AdmiralBet convert 20% of Bet6 users

The Brief

The German sportsbook brand AdmiralBet, wanted to drive tournament-long betting activity at Euro 2024 and retain players through the 2024/25 German Bundesliga season. They set out to:

The Challenge

With Euro 2024 taking place in Germany, and matches scheduled almost every day, AdmiralBet had a unique opportunity to harness the local excitement, especially ahead of Germany’s matches. It’s estimated a domestic TV audience of over 25 million watched Germany play.

AdmiralBet recognised that at major international tournaments, new users tend to churn at a higher rate than during the domestic season, with free bets and sign-ups available with many operators.

AdmiralBet focused on attracting new high-value players that would remain loyal to the brand during Euro 2024 and the 2024/25 football season. In a world of noisy marketing promotions, this required a distinct, engaging sportsbook product.

The Solution

Genius Sports worked with AdmiralBet to build Bet6, a custom free-to-play (F2P) game. Available on AdmiralBet’s website and mobile apps in Germany, the light-touch game allowed users to predict Euro 2024 fixtures, with outcomes relating to betting markets like full-time result and number of goals scored. Bet 6 also included a unique odds-based points-scoring system.

Unique features including an accumulator calculator and integrated betslip converted users to place real-money bets on their Bet6 predictions. With daily rounds and leaderboards, Bet6 drove tournament-long retention.

Additionally, Genius Sports ran a targeted programmatic media buying campaign to drive new user acquisition and retarget existing AdmiralBet customers who had not yet entered Bet6.

The Result

Such was the success of Bet6 at Euro 2024, AdmiralBet continues to run the game on the German Bundesliga.