How Z2A Digital Boosted BetMGM’s Conversion Rate and ROAS

BetMGM

iGaming

USA

May 1, 2025

How Z2A Digital Boosted BetMGM’s Conversion Rate and ROAS

The Results

>3x

increase in conversion rate

>178%

increase in ROAS

>113%

increase in D30 retention rate

Overview

BetMGM, one of the top sport betting platforms in the United States, partnered with Z2A Digital to transform its user acquisition and retention strategy. In a highly competitive and regulation-heavy market, BetMGM sought to attract qualified bettors in legal U.S. states, improve its conversion funnel, and boost long-term player value. Z2A’s tailored and compliant approach resulted in a +3X increase in conversion rate, +178% growth in ROAS, and a +113% improvement in D30 retention.

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The Vision

BetMGM’s objective was clear: to scale its U.S. player base with qualified, high-intent users, while improving their journey from first-time deposit (FTD) to qualified player (QP). To sustain growth and profitability, they needed to not only increase app installs but to acquire long-term, valuable users who would engage consistently and legally within the complex patchwork of U.S. betting regulations. Retention, particularly D30 metrics, and compliance with state-level betting laws were non-negotiable.

The Challenge

Fierce Industry Competition: The U.S. sports betting market is saturated with heavy spenders and aggressive retention strategies. BetMGM needed a smarter, not louder, approach to acquisition.

State-by-State Compliance: Not all U.S. states permit real money sports betting. The campaign had to exclude restricted geographies and target only legally permitted users, making precise geo-targeting essential.

Quality Over Volume: Acquiring users was not enough, users needed to convert, retain, and engage. Campaigns had to focus on behavior-driven segmentation to find and retain the right bettors.

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Our Approach

Fraud Prevention & State Targeting: Utilized our proprietary tracking technology to reduce fraudulent traffic and ensure campaigns were 100% compliant with state regulations. Ads only ran in approved regions, reducing wasted spend and legal risk.

Dynamic Campaign Optimization: Campaign strategies were adapted in real-time to align with live sports calendars, capitalizing on events to keep users engaged during peak betting windows.

Creative Strategy with Multi-Format Ads: A mix of static banners and high-impact video creatives were tested and optimized to drive not only clicks but qualified conversions and first deposits.

Tailored User Segmentation: we built custom user profiles based on behavioral patterns and preferences, enabling hyper-personalized messaging and increasing player lifetime value (LTV).

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