Tag Archives: Marketing

ATG chief slams bonuses as “embarrassing”

ATG chief slams bonuses as “embarrassing”

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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Following the numbers on free-to-play

Following the numbers on free-to-play

There’s no shortage of businesses in the free-to-play space, but Tally’s focus on data – perhaps influenced by its top executives’ time spent outside of gambling – makes it stand out. Fresh off a $4m funding round led by Acies Investments, Daniel O'Boyle speaks to CEO Brad Vettesse and COO Rupert Huelsey about the business.

There are some tried-and-tested business models for free-to-play betting-related games to bring in money without taking any real bets.

Some products offer paid unlockables, such as features or extra credits, which players can use real money to access.

Brad vettesse

Others exist as as entertainment in itself, usually used as a way to keep players coming back to betting sites, acting more as a piece of acquisition or retention software for operators.

But perhaps not enough attention has been given to the typical business model of most free-to-use products and services these days: gathering customer data.

So, is this type of data still a mostly untapped reso..

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USA Today publisher Gannett alters Tipico deal, removing exclusivity

USA Today publisher Gannett alters Tipico deal, removing exclusivity

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

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How social gaming set Bryan Bennett up to succeed at Betfred

How social gaming set Bryan Bennett up to succeed at Betfred

Bryan Bennett fought “800lb gorillas” working for a challenger brand in the social casino space, and that experience could prove crucial as he works to make Betfred USA Sports a key player in the sports betting sector.

The social casino boom of the early 2010s, sparked by what was then Caesars Interactive’s investment in Playtika in 2009, opened up a new audience to the gaming industry and sparked a wave of M&A. The likes of DoubleDown, Big Fish Games, Product Madness and Buffalo Studios were among those to sell at significant multiples.

The smaller challengers tended to have to fight for market share, which in turn saw the market leaders turn to them as acquisition targets to further shore up their strong positions.

Bryan Bennett entered the fray as vice president of marketing for slot developer Rocketplay, one of these challengers, and one that was ultimately snapped up by slot manufacturer AGS. This saw Bennett, who previously worked for strategy games developer Kabam and casua..

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Why MaximBet is more than a sum of its parts

Why MaximBet is more than a sum of its parts

When PASPA was repealed, Daniel Graetzer saw the biggest opportunity of his career. Having gone all-in on the market, he is now running a nationally recognised brand in MaximBet.

When it comes to partnerships between US media giants and sportsbooks, it tends to be the market leaders that get mentioned. It could be 888 using the Sports Illustrated brand for its US push. Or Penn National acquiring Barstool Sports and theScore to drive its growth.

The rampant speculation around ESPN moving into betting operations tends to cite DraftKings or Caesars as being its most likely partner. In short, the companies involved tend to be large, and listed.

But MaximBet, a challenger launched in 2021, has successfully pivoted from a Europe-focused, multibrand business into a US-focused, media brand-driven competitor.

And chief executive Daniel Graetzer is keen to stress that MaximBet is not just a gimmick – he’s building a new proposition for the US sportsbook industry.

Building betting into a..

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BetMGM becomes official partner of NFL in Canada

BetMGM becomes official partner of NFL in Canada

Entain-MGM joint venture BetMGM has agreed a deal that will make it an official sportsbook partner of the National Football League (NFL) in Canada.

The deal comes ahead of the first NFL season since the Canadian province of Ontario opened its regulated betting and igaming markets. BetMGM was one of the first operators to launch, receiving its licence when the market opened on 4 April.

“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season,” said BetMGM chief executive Adam Greenblatt. “We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience.”

Read the full story on iGB North America

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Codere Online debuts first Buenos Aires ad campaign

Codere Online debuts first Buenos Aires ad campaign

Codere Online has launched its first marketing campaign in the City of Buenos Aires after obtaining a licence to offer its services in Argentina’s capital city.

The group has developed its “The next big move is yours” campaign to promote its online gaming, sports betting and online casino services.

Developed by the Italia agency, the campaign will broadcast six spots related to its offering via television and social networks. The campaign begins this month and will continue throughout the year.

Codere said the ads recreate different everyday situations, such as at a bus stop, where players share the excitement of playing games.

Alberto Telias, chief marketing officer of Codere Online, said: “With the launch of this campaign, we continue to strengthen the Codere brand in the region and develop content, experiences and products that, together with the main soccer teams, bring us closer to the local customer.”

Codere Online began operating in the City of Buenos Aires in December 2021..

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Fanatics files trademark application for BetFanatics

Fanatics files trademark application for BetFanatics

US sports apparel supplier Fanatics has filed a trademark application for the brand name BetFanatics.

In two trademarks filed to the US Patent and Trademark Office, BetFanatics is listed as a “downloadable mobile application for betting and gaming”, as well as for use in fantasy sports leagues and for providing previews, alerts, replays, video clips of sporting competitions, and webcam feeds of sports.

The trademark also applies to casino facilities and online gaming, including free-to-play gaming.

This follows prior filings for Fanatics Casino and Fanatics Sportsbook, both filed in October.

Fanatics Sportsbook was given the same description as BetFanatics.

Fanatics casino, meanwhile, is listed as “a website for online gambling” as well as “betting and gambling services and information services relating thereto”.

Logos were also provided for BetFanatics and Fanatics Casino, both simply made up of the brand name in a serif font.

The news follows reports – which were later quashed..

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Feeding the marketing furnace

Feeding the marketing furnace

As Q1 results season gets underway, US sportsbook operators are increasingly looking to refine their customer acquisition approaches.

In the US, sports betting is everywhere. Morning commute billboards, YouTube interstitials, TV commercials, influencer posts…marketing channels are saturated with imagery and copy encouraging new bettors to join the fray.

It should be no surprise, considering the ongoing mass expansion of sportsbooks and online betting sites in the US. With every newly regulated market comes new advertising and marketing campaigns.

Ad channels are brimming with attempts to bring sports fans, curious bettors, or other newcomers into the fold. It takes a careful, well-researched touch to succeed in marketing a sports betting site, especially in the piecemeal and sometimes chaotic US geographies with varying regulatory and legal requirements.

By this point, many big-name operators have staked their claim and continue to market to potential long-term customers. There’s s..

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Caesars announces sports betting partnership with Cleveland Cavaliers

Caesars announces sports betting partnership with Cleveland Cavaliers

Caesars Entertainment has signed a multi-year agreement which will see it named as the official sportsbook partner of NBA side the Cleveland Cavaliers.

The deal will also see Caesars named as the official casino partner for the team.

Plans are also in place to open a retail sportsbook at Rocket Mortgage FieldHouse – home of the Cavaliers – pending regulatory approval.

The 10,355 square foot sportsbook will also utilise official Cleveland Cavaliers logos and marks, broadcast and digital content, in addition to TV-visible in-game signage.

The Caveliers deal represents Caesars’ latest sports team agreement. The company has partnered with the NFL’s Buffalo Bills, Indianapolis Colts, and Baltimore Ravens, in addition to sponsoring the NHL’s Washington Capitals.

Chris Holdren, co-president of Caesars Digital, said: “We’re ready to welcome Ohio sports fans into the Caesars Sportsbook Empire, while also making history with our second sportsbook at an NBA arena.

“Building upon our alre..

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