Premium in-app sources in iGaming - Vungle in 2025–2026

How premium in-app traffic for betting and casino has evolved

In 2022–2023, Vungle was typically seen as a high-quality but secondary traffic source, mainly effective for rewarded video with limited scale.

By 2025–2026, this perception has shifted. Vungle is now widely used as a core channel in iGaming media mixes, particularly in Tier-1 GEOs. It is no longer a supporting source, but a scalable performance tool built around sustainable unit economics.

This transition reflects both platform-level improvements and broader changes in mobile marketing.

The in-app market enters a new stage of maturity

Following the Liftoff–Vungle merger and Liftoff’s IPO, the in-app segment has evolved toward more mature performance platform dynamics.

For advertisers, this means:

• stronger focus on value-based events over CPI
• higher expectations for inventory quality
• prioritisation of stability and scalability

At the same time, industry consolidation continues. The Unity–ironSource merger accelerated the shift toward integrated ecosystems combining UA, monetisation, and data. Within this landscape, Vungle increasingly functions as a performance DSP rather than a traditional ad network.

Algorithms over manual control

Manual optimisation has become less effective. Instead of constant adjustments, the platform now favours stability.

In 2025–2026, Vungle:

• learns faster from post-install signals
• reacts sensitively to abrupt budget changes
• scales more efficiently with consistent data

This is especially important for iGaming, where user value is realised after installation.

Premium inventory is no longer synonymous with “limited scale”

Vungle is no longer viewed as a strictly limited premium source. In markets such as the UK, Sweden, Canada, and the US, it demonstrates more scalable behaviour.

Gradual budget increases allow CPI to remain stable without sharp spikes. At the same time, scaling does not lead to immediate collapse in deposit metrics — degradation is typically gradual and manageable with proper segmentation and creatives.

As a result, Vungle is increasingly used as a long-term acquisition channel rather than for short testing cycles.

However, saturation has not disappeared — it has become more expensive. Poor scaling or a lack of creative updates leads to a gradual loss of efficiency that takes time to recover from.

Rewarded Video: Still the core format, but with a new logic

Rewarded video remains the main driver of scale, but evaluation criteria have evolved. Completion rate is no longer sufficient.

Performance is now assessed through downstream metrics:

• speed to first meaningful action
• mid-funnel progression
• early deposit behavior

A key trend is the expansion of rewarded inventory in non-gaming and utility apps. These environments often produce smaller but higher-quality audiences with stronger intent.

Interstitial and playable: selective deployment

Interstitials perform well in sportsbook campaigns, especially around live sports events. However, they are highly sensitive to frequency and can quickly fatigue under aggressive scaling.

Playable ads remain a niche tool. They work best in hybrid casino products and are typically used as a supplementary format rather than a primary scaling driver.

How traffic quality is evaluated in 2025–2026

Top-of-funnel metrics are losing importance. Traffic quality is now measured primarily through post-install behaviour.

Key indicators include:

• registration speed and KYC initiation
• D0–D3 deposit activity
• consistency of event rates during scaling

A strong signal of premium traffic is a stable CPI combined with steady deposit performance at scale. This reflects not just efficient buying, but also strong alignment between targeting, creatives, and user intent.

GEO perspective: UK, SE, CA, US

The UK remains the most balanced market in terms of volume and quality, suitable for always-on campaigns.

Sweden shows highly predictable user behaviour and is often used as a benchmark for quality testing.

Canada has improved significantly and is now seen as a less saturated alternative to the US.

The United States requires a cautious approach in which controlled scaling and strict frequency management are essential.

The MobiGuru agency perspective

For MobiGuru, Vungle is a core traffic source for scaling iGaming offers.

Its direct partnership with Vungle and experience across Tier-1 GEOs allow it to evaluate the platform’s strengths and limitations under real budget conditions.

What matters most when scaling

Vungle performs best when:

• budgets grow gradually
• creatives are iterated, not fully reset
• campaigns are given time to learn
• saturation is tracked through down-funnel metrics

Most scaling issues arise not from inventory quality, but from overly aggressive growth that ignores algorithm dynamics.

Final thoughts

In 2025–2026, Vungle has evolved into a stable performance channel within a broader ecosystem shaped by automation, consolidation, and disciplined scaling.

For iGaming teams willing to adapt to this environment, it remains one of the most predictable sources of growth today.

If you’re interested in testing this source, feel free to reach out to the team at [email protected] — they will be happy to discuss the details and help you get started.