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Performance Marketing
GlobalBet Sportsbook was dominant in EU markets but had zero presence in APAC — a region with 2B+ potential bettors. We built a full performance marketing stack for India, Philippines, Vietnam, and Indonesia — including localized landing pages, payment integration consulting, cricket and basketball-focused creative, and a multi-channel acquisition engine across Google, Meta, and local ad networks that scaled to $1.2M monthly spend.
GlobalBet Sportsbook had built a dominant position in European markets but had zero presence in Asia-Pacific, a region representing 40% of global online gambling revenue and growing at 18% year-over-year. The leadership team allocated a $1.2M monthly media budget for APAC expansion targeting four priority markets — India, the Philippines, Vietnam, and Indonesia — but initial attempts had failed badly.
A test campaign run by their European agency produced a $140 CPA in India (target: $35) because they used football-centric creative in a cricket-obsessed market, ran English-only ads in markets where 80%+ of the target audience consumed content in local languages, and bid on generic gambling keywords that triggered policy violations in regulated markets.
The brand needed a partner who understood APAC's fragmented media landscape, local sport preferences, cultural nuances in gambling attitudes, payment method requirements, and the complex regulatory environment where some markets are regulated, some are gray, and some require offshore licensing structures.
We built a market-by-market APAC expansion playbook and executed performance campaigns tailored to each country's unique characteristics. India: cricket dominated the creative strategy — IPL match previews, player performance stats, and cricket betting guides drove 70% of all ad engagement.
We ran campaigns in Hindi, Tamil, Telugu, and English across Google, Meta, and local ad networks including InMobi and Hotstar Ads. UPI and Paytm payment integration messaging was featured prominently in landing pages. CPA settled at $28 after 60 days of optimization.
Philippines: basketball (PBA and NBA) was the lead sport, with cockfighting and boxing as secondary verticals. We leveraged GCash and Maya payment messaging and ran heavy Facebook and YouTube campaigns, as the Philippines has the highest social media usage rate in the world.
Local Tagalog-language creative outperformed English by 3.2x. CPA: $18. Vietnam: football (V.League and European leagues) drove creative strategy. We ran campaigns on Zalo (Vietnam's dominant messaging platform) alongside Google and Facebook, with VNPay and MoMo payment method messaging.
We navigated the gray-market regulatory environment by focusing on brand awareness and community building rather than direct response. CPA: $32. Indonesia: the most challenging market due to strict regulations. We focused on esports (Mobile Legends, PUBG Mobile) and basketball content distributed through programmatic native ads and Telegram channels, avoiding mainstream ad platforms.
DANA and OVO payment messaging was prominent. CPA: $45. Across all four markets, the $1.2M monthly spend generated 28,000+ first-time depositors per month, blended CPA came in at $31 (vs. the $140 starting point), and APAC grew to represent 22% of GlobalBet's total player base within 9 months.
Tailored creative to each market's dominant sports — cricket for India, basketball for Philippines, football for Vietnam, and esports for Indonesia — with local language ad copy.
Featured market-specific payment methods (UPI, GCash, MoMo, DANA) prominently in landing pages and ad creative, removing a major friction point for first-time depositors.
Extended beyond Google and Meta to market-dominant platforms — Hotstar and InMobi in India, Zalo in Vietnam, and Telegram in Indonesia — reaching audiences unavailable on global platforms.
“Our European agency spent $140 to acquire one Indian player using football ads in English. The APAC-specialist approach brought that to $28 with cricket creative in Hindi. Understanding local markets isn't optional — it's the entire game in Asia-Pacific.”
GlobalBet Sportsbook was dominant in EU markets but had zero presence in APAC — a region with 2B+ potential bettors. We built a full performance marketing stack for India, Philippines, Vietnam, and Indonesia — including localized landing pages, payment integration consulting, cricket and basketball-focused creative, and a multi-channel acquisition engine across Google, Meta, and local ad networks that scaled to $1.2M monthly spend.
