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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..

December 2, 2022

GiG pens commercial partnership with News UK

Sports Betting News Bookiecity

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 29, 2022

Does brand awareness really impact customer loyalty?

Sports Betting News Bookiecity

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. ..

November 25, 2022

Waterhouse VC: Crunch time in the US

Sports Betting News Bookiecity

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..

November 17, 2022

KSA to investigate illegal affiliate sites targeting self-excluded players

Sports Betting News Bookiecity

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

Sports Betting News Bookiecity

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 28, 2022

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

Sports Betting News Bookiecity

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..

October 26, 2022

Ontario report

Sports Betting News Bookiecity

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..

October 12, 2022

Sportradar to provide data for XLMedia affiliate sites

Sports Betting News Bookiecity

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..

October 6, 2022

ATG chief slams bonuses as “embarrassing”

Sports Betting News Bookiecity

Hasse Lord Skarplöth, CEO of Swedish state-affiliated horse racing operator ATG, has said that bonuses are “embarrassing” and “drive gambling addiction” in a blistering critique of the common industry practice.

Bonuses are the practice of offering free or extra bets to consumers in order to attract or retain players to their platforms; with the method sometimes coming under criticism as an inducement that helps contribute to negative social responsibility outcomes.

Sweden has a stringent bonus regime, only allowing operators to offer one bonus per player at sign-up, worth no more than SEK100. This has been criticised by the Swedish Moderate Party – which have called for the rules to be reformed:

Hasse Lord Skarplöth

“This would make it easier for gaming companies to retain customers in the licensed market and have long-term relationships with the players, both of which increase consumer protection,” said the party.

Much of the industry has also opposed the bonus ban. However, as ..

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