Internet Marketing Case Study: USA Today

Rapid user acquisition for a new fantasy sports platform

Fantasy Score is a fantasy sports game and daily fantasy sports company. The model consists of traditional season-long fantasy sports leagues being compressed into a free and/or paid daily, and occasionally weekly, game of skill. Fantasy Score needed to show significant annual growth in a very crowded and competitive space. They also needed to drive down their cost-per-depositor, and improve their user retention.


We first optimized their existing Google Adwords campaign, and launched Facebook and Instagram ads, as well as Twitter paid acquisition campaigns. We created new landing pages and heavily a/b tested the page to increase registration rates, and drive down the cost per-registration. Properly tracking through Universal Analytics to accurately attribute conversions back to their appropriate traffic source, and scale traffic sources that have the highest ROI.


  • Increased the number of deposits 3x year-over-year.
  • increased number of new registrations by 5x year-over-year.
  • Reduced cost-per-depositor by 25%.
  • Reduced cost-per-registration by 45%

USA Today FantasyScore

Increased depositors year-over-year by


Increased registrations year-over-year by


New depositors

USA Today Fantasy Football Ad
USA Today Fantasy Baseball Ad
USA Today Fantasy Baseball Prize Ad
USA Today Fantasy Football Prize Ad

“Steve and the rest of the team at MuteSix have been fantastic to work with. Few people know the online space as well as they do, and they have continuously produced results. They’ve saved my company plenty of time and made us a ton of money. Do yourself a favor and have these guys take care of your online advertising.”

Chris Pirrone | GM of Sports Digital Properties, USA Today Sports

USA Today