In the latest edition of N1 Insights, experts from N1 Partners and special guest Yaroslav Babych, Advisor at investment fund MONOLIT, share their views on media buying, product performance, player value, and SEO as the autumn season gets underway.
Insights from MONOLIT
N1 Partners spoke with Yaroslav Babych, Advisor at investment fund MONOLIT, about the economics of media buying teams and the factors that can affect their ability to scale.
What is the most important advice for media buying team owners ahead of Q4?
There is currently no major new traffic source or acquisition method that is likely to suddenly deliver a large increase in volume. For Q4, teams should therefore build their growth plans around the capacity of their existing channels and keep a close eye on unit economics.
At the same time, established traffic sources continue to change. Problems with Facebook launches or the growth of AI-powered search results in Google can quickly affect both available traffic and its performance.
Maintaining enough working capital and operational capacity is important so teams can react to market changes and take advantage of new opportunities when they appear.
How will the economics of media buying teams change after August?
Summer has traditionally been a slower period for media buying. August through October, on the other hand, are usually among the strongest months, with audience activity and traffic volumes increasing, especially across social traffic.
However, this stronger autumn period should not automatically be expected to continue into November. The shift from autumn to winter, higher competition and traffic costs, as well as changes on platforms and among advertisers, can result in a temporary slowdown.
December brings another strong period, making it important for teams to keep enough resources available to benefit from the winter increase.
Where is the line between growth and overheating in autumn?
A team is growing when it can scale based on validated unit economics and its own cash flow.
The situation changes when every additional step depends on external financing to cover cash-flow gaps while waiting for advertiser payouts. According to Babych, this is when the business is already overheating.
What can limit the scaling of media buying teams?
Every advertiser has a limit on how much traffic it can effectively accept and monetize within a particular GEO, traffic source, and period.
The available volume therefore depends on more than the media buying team’s capabilities. It also depends on the advertiser’s economics and how much traffic it can take without affecting profitability.
Strong performance does not necessarily lead to a higher cap or payout rate. A team can eventually reach a point where its own ability to scale is no longer the main limitation. Instead, growth can be restricted by the advertiser’s budget and the amount of traffic that remains commercially viable.
When does additional capital genuinely accelerate growth?
Additional funding can help when a team already has a clear plan for using it, including where the extra volume will go, how much working capital will be needed, and which performance indicators will be used to measure the results.
If capital is mainly being used to cover recurring cash-flow gaps, loss-making verticals, or unstructured testing, it only delays the underlying problems. Funding alone cannot fix a weak business model. It amplifies what has already been built.
Insights from N1 Partners
N1 Partners also looked at the areas that could have the biggest impact on product performance, player value, and SEO during the autumn season.
Product and user experience
Which product features will have the strongest impact on CR in autumn?
Conversion rate is closely linked to the basic user journey. Fast registration, quick page loading, stable platform performance, and a simple deposit process can all affect whether a user completes registration and makes a deposit.
Removing unnecessary obstacles at these stages can help improve conversion.
What changes in player behavior and traffic composition may become noticeable in September?
N1 Partners expects the share of mobile traffic to potentially increase in September. This makes it important for operators to check the stability of the mobile experience and make sure key product functions work properly before traffic volumes rise.
Which product hypotheses should be tested before Q4 begins?
Teams should focus on changes that can shorten the path to important actions such as registration, deposit, and gameplay.
Navigation and the order of user actions are among the areas worth testing before the fourth quarter starts.
Which product development mistakes become most apparent as summer ends?
The main issue is scaling traffic before the product is ready to handle it. If higher traffic causes slower page loads, technical problems, or difficulties with deposits, some of the acquired audience can be lost.
Which metrics can indicate that a product is ready for higher traffic volumes?
Readiness can be measured by looking at the performance of key metrics across the funnel. Teams should monitor whether CR remains stable, whether technical errors increase, and whether the time needed to complete important user journeys changes.
These figures should also be compared with the product’s established baseline rather than viewed only as absolute numbers.
Another important factor is whether the product can reduce churn and increase net profit while keeping acquired traffic at a stable level. Continued improvement in key metrics and profitability can indicate that the brand is becoming more efficient and is in a stronger position to handle additional traffic.
What should product teams invest in now to see results by the end of the year?
Product analytics, A/B testing, and monitoring tools for main funnel stages should be among the priorities. These tools help teams identify where users drop out, test different ideas, and determine which product changes have a real effect on conversion and commercial results.
What will impact player value?
Which game mechanics can help attract players this autumn?
Hold&Win slots and Live Casino games, including Blackjack and Roulette, remain among the leading formats. Based on N1 Partners’ experience, autumn can be a good period to work with these mechanics, while their costs may be higher during the off-season.
What is no longer a competitive advantage in an iGaming product?
A large game portfolio on its own is no longer enough to give a product an advantage. Players are already familiar with popular games from established providers and often have clear preferences.
In mature markets, a fast mobile experience has also become a basic requirement. Performance or interface problems can make it harder for players to complete registration and deposits.
Large bonuses also do not automatically make an offer more attractive. A 100% bonus up to €10,000 may appear substantial, for example, but a high wagering requirement can significantly reduce its practical value for the player.
What helps retain VIP players during the high season?
Personalized offers are more effective for VIP audiences than universal promotions. Bonus programs can be adapted to individual player behavior and preferences.
Physical gifts can also be used as an additional engagement tool ahead of the New Year. For high-value customers, this can show a higher level of attention from the brand and help strengthen loyalty.
SEO and search demand
What changes in search demand could affect SEO affiliates in September?
Alexandr Gavrilov, Team Lead of Affiliates at N1 Partners, said:
“September is one of the busiest sports months of the year: the main stage of the UEFA Champions League begins, while the Premier League, La Liga, Bundesliga, and Serie A are already in full swing. After the summer holiday period, this can support an increase in search activity, particularly for projects working across both casino and betting. At the same time, AI Overviews and AI Mode are becoming increasingly important. Google indicates that AI-powered search encourages more complex and longer queries, making long-tail optimization even more relevant.”
How can affiliates grow without expanding their semantic core?
Rather than continuously expanding the semantic core, affiliates can update existing pages around September’s major sporting events. Content can be refreshed, while bonus offers, T&Cs, and internal linking should also be reviewed.
Which competitor activities could have the greatest impact on SEO affiliate rankings in September?
Competitors may put more effort into updating existing pages, including Best Casinos and Top Best Casinos in Canada, with changes to bonuses, terms, and operator information.
PR and link-building campaigns connected to the start of the NFL season and the Champions League can also influence SEO rankings.
Which metrics will reflect the true performance of SEO traffic in September?
FTD and click-to-deposit CR remain the main metrics to monitor. SEO teams should also track Player LTV for the September cohort, Revenue/NGR per organic visit, Revenue per FTD, and EPC.
What has a stronger impact on SEO affiliates’ revenue growth today: scaling traffic or increasing conversion?
Alexandr Gavrilov commented:
“SEO remains an expensive channel, so increasing traffic volume alone does not guarantee higher revenue. It is essential to assess traffic-to-intent alignment, click-to-deposit conversion, offer quality, and revenue generated from each organic click.”
September focus: preparing for Q4
The main focus for September is making sure the full system can handle the higher demand expected during Q4. The product needs to remain stable as traffic increases, while acquisition and SEO should be able to grow without hurting key performance indicators.
For teams looking to scale during Q4, N1 Partners offers access to 14+ casino and betting brands across 10+ Tier-1 GEOs, with several remuneration models available, including up to €700 CPA and up to 55% RevShare + NNCO for top partners. The affiliate program supports different GEOs and traffic volumes throughout the season.
