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Gbets is a premium South African sports betting company with over 20 years of experience, offering a wide range of high-quality entertainment options, including slots, live games, virtual games, e-sports, and betting on local, regional, and international sports such as football, rugby, horse racing, and tennis. They also provide fixed-odds betting on weekly Lucky Numbers lottery draws. Gbets is committed to staying ahead by constantly adapting to advancements in Information and Communication Technology (ICT). By embracing these technological developments, they strive to deliver a more engaging and rewarding online experience that sets them apart from the competition. Licensed by the Western Cape Gambling and Racing Board, Gbets ensures secure and trustworthy operations across South Africa.
increase in sign-ups
increase in desposits
increase in deposit value
Gbets is a premium South African sports betting company with over 20 years of experience, offering a wide range of high-quality entertainment options, including slots, live games, virtual games, e-sports, and betting on local, regional, and international sports such as football, rugby, horse racing, and tennis. They also provide fixed-odds betting on weekly Lucky Numbers lottery draws. Gbets is committed to staying ahead by constantly adapting to advancements in Information and Communication Technology (ICT). By embracing these technological developments, they strive to deliver a more engaging and rewarding online experience that sets them apart from the competition. Licensed by the Western Cape Gambling and Racing Board, Gbets ensures secure and trustworthy operations across South Africa.
increase in sign-ups
increase in desposits
increase in deposit value
The primary objective of this campaign is to significantly boost registrations on the Gbets website through strategically targeted Meta (Facebook & Instagram) advertising. Our key focus is on enhancing customer loyalty by building a strong sense of brand credibility and trust within the sports betting and online gaming community.
By reinforcing trust and credibility, we aim to not only attract new users but also re-engage existing customers, encouraging them to actively participate and place more bets. This approach will drive lead generation and contribute to improved customer retention over the long term.
Running iGaming ads on Meta (Facebook & Instagram) in South Africa comes with its own set of challenges due to strict regulations. A key hurdle is that iGaming ads, including sports betting, cannot be run without the appropriate licensing or written approval from Meta.
We navigated a rigorous 6-month process to secure Meta’s approval for our sports betting campaigns. This involved developing well-structured updates to the website and content configurations, all designed to meet Meta’s strict guidelines. Each solution was carefully tailored to overcome the advertising restrictions we faced.
Once approval was granted, we launched traffic-optimised ads. The next major challenge was implementing effective conversion tracking to measure key performance indicators (KPIs) like deposits, revenue, and registrations. Without tracking, we wouldn’t have been able to assess campaign success or determine the source of our registrations. More importantly, the data was essential for Meta’s algorithm to identify and optimise for high-quality conversions such as sign-ups, ensuring our ads performed efficiently.
Integrating conversion tracking came with its own complexities, particularly due to the varied setups across content management systems (CMS). For iGaming platforms, this posed unique challenges in aligning with Meta’s systems. After successfully configuring the tracking and allowing Meta’s algorithm to gather enough data, we activated conversion optimisation. This marked a turning point, as campaign performance improved significantly once everything was in place.
Our campaign strategy was designed to drive user registrations by focusing on targeted sports betting ads. We utilised a mix of generic sports betting content and specific promotional offers tailored to engage potential users and motivate sign-ups. Before rolling out this approach, we underwent a rigorous 6-month process to secure Meta’s advertising approval, ensuring complete compliance with regulations. This approval allowed us to launch traffic-optimised ads aimed at attracting high-quality traffic (likely to become leads).
To accurately track and optimise performance, we integrated comprehensive conversion tracking to monitor key metrics like deposits, revenue, and registrations—tackling the unique challenges of implementing tracking within sports betting CMS platforms. Once sufficient data was gathered, we activated Meta’s conversion optimisation, enabling the algorithm to focus on driving high-quality registrations.
In addition to our core strategy, we also ran targeted promotional campaigns tailored to specific sports events, which significantly boosted user engagement and sign-ups. This flexible approach, combined with consistent tracking and optimisation, allowed Meta to continuously learn and adapt, resulting in sustained growth in both registrations and deposits. The combination of broad sports betting ads, event-specific promotions, and precise tracking has proven to be an effective long-term growth strategy for Gbets.
Over a span of 3 months (June ’24 to September ’24), we transformed our advertising capabilities, going from restricted access to successfully obtaining Meta advertising permissions. This breakthrough also enabled us to track conversions, allowing us to fine-tune our campaigns for higher-quality results, specifically focusing on sign-ups and deposits.
These advancements paved the way for exceptional growth, with results exceeding expectations and performance soaring:
Primary Goal – Sign-ups:
Over the span of 3 months of accurate tracking we were able to move from 0% of platform registrations coming from Meta to 33.1% of total registrations being attributed to Meta advertising efforts.
The conversion rate also saw a significant 229% improvement in this time, which tells us that we saw an increase in the number of landing page views that were successfully converted to sign ups.
Secondary Goal – Deposits: on a 3-month comparison, the Deposit Value saw a 55% increase from June to September 2024. Deposits also saw a 79% increase from June to September 2024.
Supporting Metrics – Landing Page Views (traffic): Increased by 105% from June’24 vs September’24.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
