SportPesa, established in 2014, is a digital betting company providing a variety of online gambling services, including sports betting, live betting, and casino games.
Amplifyd partnered with the South African branch, to design a digital marketing program and grow the business.
The account was transitioned from inactivity, to achieving the highest lead volumes in three years, all within a span of four months while resolving critical legislatory challenges.
Our approach
1. Deep-dive audit of the existing setup. Examining the campaign setup, helped us identify optimisation & growth opportunities. Tracking setup audit allowed us to understand deficiencies and translate business goals to measurable conversion events.
2. Resolved regulatory gambling challenges. Worked together with SportPesa and respective ad platforms to resolve underlying issues within a period of 60 days.
3. Created a full-funnel Google campaign structure. Expanding keyword coverage was critical, to build an intent based structure that allowed us to have a tight budget and bidding control over different parts of the funnel.
4. Optimized usage of Google Smart Bidding strategies. From campaign structure to match type and creative optimization, our new setup is geared towards empowering Smart Bidding’s machine learning capabilities and driving optimal performance outcomes.
5. Launched an always-on Meta campaign. Transitioned Meta usage from boosting organic-content to a full blown lead generation account structure, utilizing a variety of creative & targeting options, including image & video as well as remarketing & lookalike audiences.
6. Introduced new channels. Implementing Performance Max has helped diversify our channel mix to begin with, while eventually worked towards programmatic display activations giving us full control and transparency across upper-funnel inventory.
400%
YonY increase in Registrations
77%
YonY increase in First Time bets
0
ever monthly First Time Bettors achieved in March 2024
2
Ever weekly turnover delivered in week 17
“Having previously worked with Amplifyd, there was no hesitation in bringing them onboard to manage the performance media requirements for SportPesa South Africa. Amplifyd are an important partner for our business as their data-driven approach, combined with a strong focus on account management and service delivery has added huge value and ultimately better efficiencies to our paid media strategy“
Dean Delaney, Managing Director at Sportpesa