A licensed online casino offer run into Kazakhstan on a push-plus-native mix over a month — shifting budget toward push cut the cost per first deposit by a third while holding volume steady.
The task
By the start, the advertiser had confirmed demand but no controllable volume. The offer launched simultaneously on push and native traffic with an even starting budget split — the goal was to find out which channel actually delivered a cheaper first deposit in this geo, and reallocate on the data rather than a guess.
We worked the "iGaming" vertical in the Kazakhstan market. Payment model — CPA per first deposit (FTD), main sources — Push traffic, Native ads.
How we did it
We built the buy around four decisions.
- First ten days: an even $60/day per channel, one Russian-language casino landing page, an identical set of allowed sources under the fraud filters.
- Tracked not just registrations but the share of players reaching a first deposit within 48 hours — that cut turned out to matter more than raw registration counts.
- Once enough data came in, budget was reallocated 70/30 in favor of the channel with the better 48-hour FTD share.
What went wrong
Not everything went according to plan. Native ads generated 20% more registrations than push, but the 48-hour FTD share was almost half as high — on raw lead counts, the channel looked stronger than it actually was.
The call was made on 48-hour FTD share, not registration count — push budget was raised to 70%, with native kept at 30% as a volume top-up rather than the primary channel.
The result
Once stabilized, the campaign held the following numbers. Over the month: ftds — 385, ftd cost reduction — −33%, campaign period — 30 дней.
Over the month: 385 confirmed FTDs, with the cost per deposit down 33% versus the first ten days while overall acquisition volume held steady.
What we took away
- On iGaming offers, the share reaching FTD within the first 48 hours is a more honest early signal for budget decisions than raw registration counts.
- A channel with a smaller lead volume can be the better buy if its deposit conversion is higher — compare on the final cost of the result, not on intermediate metrics.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.