Transforming 32Reds Advertising Performance How marketing - - PowerPoint PPT Presentation

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

16,131 24,975 33,131 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2011 2012 2013

Gross Revenue (000’s)

Gross Revenue POCT Competition Regulation

The accelerated growth plan

‘Britney Spears’ ‘Alan Shearer’ ‘£2 coin’

£100m in revenue £15m EBITDA Target share price of £2

Our challenge:

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 increased via a new approach to content An overhaul of PPC reporting and structure added

£4m in additional revenue £1.8m in additional revenue and a problem acquisition channel turned around Increased efficiency allowed an always on TV approach

Capitalising on the dual screen opportunity

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

• 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!

32Red enjoyed a 4 year winning streak, built on effective marketing communications, not relying on luck!