SX.bet

SX.bet needed to reach crypto-native sports bettors who would register for its airdrop. This is a conversion requiring audiences already familiar with on-chain mechanics and motivated by the combination of a bet match incentive and a growing platform community.

The campaign ran into four specific obstacles:

• Platform restrictions: Google and Meta restrict decentralised sports betting platform promotion, leaving no compliant path to crypto-active sports betting audiences at scale.
• Audience specificity: SX.bet needed DeFi-active wallet holders with sports betting intent, a segment that interest-based targeting cannot isolate reliably.
• Airdrop awareness: The $200 bet match airdrop was an unfamiliar mechanic for general sports betting audiences. It requires creatives that communicated both the incentive and the platform's peer-to-peer proposition in a single impression.
• Community momentum: The "Join 100k Journey" angle required creatives that conveyed platform scale and early-mover advantage simultaneously to convert users evaluating competing platforms.

Google and Meta restrict decentralised sports betting promotion globally. SX.bet needed a network with verified crypto-active sports betting audiences and compliant iGaming inventory at scale. Standard ad networks had no reliable signal for on-chain betting behaviour or DeFi wallet activity among sports-active crypto users.

Blockchain-Ads addressed every one of those gaps through four capabilities:

• On-chain wallet targeting: Campaigns reached DeFi-active and sports bettor wallet segments with verified on-chain transaction history, not interest proxies.
• iGaming and DeFi publisher inventory: The network covered crypto sports betting, DeFi protocol, and blockchain gaming publisher environments where SX.bet's target audience was already active.
• Airdrop-optimised campaigns: Targeting was structured to drive qualified airdrop registrations from blockchain-native users already motivated by on-chain incentive mechanics.
• Global reach: The platform delivered verified crypto-active sports betting audiences across multiple regions throughout the 30-day campaign window.

• 1,498 airdrop registrations delivered across a 30-day global campaign.
• CPA: $20.03 per airdrop registration.
• Impressions: 3M+ delivered globally across display formats.
• CTR: 2.36% blended across all formats.
• CPC: $0.42 blended across the full campaign.
• Total clicks: 71,055 driven to the SX.bet airdrop registration page.

The campaign launched globally across DeFi-active and sports bettor wallet segments with display formats.

Three creative angles ran simultaneously:

• A bet match angle leading with a $200 bet match incentive and a join the airdrop CTA.
• A value angle offering bet $20 get $200 to communicate the incentive mechanics clearly.
• A community angle inviting users to join the 100k journey to leverage platform growth momentum.

The objective was to identify which angle drove the lowest cost per airdrop registration among crypto sports bettor and DeFi wallet segments.

Data from Phase 1 identified DeFi protocol users and crypto sports bettor segments as the strongest converters. The bet match and value angles outperformed the community angle on registration rate among users actively evaluating decentralised betting platforms. Budget shifted toward these two creatives. The community angle was retained at reduced spend for targeting users new to SX.bet who needed social proof before registering. Retargeting was introduced to re-engage users who had clicked through to the airdrop registration page without completing sign-up.

The campaign concentrated spend on the bet match and value angles across verified DeFi-active and sports bettor wallet segments globally. Retargeting layers re-engaged users who had visited the airdrop registration page without completing sign-up. The value creative, "Bet $20 Get $200," drove the highest retargeting registration rate among users already aware of the platform and comparing competing airdrop incentives. The community angle scaled in the final week among new audiences who had seen the platform's growing user base referenced in earlier phase impressions.