Tag: Sportsbook

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“I knew that once PASPA had been repealed, there was a huge industry being created – I wanted to be a part of it,” he explains.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

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Federal Bill to ban sports betting ads introduced in the US

A bill introduced into the House by Democratic representative, Paul Tonko proposes a wide-reaching ban on sportsbook advertising.

Entitled The Betting on Our Future Act, the bill aims to “prohibit the advertising of sportsbooks on any medium of electronic communication subject to the jurisdiction of the Federal Communications Commission (FCC), and for other purposes”.

If passed, sportsbooks would not be permitted to advertise on mediums that fall under the control of the FCC, such as TV, radio or the internet.

the bill would seek to ban all sports betting ads on mediums overseen by the fcc – such as tv, radio and the internet

The act is modelled after the Federal Cigarette Labelling and Advertising Act, that passed in 1965 and banned tobacco advertisements in the US.

Should this act be passed, any violation would therefore be a violation of the Communications Act of 1934.

Whether or not the act goes beyond the House, its proposal reflects the rapid growth of sports betting ac..

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Caesars Sportsbook app goes live in Massachusetts

Caesars Entertainment has announced that the Caesars Sportsbook app is live in Massachusetts from today (22 February), in anticipation of the launch of online sports betting in the state.

On 31 January, retail sports betting became legal in the state of Massachusetts. However, online sports betting is not expected to go live until next month.

In advance of the March launch, the Caesars Sportsbook app has been made available to download. From today, bettors can register and make deposits in order to access early sign-up offers.

Read the full story on iGB North America

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Penn Entertainment completes acquisition of Barstool Sports

Omnichannel gaming operator Penn Entertainment has completed its acquisition of media business Barstool Sports.

The closing of the deal is the latest stage of an acquisition process that began in February 2020, when Penn purchased a 36% stake in Barstool.

Today (17 February), Penn revealed that it has paid approximately $388m (£322.5m/€363m) for the remaining interest in the business, having exercised its option to acquire in August 2022.

Read the full story on iGB North America

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DraftKings raises revenue guidance after successful Q4

DraftKings has raised its 2023 revenue guidance to $2.95bn (£2.47bn/€2.77bn), up from $2.90bn, after experiencing “better than expected” sportsbook results – among other successes – in the fourth quarter of 2022.

DraftKings CEO and co-founder Jason Robins pointed to a double effort of increased revenue and reduced costs as reasons for the Q4 growth, along with the sportsbook results.

Revenue for the quarter was $855m in total, a rise of 81% year-on-year.

Read the full story on iGB North America

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KeyStar Corp applies for sports betting licence in Tennessee

KeyStar Corp has officially submitted its sports wagering licence application for ZenSports in Tennessee.

KeyStar officially acquired ZenSports in October 2022, along with esports tournament specialist Ultimate Gamer.

ZenSports consists of both a traditional sportsbook and a peer-to-peer sports betting marketplace.

Read the full story on iGB North America

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SIS pens deal to offer Italian racing content

Betting services supplier Sports Information Services (SIS) has announced that it has reached an agreement to add Italian horse racing content to its offering.

The agreement was reached in partnership with Italian betting and broadcasting supplier Media System Technologies (MST).

“The addition of high-class Italian content further emphasises our focus to bring operators and their customers the widest range of betting opportunities from around the world 24/7, 365 days a year,” said head of international horse racing at SIS Conall McSorley.

the deal will see italian racing content added to sis’ offerings

McSorley praised the state of Italian racing, arguing that it was on an “upward trajectory”, and that he was certain that the content addition would prove successful with both bettors and operators.

SIS will now feature content from the IRw consortium of tracks – which includes Merano, Pisa, Rome, Treviso and Varese – as well as the Agnano racetrack.

Italian flat racing content


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US sports betting: Is micro betting the sports equivalent of igaming?

As the US sports betting industry evolves, could this herald a new genre of products? H2 Gambling Capital examines micro betting, one of the first innovations to emerge.

Micro betting is a subset of in-play wagering that allows players to wager on individual moments in a game in real-time. It offers the instant gratification / continuous betting opportunities of igaming but with the skill of sports betting.

Jump to:

In-play betting – Market potential

Micro betting – Market potential

Micro betting – Current performance

Micro betting could be a key driver to increase in-play wagering of US sports to levels of that seen in Europe for basketball and tennis, with the majority of wagering activity being incremental to existing spend.

Other benefits of a high frequency, low price sports betting product include:

Attracting a younger generation of customers that prefer less time commitmentIncreasing player engagement and therefore LTVsIncreasing spend of “casual” players – therefore red..

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BetOnline agrees to sportsbook deal with Major League Wrestling

Major League Wrestling (MLW) has named BetOnline as its official sportsbook partner and title sponsor.

MLW is a multi-national pro-wrestling organisation and sports media holding company.

The sponsorship will begin this month.

Court Bauer, CEO of MLW, said that BetOnline is the ideal partner for MLW’s sports offerings, which consists of combat sports.

“Sports gaming is embedded in all forms of sports and a partner like BetOnline goes hand-in-hand with MLW and our distinct combat sports product,” said Bauer. “Just as they are a leader in the rapidly growing sports gaming space, MLW aims to lead in a time when pro wrestling has never been hotter, and we’re looking forward to all the ways this partnership will grow.”

This deal follows MLW’s recent announcement of its distribution deal with Reelz, which will distribute MLW’s new weekly flagship series MLW Underground Wrestling and produce the first MLW action figures.

“We are extremely thrilled to partner with Major League Wrestling ..

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US sports betting: What will drive future growth?

H2 Gambling Capital analyses the factors that could drive ongoing growth in the US sports betting market, and whether products or new markets will play decisive roles.

Jump to:

Expansion into new states

Growth in existing states

Expansion of in-play wagering

What drives gross win?

Expansion into new states

A material amount of sports betting gross win growth that H2 Gambling Capital has forecast is based on further expansion into new states.

H2 Gambling Capital forecasts US sports betting gross win to reach $23.2bn by 2030. Of this growth 57% is from states where sports betting is already legal, while 43% is from states where sports betting is expected to legalise in the coming years.

In terms of the importance of new potential states, California is by far the most important, although the recent ballot result means that H2 does not expect anything to pass in the state for at least another four years. By contrast, Ohio launched sports betting on 1 January 2023 with Massachusett..

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Betfred pens partnership with NHL’s Vegas Golden Knights

Betfred USA Sports has signed a multi-year partnership with National Hockey League (NHL) team the Las Vegas Golden Knights.

A subsidiary of UK based Betfred Group, Las Vegas-based Betfred USA Sports began its operations in 2019. The company has expanded its reach across the US, most recently launching products in Maryland and Arizona.

As part of the new deal, Betfred is now an official sports betting partner of the team.

“We’re proud to be partnering with Betfred as they make their arrival here in Las Vegas,” said Golden Knights president Kerry Bubolz. “Betfred’s US business is Vegas born just like we are, and we’re excited to help them launch their brand in Nevada.”

The partnership will include interactive contests for fans during intermission at select home games and signage at T-Mobile Arena.

Additionally, Betfred branding will be incorporated into the NHL’s new digitally enhanced dasherboard (DED) broadcast signage and will feature on the Knight’s official digital channels, ..

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US sports betting: Online market share

H2 breaks down market share in part three of this in-depth analysis of the US sports betting market, and whether today's dominant brands will stay in pole position.

H2 Gambling Capital produces state by state, monthly online, retail and total US sports betting market share data by operator, utilising state-reported data and estimates for states where data isn’t reported, as well as incorporating company reported data.

FanDuel’s dominant position

FanDuel has become the clear market leader in terms of online sports betting. While other operators may have managed to generate a similar market share of handle in some states, FanDuel’s structurally higher margin (due to a superior parlay betting product and arguably best in class risk management) has led to a substantial market share lead in terms of gross win.

While the focus is on gross win, a number of states split out promotional activity, and share of net revenue is the key metric. Looking at a state such as Pennsylvania shows..

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