Strategy: Duncan Heeney
Creative: Spenser Alfonso
Campaign Type: UGC Performance Media

CHALLENGE

Acquire high value casino users in emerging demographics to avoid costly battles in those already more contested.

INSIGHT

The anime or “gacha” mobile game ecosystem shares many similarities with the gambling space and its users spend significantly on their experiences.

Gacha games revolve around the opening of mass blind boxes, chasing the one big win or “pull” that you’ve been hunting for. Users spend large amounts of money on this gambling analogous behaviour which makes them prime targets for a casino cross-sell where they can win real money on their pulls.

EXECUTION

A UGC creator campaign focused on VTuber live demos of our casino titles. The UGC creators helped us bridge the gap and make our casino games more approachable. Showing these creators winning at our titles quickly demonstrates the value in playing slots over gacha games (the opportunity to win real money).

Vtubers have massive crossover into the gacha game community which made them the perfect unique analogue for the voice of our campaign.

The campaign saw it’s best results on paid TikTok placements.

Channels: Paid Social, Performance Media

RESULTS

$125 CPA in Ontario (65% lower than industry average) and an average user lifetime value in the upper half Rivalry’s user base.