The African online gambling market is undergoing a real revolution. The numbers speak for themselves: a projected average annual growth of 6.3% from 2024 to 2028 will bring the market volume to $2.36 billion. But behind these statistics lies something greater — a unique ecosystem where the right advertising format can become the key to multimillion-dollar profits.
In this article, we will explain why the popunder format in Kadam is becoming a key tool for iGaming advertisers in Africa. Let’s start with the main point — why this market attracts the attention of iGaming advertisers.
Why Africa Is a Promising Market for iGaming Advertisers
1.477 billion people, almost 18% of the world’s population. Imagine the scale of this market, but it’s not just about the numbers.
Strong Demographic Factor
The African audience is every iGaming marketer’s dream:
- Youth as the main asset: the core target group aged 18–35 makes up a significant share of the population
- Male dominance: the profile perfectly matches that of an active online casino player
The Role of the Mobile Segment
Over 475 million mobile users, and this is just the beginning. Up to 75% of all web traffic comes from mobile devices.
A Developed Betting Market
In Nigeria, Kenya, and Uganda, up to 70% of the adult population has experience with online betting. This is not just statistics – it is a ready audience that already knows what it wants.
Technological Breakthrough
The integration of blockchain, USSD interfaces, the development of gamification – the African market has turned out to be more flexible and open to innovation than many developed regions.
Three Common Problems That Sink 90% of Campaigns
The rapid growth of the market opens new opportunities, but at the same time imposes high demands on advertisers. Those who understand the key challenges and know how to solve them gain a strategic advantage.
- Problem #1: Regulatory chaos
54 countries and 54 different approaches to regulation. What works in Nigeria may be banned in Kenya. The lack of unified legislation forces each campaign to be adapted to a specific GEO, which greatly complicates scaling. - Problem #2: Blocks from Google Ads and Meta
Google Ads and Meta regularly block iGaming ads, leaving advertisers without the main acquisition channels. Dependence on these platforms = dependence on their rules of the game, which may change at any time. - Problem #3: The “click-to-conversion” gap
Even with huge traffic volumes, many face low conversion rates. Slow internet, outdated devices, heavy landing pages – all this creates a gap between user interest and action.
This is where popunder in Kadam shows its strength, and we will explain why.
Popunder Advertising as the Key Growth Driver for iGaming in Africa
While competitors are fighting for space under the sun in Google and Meta, other advertisers have already switched to popunder traffic in Kadam – a format that works without restrictions or bans.
- Invisible to Blockers
Popunder is not blocked by traditional systems used by Google and Meta. Campaigns reach their target audience consistently, without the risk of sudden interruptions. - Economy That Works
CPC from $0.001- this is not a typo. Wide reach at minimal cost makes it possible to test hypotheses and scale successful campaigns with small budgets. - Technological Versatility
The format works on any device, even with weak connections. The landing page opens instantly in a new tab, the user sees the offer right away, ensuring maximum engagement. - Immunity to “Banner Blindness”
Resistance to AdBlock and banner blindness means the message reaches the user even when standard formats no longer work. - Exclusive Access to Adult Traffic in Kadam
On adult platforms, popunder iGaming advertising can be shown precisely because Meta does not operate there. Kadam provides access to this massive layer of quality traffic unavailable through traditional channels.
Conclusion: Popunder in Kadam gives advertisers access to a unique combination of reach, stability, and transparent economics. This format allows you to test hypotheses with minimal investment, scale campaigns across different African GEOs, and use channels where competitors simply do not exist. Thanks to the built-in predictor, you can estimate expected CR in advance and control traffic quality even before launch.
A Step-by-Step Strategy: From Choosing GEO to Maximizing Profit
Success in African iGaming is the result of a systematic approach. Let’s look at how to build campaigns that bring stable profit.
Mobile Traffic: The Foundation of African iGaming Success
In some countries, mobile traffic accounts for 80-90% of the total volume. Therefore, when launching campaigns in Africa, you should primarily target mobile devices.
Why Mobile Traffic Leads:
- Smartphones are cheaper than computers and laptops
- They don’t require separate internet connections
- Mobile operators are actively developing infrastructure
- Young audiences prefer mobile games
Najib Choujaa, Head of Growth Africa & ME (Kadam):
“That’s why the key rule is: advertising must be adapted for phones: landing pages should load quickly on 3G/4G, creatives must be readable on small screens, and registration forms as simple as possible.”
Key African GEOs: Top 5 Countries to Launch
The potential of African countries for iGaming advertising varies. Below is an overview of key GEOs showing the greatest potential in traffic volumes and conversion quality.
Nigeria
- Population: 223 million
- CPA range: $15–20
- Features: Highest engagement in sports, widespread smartphone use, developed local operators
- Advantages: Maximum conversion rates for registrations and deposits, especially in major cities (Lagos, Ibadan, Kaduna, Port Harcourt, Benin City, Abuja)
Egypt
- Population: 110 million
- CPA range: $20–25
- Features: Arabic-speaking market with high competition but huge volumes
- Advantages: Low CPA and massive potential with proper localization
Kenya
- Population: 55 million
- CPA range: $10–15
- Features: Developed mobile wallet system (M-Pesa), mature betting culture
- Advantages: Ability to accept payments without traditional banks, high ARPU
South Africa
- Population: 60 million
- CPA range: $10–15
- Features: Broad 4G access, high average income, diverse gaming preferences
- Advantages: Quality traffic with low churn, high purchasing power
Tanzania
- Population: 68.56 million
- CPA range: $8–10
- Features: Developed mobile gaming culture, English as the official language
- Advantages: Easy localization and quick campaign launches
Expert Opinion
Najib Choujaa, Head of Growth Africa & ME (Kadam):
“We recommend targeting Egypt, Nigeria, South Africa, Kenya, and Tanzania. These markets generate the main volumes of quality iGaming traffic and give advertisers the ability to scale without losing efficiency.”
The Scale of Kadam’s Popunder Traffic in the African Market
| Country | Requests |
| Total | 482,589,150 |
| Egypt | 320,729,413 |
| Nigeria | 63,796,898 |
| South Africa | 62,804,153 |
| Tanzania | 17,204,121 |
| Kenya | 12,263,132 |
| Ghana | 5,791,433 |
These figures confirm: Africa is already opening huge opportunities for iGaming advertisers in Kadam today. Let’s look at a specific case to understand how this potential works in practice.
Client Story: Growth and Scaling in Egypt with Kadam
Egypt is traditionally considered one of the most difficult markets for the iGaming vertical: high prices, fierce competition, and saturated offers. But the right strategy using Kadam popunder traffic turns challenges into opportunities.
One of our clients launched a campaign in Egypt with the following parameters:
- GEO: Egypt
- Format: Popunder
- Vertical: iGaming
- Browser: Chrome
- OS: Android
- Device: smartphones
- Platforms: adult
- Connection: 3G/LTE
Results that speak for themselves:
- Budget: $6,515.46
- FTD attracted: 309
- Average Adv CPA: $21.09 (vs. market average $35–40)
- System profit: $1,617.11
- Average CPC: $0.0005
- ROI: 324% – this is the exact result our client achieved with the competent use of Kadam popunder traffic
5 Tips on How to Scale iGaming Campaigns with Popunder in Africa
- Mobile Landing Optimization
- Accelerated loading: every second of delay = 10–15% conversion loss
- Minimal page weight: remember users’ unstable internet
- Responsive design: interface must work on devices of any resolution
- Localization
- Local visuals: use familiar faces and places
- Familiar currency: showing prices in local money increases trust
- Cultural adaptation: consider local features and traditions
- Language nuances: not just translation, but adaptation to local slang
- LTV vs FTD: Think Strategically
- Retargeting: bring back lost players with personalized offers
- Loyalty programs: long-term retention is more profitable than constant acquisition
- Personalization: each player should feel an individual approach
- Compliance = Long-Term Success
- In Kenya and South Africa, advertising rules are tightening, so adapt campaigns to new requirements in advance.
- If compliance questions arise, consult account managers—they will help set up campaigns according to current restrictions.
- Traffic Quality in Kadam = The Basis of Stable ROI
- With Kadam, you don’t just get traffic, but quality audiences filtered by our anti-fraud systems.
- Kadam’s proprietary anti-fraud system in real time:
- Tracks suspicious clicks and installs
- Filters bots and dishonest sources
- Protects your budget from low-quality traffic
Conclusion: Africa Opens Opportunities, Kadam Delivers Results
Popunder in Kadam combined with the right strategy is not just an alternative to the limited opportunities of traditional ad platforms like Google and Meta, but a strategic tool perfectly adapted to the technical, cultural, and behavioral characteristics of the African region.
Key Benefits of Working with Kadam:
- Stable traffic delivery without risk of bans
- Minimal entry barriers for budget (CPC from $0.001)
- Access to exclusive volumes of adult traffic
- Personal expert support on all aspects of campaign full-management
- Built-in tools for predicting CR and optimizing campaigns
👉 Ready to launch your first popunder campaign in Africa with Kadam?
Contact Najib Choujaa and get a personalized consultation on launching traffic with guaranteed high ROI in the very first month of work.
💬 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.
