BetPlay beats
CPA targets by 20% with targeted media buying

Team talk

Betting and gaming operator BetPlay wanted to acquire new players and grow deposit value in its native market of Colombia. 

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.  

BetPlay’s brief: 

  • Optimize marketing spend around key sports fixtures 
  • Drive new sign-ups across sportsbook and casino 
  • Grow deposit value among both new and existing players 


After consulting with BetPlay in its Colombian HQ, Genius Sports designed a full-funnel programmatic campaign as part of its Genius Media Buying service: 

  • To begin, a series of branding ads targeted new prospects at scale to build brand awareness 
  • BetPlay’s latest promotions were then served to drive sign-ups ahead of World Cup, NBA and Liga Dimayor fixtures 
  • We also ran a series of head-to-head (H2H) retention ads around key events to drive deposits and wagering 

Genius’ algorithmic pacing curve, custom bidding models and exclusive audience network helped optimize spend and cut CPAs throughout the campaign. 

Final result

Across all campaign metrics, BetPlay’s marketing campaign outperformed the operator’s goals: 

  • Beat CPA targets by 20% 
  • 18x return on ad spend 
  • Above average deposit value across sportsbook and casino 

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

Paola Gayon, Marketing Manager, BetPlay

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