A European app with no US users.
Live in America in 48 hours.
Oddify had roughly 50,000 users and almost all of them were in Germany. No paid engine, no US audience, no attribution stack, and a World Cup opener that wasn’t going to wait. BV built the entire American acquisition system — creative, media, measurement and lifecycle — and handed over the keys.
An analytics product, not a sportsbook.
Oddify is an AI sports prediction and analytics platform. It takes no wagers. Its models estimate the true probability of an outcome and compare that against the bookmakers’ odds, so users can see where the market has a game wrong. Two of the founders met studying for a Master’s in AI in Belgium; the third made first contact with BV from Brussels.
By June 2026 the product had grown to roughly 50,000 users, almost entirely organic and almost entirely in Germany. It had never run a paid acquisition campaign — and had no way to measure one if it did.
Enter the US cold, in the vertical every platform restricts, against a deadline that wouldn’t move.
No US presence
Ninety-eight percent German. No American audience, no US creative, no proof that anything about the product would translate.
A restricted category
Betting-adjacent apps get rejected, restricted and disabled by every major ad platform by default. Getting approved is the first campaign.
No measurement layer
No pixels, no tag management, no mobile attribution. Spend without measurement is just spend.
A fixed deadline
The World Cup opener was June 11. The biggest demand spike of the year, and it would arrive whether or not anything was ready.
Nine days from first call to a live US acquisition engine.
Two of those days were the build. Creative produced overnight, campaigns structured, a betting-adjacent app pushed through Meta review, and the full web pixel stack deployed — all before the tournament kicked off.
First working call
Scope, market, and what winning the tournament window would actually require.
Kickoff
Engagement starts. Two days to the opener.
The build
World Cup creative produced overnight. Campaign architecture built. Meta approval secured. Web pixel stack live.
World Cup opener
Oddify’s ads are running in the United States.
From kickoff call to live campaigns in a category that routinely takes agencies weeks just to get approved. The creative, the campaign structure, the platform approval and the entire measurement layer — all of it stood up inside a two-day window that could not be extended.
Not a campaign. An acquisition system.
Five workstreams, all of them running inside Oddify’s own accounts. The engagement started as sports betting paid advertising and ended up being the growth function.
Paid media
Campaign architecture built from scratch on a vertical that rejects by default — then extended across four platforms so the account never depended on any one of them.
- Meta structure built and approved in a restricted category, iOS 14 / ATT / SKAdNetwork-aware from day one
- Expanded across Meta, Reddit, X and TikTok, with redundancy built in so a single platform decision can’t take the account offline
- Reddit gambling-vertical allowlisting secured — an approval this category rarely gets
- UK launched as a second market with its own compliance read and its own economics model
- Full-funnel paid advertising management on an ongoing retainer
Creative
In-house video and static production on a weekly cadence, from zero assets.
- Structured concept and format testing every week
- Founder-led UGC plus AI-generated UGC characters
- Multi-aspect delivery: 9:16 story, 1:1 feed
Tracking & attribution
The layer that turns spend into information. Built once, built to a single convention, and built in Oddify’s accounts — not BV’s.
- One Google Tag Manager container consolidating Meta, TikTok, X and Reddit pixels plus GA4 and Google Ads
- AppsFlyer stood up as neutral cross-platform truth on iOS and Android
- Per-partner event mapping and deliberate de-duplication, so four platforms claiming the same conversion resolve to one number
Lifecycle email
A full sports betting email marketing program — three sequences, built end to end, in two languages.
- Welcome (5), Re-engagement (3), Cancellation win-back (3) — 11 emails in English with full German versions and language branching
- Plan-state gating, so subscribers and free users never get the wrong message
- Migrated the whole program onto Customer.io mid-flight — no gap, no duplicate sends
- Win-back mechanic on one bilingual redemption page covering web, iOS and Android
And the rest of the growth function
A sports betting SEO strategy — a 17-page hub-and-spoke architecture mapped to 93 keywords, with a technical audit alongside it and a targeting plan built around terms a young domain can realistically win. Plus the work that sat outside the media scope entirely:
- Pricing strategy — subscription pricing and the grandfathering approach that came with it
- Partnership introduction — a partner that materially improved their affiliate economics, brought by BV
- Retention analysis — reading cohort behaviour properly, so growth decisions were made on the right signal
- Biweekly strategy cadence — documented action items, not a monthly deck
Produced in-house, weekly, from nothing.
Every asset in the account was built by BV — concepted, scripted, produced, edited and shipped. Weekly cadence, multi-aspect, across every sport the product covers.
How the creative gets better
Concepts and formats are tested against down-funnel cost, not clicks — so the ads that scale are the ones producing subscribers, not the ones producing the cheapest install. The testing programme runs weekly, and the winners feed the next round of production.
We build assets, not dependencies.
Every pixel, container, SDK and integration below sits in Oddify’s own accounts. It was built once, to a single convention, and it keeps working whether or not BV is on the retainer.
One convention, not four
Because every pixel sits in the same container under the same naming, adding a new ad platform is a day of work instead of a project.
Neutral truth across devices
Four ad platforms all claim the same conversion. AppsFlyer decides, on both iOS and Android, with deliberate de-duplication so Meta wasn’t counting itself twice.
Their accounts, their data
None of it is rented. If the retainer ends tomorrow, the measurement system stays exactly where it is and keeps reporting.
Eleven emails. Two languages. One migration, mid-flight.
Welcome, re-engagement and cancellation win-back — a full sports betting email marketing program built end to end, with language branching and plan-state gating so a paying subscriber never receives a free-user message. Both emails below are the real thing, in Oddify’s own brand.
Welcome to Oddify
Here’s the idea: our models predict games, then compare those predictions to the bookmakers’ odds — so you can spot when the market has a game wrong. Less guessing, more value.
- The AI’s match-winner call on the day’s biggest games
- A free prediction every day across every sport we cover — soccer, MLB, UFC, tennis, NBA
Quick note: Oddify isn’t a sportsbook. You don’t bet here — you come here to make smarter calls before you do.
See today’s top predictionTomorrow we’ll show you how to actually read a prediction — it takes about 60 seconds.
Last chance to come back
This is the last nudge from us — your comeback offer is about to expire. Every tool and every sport, half price for two months, then the regular rate (cancel anytime).
There’s a lot of sport on right now — if you’re going to have the edge working for you, this is the moment.
Claim 50% offNo code needed — your 50% is applied automatically at checkout.
That’s it from us on this — no more reminders. Your free daily pick is always here if you’d rather keep it casual.
Welcome
Onboarding a free user into the habit — what the model does, how to read a prediction, and where the value actually is.
Re-engagement
Pulling dormant free users back before they churn out of the product entirely.
Cancellation win-back
What winds down without Premium, then a 50%-off two-month offer on a single bilingual redemption page covering web, iOS and Android.
Copy, design, build, language branching, plan-state gating — and the migration from Resend to Customer.io, run live with no gap and no duplicate sends.
Where it landed.
Creative, campaigns, platform approval and the web tracking stack — all before the World Cup opener.
Meta, Reddit, X and TikTok in a vertical that rejects by default — including Reddit gambling-vertical allowlisting.
The US built from zero, then the UK with its own compliance read and economics model.
Shared with Oddify’s permission. Performance varies by market, budget and season; BV does not guarantee results.
Still engaged. Still scaling.
The US engine BV built is now running into football season alongside a second market in the UK, a lifecycle program on a platform that can actually report on itself, and an SEO architecture built to win terms a new domain can realistically own. Oddify has since expanded its product into prediction market marketing territory — and the acquisition and measurement infrastructure carried straight across, because it was built to their accounts and their conventions, not to a single campaign.
BV builds the US growth engine for European companies — and hands them the keys.
BV is a sports betting marketing agency that runs creative, paid advertising, attribution, email marketing and SEO in restricted verticals where most agencies can’t get an account approved. Built in your accounts, on your data, to a convention your next hire can pick up. See the full-service sports betting marketing stack.