How Betfred Increased Active Players & Improved ROAS
Company Introduction:
Betfred is a leading UK-based sports betting and gaming platform serving millions of users across Europe. The platform offers a wide range of services, including sportsbook betting, live in-play wagering, casino games, and fantasy sports. Known for its strong presence in football and cricket, Betfred combines real-time betting experiences with a user-friendly digital platform. Its broad market reach and diverse product offering make it a major player in the competitive online gaming space. As competition intensified, improving player loyalty and marketing efficiency became a strategic priority.
The Challenge: Reducing Player Churn While Shifting Focus to High-Value Growth
Betfred faced increasing player churn as users frequently moved between multiple betting apps seeking better odds or promotions. Marketing campaigns were primarily optimized for acquisition volume rather than long-term player value, leading to declining return on ad spend. Additionally, ad budgets were spread evenly across regions without accounting for differences in sporting interest and betting performance. This geographic inefficiency limited campaign effectiveness during peak sports seasons. The central challenge was to retain valuable players, improve ROAS, and align spend with high-performing betting regions.
The Solution: Player Segmentation, Event-Driven Activation, and Geo-Focused Bidding
Betfred introduced advanced player segmentation based on historical betting frequency, wager size, and engagement patterns. Live-event ad syncing was implemented to activate campaigns during major football and cricket matches, capturing high-intent moments. Bidding strategies were restructured to prioritize geographies with consistently higher player value, especially during peak sports calendars. These changes allowed Betfred to focus acquisition and re-engagement efforts on users most likely to place repeat bets. The strategy created stronger alignment between marketing spend and real-time betting demand.
Results
28% Growth in Active Player Base Targeting high-value segments and activating campaigns around live events extended betting cycles and increased active participation.
51% Increase in ROAS Shifting focus from volume to player value delivered stronger returns and more efficient use of media budgets.
33% Reduction in Churn Event-driven re-engagement campaigns encouraged repeat play and reduced user switching across competing platforms.
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