Challenge
32Red had long-term ambitions to become the UK’s number one online casino brand. To do this, we needed to significantly increase new customer acquisition while improving retention of new and existing customers
Activity
From the rapid growth of customers playing via mobile devices, we knew that dual screening represented a significant opportunity. Finding a way to use TV effectively and consistently was identified as a priority task.
We overhauled 32Red’s TV approach by optimising spend away from high reach peak towards more spots in ‘lean back’ programming where new and old players were more likely to dual screen. We implemented tight daypart and day of week controls to upweight key times when online casino play peaks and targeted older audiences who were more likely to become higher value customers.
A significant minority of 32Red’s customers are neither sports fans nor sports bettors. For 32Red’s full growth potential to be realised, it needed to appeal to a wider audience. Extensive negotiations with ITV yielded a partnership with its biggest stars, Ant & Dec. The deal included exclusive content rights to produce branded games based upon Ant & Dec’s Saturday Night Takeaway (A.D.S.N.T.) and I’m A Celebrity Get Me Out Of Here, giving 32Red exclusive slots products and content from highly accessible and instantly recognisable media properties.
By making TV spend work harder, 32Red could now advertise consistently, getting into and remaining in the top three of online casinos, in terms of reach and frequency.
Accelerating Growth
By significantly improving the performance of key acquisition channels, we were able to help 32Red:
- Double the annual volume of new customers
- Increase average year one customer value by 58%
- Meaningfully increase brand consideration
These results helped double business revenues to £100m per year and resulted in 32Red plc being sold to Kindred plc for £176m – four times its valuation at the start of the growth programme.
