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Performance Marketing
FlashBet needed to diversify beyond search and social into programmatic display to reach new audiences at scale. Previous attempts with generic DSPs had failed due to low-quality inventory and brand safety concerns. We built a custom programmatic strategy with curated PMPs, dynamic creative, and real-time bid optimization.
FlashBet Sportsbook was over-dependent on Google Search and Meta for player acquisition — two channels that represented 90% of their spend. When Google tightened gambling ad policies in their core markets, CPAs spiked 35% overnight.
The CMO wanted to diversify into programmatic display and video, but two previous attempts had failed: generic DSP campaigns delivered sub-1% viewability, low-quality traffic, and zero measurable conversions. The team was skeptical that programmatic could work for gambling.
We took a fundamentally different approach from the generic DSP campaigns that had failed before.
we curated a custom PMP (Private Marketplace) of 200+ premium sports and entertainment publishers that accepted gambling ads, ensuring brand safety and relevant context.
we built audience segments combining first-party data from FlashBet's pixel with third-party sports interest data, creating high-intent audiences.
we produced dynamic HTML5 creatives that adapted the displayed odds and match promotions based on the user's location and the day's sports calendar.
bid optimization rules were configured to adjust in real-time based on viewability scores, time of day, and conversion data. Results: 85M monthly impressions with 78% viewability (vs. sub-1% in previous campaigns), CPA 22% lower than search, new player volume increased 95% from the diversification, and brand safety score maintained at 98%.
Built a custom PMP of 200+ premium sports and entertainment publishers that accepted gambling ads, ensuring brand safety and contextual relevance.
Combined FlashBet's pixel data with third-party sports interest signals to build high-intent audience segments that outperformed generic targeting.
Produced HTML5 creatives that adapted displayed odds and match promotions in real-time based on user location and the day's sports calendar.
Configured bid rules adjusting on viewability scores, time of day, and conversion data to eliminate wasted spend on low-quality inventory.
“After two failed programmatic attempts with other agencies, we were ready to write off the channel entirely. The difference was night and day — the private marketplace approach meant we were actually showing ads on premium sports sites instead of junk inventory. Programmatic is now our second-largest acquisition channel.”
FlashBet needed to diversify beyond search and social into programmatic display to reach new audiences at scale. Previous attempts with generic DSPs had failed due to low-quality inventory and brand safety concerns. We built a custom programmatic strategy with curated PMPs, dynamic creative, and real-time bid optimization.
