14 Sep 11

SportingBet - Digital Acquisition

SportingBet is one of the first and one of the largest online gaming companies in the world.

Background
MediaCom were tasked with developing a strategy that would maximise trackable return-on-investment across all 14 of SportingBet’s European territories.

How MediaCom made a difference
We developed an online strategy that was underpinned by three principles:
• Avoid wastage
• Improve share-of-voice
• Test, learn and optimise
In the first few months we tested a range of channels including generic football sites, live-score sites, betting portals, ad-networks, behavioural targeting and re-targeting.

By tagging all the local sites, we were able to accurately track customer engagement up to completed registration.  By cross-referencing the tracked customer’s unique ID number with SportingBet’s customer database we were able to not only report on cost-per-funded sign-up, but also to interrogate likelihood of crosssale into Casino/Poker, average margin, betting frequency, etc.

Results
MediaCom’s approach of putting real consumer behaviour and insight at the heart of our strategy has helped us to deliver continual improvement in media performance, and deliver tangible returns to the business.