So, I’ve been spending the last few months trying to figure out which iGaming advertising formats actually bring in decent ROI — and honestly, it’s been a bit of a maze. Every platform promises better conversions, but in practice, results vary wildly depending on audience behavior, content type, and even timing. I’m not new to iGaming ads, but 2025 really felt like the year everything shifted. The competition got tighter, players became pickier, and ad fatigue hit harder than ever. So as we head into 2026, I’ve been wondering — which ad formats are really worth the spend anymore?
When banner ads stopped working for me Let’s start with what didn’t work. I used to rely heavily on static banners across affiliate sites. They were cheap, easy to produce, and got some clicks early on. But lately, performance has dropped like a rock. CTRs are down, impressions are high but not converting, and users seem to just scroll past them. It’s like people’s brains have built-in banner blindness now. Even dynamic banners with flashing jackpots or free spin offers don’t grab much attention anymore. They just look like noise. I think players today want ads that feel personal or integrated into their experience — not something shouting at them from the sidebar.
Video ads: hit or miss Then there’s video. I’ve tested both short-form and longer explainer-style iGaming video ads. Short clips — like 6 to 10 seconds — perform surprisingly well when placed between gameplay content or YouTube reviews. But longer videos, especially those trying too hard to “educate,” tend to lose viewers halfway through. The main issue? Cost. Video ads eat up the budget fast, and if you’re not optimizing the first three seconds, you’re burning cash. Still, when done right, they deliver strong engagement — especially when you tailor the message to a specific type of player (like sports bettors vs. slot enthusiasts).
Social media formats: the sweet spot If I had to pick one thing that’s worked best lately, it’s native-style ads on social platforms. TikTok, surprisingly, has been gold for certain iGaming campaigns — particularly ones that focus on entertainment rather than hard promotion. For example, short clips showing a “lucky streak moment” or a fun reaction to a win tend to go viral quickly. The trick is to make it feel organic, not like a polished commercial. Facebook and Instagram Stories also still perform decently, but their cost per result has gone up compared to last year.
Programmatic ads & personalization I was skeptical about programmatic ads at first. The idea of automated ad buying sounded too cold and data-heavy. But after trying it out, I’ve seen why people swear by it. When you feed the right player data into your campaigns — behavior, geography, favorite games — the targeting gets freakishly good. The ROI isn’t immediate, but over time, personalized ad delivery builds a better conversion rate. The ads feel less like random promotions and more like “this brand actually gets what I play.” That subtle familiarity pays off.
In-app ads: underrated but powerful One thing I almost ignored but now really value is in-app advertising. Ads placed directly inside iGaming or related gaming apps (like sports trackers or fantasy leagues) tend to get high engagement. It’s probably because the audience is already “in the zone” — they’re in a gaming mindset, so the transition to checking out an iGaming offer feels natural. Rewarded video ads (where users get coins or bonuses for watching) are particularly effective. It’s a small incentive, but it builds goodwill and curiosity. Players don’t feel like they’re wasting time; they’re gaining something in return.
My current setup After testing nearly everything, I’ve landed on a mix:
30% budget for short-form video (mainly TikTok + YouTube Shorts)
25% for native in-app ads
20% for programmatic retargeting
15% for social stories (mostly Instagram)
10% experimental formats (new placements, influencer tie-ins, etc.)
It’s not a perfect science, but this combination has given me the best ROI so far. It keeps things fresh and avoids overexposure in any one channel.
Something that helped me compare formats When I was figuring out which formats to focus on for 2026, I came across this helpful breakdown: Best iGaming Ad Formats for 2026. It sums up different ad types, what ROI ranges to expect, and even which formats are trending upward this year. If you’re like me and trying to fine-tune your ad mix, it’s worth a quick read.
Final thoughts At the end of the day, iGaming advertising isn’t about chasing the latest trend — it’s about knowing your audience and adapting your format to fit how they actually consume content. A flashy banner might’ve worked in 2019, but today, authenticity wins. Players want ads that feel natural, entertaining, or genuinely rewarding. So, if you’re still testing what works best for ROI in 2026, I’d say: start small, track everything, and don’t be afraid to drop what used to work. The best-performing format might surprise you.