Caso de estudio 1xBet

1xBet needed to acquire active sports bettors across four African markets efficiently, competing against established regional sportsbooks with strong local brand recognition.

Three obstacles defined what that required:

• Platform restrictions: Google and Meta restrict gambling advertising across Nigerian, Kenyan, Ghanaian, and South African markets, blocking standard acquisition channels.
• Audience precision: African sports betting audiences skew heavily mobile and require localised payment options to convert. Generic targeting produces low deposit rates.
• Regional competition: Established local sportsbooks hold strong brand recognition in these markets. New player acquisition required culturally relevant messaging and regional sports coverage to compete.

Standard paid acquisition was unavailable. Google and Meta restrict gambling advertising across 1xBet's four target African markets. 1xBet needed a network with sports betting and iGaming publisher inventory and the targeting depth to reach active bettors across Nigeria, Kenya, Ghana, and South Africa.

Blockchain-Ads provided the audience infrastructure and regional inventory to reach high-intent betting audiences at scale through four capabilities:

• Sports bettor and casino player targeting: Campaigns reached verified sports bettors and high-value casino players with demonstrated gambling activity.
• Mobile gamer segment access: The platform identified mobile-first users aligned with African smartphone penetration patterns.
• Regional iGaming inventory: Native and display formats covered the sports, entertainment, and betting platforms where African bettors spend time.
• CPA-based optimisation: Campaigns optimised toward verified new player registrations and first-time deposits from day one.

• Conversiones totales: 20,000 nuevas cuentas creadas
• Total FTD: $4,800,000 en depósitos de jugadores regionales
• Adopción móvil: 92% de jugadores usando la plataforma de apuestas móviles

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• Enfoque en apuestas deportivas: La segmentación de apostadores deportivos y jugadores de casino aseguró audiencias calificadas familiarizadas con plataformas de apuestas, resultando en 87% de participación con ligas deportivas africanas.
• Estrategia móvil primero: Priorizar jugadores móviles se alineó con los patrones de uso de internet móvil del mercado africano, logrando tasas de adopción móvil del 92% en todos los mercados.
• Integración de pagos regionales: El soporte de dinero móvil y soluciones bancarias locales redujo la fricción de depósitos, permitiendo experiencias de apuestas fluidas en mercados africanos.

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La campaña de expansión africana de 1xBet demuestra apuestas deportivas regionales efectivas mediante segmentación de audiencia localizada y estrategias móvil primero. La combinación de segmentos de apostadores deportivos, jugadores de casino y jugadores móviles permitió una adquisición excepcional de jugadores mientras construía comunidades comprometidas. Este enfoque prueba que las casas de apuestas internacionales pueden penetrar mercados emergentes a través de adaptación regional integral y segmentación de audiencia dirigida.

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Budget consolidated into native format across Nigeria and Kenya with retargeting layers added for users who had clicked but not yet deposited. The CAF football coverage creative scaled as the primary acquisition angle. Display was retained at reduced spend for broad reach across Ghana and South Africa. The campaign closed with 20,043 verified player accounts acquired at $48 CPA and $3,264,092 in first-time deposits generated across the cohort.