Tag Archives: Marketing & affiliates

BGC highlights World Cup ad decline as Gambling Act review looms

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..

Continue Reading

Customer experience: what is working for operators and affiliates?

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 ..

Continue Reading

Improving the customer experience: What can operators and affiliates do?

Improving the customer experience: What can operators and affiliates do?

As bettors seek improved customer experiences, operators and affiliates are under pressure to acquire, retain, and develop loyal customers. What steps can be taken to improve customer satisfaction and loyalty?

Welcome to the penultimate episode in our five-part consumer insight series focused on customer acquisition, retention and development in the North American sports betting and igaming industry.

In the previous three episodes, we have reviewed the inevitable challenges likely to be faced by consumers when registering for a new account, the day-to-day frustrations consumers cite resulting in a lack of loyalty, and the truth behind what consumers really care about when selecting which operator to place their bets with.

In this week’s episode, we will outline three actionable steps operators and affiliates can take to better serve their respective consumers as they search for the much revered consumer loyalty that has been missing in the industry so far.

Using Betting Hero’s pr..

Continue Reading

GiG pens commercial partnership with News UK

GiG pens commercial partnership with News UK

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..

Continue Reading

Does brand awareness really impact customer loyalty?

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. ..

Continue Reading

Waterhouse VC: Crunch time in the US

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..

Continue Reading

KSA to investigate illegal affiliate sites targeting self-excluded players

KSA to investigate illegal affiliate sites targeting self-excluded players

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..

Continue Reading

Peru igaming regulations ban free bets, mandate supplier registration

Peru igaming regulations ban free bets, mandate supplier registration

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 ..

Continue Reading

World Cup could be make-or-break for industry marketing

World Cup could be make-or-break for industry marketing

iGB op-ed: Many will be paying close attention to how the industry markets its products during the 2022 Fifa World Cup. Daniel O’Boyle writes that the industry’s actions during the tournament may be the difference between fuel for a further crackdown or a chance to change the tide of the debate on gambling.

Yesterday, France announced a series of new rules and recommendations on bonuses. The contents of the regulations published by regulator l’Autorité Nationale des Jeux (ANJ) are interesting for sure, but there may be more to think about beyond that.

The new rules on transparency are good, and other markets would largely benefit from requiring operators to make the terms surrounding bonuses as clear as possible.

Other rules, particularly the ban on sending bonuses to “excessive” gamblers, are clearly well-meaning but likely too vague to be implemented in the way that is hoped.

The non-binding “recommendations”, meanwhile, are hard to judge without knowing how motivated operators..

Continue Reading

Ontario report

Ontario report

iGB’s new report on Ontario offers exclusive insight into Canada’s most populous province – and the first to regulate betting and igaming.

When the Ontario market opened in April this year, it wasn’t quite brand new ground.

Anyone in the industry could tell you that the grey market in Canada’s largest province had been thriving for quite some time.

Still, bringing the province from grey to white offers certainty and new opportunities for many.

Six months on, we have a sense of the spoils available. Operators – excluding the lottery – brought in a combined CA$267m in the three months ended 30 September.

The biggest challenge in the province, however, may be marketing rules. Operators can offer bonuses, but may not promote them. As Marese O’Hagan writes in our progress report, that’s been difficult, but it hasn’t seriously dampened excitement about the jurisdiction.

And for now, those complying with the rules still need to compete with some unlicensed brands, which continue to do b..

Continue Reading