INNOVATION INSIGHTS


N1 Insights: April’s iGaming trends you shouldn’t miss


April refl ects changes that began taking shape in iGaming back in the fi rst quarter but are only now becoming systemic. The market is gradually shifting away from short-term optimiSation toward more complex strategies, where performance sustainability, GEO diversifi cation, and a reassessment of affi liate model effi ciency play a key role. In this issue, N1 Partners experts analyse how traffi c structures are evolving and which scaling approaches continue to deliver results amid increasing competition.


Part 1


1. TRAFFIC AND PERFORMANCE 1.1 Traffi c sources most likely to show the highest volatility in April.


The highest volatility is expected from Facebook, TikTok, and PPC channels, as they are directly affected by changes in moderation, algorithms, and competitive activity. Additional fl uctuations are anticipated in Google UAC, where auction costs traditionally increase in April due to intensifi ed brand activity following the end of the fi rst quarter.


1.2 Will brands shift their priorities between


traffi c volume and quality in April? In April, many brands will begin shifting their focus toward traffi c quality, based on fi rst- quarter performance insights. Priority will be given to deeper metrics – from FTD to deposits and LTV – rather than simply chasing registration volume and initial conversions. At the same time, in certain high-growth GEOs, there will still be a willingness to invest in volume in order to capture market share more quickly, even at the expense of short- term effi ciency.


1.3 What will be more challenging in April:


fi nding new scalable setups or maintaining current volumes?


Most likely, maintaining current volumes will become more challenging, especially in highly competitive GEOs. After an active fi rst quarter, many proven setups are already overheated, while traffi c costs continue to rise. Finding new setups remains possible; however, scaling them will take more time due to increased competition and higher requirements for traffi c quality.


1.4 Changes in testing strategies for new GEOs and traffi c sources in April Affi liates are likely to shift toward shorter testing cycles and reduce test budget volumes in order to adapt more quickly to changing market conditions.


“At the same time, interest in traffi c source 18 APRIL 2026 GIO


diversifi cation will increase: beyond the classic Facebook and Google channels, we expect a growing number of tests in alternative social platforms,” comments Vlad Chernov, Deputy Head of Affi liates at N1 Partners.


1.5 Key metrics for scaling up or cutting caps Key metrics will continue to include CR, ROAS, ARPU, retention, and player LTV, but their role in decision-making will become even more signifi cant. Teams will increasingly shift from evaluating “input” metrics to analyzing audience quality and long-term value. In particular, scaling decisions will be based on early LTV signals and user behavior patterns, rather than solely on FTD volume. This will allow teams to identify


underperforming setups earlier and reallocate budgets toward more sustainable traffi c sources.


2. GEO PRIORITIES


2.1 GEOs that may see the highest traffi c growth in April.


In April, several Tier-1 countries are expected to show the strongest growth, primarily Canada, Germany, and Australia, where demand for online gambling remains stable and major brands continue to increase their marketing budgets. Growth may also be observed in Latin America (Brazil, Peru, Chile). At the same time, some affi liates will continue scaling in Eastern Europe and CIS countries, where competition is lower than in Tier-1 markets and it is easier to test new setups.


2.2 Will the approach to Tier-1 markets change compared to Q1 2026?


The approach to GEO selection will become more selective and pragmatic. Many teams will maintain their focus on Tier-1 markets, but with stricter ROI control amid rising traffi c costs and decreasing predictability of results. At the same time, a partial budget reallocation is expected in favor of GEOs with more favourable scaling conditions – lower competition and more affordable auction


dynamics. As a result, strategies will increasingly balance between the stability of Tier-1 markets and growth opportunities in less saturated regions.


2.3 Regions where the cost of player acquisition is expected to change the most The most noticeable increase in CPA is expected in Tier-1 markets – primarily Canada, Germany, and Australia. In these GEOs, player acquisition costs are likely to continue rising amid intense competition and increasing pressure from large media buying teams. “An additional factor will be the concentration of budgets after the fi rst quarter: major players are scaling more aggressively, which overheats the auction and reduces the effectiveness of standard traffi c acquisition approaches,” notes Vlad Chernov, Deputy Head of Affi liates at N1 Partners. As a result, the entry threshold for new campaigns is rising, and achieving target metrics will require more precise optimization and stronger setups.


2.4 Key GEOs for growth at the beginning of Q2.


Key GEOs may include several Tier-1 markets such as Canada, Germany, and Australia, as well as a number of Tier-2 and Tier-3 countries, including Brazil, India, Turkey, Kazakhstan, and Chile.


These countries remain a priority for many brands due to strong purchasing power, higher player LTV, and stable demand for licensed products. Despite high competition and traffi c costs, Tier-1 markets continue to attract large affi liate teams, as with proper optimization they offer the most sustainable long-term profi tability.


3. AFFILIATE MARKETING DYNAMICS


3.1 How will the balance between new partners and established affi liate teams change in April? The market will continue to consolidate around large and experienced teams that have the resources for scaling, optimization, and rapid budget reallocation. Their advantage will


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