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Case Study
Retargeting iGaming Players in Indonesia With Pre-Roll Ads
How a betting and casino brand used the RichAds Retargeting feature to bring its players back, and got $91,040 in deposits from $25,200 in spend.
Period
1 month
Client
Direct advertiser
Goal
Retention and deposits
GEO
IDN
Traffic channel
Pre-roll retargeting
Client overview
Retargeting campaigns require an existing user base, so for this case study, we worked with the same advertiser as in our pre-roll ads case study in Indonesia.
It's a direct advertiser (not an agency or a CPA network) with its own in-house performance marketing team. The brand offers sports betting and casino games in Indonesia and focuses on football and e-sports fans.
In July, the client tested pre-roll ads to attract new players. In August, pre-roll remained the primary source of new users, but we also added a second conversion layer: pre-roll retargeting.
Сhallenge
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The July pre-roll ads case study gave the client volume: 9,000 registrations at $2.76 each and 468 deposits at $53 each. But the funnel had two weak spots:
95% of people who registered never made a deposit.
Many depositors made only one deposit and did not come back.
The client got a large user base, but it wasn't working. To activate that traffic, the RichAds team suggested using the new platform feature — Retargeting.
iGaming retargeting helps you get more value from the audience you've already paid for, without raising the budget for new-user acquisition.
Retargeting campaign setup for iGaming
Basic Campaign Setup
Ad format: Pre-Roll video (in-stream, skippable) — CPM buying model
GEO: Indonesia (ID) — 100% of traffic
Flight: August 2026, 31 days
Daily budget: ~$813/day ($25,200 total) on top of the prospecting budget
Devices: Mobile only
Frequency cap: 3 impressions per user per day
Tracking: S2S postback
Audience: the client's own player base + traffic from RichAds
Creatives: 8 video creatives, 2 for each segment
Setting up retargeting for iGaming offers begins with forming audience segments. To do so, the advertiser built an S2S endpoint on the backend side — the RichAds managers help with technical setup. The S2S tracking sorted players into four segments based on what they do (or do not):
place a bet,
deposit without a casino bet,
make a first deposit (FTD),
register without a deposit.
When one of these events happens, the backend sends the player's IP address and User-Agent to the corresponding targeting segment in RichAds:
Segment
Who we target
Goal
Base / reach
Budget
Result
1. Active players
Placed a bet in the last 5 days
Repeat deposits
145,000 / 82%
$9,300
3,320 deposits, $46,500 (ROAS 5.0x)
2. Casino cross-sell
Deposited in the last 5 days, but only played sports betting, never casino
First casino bet
85,000 / 77%
$3,800
1,140 deposits (2,620 new casino players), $12,540 ($1.45 per player, ROAS 3.3x)
3. New depositors
Made the first deposit (FTD) in the last 5 days
Second deposit
75,000 / 78%
$5,000
2,300 deposits (2,050 second deposits), $27,600 ($2.44 per player, ROAS 5.5x)
In this iGaming retargeting case study, the segments cover the client's entire player base in Indonesia: 520,000 players, not only users who came from RichAds. With the retargeting campaign, we matched 406,250 of them (78.1%).
The prospecting campaign for new users kept running in parallel, with no changes.
Critical setup points
Retargeting for iGaming looks simple: you show ads to people who have already registered and encourage them to deposit. In practice, the result depends on many factors:
What segments do you build?
Who exactly is in each segment?
How long is the data stored?
What do you offer for each audience segment?
It's important to set everything up correctly from the start. That's why every retargeting campaign at RichAds is launched under a manager's supervision. This retargeting case study campaign is no exception. The manager helped collect and connect audiences and handled all setup details.
The most important factors for this case of iGaming advertising in Indonesia were:
A 5-day window for every segment — a player stayed in a segment for up to 5 days, until they took the target action. The platform kept showing them ads for as long as they matched the condition. Once they took the target action, the backend stopped sending their data, and they left the segment. This approach minimizes spend on users who have already converted.
Daily updates — segments are refreshed every day. In this iGaming retargeting case study, we worked only with mobile traffic, and mobile IP addresses change often. That's why fresh data is so important — it keeps the match rate high.
Different creatives for each goal — we made 8 videos, 2 per segment. Most video ad creatives were new, but we also re-edited the two best July videos. For each audience segment, the advertiser provided a specific offer:
Reload bonus for active players
Free bet / free spins on the first casino bet for players who deposited but never played
Bonus on the second deposit for new depositors
Bonus on the first deposit for players who registered but did not deposit
Higher bids — the RichAds manager suggested bidding higher than in prospecting because, in this iGaming retargeting campaign, the advertiser pays for a specific player rather than for broad traffic.
Increased frequency cap — 3 impressions per day, up from 1 in the July test. Retargeting helps reach warm traffic, so users are more tolerant of frequent advertising.
Prospecting vs Retargeting for iGaming
To understand the efficiency of this retargeting case study, we can compare July and August metrics:
The CTR in August was 5.5%, compared with 4.6% in July, which shows that warm audiences click more often.
The eCPM in retargeting was higher than in prospecting — $1.11 compared with $0.15, which is expected, especially in a niche as competitive as iGaming.
The Retargeting feature increased the number of first deposits by 72% — from 468 to 804.
The blended cost per FTD (prospecting + the "Registered, no deposit" segment) fell from $53.0 to $39.7 (-25%).
The post-click ROAS across the entire advertising account increased from 0.5x to 2.1x.
Results
Retargeting in iGaming primarily works as a retention tool, so about 70% of the budget went to players who had already deposited. And that's where most of the return came from: 2,620 players made their first casino bet, and 2,050 made a second deposit.
Plus, 1,650 deposits were made within 24 hours after a full video view without a click. We can catch those deposits at RichAds because of post-view attribution, but for this pre-roll retargeting case study, we didn't count them in ROAS.
Ultimately, over 31 days, the retargeting campaign matched 78.1% of the client's player base, delivered 22.7M impressions and 1.26M clicks, and brought $91,040 in deposits from $25,200 in spend, with a post-click ROAS of 3.6x.
The prospecting campaign for new users kept running in parallel, with no changes.
