Case Study: BetPlay achieves 20% lower CPA with Genius Sports media buying

BetPlay beats CPA targets by 20% with targeted media buying

BetPlay, a betting and gaming operator in Colombia, wanted to acquire new players and grow deposit value in its home market. To do so, it turned to Genius Sports and its Genius Media Buying service to help optimize marketing spend around key sports fixtures, boost sportsbook and casino sign-ups, and improve value from both new and existing players.

Genius Sports built a full-funnel programmatic campaign that combined brand awareness, promotional ads, and retention messaging around events such as the World Cup, NBA, and Liga Dimayor, supported by algorithmic pacing, custom bidding models, and an exclusive audience network. The campaign beat CPA targets by 20%, delivered an 18x return on ad spend, and produced above-average deposit value across sportsbook and casino, helping BetPlay increase user acquisition and deposits month on month.

BetPlay

Paola Gayon

Marketing Manager