Menace’s Decision to Ditch Affiliates and “Own Attention” Proves a Success

Menace, an up-and-coming iGaming disruptor, announced that it has achieved a 12x reduction in acquisition costs. The operator, which hit the market only a few months ago, attributed its significant cost savings to its unique approach to media.

The Company’s Approach to Promotion Significantly Cut Its Costs

Menace, which launched in November, emphasized that it has built a strong media presence before launching officially. Prior to hitting the market, the company attracted a following of 2.92 million people and reached a staggering 2 billion impressions.

However, that’s not all, since these 2 billion impressions were not generated via affiliates and third-party paid channels, like the ones used by the majority of operators. Instead, Menace built its following by relying on its own media assets, thus ensuring a more organic and efficient acquisition model.

Thanks to relying on its own efforts rather than on paid promoters, the company’s CPM is currently 12 times lower than what it would have been through normal paid media. This achievement highlights one of the company’s most significant advantages, which defines it as a promising iGaming disruptor.

Menace Prefers to Own Attention Rather Than Rent It

Dmitry Belianin, founder of Menace, commented on the matter, saying that the company has always sought to own attention rather than rent it – an idea that has guided its strategy since day one.

Traditional operators are forced into rising media costs and increasing dependency on third-party channels. By building our own distribution ecosystem first, we created a structural acquisition advantage that compounds as we scale.

Dmitry Belianin, founder, Menace

In its announcement, Menace explained that there are other upsides of owning attention that go beyond cost savings. The operator noted that this allows it to reduce its reliance on external traffic sources and also ensures stronger lifetime value from acquired players. At the same time, Menace’s approach allows it to grow in a compliant market, capitalizing on the strong demand for gaming in regulated markets.