Who is mr.Booster? + A 9.5B-impression, $10M+ GGR case on ad stickers in the CIS
If you haven't heard of mr.Booster yet, you may at least have spotted their fluffy yellow mascot at iGaming and affiliate conferences. Either way, it's time for a proper introduction.
**mr.Booster** is a full-service marketing agency working with iGaming, FinTech and other digital verticals. The core principle: combine strategy, tech and creative to solve client business goals at every stage of the marketing funnel — from first brand touch to conversion and retention.
The agency's main directions include retargeting, display advertising, SEO, performance marketing and creative production. It also runs its own retargeting platform, Retarg, and a proprietary ad network with 12+ formats and large traffic volumes. Coming soon: a dedicated brand-search protection tool that helps track competitors intercepting branded demand on Google and react in real time.
The agency recently published an iGaming case study on ad stickers in social networks. Result: around 9.555 billion impressions, 13,775 interactions with promo codes, and over $10 million in GGR from reactivated users since campaign launch.
The case is interesting not only for operators but for affiliates too — the underlying mechanic is close to CBT (conditionally-free traffic).
How exactly are stickers connected to CBT?
Conditionally-free traffic in iGaming has long moved past amateur networks and random viral clips. Today it's a full-fledged direction for audience acquisition through TikTok, Reels, Shorts, and other platforms where reach is driven by content and recommendation algorithms, not classic ad-account media buying.
Stickers work on similar logic. The placements are paid (that's why it's still "conditionally-free"), but the reach itself is generated by organic spread of short video.
For affiliates, this format can be interesting as an additional social traffic source: with stickers you can scale offers through publisher networks, test promo codes, warm up audiences before conversion, and stimulate branded search without a direct link in every clip.
What are ad stickers
A couple of words on the format. Stickers are small dynamic banners integrated into viral (or just interesting) short videos on social networks.
Their main job — make the offer visible without covering the main content or interrupting the watch. The user keeps watching, but at the same time sees the logo, promo code, or special offer. You've probably seen something like this while scrolling your TikTok or Instagram feed:
Beyond directly promoting the offer, stickers give the brand extra media presence and help stay visible even in a highly competitive environment.
And now — the case itself!
Case highlights
Context: a brand long established in the market with a large base of registrations, active and inactive users
GEO: CIS
Vertical: iGaming
Platforms: Instagram Reels and TikTok
Publisher themes: humor, cars, sports, viral content
Mechanic: placing the brand's logo and offer on entertainment videos in publisher accounts
Campaign period: July 2025 to present
Offers tested: 6
Scale: 1-1.5 billion impressions per month
In part of the CIS, there are restrictions on advertising specific categories in social networks — and in some cases, on the platforms themselves. That makes acquisition harder and the competition for iGaming attention tougher. Unlike traditional paid ads, stickers blend with organic content published through social-media publishers, not through an ad account. And, as we've already established, working through the promo-code mechanic lets you skip direct links to the site entirely. That approach reduces risk.
The campaign goal was not just to grow reach, but to give users a clear reason to come back to the product or try it for the first time. That's why the offer had to stand out both against the brand's other offers and against competitors.
On top of that — especially important in iGaming — this approach created extra touchpoints with the audience before conversion. Users almost never deposit after a single brand interaction; they need to see the offer several times, remember it, and only then come back.
Another separate objective was to lift organic metrics, primarily branded search. Since the mechanic didn't use direct clickable links, interested users often searched the brand themselves on Google. As a result, the campaign brought direct conversions and stimulated organic traffic growth.
Why the promo codes?
The promo codes played two roles at once.
First, they gave the user a concrete reason to act. A person saw not just the brand logo, but a clear benefit they could unlock with a specific code right now. Second, promo codes simplified attribution and let the team measure placement results more precisely.
The codes worked for both new users and the existing base — including active players. The path to redemption was kept as simple as possible so no audience was lost to friction.
A strong offer — the backbone of the mechanic
In a short video, the brand has only a few seconds to land its message. So it must be concrete: the user should immediately understand what they'll get and why they should use the code.
The offer's competitiveness matters too. Ideally, bonuses, rewards and special terms should stand out against competitors and against the brand's other offers.
Exclusivity was an extra bonus: the offer could only be redeemed with the promo code from the sticker.
How the campaign launched
Instagram Reels and TikTok were chosen for placements. Short entertainment videos got a dynamic sticker with the brand logo, promo code, and exclusive offer.
To hit the target impression volume, the team plugged in a large network of quality publishers. At the start, preference went to accounts where over 80% of the audience was in the target region and the core closely matched the desired profile — users 25+.
As the campaign scaled, the pool expanded to publishers with at least 70% target-GEO share and an 18+ audience. The network included both relatively small accounts with tens of thousands of subscribers and large million-follower publishers.
The target volume was 1-1.5 billion impressions per month. The team hit that level fairly quickly and kept it stable from there.
So — to grow volume, you don't have to fully rebuild the setup. You can add new publishers, themes and videos while controlling the target GEO share and audience profile.
What creatives were tested
Every sticker in the campaign was dynamic. Across the run we tested several approaches:
- an interactive sticker styled like an incoming message;
- a liquid glass stylization — the updated iOS interface look;
- 8-bit game aesthetics;
- a collaboration format featuring two brands in a single creative.
With stickers, every detail matters: banner size, animation speed, display duration, text length. All of it affects whether the user can read the offer, how the integration influences video views, and whether it draws unwanted attention from platform algorithms.
A few creative examples:
If the banner is too big and too pushy, the video can lose reach. Make the sticker too neutral, and it just gets lost in the fast TikTok/Instagram stream and never breaks through banner blindness.
So an effective creative has to balance visibility with the natural feel of the integration.
Results
By the time this case was prepared, the campaign had been running for over ten months. Across that period the team tested six offers, hit the planned scale and continues to maintain the required volume.
Current results:
- budget: NDA;
- impressions: around 9.555 billion;
- users who interacted with promo codes: 13,775;
- registrations: 1,768;
- new users who made a first deposit with a promo code: 1,451;
- GGR from reactivated users who used the promo code: over $10M since campaign start.
Results by audience segment
Active: active within the last 0-14 days
Already engaged and the most offer-sensitive segment predictably posted the top numbers:
- 4,314 players;
- 1,547 registrations;
- 1,166 first deposits.
Inactive: inactive for 15-30 days
The promo code became an extra reason to return to the product:
- 1,334 players;
- 75 registrations;
- 87 first deposits.
Reactive: inactive for 30-60 days
This segment was especially important for the overall business result:
- 6,404 players;
- 84 registrations;
- 108 first deposits.
It was exactly these reactivated users, who used the promo code, that brought the brand over $10M in GGR.
Slept: inactive for over 60 days
Stickers and the promo code helped re-engage an audience that hadn't shown activity in a long time:
- 2,384 players;
- 62 registrations;
- 90 first deposits.
Extra organic effect
The campaign delivered more than just direct promo-code interactions and conversions.
It's impossible to isolate Instagram's clean contribution, since other promotion channels ran in parallel. But from the very next month after launch we tracked a 7-9% lift in R2D — Registration-to-Deposit, along with a positive trajectory on organic metrics.
That's a key point for affiliates working with formats that don't route through a direct link. The user doesn't always click on the first pass — they might remember the name, see the brand a few more times, and then find it in Google themselves. So the real effect of these campaigns isn't limited to conversions you can tie back to a promo code.
What the case showed
Stickers in Reels and TikTok worked on several levels at once:
- delivered mass reach;
- helped reactivate the inactive base;
- supported retention of active users;
- provided a clear attribution tool via promo codes;
- boosted brand interest in search;
- let the campaign scale steadily through a publisher network.
For a product with a large registrations base, this format is especially effective: it regularly brings the brand back into the user's field of view and gently nudges them toward the next action.
Planning to test stickers?
Then the mr.Booster team can run a campaign tailored to your brand or affiliate team: pick the offer, produce the creatives, set up the promo-code mechanic, and secure placements across a relevant publisher network. Get in touch!