Maria Casino

Delivering a multi-lingual mobile strategy across Europe

The client

An online casino company.


Maria Casino’s app needed to establish its presence in an already competitive and saturated market. The clients primary aim was to deliver an efficient mobile strategy to acquire high quality users on a limited budget across five markets: UK, Norway, Denmark, Sweden and Finland.


ROAST’s mobile strategy involved building a smart framework that would allow the testing of various platforms, partners and inventories and their differing capacities to drive efficient acquisitions. In addition, ROAST devised a digital social strategy across Facebook and Twitter where engagement and performance was known to be strong, as well as programmatically via DSPs to gain access to larger pools of inventory.

Through regular granular analysis of requested sub site and app ID placements, as well as scrutiny of user behaviour post install, ROAST was able map the seasonality of user propensity to install and deposit in addition to establishing a pool of top performing partners that could consistently deliver below the FTD goal.

Measurement and analysis was key to the project. The team focused on providing critical feedback to the client on varying creatives produced and regularly optimised the campaign using information from weekly performance reviews to improve spend efficiency.



below cost per first time deposit target across 5 markets


app store ranking across Card and Casino category in Sweden


reduction in cost per first time deposit from Q1 to Q4

What the client says

“We were thrilled with the ROI from the campaign that ROAST delivered. It boosted brand awareness, traffic, and most importantly, new players for Maria Casino. We needed to create something targeted and relevant to reach new audiences and grow the Maria Casino brand in the UK. ROAST surpassed our expectations and we were thrilled with the results.”

Richard Lee

Head of Mobile at Unibet