Free diagnostic
Service

iGaming player acquisition, optimized to first deposits and payback

Casino and sportsbook acquisition optimized to first deposits and payback, within each platform's gambling policy and each market's licensing rules. I have bought paid media in-house for regulated online casino and sportsbook brands, so I work from the operator's side of the table.

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Judged on backend revenueFree diagnostic firstOne or two new clients a month
A brass sphere in a graphite cradle enclosed by glass panels, reached by one brass line
What you get

Deliverables

For licensed casino and sportsbook operators and their affiliates.

  • First deposit and deposit tracking (affiliate tracker, Conversions API, MMP)
  • Channel mix: Meta, Google, TikTok where allowed, programmatic and ad networks
  • Creative with responsible gambling requirements built in
  • Payback by cohort, reported with and without the largest depositors
  • CRM retargeting of registered players, with self-excluded players removed

Platforms and tools

  • Meta Ads
  • Google Ads
  • TikTok Ads
  • Moloco
  • PropellerAds
  • ExoClick
  • Affiliate trackers
  • AppsFlyer
Illustrative chart of cohort payback with and without the largest depositorIllustrative, no real figures. Six weekly cohorts with two bars each: payback with all depositors and payback excluding the largest depositor. Two cohorts cross the breakeven line only because of one large depositor.ILLUSTRATIVEWeek 1Week 2Week 3Week 4Week 5Week 6BREAKEVENAll depositorsExcluding the largest depositorA cohort that pays back only because of one depositor is a flag, not a result.
Payback read with and without the largest depositor.
Receipts

From my own work

Anonymized, with the denominator and the caveats left in.

Spend vs registrations
~60% vs <4%

Killed the campaign absorbing about 60% of spend for under 4% of registrations and rebuilt it on backend deposit data.

Creative concentration
39 of 46 first deposits

Rebuilt a campaign around the 4 creatives behind 39 of 46 backend first deposits.

Meta budgets
Five figures a month

Advertiser-side owner of five-figure monthly Meta budgets across three regulated gaming brands: I buy one hands-on and brief the agency that runs the other two.

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How it starts

Diagnostic first, then a plan

  1. Free 30-minute diagnostic

    A short form, a pre-read built from public data and a call on the three biggest opportunities.

  2. A written plan

    Scope, tests in order, the stop rule for each test and what I need access to.

  3. The work

    Setup, buying, reviews or advice, depending on the service, reported against your backend numbers with the stop rules agreed up front.

FAQ

Common questions

Who do you work with in iGaming?

Licensed casino and sportsbook operators and their affiliates, in the markets where they hold a license.

Which channels can you use?

Meta and Google where the operator has the platform's permission for the market, TikTok where gambling ads are allowed, programmatic, and ad networks such as PropellerAds and ExoClick in the geos they allow.

How do you report payback?

By cohort, with and without the largest depositors, so one player doesn't decide the verdict.

How do you handle responsible gambling?

Creative carries the market's responsible gambling requirements, and CRM retargeting removes self-excluded players.

Related

Often combined with

Tracking and measurement (MMP, Conversions API, server-side)

Make the numbers trustworthy before buying more: MMP, Conversions API, server-side events, SKAN and backend reconciliation.

How it works

Meta Ads (Facebook and Instagram)

Account structure, creative testing and Conversions API for apps, ecommerce, lead gen and gaming, judged on backend results.

How it works

Native, push and pop traffic

PropellerAds, ExoClick and other networks bought at zone level, with tracker postbacks, zone blacklists and fraud filters.

How it works
Free · 30 minutes

Want a second pair of eyes on this?

Send me the basics and get a pre-read plus 30 minutes on your three biggest opportunities, free.

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