight pages, fast load times, simple registration forms.
2. Localize offers: use local currencies, cultural references, and adapted language.
3. Think beyond FTDs: implement retargeting and loyalty programs to increase LTV.
4. Stay compliant: especially in Kenya and South Africa, where advertising rules are tightening. If you have compliance questions, contact our account managers, they’ll help tailor campaigns to the latest requirements.
5. Filter traffic: Kadam’s anti-fraud system protects budgets in real time.

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Conclusion

Africa is becoming one of the key markets for iGaming, and Kadam offers advertisers a format perfectly adapted to its specifics.

Advantages of working with Kadam:

• stable traffic without blocking risks;
• low entry threshold (CPC from $0.001);
• exclusive adult traffic;
• personal support and full management;
• built-in tools for CR forecasting and campaign optimization.

👉 Want to test popunder in Africa? Register with Kadam and launch your first campaign.