A licensed sports betting offer run into Nigeria via push notification traffic over a month — 1,900 registrations at $2.10 CPA, $3,990 total spend.
The task
By the start, the advertiser had confirmed demand but no controllable volume. The task was to launch a licensed sports betting offer into Nigeria via push traffic and generate a steady flow of registrations in a fast-growing market.
We worked the "Betting" vertical in the Nigeria market. Payment model — CPA per registration, main sources — push traffic.
How we did it
We split the work into several parallel tracks.
- Built creatives around football specifically rather than gambling in general — with recognizable mentions of leagues and teams instead of generic casino aesthetics.
- Timed messaging to the schedule of major matches.
- Highlighted mobile payment integration in the creative instead of card payment — card penetration in this market is noticeably lower than mobile money usage.
- Timed push notifications to roughly an hour before major matches kicked off instead of spreading them evenly through the day.
What went wrong
The bottleneck turned up somewhere we didn't expect. Generic casino aesthetics and evenly spread push notifications didn't account for how deeply Nigeria's betting culture is tied specifically to football and its schedule.
Shifted creative to a football theme tied to the match schedule with mobile payment mentions — timing push notifications an hour before major matches clearly outperformed even distribution through the day.
The result
The result was a controllable volume with predictable economics. Over the month: registrations — 1,900, cost per registration — $2.10, total spend — $3,990.
Over the month, the campaign delivered 1,900 registrations at a $2.10 CPA and $3,990 spend.
What we took away
- In markets with a strong football betting culture, recognizable mentions of leagues and teams outperform generic casino aesthetics.
- Answering the "how will I pay" question right in the creative removes a real point of hesitation where card penetration lags behind mobile money.
- Push notification timing tied to an external schedule (matches) matters more in sports betting than in verticals without a fixed event calendar.
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.