Overall Engagement Growth
Incremental User Lift
India’s online gaming market is highly competitive, with multiple real-money gaming platforms competing for the same audience.
A23 Poker faced the challenge of low brand differentiation in a competitive online poker market, where players had a fleeting engagement and weak brand loyalty. While the product was strong, A23 needed to:
Connected TV (CTV) offered scale through the big screen, but an important question remained:
Could CTV deliver measurable performance outcomes, not just reach, in a competitive gaming category?
The answer required a performance-first CTV strategy backed by precise targeting, interactivity, and continuous optimisation.
We executed a CTV-first campaign using Tyroo.TV DSP, designed to combine high-impact reach with measurable engagement. The strategy focused on delivering dominant brand presence during moments of peak attention while optimising for user action.
Leveraging Tyroo.TV’s proprietary Household (HH) data segments, the campaign focused on reaching high-intent users rather than broad, undifferentiated audiences.
Target cohorts included:
This household-level targeting enabled incremental and deduplicated reach, ensuring efficiency and minimal wastage across CTV environments.
To move beyond passive viewing, Tyroo.TV introduced AI-powered interactive CTV creatives that encouraged active participation:
These interactive formats transformed the television screen into an engagement surface, bridging attention with action.
With premium inventory, interactive formats, proprietary data, and a performance-led optimisation approach, Tyroo.TV drove meaningful engagement and user acquisition in competitive gaming categories.
The A23 Poker campaign reinforces Tyroo.TV’s ability to turn Connected TV into a performance channel, combining attention, precision targeting, and interactive experiences to drive measurable outcomes at scale.
Appointment-based cultural takeover
