Clinch Clinch1xBet faced entrenched local rivals across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan ahead of a busy football season, so we built…
1xBet faced entrenched local rivals across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan ahead of a busy football season, so we built a fixture-aligned engine of local KOLs, tipster channels and paid social.
Global sportsbook and betting brand strong in emerging markets
The challenge: 1xBet is a recognised sportsbook globally, but across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan it was competing against entrenched local operators ahead of a packed football season. Acquisition leaned on broad paid media that delivered installs but few funded accounts, and CPAs were trending above target as the fixture calendar peaked.
Our strategy: We built a season-aligned acquisition model that concentrated spend around fixture peaks and paired local sports KOLs with tipster communities to establish credibility quickly. This was scoped as a focused CIS and Europe campaign rather than the brand's global footprint, with offers and creative localised per market, each mapped to a target CPA and a first-deposit-to-retention band, so budget could shift toward the segments that funded and stayed.
What we did: We activated 40 football creators and tipster channels across YouTube, Telegram and Instagram, briefed on responsible-messaging guidelines, and timed drops to derbies and tournament fixtures. Always-on social ran against localised landing pages, and a welcome-offer sequence moved installs to funded wallets inside 48 hours, with weekly cohort reviews reallocating the paid budget.
Channels: YouTube sports KOLs, Telegram, Instagram, Paid media, X
The results: Across the season the campaign drove 2.2K first-time depositors across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan at a 2.6x return on ad spend, holding CPA within target despite peak-period competition. Matchday retention rose 33% as localised content and boosts kept new bettors active past their first wager, and the mix shifted from a single broad channel to a tracked, creator-led base.
Services: KOL & Influence Marketing, Social Media Marketing, Affiliate Program Management, Advisory & Strategy
7 months · 2024