Marketing & affiliates – Page 3

July 6, 2023

Bet365 pins down expanded partnership with UFC

Online gambling operator Bet365 has agreed to an expanded partnership with mixed martial arts series the Ultimate Fighting Championship (UFC).

Under the deal, Bet365 will remain the official sportsbook partner of the UFC in the UK and Ireland for at least the next year.

This arrangement will also be extended to cover certain other European territories. These include Bulgaria, Denmark, Germany, Greece, Italy, the Netherlands, Spain and Sweden.

Other aspects of the deal include IMG Arena, an official partner of UFC, providing a range of features for the Bet365 app and website. This covers assets such as the UFC’s official data feed and in-screen live streaming of UFC bouts.

Bet365 users can also now access a “Bet Builder” feature, allowing them to create bespoke bets. Players can select from multiple markets for the same bout and combine them into a single bet.

Ongoing deal

In addition, Bet365 will continue to run the “One on One” dedicated UFC show on its official YouTube channel…

June 30, 2023

CFL signs FanDuel as first authorised gaming partner

Flutter Entertainment-owned FanDuel Group has entered a partnership with the Canadian Football League (CFL).

Under the deal, FanDuel will become the league’s first authorised gaming operator and an official sportsbook partner.

Consumers in Ontario will be able to place bets on the CFL through FanDuel. The operator secured a licence in the province ahead of it launching its legal sports betting market last April.

Betting market include in-game player props, such as anytime touchdown scorer and a range of various futures bets.

Read the full story on iGB North America

May 31, 2023

BettorEdge pens deal with Betting Ladies

Sports betting exchange and social media platform BettorEdge announced that it has signed a content distribution deal with female-orientated affiliate Betting Ladies.

Under the terms of the deal, Betting Ladies will provide the BettorEdge community with access to the business’ suite of training videos, tips and content.

BettorEdge’s users will be able to follow Betting Ladies directly on the platform to receive content and picks from the affiliate’s Lady Locks series. The businesses noted that a transparent betting exchange shows a user’s betting history to support risk management.

Betting Ladies founder Val Martinez said that her organisation provides a community for women bettors to discuss sports and sports betting. She described BettorEdge as a “great extension” of that community.

“The future of sports betting is enabling communities to connect and learn from each other’s experiences to make more educated decisions,” said Martinez.

“Through this partnership, we’re placing Bet..

May 24, 2023

Fanatics’ Matt King brings new thinking to US sports betting

As CEO of FanDuel, Matt King took a daily fantasy sports brand to the top of the US sports betting industry, and in the top job at Fanatics Betting and Gaming he’s looking to do it all over again. Not that he’s looking to emulate his former employers in leading the ecommerce giant; it’s Spotify that inspires him.

For Fanatics Betting and Gaming chief executive Matt King, the challenge he is taking on isn’t building a market leader. He’s already done that during his tenure at FanDuel, which is currently sitting with a seemingly unassailable market share across the US. Revenue there grew from $200m to over $1bn on his watch.

And his core goal isn’t to build an entity capable of taking on a behemoth he created. Instead the billion-dollar question is: how do you create something capable of providing a genuine alternative to consumers?

In a market dominated by iTunes, he’s looking to build Spotify.

Fanatics: Officially licensed everything

What separates Fanatics Betting and Gaming f..

May 19, 2023

Novibet pens deal with Irish Guineas Festival

Novibet has signed a deal to become the official betting partner of the 2023 Tattersalls Irish Guineas Festival at The Curragh Racecourse in Ireland.

The GameTech operator will be the named sponsor of six races across three days including the Novibet Emerald Mile and the Novibet Guineas Festival Premier Handicap.

“We are delighted to be named as the Official Betting Partner of this year’s Irish Guineas Festival in what is the biggest horse racing sponsorship we’ve been involved with so far,” said Novibet’s Ireland country manager Karl Riley.

“The Irish Guineas is a meeting which is one of the biggest in Irish flat racing and we are very excited to be increasing our presence in this area.”

The deal follows the business’ recent news that it is to sponsor Brazilian football team Fortaleza Esporte Clube.

Racing and sponsorship manager at the Curragh, Evan Arkwright, added: “We are very excited that Novibet has selected the Curragh to launch their biggest horse racing partnership to da..

May 19, 2023

BetVictor scores partnership with CEBL

Online gambling operator BetVictor has entered into a partnership with the Canadian Elite Basketball League (CEBL), the top tier of basketball in the country.

Under the deal, BetVictor will serve as the league’s official sports betting partner for the 2023 campaign.

The agreement will cover activities and campaigns across the CEBL’s broadcasts and media platforms throughout the season.

BetVictor is licensed in Ontario, having secured approval from the Alcohol and Gaming Commission of Ontario (AGCO) in June 2022.

“This partnership with BetVictor will not only offer cutting-edge online gaming experience to users but also an increased awareness of the CEBL brand globally,” CEBL co-founder and chief executive Mike Morreale said.

Read the full story on iGB North America

May 17, 2023

Independent evaluator bill approved in Maryland

A bill that would require Maryland’s Lottery and Gaming Control Commission to instal independent evaluators to assess sports betting content has been signed by the state’s governor.

Governor Wes Moore approved bill SB621, which will become effective on 1 July 2023. Maryland’s sports betting market opened on 23 November 2022.

The content assessed by the evaluators will be that produced by sports betting experts, influencers and content partners.

Read the full story on iGB North America

May 4, 2023

Buying and selling the future of US sports betting

WagerWire is taking the simple concept of buying and selling bets and aiming to disrupt the US sports betting industry. As it looks to do away with transactional sportsbook experiences, and operators buy into the vision, chief experience officer Travis Geiger tells iGB there’s a new breed of executives ready to take charge.

“From the bettor’s point of view, it’s like StockX or Coinbase,” chief experience officer Travis Geiger says of WagerWire’s core proposition. “We want to be your central hub for all things sports betting. We’re not just trying to sign you up; we’re trying to be a part of your betting journey.”

It’s a big claim, but WagerWire is entirely different from any other US sportsbook. It holds affiliate vendor licences in 16 US states as well as Washington DC, Puerto Rico and Ontario. Not to mention affiliate partnerships with some of the biggest names in the industry – but the core product feels unique to that sector as well.

Want to understand WagerWire? Think StockX, ..

April 27, 2023

What’s covered in the Gambling Act white paper?

After years of delays and speculation, the most transformative review of gambling in the United Kingdom in 18 years has finally been published.

The publication of the Gambling Act review white paper signifies a landmark upheaval of how gambling will be regulated in the UK going forward, in an age of smartphones and 24/7 internet access.

To say the review has been much anticipated would be an understatement. Industry trade bodies, operator groups and industry critics alike have waited eagerly for the white paper’s publication.

It has been an eventful two years and four months since the UK government announced the review – one that has encompassed the resignations and appointments of two prime ministers, the declaration of a cost of living crisis and Russia’s invasion of Ukraine.

While the white paper document outlines much of what the industry expected, it contains a few unexpected additions – including the addition of a gambling ombudsman, to give customers one point of contact for..

April 14, 2023

Not such a special one: The Premier League shirt “ban”

Following news of the Premier League gambling sponsorship ban, Jon Bruford queries whether this is at best belated and at worst ineffective.

In an unsurprising move, the English Premier League has collectively agreed to remove gambling sponsorship from the front of clubs’ match day shirts.

For those not interested in sports, this is football (soccer) and the Premier League is one of the most watched professional leagues of any sport, anywhere in the world.

This will certainly be met with smiles by most of the industry’s critics but, let’s face it, this is a largely pointless move made by the league so they don’t lose all the revenue from gambling. It’s placatory at best, pointless at worst. Why?

That’s a great question and one I’m glad you asked. But where do we begin?

The gambling industry – and its critics – has recognised that advertising around sport is potentially a problem for quite a while. Even those industry guardians the Betting and Gaming Council (BGC) have stood astr..

March 22, 2023

GiG banks on the power of two

Richard Brown’s tenure as Gaming Innovation Group (GiG) chief executive began with a major change of direction, with the sale of its B2C assets to Betsson. Almost four years on, and with business booming for the B2B supplier, he’s poised to make another huge call with plans to split the business into media and platform suppliers.

When he was confirmed as permanent CEO of Gaming Innovation Group (GiG) in November 2019, Richard Brown pledged a focus “on delivery, execution and optimisation, putting us on a path for great focus and renewed growth”.

The business reported revenue of €43.0m for 2019, at a time it encompassed B2C operations, a platform business and affiliate marketing operations under the GiG Media banner. Brown then divested the B2C operations to Betsson early in 2020.

This, he has explained previously, created a focused business, with staff putting all efforts into the B2B platform and media operations.

In 2022, Brown’s third full year as GiG CEO, revenue hit €90.1m,..

March 21, 2023

Are US sportsbooks ready for the age of the influencer?

The US sports betting market has erupted since the 2018 repeal of PASPA, but high marketing spend means it is not yet sustainable. However Troy Paul, founder and CEO of SGG Media, has a way to reduce costs and ramp up retention, as he tells Lillian Walker.

Troy Paul founded influencer marketing specialist SGG Media with his father after graduating from university during the Covid-19 pandemic. The sports betting industry had long appealed to him, leading him to dive in.

“I knew that once PASPA had been repealed, there was a huge industry being created – I wanted to be a part of it,” he explains.

Troy paul, ceo and co-founder

The idea for SGG Media came to life after Troy noticed sports betting marketing was dominated by cost-heavy traditional media forms, such as television and billboard advertising, that offer little way to track results.

He realised social media could provide a less costly alternative to traditional advertising and saw a bright future for influencer marketing.
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Tag: Marketing & affiliates