Traffic quality matters most.
Challenge
The client wanted to improve first-deposit rate and grow LTV, but Meta-only campaigns were sitting above target on both core metrics — capped by a single channel.
Solution
Same interest, different inventory — diversify into DSP reach and Unity, target gaming genres that over-index on iGaming intent, optimize CPI first, then pivot to event-based bidding.
A sportsbook running Meta-only in Eastern Europe hit a quality ceiling — CPI 25% above target and cost per first-time deposit nearly 2× the goal. The insight that reshaped their strategy: gaming inventory isn’t just for games — players who love sports games share the same interest profile as sports bettors, so Unity performs far beyond gaming.
$1.80
CPI on Unity — below the $2.00 target vs. $2.50 baseline
1.8×
FTD rate vs. Meta-only baseline — higher-quality users
$50
CPA on FTD — hit client target, down from $90

ABOUT THE CLIENT

A sportsbook capped by a single channel

A sportsbook running Meta-only in Eastern Europe wanted a better first-time deposit rate and higher LTV, but its campaigns were above target on both core metrics — CPI 25% over goal and cost per FTD 80% over — with no room left to push.

SOLVING ADVERTISING CHALLENGES TOGETHER

Above target on both metrics that mattered

With demand capped on a single channel, both core KPIs sat well above target — CPI at $2.50 against a sub-$2.00 goal, and cost per first-time deposit at $90 against a sub-$50 goal.

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WHAT WE DID

Same interest, different inventory

  • Diversified into DSP reach inventory and Unity, opening up demand the Meta-only setup could never reach.
  • Targeted Sports Games, Hybrid Casual, Hyper Casual, and Match-3 on Unity — genres our test phase proved over-index on iGaming intent.
  • Optimized CPI first, then pivoted to event-based bidding once quality was proven.
  • Iterated creative for each channel, with gaming-interest hooks and end-card A/B tests on Unity.
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RESULTS THAT EXCEEDED EXPECTATIONS

Scaling investment as quality proved out

Chasing the same user interest through better inventory brought CPI on Unity below target, lifted the FTD rate 1.8× over the Meta-only baseline, and cut cost per first-time deposit from $90 to the $50 goal — while Meta spend held steady throughout.

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"We wondered how Unity performance would turn out — we didn’t expect it initially. But relying on Roigen, we tested it. It changed our whole growth strategy."

— Client, Head of Performance Marketing

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