About Client
The client is a global iGaming company based in Gibraltar, offering a wide range of online casino games and sports betting options in the UK market. With over 10 years of operational history and annual revenues of $24M, the organization works with a large network of gambling affiliates operating round the clock across multiple acquisition channels.
Background
Despite a decline in overall Gross Gambling Yield (GGY) in the UK—down by approximately £84.1M between April 2019 and March 2020 due to COVID—online casino gaming grew by nearly 4% during the same period. This growth significantly accelerated affiliate-driven acquisition.
As a mature online casino and sportsbook operator, the client relied heavily on game revenue affiliates to drive player acquisition. However, despite scale and experience, the organization lacked data-driven insights to understand affiliate performance, player value, and return on acquisition spend—making this a critical casino affiliate case study in performance optimization.
The Challenge
With thousands of affiliates in play, it was difficult to focus efforts on game revenue affiliates that consistently delivered high-value players.
Compounding this challenge, updated UKGC markers of harm introduced stricter KYC requirements. The client was required to re-verify existing UK customers and onboard new ones under tighter compliance—impacting over 1,000 customers per day. Limited staffing made it impractical to process all KYCs equally, making prioritization based on player lifetime value a business necessity.
To maximize acquisition efficiency, prioritize affiliates, and remain competitive, the client partnered with BizAcuity, leveraging deep iGaming and affiliate analytics expertise.
Our Expertise
We deployed GAMWIT’s Lifetime Value (LTV) Model, purpose-built for iGaming and affiliate-driven ecosystems. The model is powered by a proprietary feature factory of 450+ variables, developed from our experience in iGaming across global gaming markets. Key capabilities included:
- Player-level LTV prediction
- Faster Go-to-market
- AI/ML driven insights
- Flexible cloud-based deployment option
- Pay as you go
- Easy to use
This approach provided the analytical foundation required to manage gambling affiliates with precision and confidence.
