Online Sports Betting Website Sees 5x Increase in Online Deposits from First Video
The Setup
UK based, online sports betting website, Mr Sloty, was interested in using the opportunity of the World Cup to increase revenue on its site.
In the gaming and online sports betting industry, every increase in conversion can be worth significant increases in revenue. A major advantage of personalized and interactive video is that they increase end user’s interest and engagement which can impact multiple points in the funnel from click throughs, call to actions, returns users and increase in deposit value.
THE CAMPAIGN
The world-class sports betting platform looked at two segments, first-time deposits (FTD) and Return Betters who they could encourage to make an additional deposit. Additionally, they split the audience into a control and test group in order to effectively measure the impact of the campaign.
They created a personalized and interactive video that was sent by email and SMS just moments before the World Cup kicked off and included a question about who would win a specific game and a financial incentive to place the bet before the match began. Users were able to vote for their favorite team and then were encouraged to place a bet in support of their selection.
Exceeding Expectations
The results were all it took to convince Mr Sloty that interactive and personalized video was going to be an important part of their audience communication moving forward.
The results for both their FTD and Return Better audience surpassed 5x in online deposits. Some other impressive results include:
Increase in CTR
Increase in number of deposits made
Increase in total engagement
The increase in online deposits directly resulting from the campaign made the video ROI positive on the very first send.