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<h2>Team talk</h2>
<p>Betting and gaming operator BetPlay wanted to acquire new players and grow deposit value in its native market of Colombia.</p>
<p>The Liga Dimayor sponsor set out to find an agency that could maximize its digital marketing spend, with strong knowledge of the local iGaming industry.</p>
<p><strong>BetPlay’s brief:</strong></p>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="22" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1">Optimize marketing spend around key sports fixtures</li>
<li data-leveltext="" data-font="Symbol" data-listid="22" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">Drive new sign-ups across sportsbook and casino</li>
<li data-leveltext="" data-font="Symbol" data-listid="22" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">Grow deposit value among both new and existing players</li>
</ul>
<h2></h2>


<h2><img loading="lazy" decoding="async" style="font-size: 16px;" src="https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics.png" sizes="(max-width: 4376px) 100vw, 4376px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1.png 4376w, https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1-768x547.png 768w, https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1-1536x1094.png 1536w, https://cms.geniussports.com/wp-content/uploads/2024/07/betplay_ui-50-50-the-hundred-tactics-1-2048x1459.png 2048w" alt="" width="4376" height="3118" />Tactics</h2>
<p>After consulting with BetPlay in its Colombian HQ, Genius Sports designed a full-funnel programmatic campaign as part of its <strong>Genius Media Buying </strong>service:</p>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="20" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1">To begin, a series of branding ads targeted new prospects at scale to build brand awareness</li>
<li data-leveltext="" data-font="Symbol" data-listid="18" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">BetPlay’s latest promotions were then served to drive sign-ups ahead of World Cup, NBA and Liga Dimayor fixtures</li>
<li data-leveltext="" data-font="Symbol" data-listid="18" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">We also ran a series of head-to-head (H2H) retention ads around key events to drive deposits and wagering</li>
</ul>
<p>Genius’ algorithmic pacing curve, custom bidding models and exclusive audience network helped optimize spend and cut CPAs throughout the campaign.</p>


<h2><img loading="lazy" decoding="async" src="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result.png" sizes="(max-width: 4376px) 100vw, 4376px" srcset="https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1.png 4376w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1-300x214.png 300w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1-1024x730.png 1024w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1-768x547.png 768w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1-1536x1094.png 1536w, https://cms.geniussports.com/wp-content/uploads/2024/07/gs-customer-stories-website_50-50-result-1-2048x1459.png 2048w" alt="" width="4376" height="3118" /></h2>
<h2>Final result</h2>
<p>Across all campaign metrics, BetPlay’s marketing campaign outperformed the operator’s goals:</p>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="17" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1">Beat CPA targets by <strong>20%</strong></li>
<li data-leveltext="" data-font="Symbol" data-listid="17" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">18x return on ad spend</li>
<li data-leveltext="" data-font="Symbol" data-listid="17" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1"><strong>Above average </strong>deposit value across sportsbook and casino</li>
</ul>


Trusting Genius Sports with our budget helped us achieve strong CPA results, increasing user acquisition and deposits month on month.



BetPlay beats CPA targets by 20% with targeted media buying

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