by Editor
Today we'll talk about a country that is a treasure trove of inexpensive traffic, offering great scalability opportunities, but also capable of shattering the hopes of arbitrageurs due to its instability. It may seem so at first glance.
A brief historical overview
India. The first decent launches targeting it, which were somewhat covered in publics and allowed us to understand that the geo was being explored by web enthusiasts from the CIS, happened in 2020. From my memory and internal statistics, the first positions were taken by brands like Mostbet, followed shortly by Forabet and Parimatch.
By the way, a moment of history — if we look at the arbitrage market as a whole, the transition and adaptation to foreign GEOs occurred precisely during the period from 2019 to 2020, when the stereotype was broken that our webmasters could only work with audiences that are mentally close. I always knew that wasn't true and it was just a matter of time. I put considerable effort into it and clung to foreign GEOs, proving to the whole team that the future lies there. Well, I turned out to be right.
So, what was the situation like in 2020? Mobile applications and campaigns in the Facebook + app combination already existed. Results on foreign GEOs were already obtained. However, the initial attempts at campaigns in India in such a combination yielded extremely weak results. Why? Players knew practically nothing about casinos and were lost. Players needed explanations. Players needed to be led by the hand and shown what a slot is, what a bet is, and so on. Casinos were virtually unrecognized by players from this GEO. And logically, historically, the approach with scheme traffic first took hold in this GEO. Because a) the population was poor b) the population was looking for a way to live better and happier and c) the approach migrated because it simply needed to be copied and translated from the CIS to India.
At that time, traffic was redirected to Telegram or Instagram, where it was processed and then the player was converted step-by-step into making a deposit. We aren’t currently assessing the methods of promotion or their ethical implications; rather, we’re piecing together how India was shaped as an arbitrage GEO.
The lead generation from applications didn’t yield results. Roughly, there was one deposit for every 30-40 registrations, and that was only if they got hooked. Additionally, payment solutions were so unstable that webmasters were not yet ready to take on such a challenge and would abandon the venture at an early stage.
But years passed, everything changed, what's the situation now?
- India remains a vast and boundless GEO for arbitrage.
- India is impossible to engulf, I remind you, with a population of 1 billion.
- Many brands have already established themselves in the GEO through media (you may have seen advertisements on cinema websites or porno sites, where pillows are branded with the Forabet logo, etc., which means that players are much more aware and receptive to the game, thus greatly differing from themselves in 2020).
- India can be converted from various sources, and traffic is driven from Facebook, Google, UAC, SEO websites, and so on.
Let's examine them based on the following characteristics:
- Click2reg
- Reg2FD
- Click2FD
- AVG FD
- Repeat rate (RD, %)
- AVG RD
- FD SUMM
- RD SUMM
- BET SUMM
Click2reg
The registration rate is practically always high on any brand in India because: a) bonuses are very attractive to Indians, b) they are willing to register anywhere if they see the opportunity for pleasant bonuses.
In our lead generation: 25203 clicks and 15860 registrations, hence Click2reg = 62.9%, which is practically 1 to 1.6, provided that email, password, and phone number are collected.
Reg2FD
Out of 15860 registrations, there were 1100 deposits, resulting in a conversion of 1 to 14.4. Almost every 14th click passed through the funnel and made their first deposit. This is a very impressive result:
Click2FD
Out of 25203 clicks, we obtained 1110 deposits, resulting in a click2FD of 1 to 22:
Average first deposit
At the time of the campaign and currently on Valor, the minimum deposit in India is 300 Indian rupees, which is $3.5. During the initial days of this traffic, the average first deposit was formed as follows:
- July 17th = $4.92
- July 18th = $5.27
- July 19th = $5.30
And overall for the period of July 17th to July 23rd, it amounted to $5.14, which is 32% higher than the minimum permissible. Excellent. Players are engaged and inclined towards larger initial deposits. Thanks to the webmaster's approach and the funnel on the product, of course.
Repeat Rate (%)
On the first day, July 17th, it was 33.9%, on the next day, it was 55.2%. Globally, we’re also interested in the indicator for the campaign period, which was 116%, that is, for the week of the campaign. So, out of 1100 first deposits, there were 1276 repeat deposits.
Conclusion: KPI for repeats has been met, players are engaged.
Average repeat deposit
On the first day, it was $8.38, on the second day $8.94, and for the campaign period from July 17th to July 23rd, the average repeat deposit for this traffic amounted to $9.59. Let's recall our minimum deposit, which is $3.5. Hence, the average repeat deposit is 2.7 times higher than the minimum deposit. This indicator is fantastic. The product is doing well. 🙂
FD SUMM
The total amount of first deposits for the period amounted to $5658.35.
RD SUMM
The total amount of repeat deposits for the period amounted to $12232.37.
BET SUMM
- Total bets for the period = $241823.60.
- Average bet amount per player = $241823.60 / 1100 FTD = $219.83.
- Total number of bets for the period = 296116.
- Average number of bets per player = 296116 / 1100 = 269 bets.
How was this traffic paying off?
Let's see what the NGR of this campaign was for the period from July 17th to July 23rd. We see $7568.90 NGR for the period from July 17th to July 23rd, which means the revenue per player = $7568.90 / 1100 = $6.8 already in the first week.
Regarding acquisition costs, the situation here is almost identical to the cost per first depositor in Brazil, where one player was, on average, priced at $15. Thus, the webmaster's return on investment in the first week amounted to $7568.90 / (1100 * 15) = 45.8%!
Almost half of the invested funds were returned in the first week. If you forgot, let me remind you why it's so — we allocate 100% of the NGR until the moment of breakeven. Very good. Next, I've extracted cohort data for each subsequent week for you to see how Indian users performed over time. From this data, we see that breakeven was achieved at 98.35% already by the third week, and thereafter, NGR continued to increase: the webmaster was taking 50% of the revenue from it.
Next, I’ll show you the graphs of how the FD metric smoothly increased:
Next, how the repeat deposit metric increased:
I’ve also extracted the growth of the total bet amount. In our current cohort, Indian users demonstrated great gambling activity. We can see that after 12 weeks from the arrival to the product, the total bet amount reached $1 123 363.11, which, per player, amounts to $858.8 (1 123 363.11 / 1308).
Graph:
I also extracted the number of bets to provide commentary. We see that after 12 weeks, the number of bets reached 804 004, which, per player, is 614 bets (804 004 / 1308).
Graph:
Let's see how the NGR metric increased:
Thus, we obtained for the period 17-22/07:
- Click2reg = 1 to 1.6
- Reg2FD = 1 to 14.4
- Click2FD = 1 to 22
- AVG FD = $5.14
- Repeat Rate (RD, %) = 116%
- AVG RD = $9.59
- FD SUMM = $5658.35
- RD SUMM = $12232.37
- BET SUMM = $241823.60
- NGR for the period = $7568.90
- NGR for the 12th week = $29542.15
From the current analytics, we conclude that the traffic has already returned almost 100% of the investment by the 3rd week. In total, the webmaster has recovered $16500 of their investment and earned a total of $23021.075, and will continue to earn from this traffic for life.
by Editor
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