Marketing & affiliates Archives

April 14, 2023

Not such a special one: The Premier League shirt “ban”

Following news of the Premier League gambling sponsorship ban, Jon Bruford queries whether this is at best belated and at worst ineffective.

In an unsurprising move, the English Premier League has collectively agreed to remove gambling sponsorship from the front of clubs’ match day shirts.

For those not interested in sports, this is football (soccer) and the Premier League is one of the most watched professional leagues of any sport, anywhere in the world.

This will certainly be met with smiles by most of the industry’s critics but, let’s face it, this is a largely pointless move made by the league so they don’t lose all the revenue from gambling. It’s placatory at best, pointless at worst. Why?

That’s a great question and one I’m glad you asked. But where do we begin?

The gambling industry – and its critics – has recognised that advertising around sport is potentially a problem for quite a while. Even those industry guardians the Betting and Gaming Council (BGC) have stood astr..

March 22, 2023

GiG banks on the power of two

Richard Brown’s tenure as Gaming Innovation Group (GiG) chief executive began with a major change of direction, with the sale of its B2C assets to Betsson. Almost four years on, and with business booming for the B2B supplier, he’s poised to make another huge call with plans to split the business into media and platform suppliers.

When he was confirmed as permanent CEO of Gaming Innovation Group (GiG) in November 2019, Richard Brown pledged a focus “on delivery, execution and optimisation, putting us on a path for great focus and renewed growth”.

The business reported revenue of €43.0m for 2019, at a time it encompassed B2C operations, a platform business and affiliate marketing operations under the GiG Media banner. Brown then divested the B2C operations to Betsson early in 2020.

This, he has explained previously, created a focused business, with staff putting all efforts into the B2B platform and media operations.

In 2022, Brown’s third full year as GiG CEO, revenue hit €90.1m,..

March 21, 2023

Are US sportsbooks ready for the age of the influencer?

The US sports betting market has erupted since the 2018 repeal of PASPA, but high marketing spend means it is not yet sustainable. However Troy Paul, founder and CEO of SGG Media, has a way to reduce costs and ramp up retention, as he tells Lillian Walker.

Troy Paul founded influencer marketing specialist SGG Media with his father after graduating from university during the Covid-19 pandemic. The sports betting industry had long appealed to him, leading him to dive in.

“I knew that once PASPA had been repealed, there was a huge industry being created – I wanted to be a part of it,” he explains.

Troy paul, ceo and co-founder

The idea for SGG Media came to life after Troy noticed sports betting marketing was dominated by cost-heavy traditional media forms, such as television and billboard advertising, that offer little way to track results.

He realised social media could provide a less costly alternative to traditional advertising and saw a bright future for influencer marketing.
..

March 16, 2023

WagerWire launches new media network

Sports betting marketplace WagerWire has announced the launch of a new media division to provide a range of content for fans from grassroots creators across the US and Canada.

The division will launch alongside a new community page on the WagerWire website, where visitors will be able to access insights, viewpoints and written commentaries from members of the WagerWire community.

This content will span video, audio and written pieces covering game previews and recaps, stories from across the sporting world, betting and fan pontifications.

Read the full story on iGB North America

March 1, 2023

Better Collective signs media partnership with Goal

Denmark-based affiliate Better Collective has announced a global media partnership with Goal, the online football brand, to create sports betting content.

The deal will see Better Collective running the sports betting section of Goal across all the brand’s domains, which is featured in English, Spanish and Portuguese.

Better Collective will also provide Goal with sports betting content, as well as technology and data insights.

Jesper Søgaard, Better Collective CEO and co-founder, said that the deal is the start of bigger things to come from the affiliate.

“Partnering with such a well-recognised and renowned media like Goal perfectly aligns with our media partnership strategy and our overall strategy of becoming the leading digital sports media group,” said Søgaard. “There is no doubt in my mind that we will be able to benefit from each other’s expertise.”

Goal is owned by FootballCo, which operates other sports brands including Mundial, Spox and Voetbalzone.

James Lamon, Football..

February 23, 2023

Massachusetts overturns affiliate ban in regulation

The Massachusetts Gaming Commission (MGC) has announced that it will overturn the ban on affiliates that was created in the state’s regulation.

In its open meeting today (23 February), the MCG agreed to replace the existing language in its regulation, which currently bans affiliates from the market by prohibiting cost per acquisition (CPA) and revenue share agreements.

The MGC went on to confirm that they have been working on amendments to the regulations of both licensing for sports wagering vendors as well as advertising for sports wagering advertising.

These amendments are currently still a period of consultation and will be voted on during an open meeting on 23 March 2023.

Under regulation 205 CMR 256, subsection 256.01 (3) the law currently reads: “No sports wagering operator may enter into an agreement with a third party to conduct advertising, marketing, or branding on behalf of, or to the benefit of, the licensee when compensation is dependent on, or related to, the volume ..

February 20, 2023

William Hill named as Grand National’s official betting partner

William Hill has been named as the official betting partner of the Grand National in a three-year deal.

As well as being the official betting partner, the deal will see William Hill named as the sponsor of three races held at the Aintree racetrack during the Grand National.

The festival runs from 13-15 April.

The three races are the Grade 1 William Hill Aintree Hurdle on 13 April, the William Hill Handicap Hurdle on 14 April and the Grade 3 William Hill Handicap Chase on 15 April.

Non-runner, money-back

william hill will be offering bets with non-runner, money-back terms

Daryl West, William Hill’s head of sponsorship, social and PR said the company was “delighted” to be involved as the event’s official betting partner for the next three years.

“The Grand National Festival at Aintree is one of the pinnacles of the National Hunt calendar and we are delighted to be involved as the official betting partner for the next three years,” he said.

“Horseracing is a vital part of our heri..

January 6, 2023

How much do sportsbooks spend on marketing and will it lead them to profit?

Russell Karp of DataArt explores how leading US sportsbooks spend their marketing dollars, examines their strategy and results and looks for a path to profitability.

Fall and winter are intensely hot seasons for sports betting with NFL, NBA, college football and basketball, NHL and MLB post-season action. So it’s no surprise that the last three months of the year became the most expensive in terms of advertising.

BIA Advisory Services forecasted that up to $1.8bn would be spent in 2022 to promote gambling products online, with a sizeable chunk going towards sports betting. In the first week of the year alone, ad spending by the four biggest sportsbooks rocketed to a lofty $24m.

But how do these heavy marketing investments impact the sports betting business? And are sportsbooks getting a return on their investment?

Where does the money go?

To acquire as many users as possible, as early as possible, sportsbooks invest heavily in marketing. A larger share of voice, paired with attra..

January 6, 2023

Stake.com agrees sponsorship deals, expands streaming options for FA Cup

Online gambling operator Stake.com has expanded its live streaming capabilities for the English FA Cup, and agreed partnerships with three lower-league clubs competing in the competition.

Stake.com customers will be able to watch each game live via the operator’s website and mobile app for the first time.

To support this offering, Stake.com will partner with three lower-league sides that are due to host top-tier Premier League clubs in the third round. These include Cardiff City of the Championship, set to play Leeds United, League Two’s Gillingham against Leicester City and Sheffield Wednesday of League One against Newcastle United.

Stake.com branding will appear on the sleeves of each of the three lower league teams in their FA Cup third round matches, as well as on in-stadium LED advertising boards.

In addition, Stake.com will carry out a series of media activations, working with former players and ambassadors to produce editorial and social media content.

2022 FA Cup

FA Cup..

January 3, 2023

BGC highlights World Cup ad decline as Gambling Act review looms

UK trade body the Betting and Gaming Council noted that the number of betting ads fell from 167 to 110 in the 2022 Fifa World Cup compared to the previous tournament, as the Gambling Act review approaches.

According to new data referred to by the BGC, there has been a 34% decline in the number of ads being shown on ITV from 2018 to the 2022 World Cup in Qatar. This year’s average comes out to 4.5 ads per live match, while 2018’s average is almost double that at 8.35.

The BGC notes that this reduction is due to the voluntary “whistle-to-whistle” ad ban that prohibits television betting ads from being shown from five minutes before the match begins to five minutes after it completes, before the 9pm watershed.

According to a report cited by the Betting and Gaming Council, this ban, introduced in 2019, “had led to a 97% reduction in the number of such ads being seen by children at that time”.

The BGC also highlighted the commitment to safer gambling practices within its members’ advert..

November 29, 2022

Does brand awareness really impact customer loyalty?

As operators search for customer loyalty, brand awareness is front-of-mind. But does it really impact loyalty and is it enough for long-term success?

Welcome to episode three of our five-part consumer insight series designed to outline and analyse the customer acquisition, retention and development opportunities for the leading operators in North America.

In episode one, we explored the common challenges faced by bettors when attempting to register, fund and bet with their preferred apps, highlighting the correlation between seamless user journeys and brand loyalty.

In last week’s episode, we dove deeper into the day-to-day frustrations faced by consumers and the opportunities for operators to develop improved customer experiences that can impact both loyalty and market share.

In this week’s episode, using our proprietary insights, we will analyse the best-performing operators in terms of brand awareness, app preferences and customer loyalty – all through the lens of the consumer. ..

November 25, 2022

Waterhouse VC: Crunch time in the US

In his latest column, which goes live first on iGB, Tom Waterhouse of Waterhouse VC scrutinises the gambling stock performance in the US, and the variable of customer acquisition costs.

As discussed in our June newsletter, investors in US online wagering operators are growing impatient with the losses recorded for the sake of gaining market share.

One reason we focus primarily on suppliers over operators is because operators rely heavily on their customer acquisition cost (CAC).

In mature, highly taxed, regulated markets, a handful of operators earn the majority of profits because they have the lowest CAC and the best operational efficiencies.

ONE-Year Performance of Operators with Exposure to US Online Wagering.

Sportsbet take 2

Flutter’s third quarter results demonstrated FanDuel’s (Flutter’s US brand) clear market leadership. It has a 42% gross gaming revenue (GGR) market share in mobile sports betting and 18% market share in igaming.

As shown above, Flutter is the only opera..

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Tag: Marketing & affiliates