Editec/GOAT Interactive is a market-leading provider of online sportsbooks and casinos, operating across over 20 African markets in partnership with the PremierBet brand. ROAST commenced its collaboration with Editec in February 2021, initially focusing on paid social marketing via Meta Ads. Following immediate improvements in results, ROAST’s remit expanded to include a significant brand campaign for Euro 2020 (held in 2021) and subsequently, Paid Search activities from September 2021. Initially, performance was evaluated based on the cost per first-time deposit (FTD). However, ROAST quickly adapted to working with the client’s CRM database, shifting optimization efforts towards achieving higher Net Gaming Revenue (NGR).
Challenge
Upon ROAST’s engagement, Editec had an overarching target of $10 per FTD across all markets. For some markets, the actual cost per FTD was 3x higher than this arbitrary target. ROAST’s core challenge was to optimise paid social activities to significantly reduce the cost per FTD, thereby driving more sustainable user acquisition.
Solution
ROAST initiated its approach by conducting a comprehensive audit of Editec’s paid social accounts. This audit aimed to identify which assets and offers were most effective in driving acquisition.
Key improvements included:
- Enhanced Tracking: Implementing more granular tracking tags to allow for detailed monitoring of ad performance.
- Live Reporting Dashboards: Developing real-time dashboards to provide improved oversight of performance. These enhancements enabled ROAST to deliver more frequent updates on the NGR and CPFTD performance of each promotion, alongside detailed reporting on conversion drop-off points from sign-ups to first-time deposits. Throughout the engagement, ROAST led Editec’s paid media planning and implementation across all digital channels, executing numerous successful campaigns.
Results
Editec Social
- ROAST managed Paid Social for Editec for two years, achieving a 56% increase in First Time Deposits (YoY) and a 95% increase in average revenue per active user. This activity has since concluded due to changes in local legislation.
Editec Search
- ROAST have continued to drive an impressive Return on Ad Spend (ROAS) of over 800% since launch in 2022, whilst scaling the account spend from $5,000 per month to over $60,000 per month by Q4 2024. This significant improvement is largely attributed to the successful launch of new campaigns targeting competitor and generic search terms.
