In performance marketing, it’s rare to launch a campaign with minimal optimization and still walk away with impressive results. But that’s exactly what happened with our partner’s iGaming mini app promoted through Telegram Ads on PropellerAds. The app owner ran a campaign in Kazakhstan and reached a click-through rate of 9.8% without postback tracking or major creative tweaks. Here’s what we can learn from it.

Why Telegram works well for iGaming campaigns

Telegram is especially dominant in Central Asia, where mobile-first behaviors and app-based experiences are the norm. In Kazakhstan, the app has a strong user base and is deeply integrated into users’ day-to-day lives. This makes it an ideal environment for iGaming offers, particularly those integrated with Telegram bots and mini apps.

The product promoted in this case was a Telegram mini app designed to help users compare welcome bonuses and deposit offers from multiple iGaming platforms. Instead of pushing users out to third-party sites, the mini app enabled them to browse, register, and engage with offers directly inside Telegram. It also featured mini-games and in-app deposits to drive engagement.

Example of the app interface

Source: PropellerAds

Campaign snapshot

  • GEO: Kazakhstan
  • Platform: Mobile (Android & iOS)
  • Pricing model: CPC
  • Campaign duration: December 1–31, 2024
  • CTR: 9.86%
  • CPC: $0.06
  • CPM: $5.92
  • Revenue: $7,883.64

This campaign targeted Telegram users in Kazakhstan, where the platform is widely used for discovering new services. The user flow was designed to be smooth and immediate:

Registration →  First-time deposit → Retention (recurring app usage, repetitive deposits)  

The only notable limitation was the lack of postback tracking. Without this, it was harder to optimize or analyze performance across the entire funnel. That said, the partner still reported strong conversion rates from clicks to deposits, confirming the campaign’s success despite minimal optimization.

Creative strategy: Stick to the basics, but nail them

The creative assets were bold and beautiful in their simplicity. To grab the audience’s attention, our partner used bright colors, eye-catching characters, and brand icons.

Example of a creative asset


Source: PropellerAds

Text featured playful emoji-laden copies that fit naturally into Telegram’s environment.

An example of ad copy:

  • Title: 🤯 WHAAAT?! 2,000 Tokens as a welcome bonus!
  • Text: Yes, this is what you get in Schwartz Games.

The real driver here was relevance. The creative format, tone, and design felt native to Telegram’s UI. Plus, the offers themselves were genuinely attractive.

Lessons for marketers using Telegram Ads format

  • Don’t overcomplicate the user flow: Keep the journey from ad to deposit as short and intuitive as possible. This Telegram mini app worked because users never had to leave the platform. Make sure your mini app has a clean, straightforward interface and supports a variety of payment methods to reduce drop-off.
  • Embrace platform-native elements: Emojis, short bursts of copy, and bold visuals feel natural in Telegram’s messaging-style feed. Build your creatives with that context in mind. Add clear CTAs and highlight user benefits like welcome bonuses or gifts right up front.
  • Even simple campaigns can convert: This campaign didn’t use postbacks, smart bidding, or custom audiences. Yet, it still worked. That’s a reminder that relevance means a lot! That said, a bigger budget may be necessary if you plan to test smart bidding models like CPA Goal or SmartCPC, especially when it comes to iGaming.
  • Kazakhstan is underrated for iGaming: It’s a high-engagement region with access to quality traffic. Telegram penetration is strong, and users are used to discovering and engaging with services through chat-based interfaces. Consider localizing your creatives for different GEOs to boost conversions.
  • Tracking is still ideal: Even though this campaign succeeded without tracking, adding postback would have enabled better optimization and insights. If you can implement it through third-party solutions, do it – especially if you plan to scale or optimize for specific actions like deposits.
  • Test multiple GEOs and creatives: If your goal is high volume, consider launching several campaigns across different regions. Customizing creatives for each market can help you win the traffic auction more quickly and efficiently.

Final thoughts

If you’re in iGaming and looking for an underused but high-potential channel, Telegram Ads might be worth testing – especially in GEOs like Kazakhstan, where the app is widely used. Keep your creatives native, your flow simple, and your expectations realistic.

Sometimes, a well-placed ad in the right environment is all you need.