Marketing Archives

October 19, 2023

ESPN Bet unveils brand

Penn Entertainment and Disney’s ESPN have unveiled the brand for their upcoming mobile sports betting offering, ESPN Bet.

ESPN Bet’s mint green and navy logo is to feature across the multiple ESPN channels, including in-app, on social media and in television programming.

The sports media company added the logo will give prominence to the “ESPN” brand. However, the mobile sportsbook application itself will be branded as the letter “E” within a “B”.

the espn mobile application brand

ESPN, which is the largest sports media brand in the US, said this “creatively expresses the idea that ESPN, in partnership with Penn Entertainment, is launching a sportsbook for fans, but at its core is still ESPN, the most trusted brand in sports.”

According to Penn president and CEO Jay Snowden, the app is set to launch in November after a five-month development period.

This followed the August announcement that Penn would be launching an ESPN-branded online sports betting offering through a $1.5bn ..

September 25, 2023

BetMGM signs Hollywood star Chris Rock to support UK launch

MGM Resorts International has signed Hollywood actor Chris Rock to support the launch of its BetMGM brand in the UK market.

As an ambassador, Rock will feature in a range of marketing campaigns to promote the UK roll-out of BetMGM.

The first such campaign is now live, with Rock sharing details of various special offers to market the launch. These include bonuses and prices boosts, as well as information about exclusive content available from BetMGM.

BetMGM has also rolled out a responsible gambling advert specific to the UK market. Both campaigns are active across live sport, TV, out of home, digital, radio and social.

“We are incredibly excited to launch BetMGM in the UK and give customers something new,” BetMGM UK director Sam Behar said. “This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market.

“Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstra..

July 6, 2023

Bet365 pins down expanded partnership with UFC

Online gambling operator Bet365 has agreed to an expanded partnership with mixed martial arts series the Ultimate Fighting Championship (UFC).

Under the deal, Bet365 will remain the official sportsbook partner of the UFC in the UK and Ireland for at least the next year.

This arrangement will also be extended to cover certain other European territories. These include Bulgaria, Denmark, Germany, Greece, Italy, the Netherlands, Spain and Sweden.

Other aspects of the deal include IMG Arena, an official partner of UFC, providing a range of features for the Bet365 app and website. This covers assets such as the UFC’s official data feed and in-screen live streaming of UFC bouts.

Bet365 users can also now access a “Bet Builder” feature, allowing them to create bespoke bets. Players can select from multiple markets for the same bout and combine them into a single bet.

Ongoing deal

In addition, Bet365 will continue to run the “One on One” dedicated UFC show on its official YouTube channel…

June 30, 2023

CFL signs FanDuel as first authorised gaming partner

Flutter Entertainment-owned FanDuel Group has entered a partnership with the Canadian Football League (CFL).

Under the deal, FanDuel will become the league’s first authorised gaming operator and an official sportsbook partner.

Consumers in Ontario will be able to place bets on the CFL through FanDuel. The operator secured a licence in the province ahead of it launching its legal sports betting market last April.

Betting market include in-game player props, such as anytime touchdown scorer and a range of various futures bets.

Read the full story on iGB North America

May 24, 2023

Fanatics’ Matt King brings new thinking to US sports betting

As CEO of FanDuel, Matt King took a daily fantasy sports brand to the top of the US sports betting industry, and in the top job at Fanatics Betting and Gaming he’s looking to do it all over again. Not that he’s looking to emulate his former employers in leading the ecommerce giant; it’s Spotify that inspires him.

For Fanatics Betting and Gaming chief executive Matt King, the challenge he is taking on isn’t building a market leader. He’s already done that during his tenure at FanDuel, which is currently sitting with a seemingly unassailable market share across the US. Revenue there grew from $200m to over $1bn on his watch.

And his core goal isn’t to build an entity capable of taking on a behemoth he created. Instead the billion-dollar question is: how do you create something capable of providing a genuine alternative to consumers?

In a market dominated by iTunes, he’s looking to build Spotify.

Fanatics: Officially licensed everything

What separates Fanatics Betting and Gaming f..

May 19, 2023

BetVictor scores partnership with CEBL

Online gambling operator BetVictor has entered into a partnership with the Canadian Elite Basketball League (CEBL), the top tier of basketball in the country.

Under the deal, BetVictor will serve as the league’s official sports betting partner for the 2023 campaign.

The agreement will cover activities and campaigns across the CEBL’s broadcasts and media platforms throughout the season.

BetVictor is licensed in Ontario, having secured approval from the Alcohol and Gaming Commission of Ontario (AGCO) in June 2022.

“This partnership with BetVictor will not only offer cutting-edge online gaming experience to users but also an increased awareness of the CEBL brand globally,” CEBL co-founder and chief executive Mike Morreale said.

Read the full story on iGB North America

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

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..

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Tag: Marketing