This campaign demonstrated a strategic, data-driven approach to customer retention and acquisition in the sports betting industry, effectively leveraging multiple marketing channels to sustain engagement during a global event.
The Challenge
International sporting events like the 2022 FIFA World Cup in Qatar typically saw lower betting activity during this period. Therefore, sustaining player engagement (retention) and acquiring new players posed significant challenges. Anticipating this trend, we devised a strategic plan to ensure continued player participation throughout the tournament.
The Solution
To maintain engagement and boost acquisition, I conceptualised and executed a raffle draw promotion tied to the World Cup. The campaign rewarded players who met a minimum staking requirement with consistency, qualifying them for a draw to win various prizes. The promotion was amplified using a multi-channel marketing approach:
Traditional Media: A well-written press release was published across multiple national newspapers, creating awareness and credibility.
Affiliate Marketing: Designed special incentives for affiliates, equipping them with unique tracking links and custom banners to drive engagement within their communities. The strategy aimed to maximise both player retention and new acquisitions.
Digital Advertising: Leveraged multiple platforms, including Google, Meta, Twitter, and programmatic advertising networks, to enhance reach.
– Created HTML5 rich media ads incorporating match odds and special markets feeds to stimulate betting activity.
– Ran a combination of video ads, banner ads, and keyword-targeted campaigns to acquire new players, drive traffic and conversions.
Social Media Engagement:
– Implemented an always-on content strategy across owned social channels to maintain visibility throughout the tournament.
– Partnered with Olywal on Twitter Spaces, hosting live sessions that previewed and reviewed World Cup fixtures, engaging users in real-time discussions while offering free bets to incentivise sign-ups.
Retail Outlets Branding: Designed and printed banners for all retail betting outlets to drive visibility and offline participation.
The Results
The campaign successfully delivered measurable results:
46% player retention throughout the World Cup period.
4,700+ new player sign-ups, surpassing initial projections.
52% conversion rate from engagement to deposit.
2,600+ first-time depositors (FTDs) acquired.
$132.7K in total turnover generated during the promotion.