Client
LionsBet
Sector
iGaming
Region
Nigeria & Zambia
Years
2019-2021
Skills
Strategy
/shift
Chapter 3 · Platforms & commerce
Rebrand and acquisition reset for a sportsbook in Africa
What does a brand under pressure need first? Clean data, a new story, and campaigns that pay back. Wagering grew 40% in under six months.
/Results/
Total amount wagered
Registrations
Average deposit
LionsBet is one of the first sportsbook operators in Africa, with its main presence in Nigeria and further markets including Zambia.
There was no reliable view of performance. Technical issues in the acquisition funnel meant the team could not see how users behaved, or which spend was working.
Fixing the brand without fixing the data would only have moved the problem.
We took a two-part approach: repair the foundations, then reposition the brand.
Found and fixed the acquisition-funnel issues so user behaviour could be measured and optimised
Rebranded LionsBet and built its marketing and communication strategy for Nigeria and Zambia
Built the campaign world around the lion character
Launched an acquisition campaign to grow awareness and registrations and re-engage the existing community
Starting from zero performance visibility, LionsBet had solid foundations in brand, media, business intelligence and tech within six months. Compared with the same period a year earlier, at the same ad spend:
+40% in total amount wagered
+30% in registrations
+15% in number of deposits
+30% in average deposit amount
Today we would run the same reset with live funnel dashboards and AI-assisted creative testing from day one, so the brand and the media learn together. That is the Shift and Flow work we do now.
/More work.
