In this case study, we delve into the intricacies of running a successful advertising campaign in the betting industry, specifically highlighting Evamobi‘s experience with BetBoom (casino platform) in Brazil. We will discuss key strategies, creative approaches, and essential factors to consider when aiming to attract the right target audience and achieve significant returns.

Campaign Overview

The advertising campaign for BetBoom ran from May 2024 for a period of four months, targeting the Brazilian market (LatAm region). Over this duration, the campaign successfully attracted 3,800 deposits, of which the advertiser received 8,100 re-deposits already in the first month. The attracted players are still playing.

Collaboration Terms

The KPI in working with the advertiser was the first deposit. Accordingly, the media buying process did not go beyond its cost. 

Standard Agency-Advertiser Collaboration

Typically, the collaboration between an agency and an advertiser follows a straightforward process: the agency offers traffic generation services, followed by negotiations on the terms of engagement. Usually, this involves working with specific geographic regions and traffic sources, such as Facebook (FB).

Betting Industry Dynamics

In the betting and gambling sectors, traffic is the lifeblood of the business. Without a steady influx of new users, companies like BetBoom risk losing revenue. Out of 100 users acquired, only a small percentage will become long-term customers, making continuous customer acquisition critical. This is where the active role of media buyers becomes indispensable.

Keys to Success

The first step to success is crafting compelling creatives. Creatives are the initial point of contact in the sales funnel, and they must not only grab attention but also drive action. A crucial aspect is the “hook” – the combination of the creative and subsequent interactions that lead the user to deposit on the BetBoom platform.

It’s vital to avoid misleading ads that lure users with false promises. Users should clearly understand that they are being offered a casino experience and be ready to engage in gameplay. The main task of a media buyer is to find the golden mean. He must find an approach, creative, that will attract users, be clickable and bring cheap deposits, but at the same time do not give false promises to users. So that the player will continue to play in the casino for a long time and the advertiser will be satisfied. 

Localization is key; ad materials must be tailored to the specific country, including the use of local actors and language.

Testing and Selecting Creatives

Testing creatives is an integral part of the process. Out of a hundred tested creatives, only two might prove successful. This underscores the importance of quality, thoughtful scenarios, and approaches tailored to the target audience.

Aggressive marketing, which might have been effective a few years ago, now tends to repel users. Experienced players prefer high-quality, well-thought-out creatives that give them a clear expectation of what the casino offers.

The creatives use the latest popular slots, which can catch casino lovers and new welcome bonuses (free spins, deposit bonus). 

Scheme of traffic launch

Traffic comes from FB. FB is not very favourable to gambling. Accordingly, direct launch on the link our team gives less preference because of bans, because of poor quality retention, as he can close the tab, forget the name of the site and do not return.

So we decided together with our development department to develop a mobile iOS app. From which opened a mobile version of the casino site – the advertiser’s offer. 

Why an app and iOS specifically?

  • FB optimisation (using the transfer of events, we can optimise for target users by transferring this data to FB).
  • User retention. Mobile app has better retention, because the user still has the app icon and the app he downloaded on his phone. The player’s session in the casino is saved. And the most important thing is that we can use push notifications. For example, we can motivate players through push notifications, if they have registered but have not made a deposit; made a first deposit but didn’t make a second deposit; didn’t make a registration. Or simply notify current players of new promotions. 
  • Paying capacity of the audience. It’s no secret that owners of ios mobile devices are more solvent than owners of Android and desktop devices. 

An example of such an application. For each advertiser, our development team tries to develop the most similar in design to the guideline ad. At the same time, we do not use the brand in the design and text, so that the app can successfully pass moderation in the App Store.  

Conclusion

When the buyer started to launch the ad campaign, the volume was small. The buyers were looking for working bundles and in order not to fall out of the KPI by the cost of FTD, they gave a small amount of FTD. And the quality of traffic (the number of repeated deposits) at this stage was low. 

After the tests, when the creatives were found that gave the best results in terms of volume and cost of FTDs, the quality of traffic improved. What does this have to do with? At volumes of 300-500 FTDs per day we have a better chance of capturing high rollers, which in turn give the highest ROI and quality.

Based on this, we concluded that advertisers should not be afraid to test traffic on large volumes, if it falls into the KPI at the cost of the first FTD. The greater the volume and sample of players attracted, the greater the chances of attracting high rollers and payback of the traffic.