Driving Smarter Growth for a Top-Tier Swedish iGaming & Sportsbook Operator

-12%

Customer Acquisition Cost (CAC)

+5%

First-Time Depositors (FTDs)

+14%

Marketing ROI (Deposits)

Fieldstream helped a mature Swedish casino and sportsbook brand move beyond fragmented attribution dashboards, to a single source of truth across all channels with its proprietary MMM platform. The results: a 12% reduction in new depositor CAC, a 14% ROI boost, and a marketing team confident in every krona spent.

“Fieldstream finally showed us the real value of every krona—online and offline. We no longer rely on guesswork.”
— Marketing Manager, Swedish Operator

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Background

The client was a fairly mature, Swedish-licensed casino & sportsbook brand that had invested large sums across TV, Audio, OOH, App Stores, Display Search, Youtube, Social and Affiliates, and sought a single source of truth to measure marketing effectiveness.

Fieldstream’s Marketing-Mix Modelling (MMM) platform aimed to replace a patchwork of attribution and channel dashboards with science-backed, incrementality-driven insights.

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Challenges

Offline blind spots – CFO lacked ROI visibility on TV, radio, OOH.
Digital-only attribution – undervalued incremental lift and over-credited low-funnel clicks.
Rise in CAC for new players – as the brand matured.
Affiliate incrementality in doubt.

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Why it Mattered

Budget allocation leaned digital by default, risking under-investment in profitable upper-funnel media.
Misleading CAC figures triggered unwarranted budget cuts in high-impact channels.
Growth targets called for lower marginal acquisition cost.
Leadership considered cuts without enough evidence.

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Fieldstream's Objectives

Quantify true drivers of Deposits and FTDs.
Reduce CAC for new depositors.
Prove or disprove incremental value of affiliate spend.

Fieldstream Solution

1. Data Quality Audit & Pipeline

Fieldstream assisted in reviewing and validating data sources.
Pulled three-year history directly from the operator’s data warehouse.
Standardized spend, impression, and conversion metrics; flagged duplicates & anomalies.

2. Custom MMM Build

Hierarchical Bayesian model, weekly granularity, channel-specific ad-stock and saturation curves.
Separate response curves for Deposits vs. FTDs.

3. Fieldstream Dashboard

Monthly auto-refresh with board-ready ROI, CAC, and saturation visualizations.
Optimizer and scenario planning tool for the team’s ongoing work.

4. Validation Experiments

Geo-split test on OOH confirmed model predictions.

Key Findings

1. App Store spend had breached saturation

This was not as evident when just looking at attribution numbers.
Evidence: The saturation curve showed ROI plateau at the current spend level.
Action: Cut App Store budget significantly.

2. Radio delivered strong incremental lift

Evidence: ROI for this channel far exceeded that of the average mix at similar investment levels.
Action: Restored radio to earlier higher spend levels.

3. Affiliates were still incremental

Evidence: Incremental ROI 3.8x; below-benchmark spend share (13%).
Action: Maintained affiliate budget on overall level.

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Results

We saw a 12% CAC reduction for new depositors within six months, and;
14% uplift in overall Marketing ROI.
The client has adopted the Fieldstream MMM as its primary tool for budget decisions, with the previous attribution model now being secondary in the organization's dashboard.