On December 11th, a major free meetup took place in Bali, and aside from some cool photos, we brought recordings of the speakers' presentations. We've uploaded them on YouTube and prepared a series of articles with transcriptions of the talks.
The fourth speaker at our meetup was Alexey Oblitsov, co-owner of the BET22 team. He shared insights into his team's work and showcased some of the coolest creatives.
You can discover more valuable insights on our Telegram channel.
The Creation of the Bet22 Team
At the beginning of his talk, the speaker introduced himself and shared that he has been directing traffic to betting for about four years. His successful team is named Bet22. He started with solo campaigns, vacuuming chats, running campaigns on e-commerce, Google blogs for $300, and TikTok. Later, he moved to Facebook*, where serious campaigns began.
Through acquaintances, Alexey met the guys from 1XBet. They helped him, provided money for promotion, and a budget. After 2-3 months, Alexey and his new teammate, Alexander, started showing good results.
A year later, they merged with another team. Since then, the team has grown in both staff and volumes. Currently, on 1XBet, they pour in around $150-200K per month. Based on their experience, the Bet22 team analyzed gambling addiction in betting and the impact on a player's LTV.
Gambling Addiction in Betting and Player LTV
To bet or to spin — a question not everyone in our niche asks when it comes to targeting. Because the process of forming addiction happens differently.
People who love spinning the wheel develop a dopamine addiction. Even at the moment they press the "spin" button, the brain already receives a dose of dopamine. According to Alexey, players get this dose not when they see prizes, line matches, or their dollars, but when they press the "spin" button.
On the other hand, people who enjoy creating accumulators possess patience, discipline, and some system. This allows them to stand out compared to spin lovers. Their motivation is not dopamine addiction but a psychological disorder — pathological gambling. It's a condition where players tend to believe they are professionals and genuinely influence outcomes without access to insider information, fixed matches, etc. Express collectors build their systems for years, showing insane LTV and loyalty.
Here's an example of a professional player.
Legendary player: "I've been playing for about 12 years".
The most interesting thing for us from this interview:
Interviewer: "Who are you?"
Player: "I'm a sports analyst."
Interviewer: "How much debt do you have now?"
Player: "About 25-30 million."
Next frame: "My name is Alexander Testov, and I firmly believe I can earn money on bets."
In his four years of expertise, Alexey understood an essential fact: people who enjoy creating accumulators live much longer. Not in terms of their lifespan but how long they continue playing games. They show much higher LTV. A significant pool of players from the first campaigns, about 3-4 years ago, still hones their systems, perfects them, and demonstrates excellent LTV and loyalty.
Betting Approaches in Tier-3
In this part of the presentation, Alexey talks about betting approaches. His team's main expertise is cricket, primarily loved in Tier-3 countries. Here are the countries in descending order of cricket popularity:
- India;
- Bangladesh;
- Pakistan;
- Nepal;
- Sri Lanka.
In India, teenagers dream only of three professions when they grow up: becoming a doctor, a programmer, or a cricketer. In Pakistan, by the way, Imran Khan was the Prime Minister until 2022, and people are crazy about cricket there.
In the Gulf countries, the Bet22 team uses both video and static content. This report will focus on static content. Broadly, approaches can be divided into two types: general and event-based.
For general approaches, traffic flows almost always because the schedule in cricket is dense enough. There are still 170 matches left, 40 of which are international. People love cricket so much that they don't care what to bet on."
Creative of General Format
Usually, a national team superstar is used here. It's especially effective if there's a strong emotion involved. As an example, the speaker cited a creative that converted over 1.5 years.
Sometimes, the team utilizes native navigation toolbars from 1X, a phone with an open app, bonuses, and a call to action. The goal is for the user to immediately see the bonus offer and the CTR when scrolling through the feed.
Here are some examples of creatives that yielded good results:
There's an original toolbar from the app, just vertically aligned. At eye level, there's an emotion, bonus, and a "Sign Up" button.
The next set of creatives by Alexey's team was also released in 2019 and also had a good conversion rate. The structure is the same: emotions, players.
The speaker also shared a favorite series of creatives:
The team took a photo from a website where photographers upload sessions from sports matches. The issue was the watermark, making it inconvenient to use these photos for creatives.
Alexey also presented a recent creative example:
These creatives also converted well. The only downside is that the bonus information is prominently displayed on the creative. Such creatives are better suited for robust accounts. Moreover, for Tier-3, it's better to run multiple ad sets: 10-15 sets with small budgets of $10-15 each.
Features of Event Creative
Next, the speaker discussed event creatives. They can be divided into three types:
- Standard versus, where it's simply one-on-one;
- 2x2 versus, featuring information about two matches;
- Showcase, presenting information on three matches at once.
Alexey also showcased his team's top event creative:
The only thing missing here is information about the bonus. Everything else follows the structure.
These are examples of basic versus creatives:
The aim when creating creatives is for them to look as native as possible, as if 1X created and posted them. At the very least, they can try to match the colors. Sometimes, Alexey's team uses completely different branding, which also aids in promotions.
Not every creative includes odds. As it turns out, in the long run, it doesn't matter much since players are not so concerned about what they're betting on.
This is also proven by general creatives. When a team runs ads in a general format, it attracts a more loyal audience. They're not interested in specific matches; they just want to bet consistently.
The speaker also presented examples more suited for the Korean market:
Showcases
These work well in the initial stages of any tournaments when there's a vast selection of nearby matches. For instance, one match on the 1st, another on the 5th, and a third on the 10th. In such cases, one creative can work for ten days.
If only cricket needs promotion, there's Pakistan, Sri Lanka, India, and Bangladesh. That's four GEOs right there. They can be easily adapted and scaled.
Alexey also showcased a showcase example:
Conclusion
In his presentation, speaker Alexey discussed ludomania and how it affects the average player's LTV. He touched upon various betting approaches in Tier-3 countries and provided examples of creatives. He also talked about different types of creatives and highlighted specific features and structures for their creation.
