MonkeyTilt

About the Brand

MonkeyTilt is a crypto casino that leads with brand and design, backed by top-tier Web3 investors. The brand markets itself as a premium alternative to mass-market competitors, pairing high-design gameplay with creator culture and VIP experiences.

Target Audience: Brand-aware crypto-native players who choose where they bet partly on aesthetics and community – concentrated in NA, EU, and LATAM.

Growth Stage: Scale-up.

The Challenge 

The challenge was to acquire FTDs that were brand-matched. Players who would engage with MonkeyTilt's design, product features, and community identity. The problem was:

• Bonus-chaser dilution. Generic affiliate channels delivered volume but produced players who churned the moment a competing bonus appeared.
• Brand-safety friction. Open-exchange programmatic placed the brand alongside inventory that actively undermined its positioning.
• Audience-signal gap. Targeting on mainstream platforms cannot distinguish between a brand-conscious player and a bonus-chasing player.
• Category competition. Multiple well-funded crypto casinos were paying premium CPAs for the same prospects.

Why Blockchain-Ads?

MonkeyTilt's pre-Blockchain-Ads stack were affiliates and a thin programmatic spend that could generate CPAs but not control the kind of player it acquired. But with Blockchain-Ads, they could leverage the following:

• Wallet-level audience targeting — segments built on actual on-chain behavior of brand-aligned players (NFT collectors, premium DeFi users, holders of community-driven tokens).
• Curated premium inventory — Web3 publisher network whose surroundings reinforced rather than diluted the brand.
• Wallet retargeting at the player level.
• Lookalike modeling against MonkeyTilt's existing community wallets — replicating the on-chain footprint of the brand's best players.

Unique Capabilities Leveraged

• NFT-collector wallet segments — over-indexed against brand-conscious crypto users.
• Token-community wallet segments — wallets holding meaningful balances of culture-coded community tokens with verifiable on-chain provenance.
• Cross-chain DeFi segments — high-engagement DeFi users with multi-chain footprints.
• Wallet retargeting — to re-engage connected wallets who didn't deposit on the first visit.

Before Blockchain-Ads → After Blockchain-Ads

• CPA (per FTD, brand-match cohort): ~$320 → $135
• CTR: 0.10% → 0.53%
• Click → FTD: 0.55% → 0.93%
• 60-day Retention: Baseline → +47%
• 90-day ROAS: 1.4x → 2.9x

Cohorts acquired through Blockchain-Ads showed 47% higher 60-day retention, 31% higher second-deposit rate, and meaningfully higher community engagement than the brand's blended baseline. The campaign produced the first paid acquisition channel that delivered MonkeyTilt's brand-match player at a unit-economics-defensible CPA.

Phase 1 — Learning (Month 1–2)

Objective: Identify the wallet segments that converted and retained – separating brand-match players from bonus-chasers.

Actions:

• Five wallet behavioral segments tested: NFT collectors with $1K+ floor activity, Token-community wallet holders (top 20 community-token wallets), Cross-chain DeFi power-users, High-balance multi-chain holders, Generic crypto-interest control
• Eight creative variants — split between aesthetic-led brand creative and product-feature-led
• Geo split: NA (40%), EU (35%), LATAM (25%)

Insights:

• NFT collectors and token-community wallet segments converted at parity volume but showed 2.6x the 30-day retention of generic crypto-interest control.
• Aesthetic-led brand creative outperformed product-feature creative on FTD rate by 22%.
• Initial steady-state CPA in the learning phase was high ($240+).

Phase 2 — Consideration (Month 3–4)

Objective: Concentrate budget on brand-match segments and tighten creative.

Actions:

• 70% of media were reallocated to NFT-collector and token-community segments.
• Aesthetic-led creative cycle moved to weekly. Sound-design-forward vertical video introduced.
• Funnel improvements: a brand-aligned welcome flow for connected-wallet visitors replaced the legacy generic flow, reducing first-step drop-off by ~26%.

Performance Improvements:

• CTR climbed 0.31% → 0.59%.
• CPC compressed $2.05 → $1.45.
• Click-to-FTD rate improved 0.55% → 1.04%.
• CPA descended from $240+ to $165 by the end of Phase 2.

Phase 3 — Acquisition + Retargeting (Month 5–12)

Objective: Lock in the brand-match cohort and scale at a defensible CPA floor.

Actions:

• Daily spend lifted 2.4x against winning cohorts.
• Wallet-based retargeting for connected wallets that didn't deposit within 5 days.
• Behavioral retargeting for visitors who registered without depositing.
• Community-token lookalike modelling activated, seeded from MonkeyTilt's own most engaged wallets.
• Geo expansion into Argentina and Brazil – both cleared the CPA threshold.

Outcome:

• Steady-state CPA settled at $135 by Month 8.
• Retargeted cohorts converted at 2.3x the rate of cold prospecting.
• Brand-match players showed 47% higher 60-day retention than the team's blended pre-campaign baseline.