The Sweepstakes UA landscape is evolving
We have analyzed over 23,000 ad impressions from in total 52 sweepstakes advertisers on Meta and the results are indicating a major shift
We have analyzed over 23,000 ad impressions across 52 Sweepstakes advertisers on Meta and have documented every ad creative, tracking parameters, ad copies and destination urls over a 6 months period. The results in the last 30 days are indicating a major shift in the market:
1- Two underdog brands collectively purchase nearly 24% of all available Sweepstakes impressions on Meta- These two operators each have 20+ skins and are aggressively investing in Meta ads across all their brands. (Stay tuned for the next post, where we’ll break this down in detail.)
2. The growing presence of affiliate networks advertising on Meta - While it may appear to be a good deal in the short term due to affiliates offering lower CPAs, the long-term impact could lead to increased competition among both operators and affiliates on the Meta advertising platform. As more affiliate networks join the race, this competition would likely drive up costs for everyone involved.
3. The shift to mobile apps is already well underway
With CrownCoins at the forefront, more and more Sweeps operators are launching their iOS apps, with Meta ads increasingly targeting mobile app traffic. Many operators are currently grappling with multiple rejections from the Apple Editorial team, while early adopters are reaping the rewards of their success. The growing number of Meta ads directing users to the App Store is improving the overall experience.
Having recently worked with a Sweepstake operator and successfully launching an app in the Apple App Store, I can confirm that the process isn't exactly seamless, but the results make it all worth the effort. Even if you don’t have a mobile app in the market, there are still ways to replicate the app experience in your user acquisition funnel. (Feel free to reach out if you'd like to discuss this further!)
4. Meta campaign creatives and ad copies appear strikingly similar - As competition intensifies rapidly in any market, you’d typically expect brands to put more effort into differentiating their products and marketing strategies. However, UA creatives on Meta suggest otherwise. Whether due to a lack of originality or an overreliance on marketing and creative agencies producing similar work for multiple brands, the result is a flood of nearly identical ads. With every operator claiming to be “America’s #1 Social Casino,” standing out in UA has become increasingly challenging.
5. There is minimal to no paid retargeting effort using personalized ad copy - Sweepstakes advertisers appear to be overlooking the potential of retargeting through Meta ads. When executed properly, paid retargeting on Meta can be highly effective. In my experience working with top-grossing social casinos, I’ve seen tens of thousands of past purchasers successfully reactivated at a fraction of the cost of user acquisition. Given the significant drop-off from registration to first purchase—not to mention churned players—neglecting retargeting seems like a major missed opportunity.
Thank you,
Cuneyt Unar