XTP Casino

About the Brand

XTP Casino is a high-volume, multi-language crypto casino built for emerging-market gaming audiences. The brand has scaled through aggressive bonus structures and a low-friction sign-up flow. Its core challenge entering the Blockchain-Ads engagement was that volume was abundant — but the volume was the wrong kind.

Target Audience: Adult crypto-holders in LATAM, MENA and SEA who are responsive to bonus-led messaging and play casino-led products.

Growth Stage: Scale-up.

The Challenge 

Existing campaigns were generating extraordinary click volume (1.80% blended CTR—18x the display industry average) but a click-to-deposit ratio of only 0.16%. Lots of cheap clicks and very few customers meant each real depositing player was incredibly expensive to acquire. The team needed this to change, but these obstacles made it difficult: 

• Inventory-quality drift. A subset of placements was driving high click counts but near-zero deposit conversion — likely incentivized or mis-targeted traffic.
• Bonus-led creative overhang. Creative was so bonus-led it attracted clicks from users who never intended to deposit.
• Funnel friction for actual buyers. Real-intent depositors were being served the same long sign-up flow as bonus shoppers.
• Attribution opacity. Without a wallet-level signal, the team couldn't separate "real player" clicks from noise.

Why Blockchain-Ads

The existing affiliate stack was rewarded on click volume, not deposit quality, and the quality-adjusted CPA was much worse than the brand's economics could sustain. The team could fix this using Blockchain-Ads by leveraging:

• Wallet-level signal — to separate real players from bonus-clickers.
• Quality-aware bidding — to suppress placements with click-without-deposit patterns.
• Premium curated inventory — a clean alternative to the noisier open-exchange placements.
• Wallet-aware retargeting — to re-engage genuine intent, not noise.

Unique Capabilities Leveraged

• Connected-wallet behavioural segments — visitors who arrived with a wallet and signalled real depositor intent.
• CRM-seeded lookalikes from XTP's proven depositor base — narrowing the prospect funnel to verified-intent profiles.
• Click-quality scoring — bidding signal that suppressed inventory generating clicks without subsequent on-site behavior.
• Wallet retargeting for connected-but-not-deposited cohorts.

Before Blockchain-Ads → After Blockchain-Ads

• Quality-adjusted CPA: ~$390 → $149
• Headline CTR: 0.10% → 0.62%
• Click → FTD: 0.16% → 0.42%
• 90-day ROAS: 0.9x → 3.0x

Blockchain-Ads cohorts showed a higher-quality profile than the blended baseline. They had lower bonus-redemption rates and stronger 30-day continued-play rates. The campaign shifted XTP Casino's strategy from chasing clicks to targeting quality.

Phase 1 — Learning (Month 1)

Objective: Identify the placements and segments where clicks actually convert.

Actions:

• Three audience segments tested: connected-wallet visitors, exchange-depositor lookalikes, generic crypto-interest control.
• Two creative tracks: bonus-led (control, capped at 40% share) and play-experience-led.
• Geo split: LATAM (40%), Eastern Europe (25%), MENA (20%), SEA (15%).

Insights:

• Connected-wallet visitor segments converted at 6.2x the click-to-deposit rate of generic crypto-interest control.
• Play-experience-led creative drove 41% lower headline CTR — but 2.8x higher click-to-deposit rate. The team retired bonus-led creative from prospecting entirely.
• Three placement domains accounted for 60% of low-quality click volume. Suppressed.

Phase 2 — Consideration (Month 2–4)

Objective: Compress quality-adjusted CPA by tightening placements and creative.

Actions:

• 80% of budget reallocated to connected-wallet and lookalike segments.
• Headline-CTR-chasing creative phased out; play-experience-led creative locked as primary.
• Funnel rebuilt: a wallet-aware fast-deposit flow surfaced for connected-wallet visitors, reducing first-deposit drop-off by ~33%.
• Inventory whitelist tightened to ~120 vetted placements.

Performance Improvements:

• Headline CTR fell 2.10% → 0.62%.
• Click-to-FTD rate climbed 0.16% → 0.42%.
• Quality-adjusted CPA descended $390 → $185 by end of Phase 2.

Phase 3 — Acquisition + Retargeting (Month 5–10)

Objective: Scale on the proven quality-adjusted base.

Actions:

• Daily spend lifted 2.6x against winning cohorts.
• Wallet-based retargeting for connected-but-not-deposited visitors.
• Behavioral retargeting for registered-but-not-deposited cohorts.
• Geo expansion into Argentina and Turkey — cleared the threshold.

Outcome:

• Quality-adjusted CPA settled at $149.
• Retargeted cohorts converted at 2.7x the rate of cold prospecting.
• 1,840 quality-adjusted FTDs.