This case study highlights how the Evamobi team used their best practices and performance marketing expertise to successfully attract new users to the Marathonbet betting app. Here’s a closer look at the journey and the impressive results achieved.

Initial data

  • GEO: Latin America
  • Vertical: Betting
  • Traffic source: Mintegral

At the start:

  • iOS FTD: 620
  • Android FTD: 80
  • CPA: 40% higher than the advertiser’s cost

The challenge

Our mission was clear: bring in new users. We worked with the CPA model, aiming specifically at new users who would make their first in-game account top-up. The initial trial cap was set at 700 FTD, and we faced uncertainty regarding potential conversion rates due to a lack of prior data, as the client’s mobile offering was not fully developed.

Execution and results

To kick off the project, we created four compelling creatives and set a bid acceptable to the buyer. Over two months, we achieved a 10% reduction in the advertiser’s bid. Our efforts paid off with a 42% increase in optimized traffic and a significant reduction in FTD costs compared to the original budget. The number of FTDs soared by 60% from one month to the next. Remarkably, 40% of this traffic resulted in re-deposits, and the first month’s Net Gaming Revenue (NGR) results were highly encouraging.

Strategic actions

Our success stemmed from several strategic actions. We produced a variety of static and video creatives tailored to different contexts and events. During EURO 2024, a major sporting event, we generated numerous event-specific creatives. Our media buyer crafted over 100 video creatives to support various strategies, including event and bonus promotions.

The addition of Tatiana, Marathonbet’s new Head of User Acquisition and Mobile Traffic, was a game-changer. Her understanding of internal processes, sources, and approaches facilitated a productive relationship from the start. Tatiana’s insights and approvals for legitimate actions greatly contributed to our success.

Marathonbet betting app

Source: Evamobi

Key achievements

We managed to attract 15-20% of the total user cohort by:

  • Regularly analyzing traffic trends to identify optimal times for adding new creative content
  • Optimizing our campaigns according to best practices
  • Creating and implementing clickable creatives to maximize engagement

Overcoming challenges

We successfully registered the advertiser in the Xiaomi system. Despite a complex moderation process, we integrated the app, uploaded the necessary files, and secured all licenses. The smooth collaboration within our team ensured the app went live, promising greater advertising opportunities and already boosting the company’s image.

How did we achieve this?

The Evamobi team shares their insights: “For media buyers, in-depth knowledge of the niches they operate in is crucial. Our team’s expertise in the sports industry and betting allowed us to explore opportunities unknown to the wider market.

Additionally, establishing a good working relationship with the advertiser’s manager is vital. In our case, prompt contact led to a successful outcome. Following a period of stagnation in mobile traffic, we leveraged our expertise in Mintegral to develop effective strategies and achieve outstanding results. We replicated our success and exceeded our goals.”