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X (formerly Twitter) as a traffic source for mobile applications

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WakeApp is back with its “Source of the Month” – an educational guide for mobile app marketers.

According to information gleaned from Statista, app stores are currently swamped with applications: Google Play includes 2.6 million apps while there are almost 4.5 million in the Apple App Store. So, what does it take for an app to rise to popularity among its users? It surely is no longer the case of uberizing a program capable of connecting clients to a service. This is where our highlight tool of the month comes in.

At WakeApp, we’re always ready to lend a helping hand to novice marketers, partners and specialists in the mobile application promotion market to keep abreast of the latest GEO trends, traffic sources and promotion features. This time, we’re introducing our readers to the highly popular advertising platform for media buyers and app marketers, X (formerly Twitter)!

X is an American microblogging service and social network where users post and interact with messages known as “tweets”. X, Inc., which is based in San Francisco, California, provides the service and has over 25 offices worldwide. Tweets were initially limited to 140 characters, but in November 2017 the limit was doubled to 280 for most languages. Audio and video tweets remain limited to 140 seconds for most accounts.

 

Facts about X

  • X has almost 368 million monthly daily active monetizable users (data for 2022), and this figure is constantly growing.
  • X users are predominantly male. According to Statista data for January 2023, males account for 63% of social media users while 37% are women. Almost 40% of them are aged between 25 and 34.
  • X’s audience is mainly mobile: according to X, about 80% of social network users access X from smartphones and 93% of video views on X occur on mobile devices.
  • As of January 2023, X is most popular in the United States, Japan and India.

How can marketers use X?

Since there are not as many ads on X as on other social networks, users are less likely to experience banner blindness. Therefore, the likelihood that the ad will be noticed is higher.

At the same time, the majority of X users are consumers, not content creators, which means they are looking forward to the opportunity to participate in discussions, download applications, and are also ready for interactivity and a gaming format of interaction.

It was on April 13 back in 2010 that X introduced advertising. This advertising was limited only to banner advertising. Four years later, on April 17 2014, X officially announced the launch of a platform for advertising applications using the MoPub mobile traffic exchange system, having acquired this service six months earlier.

This service made it possible to install promotional applications directly from the X news feed. Ads were simultaneously shown on X  through a promotional tweet system and on users’ mobile devices through MoPub.

 

What does the X advertising account look like?

Level 1. Goals.

There are a total of seven goals on X: Reach, Video Views and Pre-Roll Views, App Installs, Website Transitions, Interactions, Readers, Repeat App Interactions.

Level 2. Campaign.

After selecting a goal, you need to set your settings at the campaign level, namely: give a name to the campaign, set the daily budget, total budget, start and end dates of the campaign, and the pace of impressions.

 

 

Level 3. You will be taken to the ad group settings that you will need to set: Group name, Start and end time of impressions, Total ad group budget, Bid type.

What can you target on X?

  • User demographics. To target demographics, set users’ gender, age, location, and language.
  • Device data. In this section, select what devices your target audience uses—desktop computers or smartphones on iOS, Android, or other operating systems. You can also specify information about the operator and device model.
  • Custom audiences. On X, you can create custom audiences based on your contact list, website or app activity, and combined audiences based on app activity. In the same section, you can create look-alike segments by checking the “Include users similar to your selected custom audiences” checkbox.
  • Targeting options. You can target by interests, events, conversation topics, movies and TV shows, and reach users similar to followers of a specific account. Interests and activities can be selected from a drop-down list.
  • Keyword targeting is also available, allowing you to include or exclude campaign users from your advertising who enter certain words in X searches or use them in publications.
  • In additional settings, you can set up retargeting for those users who interacted with or saw posts. You can enable audience expansion, or add users who are already following your account to your audience.
  • Depending on the purpose you choose, impressions may be available in your home feed, profile, search results, and X Audience Platform which is a network of popular apps. Connecting the X Audience Platform allows you to expand your advertising reach. When setting up impressions in the Audience Platform, you need to add an advertising category (cars, restaurants, education, etc.), add a link to the site, and, if necessary, exclude applications in which you do not want to appear.

When choosing targeting, focus on test results and analytics. If you haven’t run X  ads before, create ad groups for each target group.

When using keyword targeting with the “Include” option, add at least 25 keywords, as per X’s recommendations. When selecting the Exclude option, remember that too many words will narrow your coverage.

 

Advertising formats

X advertising comes in three formats:

  • Promoted Tweets. They look like regular posts but are marked as “Advertising”. Users can like, repost and comment on them just like organic posts. Promoted posts are shown in X search results, in the news feed, in the profiles of users and official partners of the site.

A promoted post can contain an image or video. The video plays automatically in the News Feed and loops if it is less than 60 seconds long. You can also insert a link to a website or application into your ad to attract traffic or motivate users to convert:

 

2) Promoted Accounts. This type of advertising is needed to direct traffic to a brand account, increase activity and the number of subscribers. Ads with promoted accounts are displayed in the news feed, in search results and in the “Who to Read” section. They are marked with an “Advertising” icon and contain a “Subscribe” button.

3) Promoted Trends. Promoted trends involve placement in the trend list on the side of the page. Advertising will be at the top of this list.

How do we use X at WakeApp?

 

X  makes up one of the 30+ sources that WakeApp uses to promote applications.

We have been using this traffic source ever since its appearance on the advertising market, and turn to X when our clients’ goal is to attract a young, but already solvent audience.

X’s main audience is 25-34 year olds who tend to be mature, progressive and technologically inclined. This audience type is especially relevant to brands with paid applications as such an audience are usually more willing to respond to and purchase an application/subscription for a service they need.

What’s more, promoting on X comes at an average market cost which allows even promoters with a tight budget to promote brands.

 

About our guide: Every month, we publish helpful promotion guides where we discuss promotion features in a particular region according to traffic sources and GEO traffic. We also seek to keep our readers up-to-date on tips, as well as restrictions and bans about promoting on certain sources.

Think of it as a mobile marketer’s desktop guide!

 

About us:  WakeApp is an international mobile marketing agency with over 9 years of experience in the market, and is leading the development and promotion of gaming and non-gaming mobile applications in the e-comm, video streaming, food delivery, sport, utilities, and finance verticals. In 2022, WakeApp received The Media Agency of the Year at the SiGMA Asia Awards, and in 2021, WakeApp placed in 5 categories in the 13th edition of the AppsFlyer Performance Index XIII.

 

 

 

 

 

Awards

SOFTSWISS Wins Best Game Aggregator Award in Latin America

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SOFTSWISS wins the CGS Recife Awards 2025 for its flagship Game Aggregator, confirming its industry leadership as the largest content hub in iGaming, operating with 99.999% uptime across 24 regulated jurisdictions. Recognition in Latin America, where SOFTSWISS has achieved full product certification, further proves the product’s global dominance and commitment to delivering trusted solutions across key regulated markets.

The award recognises the best game aggregation platform in the Latin American iGaming market, celebrating leadership, innovation, and operational excellence. This recognition is especially important as it comes from Brazil, where all SOFTSWISS products have recently been certified, led by the Game Aggregator. It is the 7th international award for the Game Aggregator, highlighting the product’s dedication to delivering unmatched scale and stability.

The Game Aggregator is recognised as the industry leader because of measurable advantages that no other platform can match. Operating in 24 jurisdictions, the solution provides direct access to 35,000+ active playing games from 300+ providers with new releases appearing immediately in operators’ portfolios enabled by streamlined integrations.

Engagement features deliver proven growth. Its Tournament Tool increases average daily bets by 22% across the player base. Players who join tournaments place twice as many bets and wager 3 times more than others. Jackpot Aggregator campaigns on the Game Aggregator drive a 50% increase in turnover per user, making engagement mechanics a direct source of revenue.

The platform’s infrastructure is designed for continuous, fail-safe operation. Uptime reaches 99.999–100%, guaranteed by strict SLAs and backed with proactive system notifications. The system processes 7,000 requests and up to 100,000 database queries per second, with 99% of responses returned in under 100 milliseconds. This ensures operators never lose a session, a bet, or their players’ trust.

Beyond scale and engagement, the platform offers features that raise industry standards: AI-driven localisation for any market, deep analytics through the Ultimate Report Builder, and customisable game metadata for client-facing flexibility.

We are honoured to receive the Best Game Aggregator Platform award at CGS Recife. This recognition shows the value of our commitment: a constantly growing game portfolio, wide market coverage, and unwavering platform reliability. For almost ten years, our team has been building a platform that not only delivers scale and stability but also drives measurable results,” added Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator.

The SOFTSWISS team will be available at SBC Lisbon 2025, Stand B160, to discuss the possibilities of the Game Aggregator.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS Wins Best Game Aggregator Award in Latin America appeared first on Gaming and Gambling Industry in the Americas.

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SOFTSWISS Wins Best Game Aggregator Award in Latin America

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Reading Time: 2 minutes

SOFTSWISS wins the CGS Recife Awards 2025 for its flagship Game Aggregator, confirming its industry leadership as the largest content hub in iGaming, operating with 99.999% uptime across 24 regulated jurisdictions. Recognition in Latin America, where SOFTSWISS has achieved full product certification, further proves the product’s global dominance and commitment to delivering trusted solutions across key regulated markets.

The award recognises the best game aggregation platform in the Latin American iGaming market, celebrating leadership, innovation, and operational excellence. This recognition is especially important as it comes from Brazil, where all SOFTSWISS products have recently been certified, led by the Game Aggregator. It is the 7th international award for the Game Aggregator, highlighting the product’s dedication to delivering unmatched scale and stability.

The Game Aggregator is recognised as the industry leader because of measurable advantages that no other platform can match. Operating in 24 jurisdictions, the solution provides direct access to 35,000+ active playing games from 300+ providers with new releases appearing immediately in operators’ portfolios enabled by streamlined integrations.

Engagement features deliver proven growth. Its Tournament Tool increases average daily bets by 22% across the player base. Players who join tournaments place twice as many bets and wager 3 times more than others. Jackpot Aggregator campaigns on the Game Aggregator drive a 50% increase in turnover per user, making engagement mechanics a direct source of revenue.

The platform’s infrastructure is designed for continuous, fail-safe operation. Uptime reaches 99.999–100%, guaranteed by strict SLAs and backed with proactive system notifications. The system processes 7,000 requests and up to 100,000 database queries per second, with 99% of responses returned in under 100 milliseconds. This ensures operators never lose a session, a bet, or their players’ trust.

Beyond scale and engagement, the platform offers features that raise industry standards: AI-driven localisation for any market, deep analytics through the Ultimate Report Builder, and customisable game metadata for client-facing flexibility.

We are honoured to receive the Best Game Aggregator Platform award at CGS Recife. This recognition shows the value of our commitment: a constantly growing game portfolio, wide market coverage, and unwavering platform reliability. For almost ten years, our team has been building a platform that not only delivers scale and stability but also drives measurable results,” added Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator.

The SOFTSWISS team will be available at SBC Lisbon 2025, Stand B160, to discuss the possibilities of the Game Aggregator.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS Wins Best Game Aggregator Award in Latin America appeared first on European Gaming Industry News.

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SBC Summit Tbilisi Conference Agenda Maps Path to Growth in Eastern Europe & Central Asia

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This October, SBC Summit Tbilisi 2025 returns to Georgia with an enhanced conference agenda that connects the industry to the expertise and insights of local Eastern European and Central Asian leaders, helping delegates succeed in these markets.

Co-hosted with SMH Global, a Georgia-based company at the crossroads of sports, media, and iGaming, the summit will once again take place at the Sheraton Grand Tbilisi Metechi Palace on 15–16 October.

With over 50 speakers, the two-day agenda will cover local marketing, regulatory hurdles, and talent development, offering delegates the expertise needed to build stronger operations in Eastern Europe and Central Asia.

Commenting on this year’s conference agenda, Rasmus Sojmark, CEO and Founder of SBC, said: “We’ve worked closely with SMH and a group of local experts who really understand the region to shape this agenda. They know how to connect with Eastern European players, why crypto has taken off in gaming here, and how sports icons influence the way fans engage. It’s their stories and expertise that make the program in Tbilisi so valuable.”

Day One will dig into the realities of entering and growing in Eastern Europe and Central Asia. Panels will explore what it really takes to win over players from a marketing perspective, while others will examine how operators can navigate multi-jurisdictional compliance, balancing taxation, GDPR, and responsible gambling rules without losing efficiency.

Beyond regulation, discussions will look at how traditional casinos are reinventing themselves, from integrating digital products to keeping pace with changing player expectations. The day will conclude with a candid discussion on the rise of cryptocurrency in iGaming, asking whether it is truly a game-changer for payments and trust or a risk that requires careful management.

Day Two will turn the spotlight to sports and player engagement. Panels will unpack how athletes and sports icons influence fan communities, shape responsible play, and build brand trust, with case studies of successful collaborations between gaming brands and top stars. Discussions will then move into the rise of esports and fantasy sports, asking whether these interactive formats are the key to winning over younger, more skill-driven audiences.

Experts will also dig into gamification, from leaderboards and missions to loyalty programmes, and debate which mechanics truly keep players engaged long term. Later in the day, attention will shift to the region’s growing reputation as a talent hub, with speakers sharing how companies are recruiting and retaining top tech and product talent from Georgia, Armenia, Ukraine, and beyond. The program will close on the power of sport itself, exploring how major events like the World Cup and Olympics fuel massive betting activity, and how sponsorships are reshaping the global sports economy.

Looking ahead to this year’s summit, Sojmark added: “For me, the real value of this agenda is its practicality. Delegates will leave with ideas they can put into practice across Eastern Europe and Central Asia. Just as importantly, it’s about looking ahead, thinking about the region’s future role in the industry and how businesses can start preparing for it today.”

Get your tickets for SBC Summit Tbilisi now!

Take advantage of our Early Bird offer and secure a Full Event Pass for just $150 — a $50 saving. Your pass gives you access to every conference session, the exhibition floor, and all evening networking events across both days.

Operators and affiliates are eligible for free passes. Simply click to apply.

The post SBC Summit Tbilisi Conference Agenda Maps Path to Growth in Eastern Europe & Central Asia appeared first on European Gaming Industry News.

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