Client: Crypto in Poker
Industry: Mobile App Casino
Target Markets: Brazil, Indonesia, the Philippines, Vietnam, and Nigeria
Objective: Increase app downloads and user engagement in key emerging markets through Meta Ads (Facebook, Instagram, and other Meta platforms).
Background & Challenge
Crypto in Poker, a mobile app casino that allows users to play poker with cryptocurrency, was looking to expand its user base in key emerging markets, namely Brazil, Indonesia, the Philippines, Vietnam, and Nigeria.
The company sought to leverage Meta Ads to promote app downloads in these regions and improve user acquisition. The challenge was to engage users in markets where both crypto adoption and mobile gaming were growing rapidly, but where awareness of the brand was limited.
Goals
- Increase App Downloads: Drive more installs for Crypto in Poker from targeted countries through Meta Ads.
- Engage with a Mobile-first Audience: Build awareness and engagement in mobile-first economies where smartphones are the primary internet access point.
- Educate and Overcome Crypto Skepticism: Create ads that address concerns and educate users about the benefits of crypto in mobile gaming.
- Ensure Cost-Effective User Acquisition: Achieve a low Cost-Per-Install (CPI) while maintaining high-quality user acquisition and retention.
Strategy
To address these goals, a tailored Meta Ads strategy was developed, utilizing the diverse ad formats and targeting tools Meta provides.
The approach leveraged the following tactics:
Localized Targeting
Geo-targeting: Meta Ads allowed us to target specific regions within Brazil, Indonesia, the Philippines, Vietnam, and Nigeria. By targeting users in key cities and regions with high mobile gaming and cryptocurrency adoption, we maximized reach and relevance.
Language Customization: Ads were customized to each country’s primary language—Portuguese for Brazil, Indonesian for Indonesia, Filipino for the Philippines, Vietnamese for Vietnam, and English or local dialects for Nigeria—ensuring relevance and cultural alignment.
Interest-Based Targeting: Meta’s deep data on user interests and behaviors enabled targeting users who were likely to engage with mobile gaming and cryptocurrency. This included interests such as “Crypto Trading,” “Online Gambling,” “Mobile Games,” and “Casino Games.”
Engaging Ad Creative
- Video Ads: Meta’s video ad format was used to create dynamic and visually compelling ads. Short 15-30 second video clips demonstrated the key features of the Crypto in Poker app, including how easy it is to use cryptocurrency for playing poker. These videos showcased both the excitement of poker and the simplicity of transactions using cryptocurrency.
- Carousel Ads: Multiple images were used to showcase different aspects of the app: the game itself, cryptocurrency options, and promotional offers such as “Free Coins for First-Time Users” or “Sign Up Bonus.” Carousel ads also helped display localized content for specific regions.
- Ad Copy & Call to Action (CTA): Strong CTAs such as “Download Now,” “Start Playing,” and “Get Free Crypto” were strategically placed to drive action. Localized offers and bonuses were included in the ad copy to entice users to take immediate action.
Optimized Campaign Objectives
- App Install Campaigns: Meta’s “App Installs” objective was set up to directly optimize for app downloads. We used App Event Optimization (AEO) to ensure that users who were most likely to engage with the app were targeted, not just those who would install it.
- Lookalike Audiences: By using Meta’s Lookalike Audiences, we were able to create segments of users similar to those who had already installed the app or interacted with the brand, ensuring that we were reaching high-potential users.
Performance Monitoring & Scaling
- A/B Testing: We continuously tested different ad creatives, copy, and targeting strategies to identify the best-performing combinations. Ads were rotated frequently to avoid ad fatigue.
- Cost-Per-Install Optimization: Meta’s automatic bidding system was utilized to control CPI while maximizing the volume of installs. The campaign was continually adjusted to achieve the best possible balance between budget, reach, and conversion rates.
Execution & Results
The Meta Ads campaign ran across Facebook, Instagram, and the Meta Audience Network, with specific focus on the target regions in Brazil, Indonesia, the Philippines, Vietnam, and Nigeria.
Key Metrics
Increased App Downloads:
Total downloads across the five target regions increased by 150% in the first three months of the campaign.
Brazil and Indonesia were the top-performing regions, with a 70% increase in installs in Brazil alone.
Cost-Effective User Acquisition:
The average Cost-Per-Install (CPI) dropped by 30% compared to previous campaigns that used non-targeted advertising strategies.
Campaigns in Vietnam and Nigeria showed the lowest CPI, with the Philippines and Indonesia seeing high engagement despite slightly higher costs per install.
Higher Engagement:
The video ads achieved an average 25% higher engagement rate compared to static image ads.
User engagement within the app (measured by active users and in-app transactions) increased by 40%, with many users participating in tournaments and using their cryptocurrency balances for poker play.
Localized Impact:
Localization efforts were particularly effective in the Philippines and Brazil, where users responded positively to region-specific bonuses and promotions.
Challenges & Learnings
Ad Account Bans: Since the online casino industry is a highly regulated one and due to some strict meta ads policies regarding online gaming/ gambling ads, we ran into some account bans and restrictions but in the end, we were able to overcome these challenges due our expertise in navigating these strict policies.
Ad Fatigue: In highly competitive markets, users saw the same ads repeatedly, leading to diminishing returns. To overcome this, the creative was refreshed regularly, and additional targeting strategies were introduced to capture new audiences.
Conclusion
By leveraging the powerful targeting capabilities of Meta Ads and tailoring the strategy to the unique needs and behaviors of users in Brazil, Indonesia, the Philippines, Vietnam, and Nigeria, Crypto in Poker successfully expanded its user base in these emerging markets.
The combination of localized creative, educational content and optimized app install campaigns resulted in a significant increase in app downloads and user engagement, all while maintaining cost-effective user acquisition strategies.
This case study highlights the importance of localization, dynamic ad creatives, and continuous optimization in driving successful app download campaigns across diverse and emerging markets.