Sports betting audiences are constantly on the move, engaging with content and experiences across multiple real-world environments. For brands looking to drive meaningful engagement, reaching users in the right place and at the right moment can make all the difference.
To help achieve this, SportPesa partnered with A.M.A Digital Media using Taptap to launch a performance-driven campaign powered by advanced geofencing and location intelligence technology. The campaign focused on connecting with high-intent audiences across South Africa, driving quality site visits and stronger user engagement through precision targeting.
The Challenge
SportPesa’s primary objective was clear: drive high-quality site visits from relevant audiences while ensuring users engaged beyond the landing page. The campaign needed to attract users who were genuinely interested in sports betting rather than simply generating clicks.
In the betting industry, engagement quality is just as important as traffic volume. High bounce rates and low session quality can significantly reduce campaign effectiveness and impact return on investment.
SportPesa therefore, required a solution capable of identifying and targeting users in environments strongly associated with betting and sports engagement.
The Solution
Using Taptap’s advanced Sonata Location Intelligence platform, the campaign leveraged sophisticated geofencing technology to identify and engage users in high-intent environments.
The campaign strategically targeted audiences located near:
- Casinos
- Sports stadiums
- Betting lounges
- Sports bars
These environments provided strong indicators of betting interest and sports engagement, allowing the campaign to connect with users at moments of heightened relevance.
Rather than focusing solely on impressions or clicks, the campaign also prioritised traffic quality. Bounce Rate was used as a key optimisation metric to ensure users meaningfully engaged with the SportPesa website after clicking through.
This data-driven approach enabled ongoing optimisation throughout the campaign, helping to reduce wasted media spend while improving engagement outcomes.
Why Location Intelligence Matters in Betting Advertising
Location intelligence has become a powerful tool for betting and gaming advertisers because it enables brands to move beyond broad demographic targeting and reach audiences based on real-world behaviour.
By understanding where users spend time and identifying environments associated with sports viewing and betting activity, brands can deliver more relevant messaging at the right place and time.
For betting advertisers, this creates several advantages:
- More precise audience targeting
- Improved media efficiency
- Higher quality website traffic
- Stronger engagement metrics
- Reduced wasted impressions
Through Taptap’s geofencing capabilities, SportPesa was able to align its messaging with user intent, ensuring the campaign reached audiences most likely to engage.
The Results
The campaign delivered strong performance results across awareness, engagement, and traffic quality metrics.
Key outcomes included:
- Over 500,000 impressions delivered
- 1,847 clicks generated
- 856 site visits achieved
- A bounce rate of 53.65%
These results demonstrated the effectiveness of combining location intelligence with engagement-focused optimisation strategies.
Most importantly, the campaign successfully attracted relevant audiences who engaged meaningfully with the SportPesa platform, validating the value of precision geofencing within betting and gaming campaigns.
The Future of Betting Media Strategies
As digital advertising becomes increasingly crowded, brands need smarter targeting solutions that prioritise audience quality over scale alone.
Location intelligence and geofencing technologies are helping betting brands improve campaign relevance, reduce wasted spend, and drive stronger engagement outcomes by reaching consumers in contextually relevant environments.
At A.M.A Digital Media, we help brands leverage advanced media technologies and data-driven strategies to deliver measurable results across Africa and beyond.
If you are looking to improve campaign performance through smarter audience targeting and location-based advertising solutions, contact us to discover how precision media strategies can help your brand achieve stronger engagement and business outcomes.