Metawin

About the Brand

Metawin is a crypto-native sweepstakes and prize-gaming platform whose core differentiator is high-value, NFT-themed prize structures. Players participate in prize draws and competitions where the rewards are NFTs, vehicles, watches, or large crypto pots.

Target Audience: Adult NFT-native crypto users, particularly those active in collectible, vehicle, and luxury watch communities concentrated in NA and EU.

Growth Stage: Scale-up.

The Challenge 

Acquire players who would engage with the prize-pool product over 90 days and not chase a single welcome-window draw and disappear. But there were some obstacles:

Key Obstacles

• Mainstream-platform exclusion: Standard for the category, plus additional NFT-related ad-policy friction.
• Audience invisibility: Mainstream networks can't target "NFT collectors with luxury watch interest."
• CPA expectation mismatch: Metawin's CPA economics are higher than mainstream casino—the brand needed a channel that didn't punish higher CPAs that were nonetheless unit-economics-defensible.
• Attribution complexity: With multiple draw structures running concurrently, attribution from paid spend to specific draw entries was historically opaque.

Why Blockchain-Ads

The pre-Blockchain-Ads stack delivered FTDs but couldn't filter for prize-engagement intent. Acquired players entered one draw on average, which wasn't good enough. So the team decided to use Blockchain-Ads to acquire players who would engage with the prize-pool product longer by leveraging the following capabilities:

• Wallet-level audience targeting: particularly NFT-collector segments with verified on-chain provenance.
• Premium curated inventory: an NFT-native publisher and dashboard network whose context matched the brand.
• LTV-aware bidding: optimization toward 90-day NGR, not raw CPA.
• Wallet-level attribution: the ability to trace spending to specific draw-entry behavior.

Unique Capabilities Leveraged

• NFT-collector wallet segments overlap: with luxury-affinity, vehicle, and watch-collector communities.
• Community-token wallet segments: wallets holding NFT-community-driven tokens with active community engagement.
• CRM-seeded lookalikes: from Metawin's high-engagement player base.
• Wallet retargeting: for connected-but-not-entered cohorts.

Before Blockchain-Ads → After Blockchain-Ads

• CPA (per High-LTV FTD): ~$510 → $283
• CTR: 0.10% → 0.52%
• Click → FTD: 0.21% → 0.37%
• 90-day NGR per Cohort: Baseline → +58%
• 90-day ROAS: 1.2x → 2.6x

Cohorts acquired through Blockchain-Ads showed 58% higher 90-day NGR, 2.4x average draws-entered per player, and meaningfully higher community-platform engagement than blended baseline. The campaign produced the brand's first paid channel whose unit economics aligned with Metawin's prize-pool product economics.

Phase 1 — Learning (Month 1)

Objective: Identify the wallet-collector profiles that converted into 90-day-engaged players.

Actions:

• Five wallet behavioral segments tested: NFT collectors with $5K+ floor activity, Luxury-watch and vehicle community-token holders, PFP-collection holders (Pudgy, Bored Ape, Doodles, etc.), CRM-seeded lookalikes (Metawin's existing high-engagement players), Cross-chain DeFi power-users (control)
• Six creative variants — split between specific-prize-led and brand-led angles
• Geo split: NA (60%), Western Europe (40%)

Insights:

• PFP-collection holders converted at parity volume to lookalikes but with 3.1x the 90-day draw-entry frequency.
• Specific-prize-led creative outperformed brand-led on FTD rate by 31% — and showed 44% higher draw-engagement rate.
• Luxury-watch community-token holders showed the highest single-draw AOV but lower ongoing engagement; reserved for high-prize-pool windows.

Phase 2 — Consideration (Month 2–3)

Objective: Concentrate budget on PFP-collector and lookalike segments and tighten creative-by-prize-pool pairing.

Actions:

• 70% of budget reallocated to PFP-collector and CRM-seeded lookalike segments.
• Creative cycle moved to weekly with specific-prize-led variants leading the funnel.
• Funnel rebuilt: a wallet-aware draw-entry preview surfaced ahead of the standard sign-up flow — reducing first-step drop-off by ~30%.

Performance Improvements:

• CTR climbed 0.28% → 0.61%.
• CPC compressed $1.85 → $1.41.
• Click-to-FTD rate improved 0.21% → 0.51%.

Phase 3 — Acquisition + Retargeting (Month 4–9)

Objective: Scale during major prize-pool windows and lock retention through retargeting.

Actions:

• Daily spend lifted 2.6x against winning cohorts.
• Prize-pool window bids surged around the brand's flagship draws (Lambo, luxury watch, and large NFT-prize windows).
• Wallet-based retargeting for connected wallets that browsed draws without entering.
• Behavioral retargeting for visitors who registered without depositing within 7 days.
• Geo expansion into Canada and the UK—both cleared the CPA threshold.

Outcome:

• Steady-state CPA settled at $283.
• 90-day NGR per cohort lifted 58% above blended baseline.
• Retargeted cohorts entered draws at 2.7x the rate of cold prospecting.

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