Clinch Clinchbet365 needed funded-account growth across regulated betting markets in Poland, Germany, Romania, Czechia, Lithuania, Bulgaria and Serbia without breaching ad…
bet365 needed funded-account growth across regulated betting markets in Poland, Germany, Romania, Czechia, Lithuania, Bulgaria and Serbia without breaching ad codes, so we ran a compliance-first, content-led season campaign across earned media and vetted creators.
Global regulated sportsbook and in-play betting operator
The challenge: bet365 competes in some of the most tightly regulated and crowded sportsbook markets in Europe, where aggressive acquisition creative is both restricted and quickly tuned out. Ahead of a major football season the brand needed to grow funded accounts across Poland, Germany, Romania, Czechia, Lithuania, Bulgaria and Serbia without breaching advertising codes or eroding trust, and paid social alone was returning diminishing, brand-unsafe results.
Our strategy: We built a compliance-first, content-led acquisition plan that led with genuine matchday value rather than sign-up hype. Earned media and vetted creators carried the credibility, an always-on social calendar tied every message to fixtures and markets, and advisory work kept offer structure and messaging inside each market's regulatory and responsible-gambling guidelines. The engagement was scoped to Clinch's CIS and Europe footprint rather than a rollout across bet365's full global operation.
What we did: We placed bet365 commentary and betting-preview content across sports and trade media, activated a shortlist of compliant sports creators for weekly previews, and ran a season-long social cadence around the biggest fixtures in the seven markets. Welcome-offer journeys were rebuilt for each regulated audience, with age-gating and responsible-gambling messaging embedded in every creative.
Channels: Sports-media PR, Compliant sports KOLs, X, Instagram, Paid social
The results: Over the season the campaign added 2.4K funded accounts across Poland, Germany, Romania, Czechia, Lithuania, Bulgaria and Serbia at a 2.3x return on ad spend, with brand search up 41% as content-led reach compounded. Campaign content reached 680K people, in-season retention held above the prior baseline, and every activation cleared advertising-code and responsible-gambling review.
Services: PR & Earned Media, Social Media Marketing, KOL & Influence Marketing, Advisory & Strategy
6 months · 2023