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<h2>The Brief</h2>
<p>The German sportsbook brand AdmiralBet, wanted to drive tournament-long betting activity at Euro 2024 and retain players through the 2024/25 German Bundesliga season. They set out to:</p>


Acquire high-value German customers at Euro 2024

Stand out from competitors with a differentiated product

Retain players throughout the 2024/25 Bundesliga season

<h2>The Challenge</h2>
<p>With Euro 2024 taking place in Germany, and matches scheduled almost every day, AdmiralBet had a unique opportunity to harness the local excitement, especially ahead of Germany’s matches. It’s estimated a domestic TV audience of over 25 million watched Germany play.</p>
<p>AdmiralBet recognised that at major international tournaments, new users tend to churn at a higher rate than during the domestic season, with free bets and sign-ups available with many operators.</p>
<p>AdmiralBet focused on attracting new high-value players that would remain loyal to the brand during Euro 2024 and the 2024/25 football season. In a world of noisy marketing promotions, this required a distinct, engaging sportsbook product.</p>


<h2>The Solution</h2>
<p>Genius Sports worked with AdmiralBet to build Bet6, a custom free-to-play (F2P) game. Available on AdmiralBet’s website and mobile apps in Germany, the light-touch game allowed users to predict Euro 2024 fixtures, with outcomes relating to betting markets like full-time result and number of goals scored. Bet 6 also included a unique odds-based points-scoring system.</p>
<p>Unique features including an accumulator calculator and integrated betslip converted users to place real-money bets on their Bet6 predictions. With daily rounds and leaderboards, Bet6 drove tournament-long retention.</p>
<p>Additionally, Genius Sports ran a targeted programmatic media buying campaign to drive new user acquisition and retarget existing AdmiralBet customers who had not yet entered Bet6.</p>


<h2>The Result</h2>
<p>Such was the success of Bet6 at Euro 2024, AdmiralBet continues to run the game on the German Bundesliga.</p>


bets placed by Bet6 users at Euro 2024 on average (higher than non-users)

increase in active users by the end of Euro 2024

Bet6 players added Bundesliga entries to their betslip

AdmiralBet convert 20% of Bet6 users

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