Cheap registrations, no depositors
Campaigns optimised for sign-ups fill the funnel with players who never fund an account. Cost per registration looks good; cost per first-time depositor doesn't, because nobody's tracking the deposit.
Meta ads for betting brands
Facebook ads for sportsbooks, built for first-time depositors.
Yazi Media runs Facebook and Instagram player acquisition for sportsbook, casino and iGaming brands — match-day and big-fixture creative, localised by market, carrying players from registration through to first-time deposit. We've run Facebook ads since 2012, and every campaign is tracked against real deposits and NGR pulled from the operator's own back office, not cheap sign-ups.
14 years on Facebook ads8,850+ FTDs tracked30+ markets, 6 continents
14 yearson Facebook & Instagram ads, since 2012
8,850+ FTDstracked in Binom, Jan–Sep 2026
2,200+ campaignslaunched in 2026
30+ marketsacross six continents
The problem with most betting Facebook ads
Why sports betting Facebook ads need a different playbook
Registrations are easy to buy cheaply on Meta. Depositing players are not — which is why most sportsbook marketing still gets judged on the wrong number. We run the same tracking and optimisation approach for sportsbook, online casino and other iGaming brands.
Creative fatigue on match day
Match-day and big-fixture windows repeat weekly and burn through the same audience fast. Generic casino-style creative doesn't hold attention around a specific fixture, and stale hooks stop delivering within days.
Signal that stops at registration
Standard pixel events see the click and the sign-up, then go dark. Without server-side postbacks tied to deposits, Meta's optimiser never learns which registrations actually turned into paying players.
Where we've run betting & iGaming
Localised Meta ads for betting brands, market by market
We've run Facebook and Instagram campaigns for betting and iGaming brands in:
DR Congo
Benin
Ghana
Zambia
Kenya
Nigeria
South Africa
Europe
The Americas
Each market gets its own language, currency and payment method — including French for francophone Africa and mobile money where that's how players actually deposit. Instagram ads for sports betting live or die in the first two seconds, so creative, landers and payment flow are matched to the market before a single ad goes live.
What we run
What we run for sportsbook marketing
Creative, funnel, tracking and optimisation, all built and run in-house — no separate vendors to coordinate.
Match-day & big-fixture creative
Vertical, 18-second AI UGC-style reels with new hooks every week, built around match days and big fixtures. The bet slip or the win shows on the phone screen, with distinct actors and settings per variant — the same approach behind our AI UGC video ads.
Localised by market
Language, currency and payment method matched per market, including French for francophone Africa and mobile money rails. Landers and PWAs are built or translated market by market, not bolted on afterwards.
Registration-to-FTD funnels
An installable PWA or a fast lander, matched to the offer and the device, carries the click from registration through to first deposit without losing players along the way.
Tracking that reaches the deposit
Binom tracking with server postbacks for registration, FTD and deposits, pixel and Conversions API events reconciled against real deposits, and daily NGR pulled per player from the operator's back office.
Optimising on deposits, not clicks
Automated hourly rules apply loss caps and pause only once spend statistically proves cost per FTD is above target on two checks in a row — protecting the cohorts with the best NGR and qualified FTDs.
Account infrastructure, fast
Business managers, ad accounts, pages, pixels and payment rails are ready to go, so several markets can launch together instead of one at a time.
How it runs
How we launch fast across markets
01
Localise
Creative, lander or PWA, currency and payment method matched to the market and the offer, before launch.
02
Launch & track
Campaigns go live with Binom tracking and server postbacks wired to registration and FTD events from day one.
03
Optimise on NGR
Daily automated rules cut cost-per-FTD outliers and protect the cohorts with the strongest NGR.
04
Scale across markets
Budget follows winners, and the same infrastructure lets us add the next market without starting over.
Betting player acquisition, priced on results
Betting player acquisition, optimised on deposits and NGR
Pricing is performance-based and agreed before launch — a cost per acquisition or a revenue share, never a flat fee for hours.
| Registration-optimised | In-house Meta team | Yazi Media | |
|---|---|---|---|
| Optimised for | cheap sign-ups | whatever's measured | real deposits & NGR |
| Creative refresh | generic, slow | hard to sustain weekly | new hooks weekly, match-day ready |
| Markets | one at a time | limited by headcount | several markets at once |
| Tracking | pixel only | varies | Binom + postbacks to real FTDs & NGR |
| Pricing | flat CPA, no alignment | fixed cost regardless of result | retainer + NGR-aligned revenue share |
Two ways to work with us. The Meta Growth Department runs your Facebook and Instagram acquisition end-to-end on a retainer plus a revenue share. The Meta iGaming Acquisition Partner model is for licensed operators who want to run on their own Meta-authorised accounts, with pricing aligned on NGR. Meta only allows gambling ads from authorised advertisers in permitted countries, so licensed operators should start there.
Common questions
Facebook ads for sportsbooks: common questions
Do you run Facebook ads for sportsbooks and betting brands?
Yes. We run Facebook and Instagram player acquisition for licensed sportsbook, casino and iGaming brands, from match-day creative through to registration, first-time deposit and NGR tracking.
Can gambling brands actually advertise on Facebook?
Meta only allows gambling ads from authorised advertisers in permitted countries. Licensed operators who want to run on their own Meta-authorised accounts should see our iGaming Acquisition Partner model.
Do you optimise campaigns for registrations or first-time depositors?
Real deposits and NGR, not registration volume. Campaigns are tracked from click through registration to first-time deposit, so budget follows players who deposit, not just sign up cheaply.
Which betting and iGaming markets have you run?
DR Congo, Benin, Ghana, Zambia, Kenya, Nigeria and South Africa, plus betting and iGaming campaigns in Europe and the Americas — each with its own localised creative, currency and payment method.
How fast can you launch a new betting market?
Our account infrastructure, creative and tracking are built to launch several markets at once, with match-day and big-fixture creative localised in days rather than weeks.
How is Facebook advertising for sportsbooks priced?
Performance-based and agreed before launch — a cost per acquisition or a revenue share. The Meta Growth Department runs on a retainer plus a revenue share; the iGaming Acquisition Partner model runs on your own Meta-authorised accounts, aligned on NGR.
Contact
Talk to us about your sportsbook
Yazi Media is a Cape Town-based Facebook ads agency that's been running Facebook and Instagram acquisition since 2012, including for sportsbook, casino and other iGaming brands. Tell us your markets and your current setup — we'll tell you where the upside is.