Scottish Children's Lottery
Performance Marketing Growth Proposal
Building A Scalable Customer Acquisition Engine Across The MBC Lottery Brands
Multiple Brands. One Engine.
A focused performance marketing strategy across all MBC Lottery brands.
Profitable Player Acquisition
A predictable, measurable stream of new players with a clear cost per acquisition and a clear understanding of lifetime value
Your Growth Partner
Our role is not simply to run advertising campaigns — it's to build a complete player acquisition engine and scale what's working
MBC already has what most businesses spend years trying to build. Acquire players. Understand their value. Scale profitably.
The Opportunity
MBC already has an extremely strong email and data operation. The opportunity isn't to replace that — it's to continually feed it. Paid advertising allows us to put significantly more potential customers into the top of the funnel, convert them into players and then allow MBC's existing infrastructure to maximise their lifetime value.
What MBC Has Already Built
- Established brands
- A significant existing customer database
- Proven email acquisition
- Strong media activity
- Existing subscribers
- A huge amount of customer data
The Next Step
The opportunity is to add a properly structured, measurable performance marketing engine alongside what is already working.
Our role is to bring Google, Meta, retargeting and tracking together — generating profitable players and providing the commercial insight needed to scale with confidence.
Multiple Brands - Each with unique opportunity
The strategy has been designed to build a scalable acquisition engine across all brands — each with its own objectives, all benefiting from a joined-up performance marketing approach
The Scotto
Capitalise on significant existing brand awareness across Scotland. Turn more of that awareness into paying players through Google Ads, Meta advertising and retargeting of previous players and abandoned carts.
Whatalotto
Build a national acquisition engine across the UK. Establish the cost to acquire a profitable subscriber, then scale it. A major opportunity to cast the net significantly wider than Scotland alone.
Scottish Children's Lottery
Once we have proven and scaled the model across The Scotto and Whatalotto, Scottish Children's Lottery will be introduced as the third brand — with a distinct creative strategy built around supporting good causes.
The immediate priority is to establish the acquisition economics across The Scotto and Whatalotto. Everything else follows from getting those numbers right.
Our Approach
A complete player acquisition engine designed to generate subscribers, recover abandoned sign-ups and provide complete visibility over marketing performance
Our immediate objective: acquire more players, understand exactly what it costs to acquire them, track their value, then scale the campaigns for as long as the numbers remain profitable.
Google Ads
- Lotteries
- Competitions
- Scottish lotteries
- Online competitions
- Brand and associated searches
Meta Advertising
(Facebook & Instagram)
Retarget previous players and abandoned carts, build Lookalike Audiences and reach entirely new potential players across Scotland and the wider UK.
Tracking & Attribution
Every subscription and purchase event tracked through to commercial outcome. Bonobo integration, Dotdigital audience integration and campaign-level revenue reporting — so MBC always knows exactly what its investment is delivering.
Ongoing Optimisation
We don't simply want cheap sign-ups. We want valuable players. Campaigns will be reviewed continuously to improve player quality, reduce acquisition costs and maximise return on advertising spend.
Google Ads
Google Ads will capture people actively searching for lottery and competition products — placing The Scotto and Whatalotto in front of potential players at the exact moment they are looking to take action.
High-Intent Search Terms
- Lotteries
- Competitions
- Scottish lotteries
- Online competitions
- The Scotto
- Whatalotto
- Relevant brand searches
The Objective
These campaigns capture players at the exact point they are looking to sign up — protecting the brand when TV, radio and wider media campaigns create increased search demand, and placing all brands in front of entirely new audiences simultaneously.
Meta Advertising
Meta, which includes Facebook and Instagram, allows us to build demand and introduce all brands to significantly more potential players — re-engaging those who have already interacted and reaching entirely new audiences across Scotland and the UK.
Retargeting & Abandoned Cart
MBC already has a significant pool of previous players, abandoned carts and people who have interacted with the brands. These are among the highest-value audiences available. We build campaigns specifically designed to bring these people back and convert them into active players.
Lookalike Audiences
MBC's database is a major competitive advantage. Rather than asking advertising platforms to find customers blind, we use existing player data to build profiles of the people we want more of — continually improving as more data enters the ecosystem.
Audience Development
As campaigns mature, Meta's algorithms become increasingly effective at identifying the type of player most likely to subscribe and remain active — continually improving performance whilst reducing acquisition costs over time.
Scotto Meta Account Recovery
The immediate priority is restoring The Scotto's ability to advertise through Meta. The existing Facebook page is currently unpublished following Meta's compliance review. Alleyoop will take ownership of the process from a marketing perspective and work to restore advertising access as quickly as possible.
What We Will Review
- 18+ restrictions
- Gambling advertising permissions
- Business verification
- Personal verification
- RMG verification
- Advertising account structure
- Existing page and advertising compliance
- Previous campaign setup
In The Meantime
We cannot control or guarantee Meta's decision or the timeframe involved, but we will take full ownership of the process.
While The Scotto's Meta access is being restored, we can begin building and scaling activity through Whatalotto immediately.
Brand Two: Whatalotto
Build A National Acquisition Engine
Whatalotto presents a different opportunity. Where The Scotto already benefits from significant awareness in Scotland, Whatalotto gives MBC the opportunity to cast the net much wider across the UK. The initial objective is straightforward:
Establish
What does it cost us to acquire a profitable Whatalotto subscriber? Once we know that number, our job becomes scaling it.
Google Ads
Capture people actively searching for lottery and competition products across the UK. We put the brand directly in front of them while they are in-market — rather than waiting for them to discover Whatalotto.
Meta Advertising
Facebook and Instagram will allow us to introduce Whatalotto to entirely new audiences. MBC's existing data helps us identify the characteristics of the people most likely to become valuable players.
Lookalike Audiences
MBC's database is a major competitive advantage. We use existing customer and player data to build profiles of the people we want more of — continually improving as more data enters the advertising ecosystem.
Acquisition, Retention & Lifetime Value
We don't simply want cheap sign-ups. We want valuable players.
The Commercial Model
Target Social CPA
Target cost per acquisition across social channels
Retained Player Value
Approximate value of a player who remains beyond the initial three-month period
What We Want To Understand
- Cost per acquisition
- Cost per retained player
- Three-month retention
- Customer lifetime value
- Revenue generated
- Return on advertising spend
Once we understand those numbers properly, scaling becomes a commercial decision rather than a marketing guess. If we can acquire a valuable player profitably, we keep going. If performance deteriorates, we optimise, reduce or redirect the spend.
Tracking & Attribution
This is one of the most important parts of the project. Currently, the website, Bonobo checkout system and Dotdigital operation do not provide the level of joined-up attribution required to scale paid advertising confidently. Before significant scaling, we need to improve that.
What We Will Implement
Bonobo API integration or Zapier integration layer
Google and Meta purchase and subscription event tracking
Abandoned cart tracking
Dotdigital audience integration and revenue attribution
Campaign and creative-level reporting
The Objective
Move Beyond
"We ran advertising and subscriptions increased."
Get As Close As Possible To
"This campaign generated these subscribers at this cost and produced this revenue."
That gives MBC the confidence to scale.
Creative & Campaign Development
MBC already has internal marketing capability and access to existing brand assets. Our role will be to work alongside that team rather than duplicate it.
Continuous Assessment
- Which creative generates customers
- Which messages convert
- Which audiences perform
- Which offers drive action
- Which campaigns should receive more budget
Creative Support
Where required, Alleyoop's creative team can support the creation and adaptation of advertising assets to get campaigns live faster. As campaigns mature, performance data will also inform future content production.
Prove Then Scale
We prove what works first. Then we create more of it. Performance data drives every creative and budget decision — ensuring investment goes where it is generating profitable players.
Communication & Reporting
Every pound spent on advertising will be tracked through to its commercial outcome — reported clearly and consistently.
How We Communicate
A dedicated WhatsApp group giving MBC direct access to the Alleyoop team for quick communication and campaign updates
Weekly performance calls during the initial launch period — a tight feedback loop around spend, subscriptions, retention and campaign performance
Ongoing performance reporting and dashboards: always clear, always commercial
What We Report On
Advertising Spend
New Players
Cost Per Acquisition
Cost Per Retained Player
Return on Ad Spend
Initial Media Budget
Per Month
Recommended initial advertising budget paid directly by MBC to Google and Meta
This is not a budget that simply gets spent regardless of performance. Campaigns will be monitored continually. The long-term objective is not to keep advertising spend at £5,000 or £10,000 per month — it is to establish the acquisition economics that allow MBC to confidently invest significantly more while maintaining profitability.
Capture High-Intent Players
Appear in front of people actively searching for lottery and competition products across Scotland and the UK
Recover Abandoned Sign-Ups
Build retargeting and abandoned cart campaigns to re-engage MBC's existing pool of high-value prospects
Cover All Brands
Sufficient budget to generate meaningful player volume across all MBC brands simultaneously
Optimise Continuously
If something isn't working, we change it. If something is working, we scale it. Focus spend on what generates profitable players.
Onboarding, Tracking & Setup
£1,500
+ VAT Per Brand (One off)
The Scotto: £1,500 + VAT
Whatalotto: £1,500 + VAT
Phase 2: (suggested)
Scottish Childrens Lottery: £1,500 + VAT
Setup Includes
Account audit and setup
Tracking implementation and Bonobo integration work
Meta and Google configuration and conversion tracking
Audience setup and campaign architecture
Retargeting and abandoned cart setup
Dotdigital integration opportunities
Reporting configuration, testing and launch
For The Scotto, this will also include work around the existing Meta account and page restrictions. Everything will be configured to ensure player sign-ups and subscriptions can be tracked accurately from first click through to completed purchase.
Monthly Management Fee
The Scotto and Whatalotto will be treated as one combined MBC account for management fee purposes, despite operating through separate brands and advertising accounts. Fees are based on combined monthly advertising spend.
Up To £20,000 Total Monthly Ad Spend
£2,500
+ VAT Per Month
£20,000 to £30,000 Total Monthly Ad Spend
£3,500
+ VAT Per Month
Above £30,000 Total Monthly Ad Spend
£4,500
+ VAT Per Month
As advertising spend increases, our fee only increases once the campaigns have reached the relevant level of scale. The objective is that any increase in our fee becomes nominal compared with the additional player and revenue growth being generated.
Adding The Scottish Children's Lottery
Once we have made the relevant progress with The Scotto and Whatalotto, we can introduce Scottish Children's Lottery into the wider performance marketing strategy
Additional Management Fee
£750
+ VAT Per Month
Added to whichever management tier MBC is operating within at the time
Separate onboarding, tracking and setup fee of £1,500 + VAT applies when Scottish Children's Lottery is introduced
A Different Creative Strategy
The Scottish Children's Lottery requires a distinctly different approach. Rather than competing directly with The Scotto for the same player, there is an opportunity to develop a very different reason to play.
The creative strategy can lean much more heavily into:
- Supporting good causes
- Helping children and communities
- The charities supported
- The positive impact of playing
- The emotional and feel-good reasons to participate
This builds a different audience profile rather than simply creating another MBC brand competing for exactly the same customer.
The Growth Model
The long-term strategy is straightforward — establish the model, optimise it, scale it, then expand it
Establish
Fix tracking. Restore The Scotto's Meta access. Launch properly structured campaigns across all brands. Establish a reliable cost per acquisition.
Optimise
Identify the audiences, creative, channels and campaigns producing the most valuable players. Reduce acquisition costs. Improve retention and lifetime value.
Scale
Increase investment while acquisition remains profitable. Turn the performance marketing engine into a predictable, repeatable source of commercial growth.
Expand
Introduce Scottish Children's Lottery and additional acquisition channels once the core performance engine is proven and established across The Scotto and Whatalotto.
MBC already has the database, brands, media experience and internal marketing infrastructure.
Alleyoop brings the performance marketing engine around it.
Why Alleyoop
Alleyoop specialises in performance marketing where the outcome can be measured commercially. We don't want MBC spending money because impressions, clicks or engagement look good. We want to build a system where the board can look weekly, monthly, quarterly and annually at exactly what the investment is delivering.
Acquire Players
Build a scalable acquisition engine across all brands, reported in pounds and pence
Retain Them
Connect acquisition to MBC's existing email, retention and customer marketing infrastructure to maximise lifetime value
Scale Profitably
Continually optimise campaigns based on real commercial data and scale investment for as long as the numbers remain profitable
The Scotto already has the brand. Whatalotto provides the national growth opportunity. MBC already has the data. Our job is to connect those assets through Google, Meta, retargeting, tracking and customer acquisition — and build a system that can scale as aggressively as the numbers allow.
Scotto | Whatalotto |