Our friends at NordVPN’s Threat Intelligence team has just uncovered a criminal network running paid Facebook and Instagram ads that impersonate over 400 trusted brands — from Google Authenticator and Kalshi to national lotteries — to trick people into fake app installs that redirect them to unlicensed online casinos.
The operation is not the work of a lone scammer.
It is a rented criminal platform, actively running today, used by roughly a thousand affiliates across more than 250 teams. This large-scale criminal operation hijacks the logos and names of over 400 trusted brands to redirect unsuspecting people toward unregulated online gambling. The network — which NordVPN tracks as pwa_betterlinks — runs paid adverts on Facebook and Instagram impersonating household names including Google Authenticator, Kalshi, Disney+, Duolingo, Delta Air Lines, and national lotteries.
Victims who tap the ad are shown a fake Google Play Store page that is nearly impossible to distinguish from the real thing. One tap of “Install” later, they land on an unlicensed casino asking for a deposit. What a real, targeted person sees: The full fake Google Play page — here spoofing Crown Melbourne
“What we’re looking at is essentially trust laundering. Criminals take the credibility that legitimate companies have spent years building and redirect it toward their own ends. By the time a victim realizes something is wrong, they’ve already deposited money into a casino they’ve never heard of.” Marijus Briedis, chief technology officer at NordVPN.
The fake app store hiding inside a social media ad
Every victim’s journey starts with a paid ad on Facebook or Instagram. A real, purchased placement that carries the implicit legitimacy of a platform people use every day. Clicking it takes users to what appears to be a genuine Google Play Store listing, complete with the brand’s logo, a forged developer name, a 4.9-star rating, and thousands of fabricated reviews. The only visible tell is the web address in the browser bar — a random throwaway domain rather than play.google.com. Google Authenticator spoofed on playrosario[.]site (Google LLC · Tools)
The impersonated brands span casinos and national lotteries (Crown Melbourne, Holland Casino, EuroMillions), mainstream apps (Google Translate, Google Authenticator, YouTube Kids, Adobe Acrobat, Shazam), financial services (Capital One, Credit Karma, Kalshi), streaming (HBO Max, Disney+, Peacock), and travel (Delta, United, Airbnb).
The Install button that installs nothing
Tapping Install triggers a convincing fake progress bar. No app is downloaded. What actually happens is a shortcut — a Progressive Web App, or PWA — is silently added to the home screen under the impersonated brand’s name and icon. A PWA is not a real app. It is a website that looks like one, sitting on a phone’s home screen with zero app store vetting required. The criminal can spin up a new fake page as fast as they can register a domain. On the left PWA “Installation” on Android, on the right Official app installation. The process also silently signs the device up for push notifications, which fire gambling reminders directly to the lock screen and are deliberately difficult to disable. Even the back button is rigged. Instead of returning users to the previous page, it reroutes them to the casino offer.
A commercial product designed to evade detection
Before any real page is shown, every click passes through a cloaking layer that checks whether the visitor is a human or an automated scanner — including Facebook’s own ad review bots. Checkers are served a blank decoy page. Real users are served the fake casino funnel. Across NordVPN’s captured dataset, the casino page was served 7,261 times; the decoy was served to checkers 3,153 times. The people doing the checking never see what the actual targets see. The network is structured as a commercial product, not a one-off scam. At the top sits betterlinks[.]pro, a platform that markets itself openly as a “PWA constructor for affiliates” with built-in cloaking and Facebook optimization. Unlicensed casino registration with an offering of 150% up to €3,000/ $4,830 CAD + 150 FS dazard[.]com
In the middle sit roughly a thousand affiliate accounts across more than 250 teams who rent the kit and buy social media traffic to run campaigns. At the bottom are the unlicensed casinos and CPA networks that pay the affiliates a commission for every user who registers or deposits — with captured records linking the operation to the Makeberry Affiliates network and casinos.
How to stay safe?
Marijus Briedis advises anyone using social media to keep three things in mind: A real app install always opens the official store. If tapping “Install” in an ad opens a web page rather than the Google Play Store or Apple App Store, stop immediately. Check the address bar. A genuine Google Play listing lives at play.google.com. Any other web address showing a store-style page — no matter how accurate the branding — is a fake. Review your push notification permissions. Go to your phone’s settings and check which websites have permission to send you alerts. Revoke anything you don’t recognize.
Methodology
The investigation began by identifying a shared template fingerprint across a cluster of fake app-store pages, which NordVPN used to recover live instances of the operation at scale. From there, analysts mapped the full funnel logic through network traffic analysis and JavaScript deobfuscation, revealing the infrastructure connecting individual affiliate accounts to their campaigns, destination casinos, and real Facebook Business ad pixels. Domain registration records, hosting provider data, and code-level signals — including language markers in the push notification code — were used to support operator attribution. All indicators of compromise are analyzed in machine-readable format (STIX 2.1, 880 indicators). Conclusions are based on verified data, with the perimeter of the identified systems delimited with the maximum possible accuracy.
From Black Friday electronics deals and top appliance discounts to the best savings on furniture, sporting goods, and smartphones, North America’s biggest shopping event is fueled by one major factor: the use of credit cards for Black Friday purchases.
To understand how spending patterns have evolved, and how credit cards shape the Black Friday season, researchers from our friends at InvestorsObserver analyzed Black Friday shopping trends over the past three decades.
Though the focus was USA based (looking at trends on state-by-state and national sales data for durable goods, credit card transaction volumes, and shifts in consumer spending across key product categories like electronics, appliances, furniture, sporting goods, and jewelry), some parallels can be drawn between Canada and Mexico shopping habits.
The report reveals what was really driving Black Friday sales from 1997 till 2024. It shows which states and product categories had the biggest surge in spending, how much of that growth was fueled by increased credit card use, and which items have fallen out of favor with today’s shoppers.
Essentially, North Americans are using credit to buy smarter, invest in technology and fitness, and adapt their Black Friday shopping to reflect quickly changing priorities and lifestyles.
Key findings
Nationwide, US inflation-adjusted spending on durable goods during the Black Friday season increased by over 90% between 1997 and 2024, with states like Florida and Texas more than doubling their totals. Inflation is also a factor in Canada and Mexico.
Spending on telephone and related communication equipment surged over 600% in the top states.
Average credit card balances at major issuers (Amex, Discover, Capital One) have grown at an average monthly rate of 0.5% (approximately 6% per year) since 2020, with bold spikes during the Black Friday season.
Spending on traditional Black Friday luxury items, such as jewelry and new vehicles, dropped in several states.
Spending on sporting equipment, guns, and related goods soared, making these some of the fastest-growing Black Friday categories nationwide.
The 10 states where Black Friday spending on durable goods has skyrocketed
Over the past 30 years, Black Friday has exploded into a huge shopping event, totally changing how and where North Americans splurge on big-ticket items.
A few states are crushing it, with locals ramping up real spending on durable goods at huge rates during Black Friday season. The top 10 show not just wild shopper hype, but big shifts in what people actually purchase when those deals drop.
These states have seen their Black Friday durable goods spending, especially in technology, surge ahead of the national average. When Black Friday advertising kicks in, shoppers increasingly target the best deals on electronics, particularly smartphones, tablets, and communication devices.
Retailers have responded to it, making Black Friday the primary opportunity to upgrade devices and connect households at a fraction of the regular price.
North Carolina and North Dakota lead with over 600% growth, showing how the appetite for electronics has exploded since the late ‘90s, as more homes gained internet connectivity and mobile devices.
The Pacific Northwest and Sun Belt, including Washington, Nevada, and Texas, have also surged, which aligns with fast-growing populations and tech-forward consumer culture.
Hawaii and Maine’s high growth rates highlight how even small, geographically unique states have embraced Black Friday to shop for technology that bridges distances – both literal and social.
The overwhelming increase in spending on communication technology during the Black Friday season shows how the event has become less about traditional holiday shopping and more about allowing households to seize the latest digital opportunities. For millions of North Americans, Black Friday is now the time to connect and upgrade their devices.
Where Black Friday spending fell: Top 10 states with the biggest drops in durable goods purchases
While most states saw Black Friday spending on durable goods soar over the past 25 years, not every category or region had gains. In fact, several states experienced notable declines, particularly in traditional big-ticket Black Friday items like jewelry, watches, and new cars.
This change reveals new consumer values, the impact of modern technology, and a growing focus on more practical or tech-driven purchases.
Jewelry and watches in retreat
The sharpest drop comes from jewelry and watches. Vermont, Maine, Connecticut, Iowa, and Michigan all had double-digit declines. This suggests that big-ticket jewelry has lost its luster as a Black Friday buy. Americans may be choosing technology upgrades and home improvements over luxury items that were once holiday staples.
New motor vehicles lose their spot
For decades, Black Friday was also the season of auto deals and year-end vehicle promotions. However, states like Illinois, Connecticut, Michigan, and Ohio had a significant real decline (–10 to –15%) in Black Friday spending on new cars. Today’s shoppers may be holding onto cars longer, buying used, or shifting their big December purchases toward electronics and appliances.
The fall of traditional electronics
West Virginia stands out as one of the few states where spending on video, audio, photographic, and information processing equipment has actually declined since 1997, dropping by 16% when adjusted for inflation. West Virginians are moving away from traditional Black Friday electronics, like older TVs, cameras, and stereo systems, and are investing less in these categories than they did a generation ago.
What’s behind these Black Friday drops?
Priorities are changing. North Americans are investing in what makes daily life more comfortable and modern, leaving behind items seen as old-fashioned luxuries.
The tech has taken over. Gadgets, home entertainment, and fitness equipment now win out over jewelry and autos for Black Friday deals.
Economic reality has shifted. The increasing role of credit cards and shifting family budgets means shoppers are looking for purchases that deliver daily utility rather than show status.
In other words, today’s Black Friday is less about “once-in-a-lifetime” traditional purchases and more about value, technology, and practical upgrades. The states with the biggest declines in jewelry and car sales are signals of this broader cultural and economic change.
America’s top 10 states for Black Friday durable goods spending (2024)
Black Friday remains the biggest shopping event of the year, and nowhere is this more apparent than in the nation’s leading states for durable goods purchases. Some states outpace the rest of the U.S. in total spending on high-value items, like appliances, electronics, home furnishings, and more, during the Black Friday season. Their money and excitement drive shopping trends across the country.
Massive market size
California, Texas, and Florida are not just the largest states by population. They’re also the biggest spenders. Together, they account for nearly a quarter of all U.S. durable goods bought during Black Friday. This shows the influence of large, diverse, and economically dynamic populations.
Urban economies and consumer power
States such as New York, Illinois, and Pennsylvania maintain their spots in the top ten thanks to their large metropolitan areas and strong traditions of holiday shopping, where residents spend big on household upgrades and electronics.
Quick growth in the Sun Belt
North Carolina and Georgia have shot up the rankings in recent years. Their booming real estate, ongoing migration trends, and family-driven consumption translate into strong demand for appliances, furniture, and home technology each Black Friday.
Consistent Midwest and Northeast strength
Ohio and New Jersey round out the list, proving that established economies with significant suburban populations continue to drive major Black Friday spending, particularly for goods that make life more comfortable and connected.
In essence, these top 10 states are the engine rooms of North American Black Friday shopping. Their combined impact shapes national retail sales and spotlights where the most dollars flow when the country’s biggest holiday deals are up for grabs.
Top 10 increases in durable goods spending 2020–2024
The years since 2020 have been some of the most dynamic for Black Friday shopping in North American history. Faced with a global pandemic, shifting work habits, and new priorities at home, North Americans unleashed a wave of spending on major purchases, especially during the Black Friday season when deals were too good to pass up.
Some American states stand out for their extraordinary growth in durable goods spending, which reveals where the economic recovery and post-pandemic demand have hit hardest and fastest.
Pandemic-era investment in the home
From 2020 to 2024, North Americans spent more time at home than ever before, fueling a rush on Black Friday for home electronics, appliances, workout gear, and home office upgrades. For example, this is reflected in the double-digit growth seen in states like North Carolina, Nevada, and Texas.
Southern and Mountain West States are leading
The Sun Belt and fast-growing Western states dominate the top of the list. With population inflows, a hot housing market, and greater focus on quality-of-life purchases, places like Florida, Nevada, and Idaho led the way in increased spending.
Credit card power and Black Friday strategy
More consumers used credit cards to access historic Black Friday discounts, and they didn’t hold back. Their willingness to borrow, upgrade, and outfit homes helped power this unprecedented jump in durable goods purchases.
The return of consumer confidence
After the initial shock of the pandemic, these states came roaring back with strong job markets and economic growth. This confidence spilled over into Black Friday shopping, with many households finally making upgrades or purchases they had delayed.
Not just the big states – smaller markets shine
States like Idaho, Utah, and New Hampshire emerged as “growth champions,” showing that the Black Friday boom was not limited to the biggest economies, but spread across America’s most dynamic regions.
In essence, between 2020 and 2024, Black Friday’s power as an engine for big purchases was on full display in these top 10 states. The post-pandemic years became a transformation period for millions of households, with Americans seizing the moment – and Black Friday deals – to upgrade, renovate, and invest in what matters most.
Methodology and sources
The Personal Consumption Expenditure (PCE) data is collected from the U.S. Bureau of Economic Analysis.
The data is provided for every U.S. state.
For each state, we collected data on consumption expenditures in the following categories:
Durable goods: New motor vehicles; Furniture and furnishings; Household appliances; Tools and equipment for house and garden; Video, audio, photographic, and information processing equipment and media; Sporting equipment, supplies, guns, and ammunition.
Other durable goods: Jewelry and watches; Telephone and related communication equipment.
Expenditures are expressed in millions of dollars. The data covers the years 1997 through 2024. Each year’s data is adjusted for inflation using the Consumer Price Index for All Urban Consumers: All Items in the U.S. City Average (CPIAUCSL)
We calculated how expenditures have changed over time (1997–2024). All calculations are inflation-adjusted.
We pulled monthly credit loan issuance data (2018–2025) for American Express, Discover, and Capital One straight from Bloomberg.
What a real, targeted person sees: The full fake Google Play page — here spoofing Crown Melbourne
Google Authenticator spoofed on playrosario[.]site (Google LLC · Tools)
On the left PWA “Installation” on Android, on the right Official app installation. The process also silently signs the device up for push notifications, which fire gambling reminders directly to the lock screen and are deliberately difficult to disable. Even the back button is rigged. Instead of returning users to the previous page, it reroutes them to the casino offer. 
Unlicensed casino registration with an offering of 150% up to €3,000/ $4,830 CAD + 150 FS dazard[.]com
