Transforming 32Red’s Advertising Performance How marketing communications fuelled an online casino’s hot streak
A successful, but relatively unknown gaming business … And with significant challenges on the horizon Gross Revenue (000’s) 35,000 33,131 30,000 POCT 24,975 Competition 25,000 Regulation 20,000 16,131 15,000 10,000 5,000 0 2011 2012 2013 Gross Revenue
The accelerated growth plan Our challenge: ‘Britney Spears’ ‘Alan Shearer’ ‘£2 coin’ £100m in revenue £15m EBITDA Target share price of £2
Mapping the path highlighted the challenging targets ... 80% of the required revenue would come from customers not yet in the business … More new customers in the next 3 years than the previous 12 combined … Improved retention of new and existing customers … Increase new and existing customer average value
“If I hear f*£!ing CPA one more time!”
Increased efficiency generated funds to fuel growth High value organic search traffic An overhaul of PPC reporting and Capitalising on the dual structure added increased via a new approach to content screen opportunity £1.8m in additional revenue and a problem £4m in additional revenue Increased efficiency allowed acquisition channel turned around an always on TV approach
Accelerating growth A consistent and credible approach to sponsorship
Accelerating growth Using celebrity led, exclusive content to make 32Red more accessible
A tangible measure of the brand impact The start of a process of establishing 32Red as the number 1 UK casino operator
The results All targets delivered… a year ahead of schedule! ‘Britney Spears’ £100m revenue delivered 1 year early ‘Alan Shearer’ £15.8m EBITDA in 2017 ‘£2 coin’ Business sold for £176m in June 17
32Red enjoyed a 4 year winning streak, built on effective marketing communications, not relying on luck! • Clear on where we needed to get to and by when • Detailed business models mapped the path • Understanding the KPIs identified priority channels • Enhanced reporting informed efficient implementation • Growth accelerated through broadcast partnerships and sports sponsorship • … And now the business has doubled down!
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