Global sporting events like the World Cup are not just cultural moments. For sports betting apps, these are some of the biggest user acquisition windows of the year. Demand surges, user intent spikes, and competition across traditional channels intensifies and becomes more expensive.
For user acquisition teams, the opportunity is massive: over 5 billion people are engaging with the tournament globally, and the showpiece final alone is expected to garner approximately 1.5 billion viewers. The challenge, though, is making that demand work efficiently.
During high-profile tournaments, brands often pour their budgets into the same crowded platforms. That drives up CPAs, limits access to premium inventory, and makes it harder to scale profitably. Sports betting advertisers also need to navigate strict compliance requirements, market-specific licensing, and creative approvals under tight deadlines, something increasingly difficult and in many cases impossible with traditional channels.
This is where mobile OEM advertising becomes a smarter growth lever.
Why the World Cup Is a Performance Moment, Not Just a Brand Moment
The World Cup creates exactly the kind of mobile behavior that performance marketers want to capture. Fans are checking scores, following match updates, browsing social platforms, and engaging with sports content throughout the day, all on their smartphones. App usage spikes across sports, gaming, food delivery, q-commerce, and betting categories, creating a rare window of sustained user attention.
That matters because it opens a path to reaching users directly on their devices, outside the usual auction-heavy environments of paid social and streaming ads. Instead of competing for the same inventory as everyone else, sports betting apps can reach high-intent users through more direct, less saturated placements.
Check out our global list to find where and how you can watch the 2026 World Cup on TV and streaming!
Why OEM Advertising Fits Sports Betting UA So Well
Mobile OEM advertising gives sports betting marketers access to high-visibility placements across device ecosystems, including home screens, app stores, native placements, push notifications, and full-screen splash ads. AVOW’s OEM reach spans more than 1.85 billion daily active users globally, helping advertisers connect with audiences at scale beyond traditional channels.
For sports betting apps, that creates several advantages:
- More efficient scale outside crowded Meta and Google auctions
- Premium, high-attention placements that stand out during peak sports moments
- Advanced targeting based on demographics, geography, device behavior, app usage, and more.
- A more fraud-resistant, brand-safe environment
- Incremental reach through alternative app stores and OEM ecosystems
In a vertical where rising costs and compliance pressure can slow and even stifle growth, OEMs offer a more controlled and diversified acquisition channel.
The Five Essentials Before Launching a World Cup Betting Campaign
To get the most from OEM advertising during major tournaments, sports betting advertisers need the right foundations in place.
1. Secure market-specific licensing
Compliance is non-negotiable. Betting advertisers need valid licenses in every target market and a clear understanding of local advertising restrictions before campaigns go live. This is especially important when planning cross-market activity around major football events.
2. Build creatives well ahead of kickoff
OEM campaigns often require format-specific assets tailored to placements like splash ads, native app store units, and push notifications. That means creative localization, adaptation, and approval cycles should happen early. Tournament-specific creatives tied to major fixtures can also improve conversion rates. Best practice is to prepare assets three to four weeks in advance.
3. Test before the tournament starts
Just as it is for the players before a match, going live cold during the World Cup is risky. The most effective teams test creatives, targeting, and placements beforehand to identify winning segments and lock in high-converting inventory before competition peaks.
4. Define smart and realistic KPIs by market
Sports betting performance varies significantly by geography, regulation, and user behavior. A one-size-fits-all KPI model rarely works. Teams should align on market-specific CPA, ROI, and down-funnel expectations before launch. This is where AVOW’s expertise in down-funnel events and smart KPIs comes in.
5. Be present on alternative app stores
OEM ecosystems go beyond Google Play. For betting advertisers, having the app available in alternative app stores can be critical for scale, quality, and access to special placements. This becomes especially valuable in highly competitive Android markets.
Which OEM Formats Matter Most During the World Cup
Not all ad formats play the same role during a tournament. The strongest campaigns combine multiple OEM formats and placements to cover the full funnel.
- Splash ads are ideal for driving awareness during key match moments, giving advertisers full-screen visibility when user attention is highest.
- Native and app store placements support discovery in a more seamless way, meeting users as they browse within OEM ecosystems.
- Push notifications help re-engage users in real time when intent is high.
- Rewarded and video ads add an interactive layer that can improve engagement and conversion.
Together, these formats allow sports betting apps to build a more resilient acquisition strategy, from awareness to install to repeat engagement.
Brands that Bet and Won Big with Mobile OEM Advertising
Sports seasons, tournaments, and sports betting have always had a symbiotic relationship, and mobile OEM advertising has only strengthened that relationship even further. Take My11 Circle, a fantasy cricket and Real Money Gaming app in India that has achieved massive success during the IPL (Indian Premier League) season, in partnership with AVOW and mobile OEMs.
“We selected AVOW as one of our agency partners to promote My11 Circle during IPL season 2023. They offer a unique solution, connecting OEM inventory from multiple partners at once. The team was always on top with our requests during the period. We look forward to keeping up our cooperation with AVOW” – Ravikant Dharamsare, Senior Marketing Manager, My11 Circle
The German lottery broker Lotto24, with over 3.5 million users, also found massive success with AVOW and mobile OEMs, not only increasing installs but also reducing its cost per acquisition.
“AVOW added high value in our user acquisition strategy by constantly presenting new opportunities to promote our app through additional smartphone brands. Their service covers everything from initial integration with the OEMs and their app stores, to media planning and execution, with a focus on high engagement and a particular focus on our seasonal dates for special jackpot events.” – Nils Arlt, App UA & ASO, LOTTO24
Why Working With the Right Partner Matters
Running OEM campaigns across multiple markets is not just about accessing inventory. It requires local compliance expertise, strong OEM relationships, centralized campaign management, and performance optimization tailored to each region. This is especially important across EMEA, LATAM, and APAC, where regulatory conditions and performance expectations can differ widely.
For sports betting apps planning around the World Cup, execution matters as much as strategy. The teams that win are the ones that prepare early, diversify channels, and build campaigns around the realities of compliance and market-by-market performance. AVOW has the experience and expertise to navigate these hurdles efficiently, ensuring smooth campaign execution across all mobile OEMs.
Score Big This World Cup with AVOW
The World Cup is one of the biggest acquisition opportunities on the sports calendar, but it is also one of the most competitive. For sports betting apps, success depends on more than just increasing spend. It requires operational readiness, creative preparation, channel diversification, and access to inventory that can scale efficiently under pressure.
Mobile OEM advertising gives UA teams a way to do exactly that.
Instead of relying solely on oversaturated channels, sports betting advertisers can use OEMs to reach users directly on their devices, unlock incremental scale, and run more efficient campaigns during peak-demand moments. As the LOTTO24 example shows, the upside is real: stronger install growth, lower acquisition costs, and better performance across the funnel. For sports betting marketers in 2026, OEMs are no longer a side channel. They are a core part of a smarter World Cup UA strategy.
Looking to score big and diversify beyond traditional UA channels this World Cup season? Discover how AVOW helps sports betting apps scale efficiently with premium OEM placements, alternative app stores, and market-specific execution.
Frequently Asked Questions (FAQ)
How can sports betting apps acquire more users during the World Cup without relying only on Meta and Google?
Sports betting apps can diversify user acquisition during the World Cup by using mobile OEM advertising. This allows them to reach users directly on their devices through placements such as splash ads, native app store ads, push notifications, and alternative app store inventory, rather than relying only on saturated traditional channels.
Why is the World Cup such a strong user acquisition moment for sports betting apps?
The World Cup drives a spike in mobile sports consumption, second-screen behavior, and betting-related app activity. Fans check scores, stats, and social content throughout the tournament, creating a high-intent environment for sports betting advertisers.
What is mobile OEM advertising, and why does it matter for sports betting marketing?
Mobile OEM advertising helps brands reach users across device ecosystems through placements like home screens, app stores, native units, push notifications, and splash ads. For sports betting marketers, it matters because it offers premium visibility, incremental reach, and a more efficient alternative to crowded auction-based channels.
Which ad formats work best for sports betting apps during major football tournaments?
The most effective OEM ad formats for major football tournaments include splash ads for awareness, native and app store placements for discovery, push notifications for re-engagement, and rewarded or video ads for deeper engagement and conversion. Together, these formats can support full-funnel user acquisition.
What do sports betting apps need to prepare before launching World Cup user acquisition campaigns?
Before launching World Cup campaigns, sports betting apps should secure market-specific licenses, prepare and localize creatives early, test formats and targeting before peak demand starts, define realistic KPIs by market, and ensure their app is live on relevant alternative app stores.
How do alternative app stores help sports betting apps scale user acquisition?
Alternative app stores can unlock incremental reach, special placements, and additional scale beyond Google Play. For sports betting advertisers, they are especially useful in competitive Android markets and can play an important role in both campaign volume and quality.
Can OEM advertising lower acquisition costs for sports betting apps?
OEM advertising can improve efficiency by giving sports betting advertisers access to less saturated inventory and more direct on-device placements. AVOW’s LOTTO24 success story is a strong example, with a 170% increase in installs and a 50% reduction in eCPA within six months.
How does AVOW help sports betting apps grow during peak sporting events like the World Cup?
AVOW helps sports betting apps scale through OEM advertising by providing access to global inventory, market-specific campaign execution, and support across compliance, creatives, targeting, and optimization. This is especially valuable for regulated verticals operating across multiple regions.
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