Superbet Group: a success story
As part of Superbet Group, Superbet is the largest sports betting and casino operator in Romania.
To stay on top of the game, Superbet Group also plans to increase their market share and expand their business in Central and Eastern Europe. Already, office locations include the UK, Poland, Austria, Croatia, Serbia, Cyprus and Malta.
One of the unique selling points of Superbet's app is a special social element inside the betting app called SuperSocial. This helps users make an account, follow each other, copy tickets, live stream matches and make new betting friends inside the app.
Blackstone Group, the world's largest private equity fund, supports the social betting vision of Superbet Group with a strategic investment of 175 million euros.
Driving quality over quantity with App Purchases
Superbet’s primary goal was to increase their user base and their app conversions. As the market leader in Romania, their user acquisition strategy is focused on reaching new audiences that are not currently in - market.
Using Meta’s advertising tools, Superbet established a larger scale strategy, a clearer structure and easier campaign management. By letting machine learning do most of the heavy lifting, Superbet found new and prospective users who could bring value to their business.
Their main acquisition path is app and web based while also allowing offline conversions to happen. One of the key elements for improvement was streamlining the entire user experience.
“By working with HTTPOOL on Meta campaigns, we're not only saving time and money — we’re also achieving significant scale. They’ve helped propel our rise up the download charts and turned into a partner we can really trust.”
Test, learn and implement
Superbet had one goal: achieve the most conversions through their app while growing their user base. These new users would be acquired throughout the fiscal year through the app — not just seasonally.
Their campaign relied on standard App Event Optimization and AAA campaigns optimized towards App Events. Throughout the testing phase, they learned that the AAA campaigns performed 5 times better than standard App Event Optimization campaigns.
To find the most valuable users, Superbet also used lookalike (LAL) audiences to boost their prospective user base. LAL campaigns overperformed the broad audience targeting and managed to generate more revenue at the same time.
These two solutions combined increased the conversion value 10 times.
5X
more Mobile App purchases with AAA campaigns
78%
lower Cost per conversion
10X
increase in Conversion Value
AI scores again for Superbet
Superbet ran AAA campaigns from July 2021 to December 2021. These proved to be one of the best drivers of App Purchases while maintaining a good growth rate of new users. The results were impressive.
Excerpts taken from case study published by Facebook.
