Owner
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01
The idea
The what, in plain words. Give it a name, then say the idea in a single line.
Existing players BI pulls these by segment
Reaching new people (prospecting) built by the media team on Meta / Google
02
How big is this?
Not every idea needs the full treatment. How much are you putting on the table? Set the budget and risk and the form right-sizes itself. A small punt stays quick, we are not here to kill the gees.
Tier 1 · Quick test
One-line idea, one metric, the cost. Quick sign-off. Two minutes, tops.
Tier 2 · Measured campaign
Full brief, a measurement plan, a holdout where you can. Marketing lead signs off.
Tier 3 · Investment case
All of Tier 2, plus ROI model, prior-results review and a mandatory post-mortem. Exec signs off.
03
Call your shot
Section 01 was what you want to do. This is what you reckon it gets you, and why. Different question, promise. If real money is going behind this, call the result now, in writing, before you know how it turns out. That is what makes it a real bet and not just a nice idea. Back yourself.
Fill in the idea up in section 01 and it shows up here.
Your call builds here as you type, one clean sentence.
04
What is the primary objective?
Not a marketer? Relax, this is the easy bit. Every campaign is really just trying to do one of four jobs. Reach: get noticed by people who do not know you yet. Act: get them to take a first small step, a tap or a sign-up. Convert: get them to actually spend, the deposit or the bet. Engage: look after the players you already have. Every idea swears it does all four at once. It does not. Pick the ONE that is the real point, because that is the number we will hold you to.
Reach
Brand awareness
Get noticed by people who do not know you yet. You cannot win a punter who has never heard of you. The "hello, we are here" job.
Brand ads, sponsorship, print, cinema and TV, PR, social reach
Act
Get leads
They have heard of you, now get them to do one small thing: tap the ad, enter the comp, start an account. The first little yes, before any money.
Competitions, lead-capture activations, registration drives, content
Convert
Spend money
Turn a window-shopper into a paying customer. The moment real money lands: the first deposit, the first proper bet.
Welcome offers, free-bet SMS, deposit matches, acquisition media
Engage
Reward and grow
Look after the players you already have. Keep them happy, win the quiet ones back, and make your best people worth even more. (The Bafana VIP night lives right here.)
VIP events, CRM journeys, loyalty, win-back, hospitality, cross-sell, reactivation
05
How will we measure it?
Thresholds: Tier 2+You are not BI, and nobody expects you to be. But we do expect you to think it through and put your best guess on the table: what is the one number that proves this worked? Have a go. BI will sanity-check the maths and tweak it. Tap any metric to see what it means in plain English.
Where does the spend we care about happen? this decides how BI measures it, online events or land-based card play
Pick a primary objective in section 04 to load the relevant metrics. Tap a metric name to read what it measures and how BI gets it.
No primary metric chosen yet
Quick reality check on the maths. A small audience plus a money metric makes a noisy read, a handful of big players can swing the whole result, so the answer comes back fuzzy. If you are targeting under about 100 people and measuring rand, lean hard on a clean holdout and give it a bit longer, or accept the number is directional rather than exact. Bigger audiences, or rate metrics like claim rate and attendance, read far more cleanly.
06
Tell BI what you want to know
Tier 2+Here is the secret: you do not need to know how BI measures anything. Holdouts, baselines, incrementality, that is their craft, not yours. You just tell them, in plain words, what you want to find out and what a win looks like to you. They turn it into the right numbers and the right comparison. No jargon required.
A few quick ones to help BI answer it
1
The one number BI reports
Pulled from your primary metric above.
Pick a primary metric in section 05
2
Over what window?
How long after launch do we measure?
3
How would we know it was THIS, and not just luck or normal behaviour?
Pick the closest. Genuinely not sure? Choose the last one and BI will pick the right method.
4
For BI: what needs setting up before launch? not from BI? skip it
This is the data plumbing the BI team sorts out. If you are the one asking for the campaign, just leave it all ticked and BI will handle it. If you are from BI, treat this as your pre-launch checklist.
5
When do you need the read-out?
Give BI a date and a format.
Optional: if you already have a feel for the numbers
Totally optional, and easy to skip. If you have a rough sense of the numbers, jot them down and BI gets a head start. If not, leave it blank, BI will work it out.
What we put in
What we hope comes back
This is what BI gets first, before any creative brief
Tracking has to be built before launch, so the moment the elevator pitch is signed off, hand BI this ticket. The studio brief comes later, once the bet is approved.
07
What will it really cost?
This is your stake. The obvious costs are easy, the hidden ones sink the ROI. Add every line, tap the chips for the ones people forget, and use the bonus estimator if you are giving something away.
🎯 Giving something away? Estimate the cost
Pick what you are offering. The estimate drops straight into your cost table below and updates as you tweak it.
The cost factor is YOUR assumption, not a fact. Calibrate it with Finance from past free-bet performance.
Cost is the expected payout. RTP drives it. Use the actual game's RTP. Real cost is lower if winnings carry wagering.
Headline bonus is rarely the real cost. Playthrough and the house edge claw a chunk back, and some players forfeit. Net cost factor captures that. Calibrate it.
No-deposit bonuses have high abuse risk and low survival through playthrough. Only the share that converts to withdrawable cash is real cost.
Use the cost to us, not the retail price. An internal hotel night, a meal or an event seat usually costs the group far less than its face value. Use that lower number.
Tiered offer: set the amount per tier below. The shared assumptions above (take-up, RTP, cost factor and so on) apply to every tier.
| Tier / segment | Players | Value (R) |
|---|
| Cost line | Amount (R) | |
|---|---|---|
| Total estimated cost | R0 |
08
Does the maths work?
Tier 2+One rule that trips people up: measure the return in the same money you spent. Turnover, the total amount bet, looks huge but most of it pays straight back out, so it is not your return. Use NGR, net gaming revenue, what you actually keep after payouts and bonuses. That is what gives an honest ROI.
Don't count the bonus twice. If your return is in NGR, the bonus you gave away is already netted out of it, so do not also put that same bonus in the cost table below, or you understate the return. Two clean models: (a) return in NGR, cost table holds only operating costs (venue, media, production), or (b) return in GGR, cost table includes the bonus cost. Pick one with Finance and stay consistent.
Enter a cost and a projected return to see the ROI verdict.
09
Have we done this before?
Required: Tier 3If something like this ran before, the numbers from last time settle the argument. If it flopped, the burden is on you to say what is different now.
Have you run something similar?
10
Generate the elevator pitch
Does the bet stack up?
NO BET0/100
Build your pitch above and watch the odds firm up.
Pitch it to the house. Turn it into a clean one-pager for sign-off, and once it is approved head to the Brief tab, we will pull it all forward so you only fill in what is new.