Five Ways Sports Betting Operators Must Defend Against Click Fraud

The sports betting market is surging fast

The global sports betting industry is on a steep upward trajectory. In 2024 alone, the market reached approximately $107.4 billion and is forecast to grow at a compound annual growth rate (CAGR) of 9.3 percent through 2034). A broader perspective shows the global online gambling market of which betting is a major component was valued at $78.7 billion in 2024 and is expected to more than double to $153.6 billion by 2030, with a CAGR of 11.9 percent.

But rapid growth attracts scrutiny and risk. Regulators are tightening oversight, fraudsters are scaling operations, and digital channels are under pressure to deliver efficiency. For operators, affiliates, and marketers, success in this environment requires more than spend. It demands clarity, protection, and smarter strategies.

In this blog, we uncover five critical forces shaping the future of sports betting and how to prevent click fraud and wasted ad spend as the market expands.

‍

Crypto betting is accelerating growth and risks

One major trend reshaping sports betting is the rise of cryptocurrency. Transactions are faster, more secure, and more private, making crypto betting attractive to players worldwide. The crypto betting market grew from $50 million in 2019 to $250 million in 2024 and could reach $400 million by 2028.

But with opportunity comes exposure. The same anonymity that makes crypto appealing also attracts fraudsters who exploit payment blind spots. Without click fraud prevention software in place, budgets are quickly siphoned away.

‍

Women’s sports are booming but click fraud lurks

Another growth driver is the rise of women’s sport on the global stage. From the FIFA Women’s World Cup to expanding broadcast deals, women’s sports are drawing younger, more diverse, and digitally engaged fans. For sportsbooks, this presents an entirely new audience to capture.

Yet with new audiences comes new risk. Invalid traffic and fake engagement often spike alongside surging interest. Our recent article shows that gambling campaigns face invalid traffic rates of up to 34 percent on average, with some operators seeing as high as 44 percent. Marketers must ensure that ad budgets are reaching real fans, not fake clicks.

Affiliate channels drive growth and need policing

Affiliate marketing continues to be a cornerstone of sportsbook acquisition. Affiliates deliver scale, international reach, and high-intent users, making them indispensable partners. However, with growth also comes manipulation. Some affiliates inflate clicks, recycle existing players, or hijack last-click attribution with brand bidding.

Left unchecked, this erodes ROI and trust. TrafficGuard data shows that affiliates can generate up to 44 percent invalid traffic for top-tier operators, eating away at acquisition budgets. To stay ahead, operators must embrace affiliate fraud protection that verifies conversions and ensures commissions go only to genuine new players.

‍

TrafficGuard for Affiliate solution ensures advertisers never reward a fraudster for a click again, reconciling invalid traffic with affiliate measurement platforms and providing complete transparency. By making informed marketing decisions, preventing invalid traffic from corrupting attribution, and applying custom filters, sportsbooks can maximise return on ad spend with confidence.

Mobile apps are pivotal but installs can be fake

Mobile apps are now the frontline for player acquisition and retention. With bettors increasingly engaging through apps, live odds, and in-play betting, this channel is key to growth. But it is also one of the most heavily targeted by fraud. Between 15 percent and 35 percent of app installs in sports betting are estimated to be fraudulent.

Fake installs inflate acquisition data, distort optimisation, and waste spend. For operators investing heavily in app campaigns, click fraud prevention software that verifies installs in real time is non-negotiable. It is the only way to ensure app growth reflects real user acquisition.

Fraud is draining ad spend at scale

The final, and perhaps most pressing, force is the sheer scale of ad fraud. Across the gambling sector, 34 percent of traffic is invalid, making it one of the hardest-hit industries. Globally, ad fraud cost marketers $84 billion in 2023, which was 22 percent of all ad spend, and is forecast to hit $172 billion by 2028.

For sportsbooks, that means every third click could be wasted before campaigns even get going. The solution is proactive click fraud protection that blocks invalid traffic before it ever hits your campaigns. This ensures that every dollar invested goes towards acquiring real players. For a quick benchmark, use our IVT Calculator to estimate how much of your current spend is being lost to invalid traffic and where you can recover it.
‍

‍

FAQs & Key Takeaways

‍

1. How prevalent is fraud in sports betting ad campaigns?
   Up to 44 percent of paid acquisition traffic in Google Ads campaigns may be invalid, costing operators tens of percent of their budgets.
   
   
2. How fast is the overall sports betting market growing?
   In 2024, the global sports betting market reached $107.4 billion and is projected to grow at around 9.3 percent CAGR into the 2030s.
   
   
3. What is the scale of ad fraud across all digital advertising?
   Ad fraud represented 22 percent of global ad spend in 2023 ($84 billion), with forecasts estimating $172 billion lost by 2028.
   
   
4. Are crypto betting channels more vulnerable to fraud?
   Yes. The anonymity of cryptocurrency transactions makes it easier for fraudsters to exploit, even as the segment grows to $400 million by 2028.
   
   
5. Why can’t Google or Meta filters handle all invalid traffic?
   Google and Meta filter obvious invalid traffic, but sophisticated tactics such as rotating IPs, bot clicks, or affiliate hijacking require dedicated click fraud prevention software.

‍

👉 Want to protect your sports betting campaigns from invalid traffic? Book a demo with TrafficGuard and see how much of your ad spend could be rescued.

‍