This week, we are making an analysis of the best creatives to use for gambling in Kazakhstan. This country is a hot spot for affiliate marketers, making this article a valuable resource. We'll be using a spy tool to uncover interesting examples of creatives in the gambling niche and break them down.
Our goal is to find both effective and not-so-great solutions, and then share them with you, our readers. Learning from what others have done is always a smart move. Creating a well-crafted ad is a big deal in the gambling world, especially on Facebook.
Just a friendly reminder: spy tools are meant for analysis, not for copying ideas. Trying to steal someone else's ad creatives rarely ends well. It usually leads to wasted money because the stolen idea is often of lower quality and has already been used. However, using spy tools for analysis and inspiration is a great strategy, and that's exactly what we're doing today.
About the Geo
In our previous articles on our site, we've explored creatives from various countries such as Poland, Australia, Chile, Italy, Canada, India, Germany, and Portugal. Today, we're shifting our focus to a significant area within the CIS countries where Facebook advertising has taken over: Kazakhstan. With nearly 20 million people, Kazakhstan ranks fourth in terms of population among CIS countries. Most of the population speaks Russian, making it a relatable audience for many affiliates from Eastern Europe.
Advertising costs in this country are budget-friendly, and the rates are quite appealing, ranging from $25 to $50 CPA. These numbers are similar to what you'd find in RU and UA, and they're higher than the rates in UZ and AZ.
These factors contribute to strong competition within the Kazakhstani market. As a result, we expect to see some really interesting and creative work in this region.
All creatives are taken from the Green Day application:
We'd like to emphasize that the visual presentation of the application plays a crucial role in assessing the effectiveness of the creative content associated with it. When there are significant design similarities, it tends to result in a higher conversion rate for click-to-install, and it also reduces the cost of application installation.
A Great Example of a News Approach for the CIS Region
In the CIS region, they have a different way of presenting news compared to Tier-1 countries. Instead of showing fancy TV studio shots, they focus on a relatable person who tells a success story that encourages people to download the app, sign up, and deposit money.
The video starts with a simple display of a luxurious lifestyle, along with text that quickly explains what the video is about:
Then, the main character introduces himself and talks about how he got a big win:
Then they show the Big Win on a Slot:
The story continues as the character shares how he proved doubters wrong by hitting the jackpot. The text on the screen updates to show how much money he put in and how much he won:
Then they show a picture of when he hit the Jackpot:
Then they show a money transaction as proof that he withdrew the funds:
The video shifts to a café that the character opened using his winnings:
To wrap things up, the character strongly urges viewers to take action by downloading the app. This message is also shown in the text, “Take the first step and download the app now!”:
This example really works. Usually, companies make 3-5 videos with similar styles but different characters, yet only 1-2 of them actually succeed in getting people to act. However, this particular example is exceptional because of its creative idea, careful execution, and effective use of triggers.Here is the complete video:
Incredible Kazakh Creativity
These videos are mainly shared within Kazakhstan. This strategy is designed specifically for this region, making it easy to implement and highly effective.
In the video background, you'll see a steering wheel featuring the logo of a desired car. The character in the video is holding a smartphone, playing a game, and underneath, the national flag of Kazakhstan is proudly displayed:
The character shares their inspiring success story – they bought a Lexus, quit their job, and credit it all to the app. While narrating, they continue playing the game on their smartphone:
Then the character introduces their favorite game: "Swipe, spin the wheel, and win." This raises a question about whether such a game exists in casinos. Typically, this kind of mechanic is used to create content related to gambling, which is reviewed automatically. If this game isn't part of the offer, it's a missed opportunity and not ideal:
Moving on, the character highlights their regular wins, mentioning that they withdraw tens of thousands of tenge (The "tenge" (symbol: ₸; code: KZT) is the currency of Kazakhstan) to Kaspi Bank every day.
As the video wraps up, the character urges viewers to download the app and start playing, with a tempting bonus promise displayed prominently at the top. To avoid any confusion, it's a good idea to specify the bonus conditions, like the interest on deposits or the number of free spins. This addition ensures that the audience fully understands what the casino app offers:
Although the approach might be a bit misleading, considering the target region, it's acceptable. However, it's important to note that the character is promoting a specific game that might not be available, and adding specific bonus terms at the end can help reduce any potential confusion or misrepresentation.
Here is the full video:
Regular Gambling Creatives
You might have noticed that some amazing videos are making their way to Kazakhstan, giving the country a unique vibe. However, sticking to the traditional style also works well. Let's take a look at this creative below.
The video starts with a spinning wheel. One common mistake is assigning a prize to every section. This can lower the audience's confidence and reduce the excitement because there are no sections for losing:
At the bottom, we have the national flag – a nice touch. The same scenario is repeated three times, creating a familiar pattern. The wheel spins, prizes are given out, emotions are shown in a pop-up window, and money flies into the account:
The repetition of three identical circles takes more than 12 seconds, which is too long. By the end of the second round, it becomes boring, and this delay has a negative effect.
Next, we see money being withdrawn and transactions happening at the bank:
Bank transactions are initiated:
Finally, the video ends with a call to action, urging viewers to install the application now:
The execution is pretty standard and of good quality. It would be a good idea to either shorten the time between winning moments or add sections where you can lose on the wheel. This would make the whole experience more engaging.
Note: We noticed that the real notifications and the appearance of Kaspi bank applications differ from what is shown in the creative. In this case, such a difference could negatively affect the conversion rate.
Conclusion
Kazakhstan is an interesting geo for creative advertising campaigns, but it has its own unique approach that might not be the same as other top-tier countries. Before launching a campaign in Kazakhstan, it's important to look at examples from spy services to understand which types of videos tend to work well there.
However, it's worth keeping in mind that looking at spy services doesn't give us the whole truth, and we can only make definite conclusions about a specific ad after we've done some testing.
