BC. Game

BC.Game is a crypto-native casino and sportsbook platform serving more than 6 million users across 150+ countries. Founded in 2017, the brand has built its reputation on provably-fair gaming, deep multi-chain crypto support, and high-profile brand partnerships across Formula 1 and global football.

Target Audience: Crypto-holding adults (21+) in markets where online gaming is permitted; high affinity with active DeFi traders, exchange users, and NFT communities.

Growth Stage: Enterprise.

Budget: $200k

A note on attribution: BC.Game operates through multiple independent affiliates on Blockchain-Ads, each with distinct creative, audience, and GEO focus. This case study documents one affiliate campaign and not a corporate buy. Note that the results vary by segment focus and creative discipline.

Acquire high-LTV depositors at scale in a category that Google Ads and Meta actively block. However, four specific obstacles made this harder than it sounds:

• Platform exclusion. Crypto + casino is doubly restricted on Google, Meta, and TikTok. Workarounds via cloaking are short-lived.
• Audience invisibility. Traditional networks have no native concept of “owns a crypto wallet” or “trades on Binance" – the targeting signal BC.Game required.
• Affiliate fatigue. Existing affiliate channels were saturated; CPAs had drifted past $300, and the quality of acquired users was declining.

Before Blockchain-Ads, the team relied on affiliate deals, crypto publisher sponsorships, and broad DSP buys against generic "crypto interest" segments. This resulted in opaque attribution, rising CPAs above $300, and no way to retarget actual wallet-holders. To solve this, the team moved all operations to Blockchain-Ads so they could leverage the following capabilities: 

• A targeting layer built natively on on-chain wallet behavior and not interest proxies. 
• A curated Web3 publisher network (top crypto news sites, DeFi dashboards, and exchange media)—closing the brand-safety gap.
• Transparent measurement with wallet-level attribution when permitted.

Across 12 months, the campaign moved every key metric:

• ‍1,529 First-Time Depositors at $0.53 CPC at scale, with 0.38% Click to FTD‍
• $139: CPA (per FTD) −54%: Lower CPA from baseline
• 3.2x: 90-day ROAS on attributed First-Time Depositor cohort‍
• 109M+: Verified impressions delivered across Web3 inventory‍

Cohorts acquired through Blockchain-Ads showed 27% higher 30-day retention and 41% higher second-deposit rate than the team’s blended pre-campaign baseline.

At steady state, the team has reduced dependence on saturated affiliate networks and is now using Blockchain-Ads' lookalike data as a CRM-enrichment input for organic wallet-graph expansion.

Objective: Surface the highest-converting wallet segment and the highest-CTR creative format.

Three wallet segments were tested in parallel (DeFi-active wallets, CEX depositors, and NFT collectors) with six creative variants each — three "play now" and three "brand bonus," across a geo split of 40% LATAM, 25% SEA, 20% Eastern Europe, and 15% Tier-2 English.

• DeFi-active wallets were converted at 2.4x the rate of NFT collectors at parity CPA (the highest-converting segment.)
• “Brand bonus” creative generated more clicks; “play now” creative generated more deposits. Both are kept and used at different funnel stages.
• LATAM and SEA delivered the strongest CPA. Eastern Europe drove higher AOV but lower volume.

Objective: Compress CPA on the winning segments

• 70% of media budget reallocated to DeFi-active and exchange-depositor segments.
• Creative refresh cycle moved from 2 weeks to 10 days. Vertical video added for in-feed Web3 placements.
• Funnel improvements: The BC.Game team rebuilt the post-click landing flow for wallet-connect users, reducing drop-off by ~22% in their own analytics.

• CTR lifted from 0.21% → 0.41% as creative tightened.
• CPC compressed from $0.81 → $0.49.
• Click-to-FTD rate improved from 0.27% → 0.46%.

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Objective: Scale efficiently and lock in retention through retargeting.

• Scaled daily spend by 4x against the proven cohorts.
• Behavioral retargeting for site visitors who didn’t deposit within 7 days.
• Wallet-based retargeting for wallets that had connected but not deposited — a Web3 signal unavailable on traditional networks.
• Expanded into on-chain lookalike modelling, seeded from depositors with >$500 lifetime deposits.
• Geo expansion into Vietnam, Brazil, Argentina, and Turkey — three new markets passed the CPA threshold.

• Steady-state CPA settled at $139 — below the $200 ceiling.
• Retargeting cohorts deposited at 2.1x the rate of cold cohorts.
• 109M+ impressions delivered with no brand-safety incidents flagged.