Lightning Link Casino Masters CTV Brand Strategy

Lightning Link Casino had experimented with Connected TV (CTV) before but hadn’t fully tapped into its potential to reach new audiences and build brand awareness. Earlier efforts leaned too heavily on creative storytelling and voiceovers, causing brand and product confusion. To fix this, the team launched an insight-driven brand marketing campaign in December 2024, reimagining their creative strategy to make CTV a high-performing acquisition tool.

Built on the hypothesis that stronger, insight-driven creatives would boost engagement and installs, the team tested multiple concepts with real players to identify what resonated most with the core brand. Leveraging these insights—and emphasizing well-known industry IPs—they produced three creative executions with multiple format adaptations to optimize delivery across platforms.

Launched nationally in the U.S. on CTV and in select states on YouTube, the campaign drove remarkable results. New installs grew daily and cost per install dropped. App Store rankings soared, driving the highest brand search volumes in three years. Brand Lift studies showed a strong boost in brand awareness, while Search Lift studies revealed a huge surge in key search terms like “Lightning Link Casino.”

By rethinking its approach to CTV and digital marketing, Lightning Link Casino not only overcame past challenges but set a new standard for brand awareness, user acquisition, and engagement in mobile gaming. The campaign proved that with the right creative strategy, CTV can be a powerhouse channel for both installs and brand strategy.