Client: Global iGaming / Online Betting Brand
Market: France
Channels: Programmatic Display & Mobile Web
Primary KPI: ROI
The Challenge
France is one of the toughest iGaming markets in Europe. Competition is intense, media costs are high, and performance expectations are strict.
The client wanted to scale through programmatic — but not at the expense of profitability. The goal was simple: increase volume while keeping ROI strong across both Desktop and Mobile Web.
Our Approach
Instead of running France as one single market, we broke it down properly.
Regional Focus Instead of Nationwide Buying
We concentrated spend in regions that consistently showed stronger betting activity and higher value players, including:
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Île-de-France
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Auvergne-Rhône-Alpes
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Provence-Alpes-Côte d’Azur
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Hauts-de-France
Budgets and bids were adjusted region by region. We also aligned delivery with real betting behavior — increasing pressure around pre-match build-up and live betting windows, rather than spending evenly throughout the day.
Smarter Device Allocation
Early data showed clear differences between environments. So we leaned into what worked and cut what didn’t.
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Prioritized high-performing mobile browsers and strong desktop placements
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Excluded outdated operating systems and lower-quality screen environments
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Reduced exposure to placements that generated traffic but not revenue
This alone removed a significant amount of wasted spend.
Creative Built for the French Audience
We didn’t recycle generic global assets.
Instead, we developed creatives tailored specifically to the French market — referencing locally relevant competitions, using natural France copy, and testing different messaging angles.
Multiple versions ran in parallel, and we quickly rotated out underperformers. The winning creatives didn’t just improve CTR — they improved ROI.
5-Month Optimisation Cycle
These results were not immediate. Over a 5-month period, we continuously refined regional targeting, device allocation, bidding logic, and creative performance.
The 1511% ROI shown in the screenshot reflects a single month’s performance, achieved after this structured optimisation phase — not a short-term fluctuation, but the outcome of consistent performance tuning.
The Results
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1511% ROI achieved in France
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Increased spend while maintaining efficiency
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Programmatic moved from a supporting channel to a reliable profit driver
Why It Worked
There wasn’t one “magic lever.”
It worked because we treated France like a collection of different micro-markets, optimized devices aggressively, and built creatives that actually spoke to the audience.
That combination allowed us to unlock performance that broad, generic programmatic setups simply don’t reach.