Bookmaker in Brazil: 3,180 first deposits in six weeks
Acquire first deposits in a Tier-3 GEO through mobile channels ahead of the season.
A bookmaker was entering the Brazilian market ahead of the season and needed a deposit base through mobile channels. Brazil is Tier-3 with lower FTD cost, but volume had to be large: competitors were already buying through in-app networks. Budget was $47,000 for six weeks, target at least 2,500 FTDs.
Wave by wave
- Weeks 1–2
Channel test
Launched in-app traffic across four networks in parallel with seeding in sports Telegram channels. Compared FTD cost, not CPI: a cheap install without a deposit is worthless in this niche.
- Weeks 3–4
Cutting underperformers
Two in-app networks drove registrations but not deposits. We cut them and shifted the budget to the remaining networks and Telegram.
- Weeks 5–6
Scale
Doubled the budget in working channels. FTD cost rose from $13.2 to $16.1 — within tolerance. Flight average: $14.8.
What worked
In-app as the primary channel
Launched four in-app networks simultaneously so that within the first two weeks we could see which converted to deposits, not just installs. Installs were cheap everywhere; deposits came from only two.
Telegram for retention
Alongside in-app, we seeded sports Telegram channels. Telegram delivered less volume, but FTD cost 22% less — the audience already played and understood the product.
Cutting by FTD, not CPI
Two of the four networks had the cheapest installs, but deposit conversion was under 5%. We cut them in week three and reallocated the budget. Average FTD cost dropped from $17.2 to $14.8.
We tried promoting through Brazilian sports bloggers on YouTube. Reach was good, but install conversion was an order of magnitude lower than in-app: the audience watched match analysis, not bookmaker ads. FTD cost through YouTube was four times above target. After two weeks we shut the channel and returned the budget to in-app.
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Prime time is local time: creator posts and streams are scheduled against it. The budget is fixed in dollars; the local currency is there for reconciliation with internal reports.All regulators and licences.
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