How Leon Increased Profits with Marketing Automation

Leon is a well-established, trusted sports betting brand that has been operating since 2011. The company is a member of the SRO “Association of Bookmakers,” which confirms its compliance with industry standards. Leon offers a wide range of bets across popular sports — football, hockey, baseball, boxing, and more.

For more than two years, Leon has partnered with Altcraft. Over this time, the team has delivered strong results — streamlining internal processes and making customer communication more convenient, more personal, and more relevant.

In this case study, we’ll show how the partnership supported Leon’s growth and what the teams achieved together.

Why They Chose Altcraft

Leon chose to work with Altcraft for several reasons:

• With geopolitical uncertainty on the rise, it was important to switch to a reliable, secure solution based in Russia. Leon had previously used an international platform, but decided to change providers to protect the business and safeguard customer data.

• The previous platform had clear drawbacks: adding new data took too long, and scenario setup was inflexible. This made it harder to work with customers efficiently and offer truly personalized experiences.

• Altcraft was a strong fit across the board. The platform was user-friendly, feature-rich, and supported all the communication channels Leon needed—email, mobile push notifications, SMS, and in-app messaging.

How Marketing Changed After Implementation

After switching to Altcraft Platform, Leon’s marketing became more flexible and automated. Previously, audience segmentation was limited because it was difficult to add and sync new data with the platform.

Now, with Altcraft’s expanded capabilities, Leon can segment audiences using profile data, on-site activity, action history, and other parameters. This made it possible to target campaigns more precisely and deliver offers to customers more effectively.

One of the platform’s key tools is the marketing journey builder. In late 2023, it was upgraded and became clearer and easier to use. That gave Leon more room to build complex journeys and test new ideas.

With the previous platform, Leon launched only nine marketing journeys in a year, two of which were purely technical. With Altcraft, the situation changed dramatically: by summer 2024, Leon had already rolled out 63 trigger-based journeys, 40 of which had a direct impact on business metrics rather than simply supporting operational flows (for example, a first-deposit notification).

As a result, the number of business-driven marketing journeys increased from 9 to 40. By the end of 2024, the total number of journeys reached 87, with around 60 tied to marketing. Leon significantly improved customer communication and increased campaign effectiveness.

Results

Leon ran an A/B test of a new marketing journey designed to reduce player churn.

— The trigger for the scenario was the absence of a deposit.

— The test group received messages and bonuses, while the control group did not receive such offers.

1. CV to Active (conversion to active players):

— Test group: 47.25% — Control group: 28.78%

2. Over the past year, the share of profit generated by the team working with Altcraft increased by 9% — a strong result given the specifics of the business.

Based on these results, the company decided to keep the scenario running on an ongoing basis and develop similar approaches for other player retention statuses.

This example clearly shows how using segmentation and marketing automation can significantly improve key business metrics.

How Leon Plans to Move Forward

Leon doesn’t plan to stop at what it has achieved and is actively developing its marketing together with Altcraft. Here’s what’s on the roadmap:

• SDK implementation. This will make mobile push notifications more convenient and useful for users. In other words, notifications will become more accurate and more relevant.
• More experiments. The company wants to triple the number of hypotheses it tests. Almost all split tests already run through Altcraft, and Leon plans to use automated scenarios more actively to deliver more personalized and timely offers.
• Working with control groups. This approach makes it possible to measure the effectiveness of marketing strategies more accurately and make decisions based on data.

Key takeaways

Leon’s partnership with Altcraft became an important step in strengthening the company’s marketing strategy. With automation and flexible solutions, Leon reduced customer churn and increased revenue. A successful A/B test showed player activity rising to 47.25%.

Over the past year, the share of profit generated by the team working with Altcraft increased by 9%. This confirms that modern marketing tools can effectively meet business goals and open up new opportunities for growth.