Case Study 02
Lunacasino
Micro-Influencer Precision Drives 24% FTD Conversion in the UK
Campaign Overview
Lunacasino partnered with Octomedia to prove that a well-targeted micro-influencer strategy could outperform larger, more expensive campaigns. Running an always-on content cadence across Twitch and Kick in the UK, we delivered exceptional conversion rates that set a new benchmark for micro-influencer ROI in the iGaming space.
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Market Challenge
The UK online casino market operates under some of the world's most stringent advertising regulations, limiting aggressive promotional tactics and forcing brands to compete primarily on product quality and trust. Reaching genuinely interested players within this constraint requires precision targeting rather than volume. Lunacasino needed an acquisition channel that could reach a highly engaged, self-selecting audience of casino enthusiasts — without breaching advertising codes or incurring the prohibitive CPAs typical of UK paid media.
Strategy & Execution
Spend was allocated 70% to micro-creators (10K–50K followers) and 30% to mid-tier talent — a deliberate choice to prioritise community trust over raw reach. Creators produced short, energetic casino demo streams with clear, repeated calls-to-action timed to in-game bonus moments. The campaign ran continuously rather than in bursts, with each streamer delivering five to eight sessions to build familiarity and repeat viewership. Weekly community challenges — including leaderboard prize pools — extended engagement beyond the stream itself and created organic content loops.
40
Streamers Deployed
Twitch, KICK
Platforms
UK
Target GEO
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Campaign Performance Breakdown
40
Influencers & Streamers
$120K
Campaign Budget
1K+
First-Time Deposits
~$114
Cost Per FTD (CPA)
24.2%
Reg → FTD Rate
UK
Primary Market
Acquisition Funnel
Conversion Performance vs. Industry Benchmarks
Industry benchmark data sourced from Octomedia internal portfolio analysis across 40+ campaigns (2024–2025).
Results & Performance Analysis
The always-on micro-influencer model delivered 4,500 registrations and 1,090 first-time deposits, achieving a 24.2% registration-to-FTD conversion rate — more than double the industry norm for influencer-driven campaigns. At a cost per deposit of approximately $114, the campaign generated a return on ad spend of nearly 5×, proving that precision targeting within a modest budget can outperform higher-spend alternatives. The concentrated community focus created a measurable uplift in brand trust indicators, with several creators reporting sustained viewer engagement well beyond the campaign period. These results established Lunacasino's micro-influencer playbook as a repeatable acquisition template.
1K+ verified FTDs
Acquired at ~$114 CPA with a 24.2% registration-to-deposit rate — on a total budget of $120K.
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Key Takeaways
Micro-influencers generate 2–3× higher engagement rates than mid or macro-tier in the UK casino market
Always-on frequency builds the trust necessary for conversion in regulated markets
Community challenges create organic UGC that extends campaign reach beyond paid exposure
24% reg-to-FTD rate proves quality of audience targeting outweighs raw traffic volume
UK compliance constraints are best navigated through creator-authentic content rather than branded messaging
Explore Further
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