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“I knew that once PASPA had been repealed, there was a huge industry being created – I wanted to be a part of it,” he explains.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