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Case Study: Ladbrokes

SITUATION The sports-betting sector has seen unprecedented growth over the last few years, and the increase in new operators has resulted in previously unseen competition for premium inventory around big matches. This has resulted in media owners and affiliates demanding CPA pay-outs that would simply not provide sufficient ROI.

SOLUTION Planit designed, built and hosted a lead-generation journey which offered users the chance to register their details in exchange for an exclusive free-bet code they could use at a later date. This enabled us to reduce media costs with activity outside of the big matches, whilst building a prospect database with sports and team preferences. We used this information to send emails to prospects about their team in the run-up to the games.


  • 12% below the CPA target

  • 12 x target player value

  • Live in 5 regions since 2014

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