Tag Archives: Marketing

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..

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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..

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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. ..

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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..

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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 ..

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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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