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Industry 01 · Top Vertical

Sports Betting & Gaming

For regulated sportsbook, casino, iGaming, and fantasy operators

In gaming, soft intent is not enough. CTV should build awareness and preference, then prove whether eligible in-state audiences move toward registration, deposit, and active play.

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Industry 01 · Top Vertical

SPORTS BETTING · REGULATED

Sports Betting

For sportsbooks and daily-fantasy operators

Sports betting is a regulated, state-by-state, promotion-driven category. CTV should build brand preference and drive sign-ups only where the operator is licensed — then prove whether exposure drives registrations, first-time deposits, and cost per first-time depositor.

WHERE IT USUALLY BREAKS

Why Sports Betting CTV Underperforms

Operators chase a low cost per first-time depositor and scale on it, then find the cohort churns within a month, because the buy optimizes to the deposit event without any view of whether those players stay. And because sports betting is regulated state by state, a buy that isn’t hard-fenced to legal states is a compliance problem, not just wasted spend.

Two things we find almost every time. First, the geo target isn’t hard-fenced to legal states, so impressions serve into states where the operator isn’t licensed, and the responsible-gambling and 21+ messaging is missing or under the required on-screen duration. Second, first-time deposits are tracked through an app measurement partner while the install pixel and the deposit event use different windows, so cost per FTD can’t be reconciled and installs get credited that never deposited.

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CORE CONVICTIONS.

Industry 01 · Top Vertical

THE MEASUREMENT FRAMEWORK

The Four Questions Your Board Will Ask

CTV’s job in sports betting is to build preference and drive registrations only where you’re licensed; these four questions test whether it reached legal-state households and what each depositor cost.

Your KPIs get set together on the call, against your numbers — not this list.

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01

Did the right household notice?

Brand Signals - measured against a GEO CONTROL

Households reached in legal / licensed states

Frequency per household

Completed views / view-through rate on the responsible-gambling-compliant spot

Completed view rate

Recall by market

02

Did it change what they did next?

Intent Signals - behavior after exposure

Registration-start sessions via the Vibe pixel

Promo and odds page views

“Sign up” / registration pixel event

App-download click

Deposit-page-start pixel event

03

Did it move the business?

BUSINESS OUTCOMES MEASURED AGAINST A HOLDOUT

Registrations (signups)

First-time deposits (FTDs) via app measurement partner and CRM match-back

App installs

Deposit revenue via match-back

Geo-holdout incremental FTD lift

04

What did each outcome cost?

ACQUISITION EFFICIENCY-COST PER REAL RESULT

Cost per first-time depositor (FTD)

Cost per registration

Cost per app install

Cost per unique household reached

Cost per completed view

CORE CONVICTIONS.

Brand Signals

  • Aided and unaided awareness lift

  • Ad recall lift

  • Offer recall lift

  • Brand consideration lift

  • Operator preference lift

Intent Signals

  • Brand and offer-specific search lift

  • Registration-start lift

  • App-store engagement lift

  • Promo or odds-page engagement lift

  • Event-window engagement lift

Business Outcomes

  • First-time depositor lift

  • Incremental registrations

  • Incremental active players

  • Net gaming revenue lift

  • Deposit and retention quality by acquired cohort

Acquisition Efficiency

  • Cost per first-time depositor

  • Cost per registration

  • State-level CAC

  • LTV:CAC ratio

  • Cost per matched sale or registration

  • Gross-profit payback period

Home > Industry > Sports Betting & Gaming

Industry 10 · High Fit · Regulated

Sports Betting & Gaming

The pressure you're under:

You're operating in the fastest-growing, most performance-obsessed category in U.S. advertising. Every state is its own regulatory market, with its own legal age, its own promotional restrictions, and its own competitive dynamic. Your CAC is being tracked daily — sometimes hourly during big sporting events. The first-deposit promotional war has trained your customer to expect $200 sign-up bonuses, which means your acquisition economics only work if your retention is right. And most of your category's CTV buying is being run by generalist agencies who don't understand state-level regulation, daypart-restriction logic, or how to suppress problem-gambling-exclusion lists.

Where CTV solves it:

Sports betting demands a specialist — not a generalist with CTV on the menu. We run campaigns inside state-by-state regulatory frameworks, with audience suppression integrated against problem-gambling-exclusion data, and creative trafficking that respects each market's promotional limits. We target verified in-market bettors and in-state high-LTV recreational sports fans, time campaigns around event windows where conversion intent peaks, and measure first-deposit cost and 30/60/90-day retention — not just sign-ups. The success-fee model in this category is unusually well-aligned: this is one of the few categories where the operator can stand behind a true cost-per-funded-account guarantee.

The KPIs we'll be accountable to:

Cost per first-time depositor

Cost per qualified lead

30-day retention rate among acquired users

Lifetime value to acquisition cost ratio

State-by-state market efficiency

Built for the sports betting CMO who's tired of explaining state-by-state regulatory dynamics to a generalist agency that wants to apply a national playbook to a 50-market reality.