$60M Handle in Ten Months: New Product Go-to-Market
How a new wagering application built to attract the next generation of customers reached $60M in handle within ten months of launch, with a go-to-market strategy built from zero. This result reflects Zachary Leifer's prior executive role, not a State of Mind Strategies client engagement.
The challenge
Launch a new wagering application into a market dominated by legacy platforms and win the next generation of customers. The launch required brand strategy, audience definition, technology infrastructure, and performance marketing execution, all from a standing start.
The approach
Zachary built the go-to-market strategy end to end, from positioning and brand through launch, and secured a budget increase from $8M to $15M through board-level ROI forecasting. Acquisition ran through high-intent channels while retention systems were built in parallel, so growth was durable rather than just fast, anchored to net gaming revenue and active-user lift instead of vanity metrics.
What was done
- End-to-end go-to-market strategy and launch
- Brand positioning and audience definition
- Board-level ROI forecast that grew the budget from $8M to $15M
- Performance marketing across high-intent channels
- Retention systems built in parallel with acquisition
The outcomes
The principle behind it
Launches succeed on discipline: know exactly who the product is for, fund the plan on a defensible ROI case, and build retention while acquiring, not after.
