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CASE
STUDY:
COOLBET

Achieving 50% cheaper CPAs & 100% increased NGR with ad:s

Coolbet, the award-winning sportsbook, online casino, and poker provider is using Sportradar ad:s to:

Access more relevant, higher-value players

Achieve 50% cheaper CPAs and 100% increased NGR

Better understand their attribution

Boost their presence in current markets and expand into new ones.


Territories covered: Canada, Estonia, Finland, Norway, Chile, Peru,
Ecuador, Iceland
Product/s featured: ad:s programmatic display
Website: www.coolbet.com
HQ: Tallinn, Estonia

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The challenge

Coolbet were using a generic demand side platform (DSP) for their programmatic advertising (marketing that uses automated, real-time bidding to place ads across different channels targeted to specific audiences). But this DSP just wasn’t giving them the results they wanted. They needed to reach a larger, and more relevant, online betting audience. But the generic DSPs a lot of media agencies use just don’t cut it. So they came to us.

The solution

Unique DSP

The main factor that attracted Coolbet to ad:s was our unique focus on betting and gaming audiences, with access to highly relevant and higher-value players.

Using our proprietary DSP, we helped Coolbet optimize their programmatic advertising with impactful campaigns targeting and acquiring highly relevant betting and gaming audiences.

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Understanding attribution

Together we build strategies to help Coolbet better understand their attribution, perfect their conversion funnel, cut the CPAs of their marketing campaigns even more, and increase the value of those all-important players.

Initially we helped them set up different tracking pixels in their Google tag manager for their different conversion points. This allowed them to build a sophisticated conversion funnel as part of the ad:s strategies. We also advised on their attribution model, using 7 day post impression and 28 day post click.

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Strategic relationship

Over time, our relationship with Coolbet has matured into an efficient working partnership. Initially it was purely based on executing those test campaigns. But it’s evolved into something much more strategic. We work together to decide on campaign promotions – what to push, what not to push, what to prioritise and so on, in order to achieve marketing success.

The results

To begin with, Coolbet used ad:s for a test campaign in Canada. This went so well that they quickly expanded into all their major markets (Estonia, Finland, Norway, Chile, Peru and Ecuador), and soon after they signed a one-year commitment with us.

Since they started working with us, Coolbet’s CPA (cost per action) for programmatic advertising has dropped by 50%, and their NGR (net gaming revenue) from those campaigns has increased by a massive 100%. As a result, the media spend they’ve put towards ad:s is now 19 times what it was in the first test phase. And programmatic advertising has become a much bigger piece to their wider marketing strategy.

The future’s looking bright too. With ad:s, Coolbet plan to increase their presence in existing markets, and expand into new ones.

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Built specifically for betting and gaming by leading industry experts, ad:s helps operators achieve unrivalled marketing success.

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The company

Launched in 2016, Coolbet is an award-winning mobile sportsbook and gaming company with operations in nine territories. They strive to be fair, personal, and transparent, aiming to provide the best odds and best quality service to their players, and set new standards in responsible gaming. They have more than 300 employees – mostly based at their headquarters in Tallinn, Estonia – while the rest are in local teams working abroad.
The name Coolbet is based on their values – stay cool and bet responsibly.

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