Crypto Casino
Torrent Gear
How to build an international promotion strategy
Introduction: why go global
International growth is not just about "translating the site." This is a new attraction economy (CAC), another funnel, cultural contexts, other payment habits and laws. The right strategy connects markets → offers → channels → measurement → operating model so as to scale profit, not turnover.
1) Diagnostics: Are you ready for the international market?
Check out the three basics:1. Product: how is your offer different, and why will it be bought in another country? (value, competitive advantages, local equivalents)
2. Process: are there resources for localization, support, logistics/payments, legal requirements?
3. Data and measurement: is there a single pattern of events and attributions to compare countries honestly?
Conclusion: if at least one pillar is weak, lay down the amplification phase before scaling.
2) Country selection: capacity and risk matrix
Collect a scoring table and rate the markets on a 10-point scale:- TAM/capacity (audience size, demand)
- Solvency (ARPU, average check)
- Cost of traffic (CPA/CPC/CPM over key channels)
- Competition (density of players/brands, dominant leaders)
- Regulatory/barriers (licenses, age/advertising restrictions, taxes)
- Payments (local methods, fees, returns)
- Language/culture (adaptation difficulty, sensitive topics)
- Channel infrastructure (availability of paid networks, instant messengers, QIWI/UPI/, etc.)
- Operational Risks (Logistics/FX/Sanctions/Policy)
- Exit speed (availability of partners, content and team readiness)
Sort by amount and start with 3-5 priority GEOs.
Example of segmentation: "quick wins" (high potential/low risk), "strategic" (high potential/high risk), "long-shots" (low potential/high risk - postpone).
3) Exit model: direct entry or through partners
Direct D2C: full brand/data control; more expensive and longer.
Local partners/distributors/affiliates: quick start, access to local channels; less control and margins lower.
Marketplaces/storefronts/aggregators (if applicable): fast demand, but competition and commission.
White-label/co-branded (for individual industries): quick access to license/infrastructure.
Estimate margins, SLAs, exclusivity, data controls, legal responsibilities.
4) Positioning and communication: from translation to transposition
The key principle is transcreation: adapt value to the cultural code.
ICP and pain/benefit triggers by country.
Key: formality, humor, visual codes (symbols/colors/taboos).
Evidence: local cases, reviews, influencers, media.
Offers and promo: "-% discount" vs "bonuses/packages/installments" - preferences are different.
SEO/SGE content: rearrange semantics for local queries, FAQ/HowTo/comparisons.
UX texts and cash desk: form fields, addresses/indexes, phone formats, currencies, taxes.
Message map template (per country):- ICP → pain → promise of value → 3 key benefits → social proof → CTA → local objections and responses.
5) Pricing, promotions and payments
Pricing: consider VAT/sales/customs, payment gateway commission, FX risks.
Promo matrix: welcome-offer, bundles, cashback/loyalty, seasonality (festivals/holidays).
Payment methods: cards/wallets/bank transfers and local rails (for example, instant transfers, local wallets).
Fraud and returns: 3DS/anti-fraud profiles, limits, holds, KYC (for adjustable verticals).
6) Promotion channels: mix for culture and laws
Base Portfolio:- SEO/Content/PR: Long-term value and citation in AI renditions.
- Paid Social & Short-Video (TikTok/Reels/Shorts): UGC creatives, whitelisting in local creators.
- Influencer/Creator Commerce: nano- and micro-influencers with local trust.
- Performance (Google/ASA/Programmatic/parties): brand-safe, white applications, A/B offers.
- Messengers/communities: Telegram/WhatsApp/Line; trigger bots, mailings, gadgets.
- Partners/affiliates: CPA/RevShare/hybrid with transparent post-backs and mouthguards.
- CTV/OTT and YouTube: QR/promo codes, geo-lift experiments.
- UN/events/local media: PR beacons of trust.
Important: advertising rules and "prohibited topics" differ - adapt creatives and targeting for each jurisdiction.
7) Legal and ethical requirements
Data protection and privacy: consent, cookie/consent-mode, rights to delete data.
Advertising norms: age restrictions, rules for highlighting conditions, requirements for disclaimers.
Licenses/permits: if the industry is regulated - check local regulators, KYC/AML requirements, financial reporting, advertising labeling.
Localization of conditions: user agreements, returns, support in the local language.
8) Measurement and analytics: one "truth" for all countries
Stack layers:1. Data collection: single event scheme (web/mobile), server-side tag management.
2. Attribution: on platforms + own; postclick/post + incremental tests.
3. DWH/BI: summary showcases by country, currency, channel, offer.
4. Experiments: geo-split/holdout, lift tests in key channels.
5. MMM (Marketing Mix Modeling): monthly updates for re-allocation budget.
Single KPIs (per country and total):- CAC/CPA, Payback (D30/D90), LTV/CAC, NPS/CSAT, Retention/Chern, ARPU/funnel conversion, organic/affiliate/video share.
- Compliance metrics: proportion of traffic with valid consent, age filters, KYC pass (if applicable).
9) Organizational model: center, hubs and local teams
Central Excellence (HQ): Strategy, Brand, Analytics/Attribution, Creative Operations, SDK Platform/Site, Legal Oversight.
Regional hubs: local insights, PR/influencers, media sharing, partners, translation/transcription.
Client support and success: SLA in local language, coverage hours, scripts and knowledge base.
Processes: weekly creative sprints, quarterly plan reviews, general campaign calendar, unified UTM standard and naming.
10) Budgeting, forecast and exchange rate
Payback model: Plan your budget by cohort and payback period (D30/D90).
Scenarios: basic/optimist/stress; sensitivity to CPM/CPC and to CR.
FX and taxes: put a pillow on fluctuations in rates and fees; use multi-currency reports and breeches to the "management currency."
11) GEO Launch Playbook (by week)
T-4-T-2 weeks (preparation):- Market research and scoring, final OCD, KPI and budget.
- Localization of the site/application, cash desk/payments, legal documents.
- Setting up tracking (server-side), QA events, UTM standards.
- Release of "anchor" content (10-20 pages) + PR package.
- Recruit 10-30 nano-creators, UGC pool preparation.
- Performance start on 2-3 channels, A/B offers, 8-12 UGC variations.
- PR mentions in local media, influencer integrations.
- Bot/community, welcome triggers, onboarding.
- Weekly sprints of creatives, cleaning auctions, scale of winners.
- Geo-split experiments, test of new sites, key extension.
- Expansion of the offer matrix and local collaborations.
- Monthly MMM update and budget redistribution.
12) Risks and how to reduce them
Regulatory changes: monitoring, flexible creatives, spare channels.
Locks/platform restrictions: mirrors/alternative channels, CTV/PR/influencers.
Creative fatigue: modular pipeline of ideas, frequency tracking, rotations every week.
Payment failures/fraud: backup gateways, limits, anti-fraud rules, failure monitoring.
FX and economics: hedging, price corridors, pre-scale test sales.
13) Ready-made templates (keep it for yourself)
A) UTM standard:- `utm_source`=platform/network · `utm_medium`=cpc/cpa/cpl · `utm_campaign`=geo_product_offer · `utm_content`=creative_hook · `utm_term`=keyword
- Market size → competitors → channels → prices/commissions → payment methods → risks/restrictions → local influencers/media → quick wins
- Purpose → ICP → main benefit → 3 proofs → bans/taboo → format/length → Tone of Voice → CTA → Hook (4-6) options → 2-3 offer
- CAC/CPA· Payback D30/D90· LTV/CAC· CR by funnel (visit→lead→sale/FTD)· Retention· ARPU· share of organic· contribution of UGC/influencers· opt-in in bot/CRM· NPS/CSAT
30-60-90 day plan
30 days (Pilot Fit):- Select 3 GEO by matrix; Define the ICP and message map.
- Localize the site/onboarding/cash register; run server-side tracking.
- Issue 10-20 local pages/guides + PR package.
- Launch: 2-3 channels, 8-12 UGC videos, 2 offers, basic bots/triggers.
- Weekly report: CAC, Payback, Retention-early.
- Scale of winners, turn off "zero" creatives/keys.
- Connect partners/influencers, CTV tests with QR/codes.
- Expand payment methods/offers; CRM segmentation and win-back.
- First MMM slice and budget redistribution.
- Operating model: HQ/hub/local command roles, support SLAs.
- Creative pipeline (weekly sprints), content plan for the quarter.
- A single BI dashboard, regular geo-split experiments, PR calendar.
- Solution: scale the country, hold, or pause.
An international promotion strategy is a systematic process where the choice of countries, localization of value, the correct mix of channels, payments and legal framework work as a single mechanism. Start with a transparent matrix of markets and common metrics, give local teams tools and responsibility, build a dimension around incrementality and payback. Then scaling to new countries will turn not into a lottery, but into a managed business model.