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New formats, providers, and trends are constantly emerging in the iGaming world that affect the effectiveness of media buying. We, the Improve Team, having 5 years of experience in the gambling and betting niches, share relevant information about the best games and working approaches in 2025.
Crash games and slots are currently bringing the biggest profit.
Crash games provide buyers with a quick profit due to the low price for a deposit and dynamic gameplay. They attract players with the opportunity to get big wins in a short time and are well suited to attract a new audience. At the same time, the player lifecycle is usually shorter than in slots or live casinos, so it is important to work properly with user retention.
Slots have a stable audience and a longer player lifecycle. Due to the variety of mechanics and themes, they retain users well, but they are more expensive to attract due to high competition.
Live casinos provide the highest quality traffic with a high LTV. Players here are more likely to make large deposits, but the cost of attraction is much higher and the audience is limited.
Here are the crash games that are currently showing the best results:
The player launches a ball along a pyramid with nails, and the win depends on where it falls. The main feature is the simplicity of mechanics and transparency of the game
In this game, the player leads the chicken along a safe route, trying to avoid traps, which adds an element of strategy
A game similar to Aviator, where the player has to manage to withdraw the winnings before the balloon bursts
One of the most popular crash projects where the plane is gaining height and the player decides when to leave the game in order not to lose the winnings
Crash games are distinguished by the fact that they require active participation of the player – unlike slots, where it is enough to press the “spin”.
Among the slots that are currently in trend:
These games have a high level of engagement and convert well in most GEOs.
From the experience of the Improve Team:
For buyers, the ideal solution is to balance these formats to retain the audience and meet the requirements of advertisers.
Crash games traditionally have the lowest deposit cost. The cheapest deposits are currently recorded in the following GEOs:
What provides the lowest price for a deposit?
The lowest price per deposit is achieved thanks to the right creative approach. The following work best for crash games
The main elements of creatives for crash games:
Creatives for advertising slots:
In 2025, crash games remain one of the most profitable formats for media buying. They provide a low cost of engagement but require a thoughtful approach to retention.
The combination of crash games, slots, and live casinos allows you to achieve the optimal balance between the rapid attraction of new players and long-term monetization.
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Profitable launches,
Improve Team