Entain plc, formerly GVC Holdings, is an international sports betting and gambling company. It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. It owns brands such as Bwin, Coral, Ladbrokes, PartyPoker and Sportingbet.
We got tasked to partner with the Bwin team, helping them achieve a centralised strategic approach and increased marketing effectiveness, while operating within a challenging legal environment for online betting.
Our approach
1. Campaign deep-dive audits across 7 countries for Meta, Google, Apple and Programmatic Ads across 163 dimensions, which helped us identify optimisations to improve efficiencies.
2. Formulated SWOT and Impact vs Effort analyses of audit findings and lay out key tactical initiatives and strategic priorities of each market.
3. Conversion tracking and data analysis helped us pinpoint opportunities in tracking across the customer journey and unlock measurement options to better evaluate each channel’s performance & contribution.
4. Centralised Strategic Approach through a 4-stage Framework, diversifying media mix tactics, unlocking growth opportunities for new customer acquisition and conversion and formulating budget allocation recommendations by month and digital channel.
5. Coverage & visibility scoring based on status and market size opportunity helped us illustrate growth opportunities in existing and new digital channels. Examples include but not limited to new keyword theme coverage in Paid Search, Social media audience expansion and new digital channels, while respecting each country’s regulatory requirements for online betting.
7
European countries
1000
Campaigns audited across Meta, Google & Apple ads
163
Dimensions in relation to campaign performance
30
Initiatives & findings per market, mapped out in a SWOT Impact vs Effort analysis
“I just wanted to drop you a quick note to say a huge ‘thank you’ for the recommendations you’ve shared with us for the Spanish market. We’ve wrapped up the project, and we’re seeing the positive impact of changes we’ve made to our campaigns.“
Ruben Madama, Country Manager Spain at Bwin