CTV Innovation: Powering Installs for Lightning Link Casino

Lightning Link Casino had dabbled in Connected TV (CTV) before, but it hadn’t fully tapped into its potential to reach new audiences and build brand awareness. Earlier efforts lacked the tailored creatives needed to engage new players and drive installs. To change that, the team launched an insight-driven brand marketing campaign in December 2024, reimagining their creative strategy to make CTV a powerful acquisition tool.

Testing multiple concepts with real players, the team identified the most impactful creative approaches—emphasizing familiar industry IPs while staying true to the core brand. The final campaign included three creative executions, adapted for different formats to maximize reach.

Rolled out nationally in the U.S. on CTV and in select states on YouTube, the campaign delivered impressive results. Installs grew steadily and cost per install dropped. Organic installs surged, and a fresh creative introduced in January drove App Store rankings and brand search volumes to a three-year high.

By rethinking its CTV strategy, Lightning Link Casino not only overcame previous challenges but also set a new benchmark for brand awareness, user acquisition, and engagement in mobile gaming.