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Customer experience: what is working for operators and affiliates?

New consumer research from Betting Hero shows product and service innovation is effective in improving customer loyalty. But the industry still has a long way to go as bettors seek improved customer experience.

Welcome to the final episode of our five-part consumer insight series designed to outline and challenge the status quo of customer experience, acquisition, retention and development efforts across the leading sportsbook operators and affiliates in North America.

In the first two episodes, we explored the potential impact on customer loyalty due to the challenges encountered by consumers when attempting to register for a new account, as well as the day-to-day frustrations faced by consumers following their initial account setup.

In episodes three and four we dove deeper on the actual needs and wants of consumers when selecting their app of choice and the actionable steps that can be taken by operators and affiliates to drive better engagement and ultimately loyalty.

In this ..

December 2, 2022

GiG pens commercial partnership with News UK

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Gaming Innovation Group (GiG) has entered into a new commercial partnership with media giant News Corp UK & Ireland.

Under the arrangement, GiG and News UK will jointly deliver sports betting, casino content and exclusive offers to consumers across the UK through News UK-owned brands The Sun and talkSPORT.

Content and offers will be featured on special sections of The Sun and talkSPORT’s websites.

GiG said it expects to go live almost immediately in order to take advantage of the 2022 Fifa World Cup, which is currently taking place in Qatar.

“A collaboration of this magnitude will allow us to provide added value to our partners in the sports betting and casino sphere, reaching new heights while showcasing our abilities to operate at a top-tier level,” GiG chief marketing officer Jonas Warrer said.

The sun’s director of betting and gaming, Tim Reynolds, added: “The partnership and new betting hub adds to The Sun’s growing digital portfolio and bolsters our suite of betting products..

November 17, 2022

KSA to investigate illegal affiliate sites targeting self-excluded players

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The Dutch Gambling Authority (KSA) has announced that it has initiated an investigation into affiliate marketing sites that target vulnerable consumers.

The KSA said that its attention had been drawn to a number of affiliate sites that had been created with the seeming intent of circumventing regulated offerings and directing consumers to gambling sites that do not abide by Dutch gaming law.

The KSA provided examples of such sites with domain names including phrases such as casinozondercruks (“casino without cruks,”) and casinozondervergunning (“casino without licence”). The Centraal Register Uitsluiting Kansspelen (Cruks) is the Dutch self-exclusion platform that allows players who have experienced harm from games of chance the opportunity to put themselves on a blacklist preventing them from accessing certain sites for a pre-designed time period set by the user.

The KSA has cracked down on affiliates before, taking action against 15 sites in December 2021.

Cruks integration

Und..

November 15, 2022

Peru igaming regulations ban free bets, mandate supplier registration

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Peru will ban free bets and demos, as well as mandating registration for suppliers, as part of its effort to regulate online gambling.

The detail comes as part of Peru’s efforts to regulate online betting and igaming. The country’s Congress unanimously voted for a bill to regulate the sectors in July, which was then signed into law in August, coming into effect 60 days later.

The law names the Ministry of Foreign Trade and Tourism of Peru (Mincetur) as the country’s official gambling regulator.

As regulator, the body established a number of rules that will apply to operators in the market, including a ban on free bets and supplier registration requirements.

These rules are subject to a consultation, with stakeholders able to submit their opinions until 2 December.

Free bet ban

The regulations state that operators may not offer any type of remote betting or gaming for free, whether this is for promotional purposes or for education such as through a demo of a game.

If an operator ..

October 12, 2022

Sportradar to provide data for XLMedia affiliate sites

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Sportradar has entered into a multi-year sports betting data partnership with affiliate giant XLMedia.

Under the deal, Sportradar will serve as the official sports data provider to XLMedia through the delivery of a range of digital products and services.

XLMedia will leverage Sportradar’s real-time sports data products for North American and international sports properties across its owned and operated digital properties including SportsBettingDime, SaturdayTradition, SaturdayDownSouth, CrossingBroad, EliteSportsNY and Canadian Sports Betting.

Sportradar will also provide a selection of visualisation tools such as widgets and live match trackers to help enhance XLMedia’s editorial content.

In addition, Sportradar will supply betting odds and insights to support XLMedia with a rising demand for sports betting across its network of websites.

“This partnership highlights Sportradar’s ability to be a one-stop shop for exclusive betting data and sports content for XLMedia’s high quali..

August 25, 2022

USA Today publisher Gannett alters Tipico deal, removing exclusivity

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US media giant Gannett has altered its affiliate partnership with Tipico, removing exclusivity for the operator.

Gannett – which owns the country’s leading newspaper by circulation, USA Today, as well as a large network of local newspapers – had signed a deal with German market leader Tipico last year, as the operator looked set to expand in the US.

The operator committed to $90m in media spend over the five-year agreement, while Gannett would also receive referral fees for customers that place bets after being directed to Tipico from Gannett properties.

That agreement replaced Gannett’s partnership with MGM-Entain joint venture BetMGM, meaning the media business would promote Tipico odds instead of BetMGM’s.

Read the full story on iGB North America

August 10, 2022

Better Collective scores sports betting content deal with Sport1

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Affiliate giant Better Collective has entered into a sports betting content partnership with German multi-channel sports platform Sport1.

The partnership will launch this month and be co-branded with Wettbasis, a Better Collective brand and part of the group that will provide all content to the Sport1.de website.

Better Collective said that the new deal gives the group an additional marketing channel to operate, market and manage customer contacts to betting operators in the German market.

“We look forward to getting started and I know that my colleagues at Wettbasis.com are working hard to be ready with appealing and engaging content for the Bundesliga season and in good time for the World Cup in football that is coming up in November,” Better Collective co-founder and chief executive Jesper Søgaard said.

Sport1 managing director Matthias Kirschenhofer added: “We are thrilled to partner with Better Collective as the premier international sports betting media group for a completely..

July 27, 2022

XLMedia’s new focus on US betting pays off as H1 EBITDA exceeds $10m

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A renewed – and acquisition-powered – focus on US sports betting helped drive XLMedia’s revenue up 39.2% to $44.5m, while earnings grew beyond $10m.

Since the prior year’s results, XLMedia changed the structure of the divisions within the business, as part of a wider restructuring effort.

Rather than a single sports betting vertical, the business split revenue related to betting into US sports and European sports. It was the US sports division that generated the vast majority of XLMedia’s revenue, with $30.2m, which was more than five times the total recorded in H1 of the previous year.

Much of this came from recent acquisitions such as Sports Betting Dime and Saturday Football Inc.

“The opening of new regulated markets and the signing of new media partnership agreements has allowed the US Sports business to capitalise on the full US sports calendar, in particular the Super Bowl, and deliver strong growth in H1 2022,” the XL board said.

The European Sports division, meanwhile, br..

June 15, 2022

Early takeaways from Ontario igaming

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With the first regulated igaming market to open to non-monopoly operators launching in a province with nearly 40% of the Canadian population, Ontario was always going to be an enticing prospect. Geoffrey Smorong provides analysis of the opening two months for iGB Affiliate.

On 4 April, the first Canadian province went live with a regulated igaming market for private operators, as Ontario officially opened its door to non-government operated online casinos and sportsbooks.

Ontario boasts a population of nearly 15 million, making it one of the largest new North American markets for regulated online gaming. The Ontario iGaming market will likely be a sizable one financially, as it’s expected to generate gross revenues of CA$989m by the end of this year and CA$1.86bn by 2026, according to VIXIO.

A couple of months have now passed, making this an ideal time to assess how the launch of the expanded igaming market in Ontario has gone so far.

Early engagement

The Ontario igaming marke..

June 1, 2022

iGB Live! targets 4,500 visitors for 2022 edition

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Clarion Gaming is gearing up for the 2022 edition of iGB Live!, which aims to build last year’s successful return to Amsterdam.

The iGB team has unveiled a new campaign slogan for the 2022 show, with ‘Connect. Converse. Convert.’ designed to emphasise the unique aspects of the event, which runs from 5-8 July at the RAI Amsterdam.

iGB Live! brings together the B2B and affiliate communities, allowing delegates to connect and converse with suppliers, and convert these insights into growth opportunities for their businesses.

Attendees will be able to network with over 4,000 visitors – with a target of 4,500 – and 250 exhibitors during the event.

“Last year’s edition of iGB Live! raised the bar in terms of engagement with an independent satisfaction survey conducted by exhibition research specialists Explori placing it among an elite top 2% when benchmarked against other exhibitions,” said Naomi Barton, portfolio director responsible for the iGB brand at Clarion Gaming.

“For 2022, we ..

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