Yabby

About the Brand

Yabby Casino is an emerging premium-positioned crypto casino built around a curated game library, fast withdrawals, and a deliberately restrained bonus structure. The brand's positioning thesis is that crypto players value trust and pace over the largest welcome bonus.

Target Audience: Adult crypto-holders who choose where they play partly based on brand aesthetics, withdrawal speed, and platform reputation; concentrated in NA, EU, and LATAM.

Growth Stage: Scale-up.

The Challenge 

Acquire players who would stay long enough to validate Yabby's premium-positioning thesis. If the channel acquired bonus-chasers who churned, the unit economics would never close. However, there were some obstacles:

Key Obstacles

• Mainstream-platform exclusion: Standard for the category.
• Brand-positioning protection: Open-exchange placements would undermine the premium thesis the brand was building.
• Audience-precision gap: The brand's target — "the player who picks Yabby for the brand, not the bonus" — has no native target on traditional networks.
• Bonus-arms-race trap: Competitors were aggressively outspending Yabby on welcome bonuses; the team needs paid acquisition that reaches players who value something else.

Why Blockchain-Ads?

The pre-Blockchain-Ads stack was affiliate networks, sponsored content, and a thin DSP layer that could deliver volume but not filter for brand-conscious players. This gap was why the team decided to use Blockchain-Ads and to leverage the following capabilities:

• Wallet-level audience targeting: built on behaviors that overlap with brand-conscious crypto users (NFT collectors, premium-DeFi users, community-token holders).
• Premium curated inventory: a Web3 publisher network whose context reinforced brand positioning.
• Cohort-quality bidding: optimization toward retention metrics, not just FTD counts.
• Wallet retargeting: at the player level.

Unique Capabilities Leveraged

• NFT-collector wallet segments: over-indexed against brand-conscious crypto players.
• Premium-token-community wallet segments: wallets holding established culture-coded tokens with clean on-chain provenance.
• CRM-seeded lookalikes: from Yabbi's existing high LTV depositors.
• Wallet retargeting: for connected-but-not-deposited cohorts.

Performance Metrics

Before Blockchain-Ads → After Blockchain-Ads

• CPA (per Brand-Match FTD): ~$320 → $170
• CTR: 0.10% → 0.37%
• Click → FTD: 0.74% → 1.89%
• 60-day Retention: Baseline → +44%
• 90-day ROAS: 1.5x → 3.0x

Cohorts acquired through Blockchain-Ads showed 44% higher 60-day retention, 30% higher second-deposit rate, and meaningfully higher engagement with the brand's curated game library. The campaign produced the first paid acquisition channel delivering Yabby's brand-matched player at a unit-economics-defensible CPA.

Phase 1 — Learning (Month 1)

Objective: Identify wallet segments whose 30-day retention matched the brand's existing high-LTV cohort.

Actions:

• Five wallet behavioral segments tested: NFT collectors with $1K+ floor activity, Premium-token-community holders (top 12 culture-coded tokens), Cross-chain DeFi power-users, CRM-seeded lookalikes (Yabbi's high-LTV depositors), High-balance multi-chain holders (control)
• Six creative variants — split between brand-aesthetic-led and product-feature-led
• Geo split: Western Europe (40%), NA (35%), LATAM (25%)

Insights:

• NFT-collector and premium-token-community segments converted at parity volume to lookalikes but with 2.3x the 30-day retention.
• Brand-aesthetic-led creative outperformed product-feature creative on FTD rate by 27%.
• Initial Phase 1 CPA was high ($240+).

Phase 2 — Consideration (Month 2–3)

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

Actions:

• 70% of budget reallocated to NFT-collector and premium-token-community segments.
• Brand-aesthetic-led creative cycle moved to weekly. Sound-design-forward vertical video added.
• Funnel rebuilt: a brand-aligned welcome flow for connected-wallet visitors replaced the generic flow — reducing first-step drop-off by ~22%.

Performance Improvements:

• CTR climbed 0.21% → 0.44%.
• CPC compressed $3.85 → $2.91.
• Click-to-FTD rate climbed 0.74% → 1.62%.
• CPA descended from $240+ to $195 by end of Phase 2.

Phase 3 — Acquisition + Retargeting (Month 4–8)

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 Yabbi's most engaged wallets.
• Geo expansion into Argentina and Brazil – both cleared the CPA threshold.

Outcome:

• Steady-state CPA settled at $170 by Month 6.
• Retargeted cohorts converted at 2.5x the rate of cold prospecting.
• Brand-match players showed 44% higher 60-day retention than blended baseline.