The Company
LOTTO24 is the leading German online broker for state lotteries and other licensed lottery products.
With the LOTTO24 app, users can legally participate in many certified lotteries, such as LOTTO 6aus49 & Eurojackpot. Over 3.5 million people trust the services of LOTTO24 to win big prizes in Germany.
The Challenge
LOTTO24 wanted to expand its presence and awareness on mobile devices beyond current advertising efforts.
Germany has a large smartphone user base, with over 75 million users according to Statista. The Duopoly of Apple and Samsung has started to waver, with major OEMs such as OPPO, vivo, Xiaomi, and Huawei making huge inroads into the German mobile market. Noticing this trend, LOTTO24 and AVOW partnered up to tap into this growing Android user base, promoting their app through tailor-made campaigns for each mobile OEM and taking advantage of the unique formats and capabilities offered by them. Whilst adding new users was an essential part of the goal, a key part of the strategy was to also ensure that both existing and new users could engage with the product.
The Solution
AVOW developed a media plan for on-device campaigns targeting OEMs like Xiaomi and Huawei, where the app wasn’t available.
This approach not only increased LOTTO24’s market presence but also allowed interaction with a new user base in the region. Additionally, promoting LOTTO24 through OEMs enabled engagement with exclusive ad formats and alternative app stores, such as Xiaomi GetApps and Huawei AppGallery, enhancing their acquisition strategy beyond Google Play
📲 Focus on Huawei & AppGallery
AVOW leveraged a variety of on-device placements provided by Huawei to engage and promote the LOTTO24 app. Both teams worked together from initial setup and integration to the selection of creatives, resulting in a highly engaging & immersive user experience for Huawei smartphone users.
All performance KPIs were defined by LOTTO24, while AVOW and Huawei worked in tandem to select the best set of ads and targeting options to achieve the best possible purchase rates for lotteries and assure a high return on investment.
The Results
LOTTO24 experienced a significant increase in installs, reduced acquisition costs, and strong user engagement.
170%
Increase in installs
50%
eCPA reduction in 6 months
AVOW augmented LOTTO24’s efforts in user acquisition by presenting new alternatives of ad inventory through custom on-device campaigns on Xiaomi and Huawei and their alternative appstores in Germany. These targeted campaigns yielded remarkable results:
✅ 170% increase in installs: Within just 6 months, LOTTO24 saw a 170% surge in app installs, significantly expanding their user base.
✅ Halved eCPA: Furthermore, LOTTO24 achieved significant cost optimization with a 50% reduction in eCPA (effective cost per acquisition). This meant they acquired new users at a much lower cost.
🏆 Additional highlights: Beyond driving app installs, the campaign exceeded LOTTO24’s down-funnel performance KPIs established with AVOW. This suggests the acquired users actively engaged with the app, potentially leading to purchases or other desired actions.
The Happy Customer
“AVOW added high value in our user acquisition strategy by constantly presenting new opportunities to promote our app through additional smartphone brands. Their service covers everything from initial integration with the OEMs and their app stores, to media planning and execution; with a focus on high engagement and a particular focus on our seasonal dates for special jackpot events.”
Nils Arlt
App UA & ASO, LOTTO24
