Securing a New Acquisition Channel Through Facebook: CASE STUDY

Facebook Advertising

The international online gaming (gambling) industry is a highly competitive and mature one. There is often player saturation, which makes it difficult for advertisers to penetrate this demographic through traditional acquisition channels.

In 2013, we worked with a client in the gaming vertical  that achieved significant scale on Facebook, surpassing expectations in ad spend and new customer acquisitions while meeting cost and performance  goals. All of this was achieved despite high player saturation.

Goal

Pilot a new acquisition funnel for an advertiser in the highly competitive, mature gaming industry.

Strategy

Using the Facebook platform, we were able to hone in on demographics and targeting in an effort to minimize any wasted advertising dollars and drive the highest quality players. We designed feature rich creatives based on the client’s casino games and a strong Call to Action to drive new players to a desktop casino download.

Results

Within 180 days, Affiliate Media paired the client’s existing lead generation campaign with highly optimized traffic sources.  We launched, optimized and scaled the campaign, exceeding the client’s expectations on both time to deliver and new customer acquisition costs and increased customer quality by 48%.

Volume

We  came in 25% below CPA goal, and became the client’s largest acquisition partner. In so, we delivered:

* Average NGR (Net Gaming Revenue) return over four months came in at over 84%
* Converted 3,800+ new depositing players from signups
* Drove 38,100+ total signups for free play at a targeted eCPL

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