Marketing & affiliates – Page 4

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.
..

March 16, 2023

WagerWire launches new media network

Sports betting marketplace WagerWire has announced the launch of a new media division to provide a range of content for fans from grassroots creators across the US and Canada.

The division will launch alongside a new community page on the WagerWire website, where visitors will be able to access insights, viewpoints and written commentaries from members of the WagerWire community.

This content will span video, audio and written pieces covering game previews and recaps, stories from across the sporting world, betting and fan pontifications.

Read the full story on iGB North America

March 1, 2023

Better Collective signs media partnership with Goal

Denmark-based affiliate Better Collective has announced a global media partnership with Goal, the online football brand, to create sports betting content.

The deal will see Better Collective running the sports betting section of Goal across all the brand’s domains, which is featured in English, Spanish and Portuguese.

Better Collective will also provide Goal with sports betting content, as well as technology and data insights.

Jesper Søgaard, Better Collective CEO and co-founder, said that the deal is the start of bigger things to come from the affiliate.

“Partnering with such a well-recognised and renowned media like Goal perfectly aligns with our media partnership strategy and our overall strategy of becoming the leading digital sports media group,” said Søgaard. “There is no doubt in my mind that we will be able to benefit from each other’s expertise.”

Goal is owned by FootballCo, which operates other sports brands including Mundial, Spox and Voetbalzone.

James Lamon, Football..

February 23, 2023

Massachusetts overturns affiliate ban in regulation

The Massachusetts Gaming Commission (MGC) has announced that it will overturn the ban on affiliates that was created in the state’s regulation.

In its open meeting today (23 February), the MCG agreed to replace the existing language in its regulation, which currently bans affiliates from the market by prohibiting cost per acquisition (CPA) and revenue share agreements.

The MGC went on to confirm that they have been working on amendments to the regulations of both licensing for sports wagering vendors as well as advertising for sports wagering advertising.

These amendments are currently still a period of consultation and will be voted on during an open meeting on 23 March 2023.

Under regulation 205 CMR 256, subsection 256.01 (3) the law currently reads: “No sports wagering operator may enter into an agreement with a third party to conduct advertising, marketing, or branding on behalf of, or to the benefit of, the licensee when compensation is dependent on, or related to, the volume ..

February 20, 2023

William Hill named as Grand National’s official betting partner

William Hill has been named as the official betting partner of the Grand National in a three-year deal.

As well as being the official betting partner, the deal will see William Hill named as the sponsor of three races held at the Aintree racetrack during the Grand National.

The festival runs from 13-15 April.

The three races are the Grade 1 William Hill Aintree Hurdle on 13 April, the William Hill Handicap Hurdle on 14 April and the Grade 3 William Hill Handicap Chase on 15 April.

Non-runner, money-back

william hill will be offering bets with non-runner, money-back terms

Daryl West, William Hill’s head of sponsorship, social and PR said the company was “delighted” to be involved as the event’s official betting partner for the next three years.

“The Grand National Festival at Aintree is one of the pinnacles of the National Hunt calendar and we are delighted to be involved as the official betting partner for the next three years,” he said.

“Horseracing is a vital part of our heri..

January 6, 2023

How much do sportsbooks spend on marketing and will it lead them to profit?

Russell Karp of DataArt explores how leading US sportsbooks spend their marketing dollars, examines their strategy and results and looks for a path to profitability.

Fall and winter are intensely hot seasons for sports betting with NFL, NBA, college football and basketball, NHL and MLB post-season action. So it’s no surprise that the last three months of the year became the most expensive in terms of advertising.

BIA Advisory Services forecasted that up to $1.8bn would be spent in 2022 to promote gambling products online, with a sizeable chunk going towards sports betting. In the first week of the year alone, ad spending by the four biggest sportsbooks rocketed to a lofty $24m.

But how do these heavy marketing investments impact the sports betting business? And are sportsbooks getting a return on their investment?

Where does the money go?

To acquire as many users as possible, as early as possible, sportsbooks invest heavily in marketing. A larger share of voice, paired with attra..

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Tag: Marketing & affiliates