Overview
Virgin Games is one of the leading online casino apps in the UK, offering a wide variety of slots, table games, and exclusive live casino experiences.
In May 2025, Mobrand launched a promotional campaign for the Virgin Games iOS app, aiming to expand user acquisition and increase the number of first-time depositors (FTDs) while maintaining a stable conversion quality.
The campaign focused on sustainable growth rather than short-term spikes, ensuring that volume increases translated into genuine value for the brand.
- - App vertical: Online Casinos
- - Platforms: iOS
- - Geolocation: United Kingdom
Campaign Goals
- - Expand reach to acquire high-intent users with strong deposit potential.
- - Maintain conversion quality while scaling, ensuring that growth in registrations leads to proportional FTD growth.
- - Optimize user funnel to sustain high CRs from Install-to-Registration and Registration-to-FTD.
Results
From May to October 2025, Mobrand delivered consistent, scalable growth for Virgin Games. Registrations increased by 280%, while FTDs grew by 330%. Conversion rates from Registration-to-FTD and Install-to-FTD remained stable throughout the scaling period, demonstrating Mobrand’s ability to grow volume without compromising user quality.
Key metrics (May - October 2025)
- - 280% increase in Registrations
- - 330% increase in First-Time Deposits (FTDs)
- - Registration-to-FTD Conversion Rate: 66%
- - Install-to-FTD Conversion Rate: 23%
This performance proves a highly optimized acquisition strategy, converting users at the same efficiency even as traffic volumes increased significantly.
Strategy & Execution
Mobrand leveraged its proprietary programmatic platform to identify and acquire high-quality iOS users in the UK casino gaming segment. The campaign combined precise audience targeting, creative testing, and continuous funnel optimization to scale efficiently while preserving user quality.
Traffic Channels
Programmatic media buying optimized for iOS casino app acquisition.
Ad Formats
Static banners, native ads, video, and interstitials tailored for gambling audiences.
Creative assets included responsible-gambling messaging consistent with Virgin Games’ brand values and UK compliance standards set by the UKGC, ASA, and BGC.
Audience Strategy
Targeting focused on UK users aged 25 and above with a clear interest in online casino apps. Campaigns used lookalike audiences based on deposit intent and user behavior to reach quality players while following responsible-gambling and age-targeting rules.
Optimization Methods
- Continuous A/B testing across creatives and funnel stages (Install → Registration → FTD).
- Automated bid adjustments using real-time FTD data signals.
- Dayparting to align acquisition activity with peak deposit hours.
Conclusion
The Virgin Games iOS campaign achieved rapid and sustainable growth while maintaining high performance standards. By combining precise targeting, continuous optimization, and a responsible approach to creative messaging, Mobrand successfully scaled traffic and preserved conversion strength, demonstrating the effectiveness of its acquisition strategy.
