How to Increase Deposits with Retargeting in the African iGaming Market

iGaming Afrika September 23, 2025

3 minutes read

1. Africa: A Market of Opportunities and Challenges

The African iGaming market is experiencing rapid growth. A huge and young audience, expanding mobile internet, and strong interest in gambling make the region highly attractive for operators.

But this growth also comes with challenges: the cost of acquiring new players continues to rise, while traditional advertising channels are becoming unstable. In these conditions, those who focus not only on new traffic but also on already interested audiences win. This is where retargeting comes into play.

Let’s take a closer look at why retargeting is a perfect fit for iGaming, especially in Africa’s fast-growing market.

2. Traffic Losses: Where Budgets Leak

Every visit to an iGaming site is an opportunity, but most users leave without completing registration or making a deposit. Bringing them back through cold traffic is getting more expensive, while banner blindness and ad platform restrictions reduce the effectiveness of standard formats.

Without retargeting, advertisers lose money: players who could have converted either go to competitors or forget about your brand.

3. Why Retargeting Works Here

Retargeting brings back users who have already shown interest. It’s the way to turn curiosity into action: registration, deposit, or repeat deposit.

Key advantages for Africa:

Warm audiences convert several times better than cold traffic;
Players return specifically to your brand;
The channel works reliably across all GEOs in the region and on all devices.

4. Kadam Technologies: Two Retargeting Approaches

Cookie-based retargeting
When a user visits the site, a cookie is stored in their browser that tracks their actions. This allows you to deliver highly accurate and relevant ads. Perfect for narrow, precisely segmented audiences.

Fingerprint-based retargeting
No cookies required: the system analyzes device, IP, browser, and behavior. This method covers audiences 10–20 times wider and is especially effective in Africa, where cookies are often blocked or quickly deleted.

5. How to Launch Retargeting with Kadam: 4 Steps to Results

Segment your audience: site visitors without registration, registered without deposit, active, and inactive players.
Install a pixel or set up events through Tag Manager.
Launch campaigns with the right formats – POP, Push, In-Page, Native, Banner.
Optimize results: monitor metrics, refresh creatives, and control frequency.

6. Mistakes and Best Practices

Common mistakes:

Showing ads too frequently without frequency capping,
Ignoring mobile traffic (critical in Africa),
Lack of personalization,
Relying on only one format,
Avoiding A/B testing.

Best practices:

Adapt landing pages for mobile internet,
Localize creatives (currency, language, cultural context),
Combine formats for maximum reach.

7. How to Measure Success

To evaluate the real impact, track:

CR, CPA, CPL,
Reactivation cost,
Time to conversion,
Retention Duration,
Retargeting’s contribution to the overall funnel.

8. Real Numbers from Africa in Kadam

Reactivation of inactive players (Nonactive → deposit)

The cost of bringing back a player who once deposited but became inactive:

GEO	Segment	Post View Min ($)	Avg ($)	Max ($)	Post Click Min ($)	Avg ($)	Max ($)
EG	Nonactive (action: DEP)	0.08	0.33	0.87	1.43	2.27	4.11
ZA	Nonactive (action: DEP)	0.07	0.49	0.94	1.50	3.06	5.79
NG	Nonactive (action: DEP)	0.04	0.22	0.46	0.83	1.66	2.97
TZ	Nonactive (action: DEP)	0.03	0.13	0.28	0.71	1.31	2.03
CI	Nonactive (action: DEP)	0.05	0.29	0.51	0.89	1.97	3.21

Why this matters: reactivation is one of the cheapest ways to increase GGR. Instead of paying $10–20 for a new FTD, advertisers bring back a known player for just a few cents. Even in premium markets like South Africa, reactivation is far more cost-effective than acquiring a new user.

First deposit from registered users (NonFD → FTD)

The cost of acquiring a first deposit from users who registered but haven’t deposited yet:

GEO	Segment	Post View Min ($)	Avg ($)	Max ($)	Post Click Min ($)	Avg ($)	Max ($)
EG	NonFD (action: FTD)	0.46	1.57	4.41	6.12	7.37	9.87
ZA	NonFD (action: FTD)	0.43	2.11	4.49	6.26	8.71	9.98
NG	NonFD (action: FTD)	0.39	0.89	3.21	5.83	6.27	8.41
TZ	NonFD (action: FTD)	0.34	0.61	2.63	5.46	5.92	7.87
CI	NonFD (action: FTD)	0.41	0.98	3.32	5.86	6.56	8.53

Key insight: first deposits through post-view in Africa are 5–10 times cheaper than acquiring a brand-new player via cold traffic.

Nigeria: a unique case – FTD costs less than $1, making the market extremely attractive for scaling.
South Africa & Egypt: more mature GEOs with higher FTD prices, but also with higher player LTV to offset the cost.

Repeat deposits from active base (Active Base → deposit)

The cost of stimulating repeat deposits from active players:

GEO	Segment	Post View Min ($)	Avg ($)	Max ($)	Post Click Min ($)	Avg ($)	Max ($)
EG	Active Base (action: DEP)	0.02	0.05	0.08	0.08	0.19	0.35
ZA	Active Base (action: DEP)	0.02	0.06	0.08	0.08	0.22	0.31
NG	Active Base (action: DEP)	0.02	0.04	0.07	0.07	0.17	0.28
TZ	Active Base (action: DEP)	0.01	0.03	0.06	0.06	0.15	0.25
CI	Active Base (action: DEP)	0.02	0.04	0.06	0.07	0.17	0.26

Key takeaway: working with active players is the most cost-efficient strategy. Repeat deposits cost as little as $0.03–0.20 on average.

Best practice: it’s always cheaper to stimulate a repeat deposit than to chase new users.
Tanzania & Côte d’Ivoire: retention budgets are minimal, allowing advertisers to cover large segments without overspending.

9. Conclusion: Sustainable Growth with Kadam

Retargeting is a reliable growth tool for African iGaming. It lowers acquisition costs, increases ROI, and helps build long-term relationships with players.

Kadam combines two approaches: cookie-based for precise targeting and fingerprint for broad reach – a crucial advantage in Africa. Paired with localization and flexible formats, this gives advertisers a true competitive edge.

👉 Ready to launch your first popunder campaign in Africa with Kadam?
Contact Najib Choujaa and get a personalized consultation on how to start traffic with guaranteed high ROI in your very first month.

💬 Contact @Najiib_Kadam on Telegram

About Kadam

Founded in 2012, Kadam delivers over 10B daily impressions across Push, Popunder, Native, and Banner formats. With RTB tech and expert support, Kadam empowers advertisers and publishers worldwide.