Marketing technology

November 13, 2023

ESPN BET launch: everything you need to know

Like any Disney fairytale, we’re ready for the hero to dash in and save the day. So, what kind of fairytale do we have concocted for tomorrow’s (14 November) ESPN BET launch?

First up, let’s do some background.

ESPN BET launch: has Penn Met its sports betting match?

We all know Penn Entertainment was billed as one of the pandemic success stories. At the time, few investors thought it had a big part to play in our Disney fairytale with its acquisition of Barstool Sports.

However, unlike our Disney tale of true love, Barstool and Penn was just never meant to be.

At the start of 2023, Penn sold Barstool back to Dave Portnoy for a single paltry dollar. This was mere months after completing the $500 million purchase. A poisoned apple, some might say.

Instead, enter the prince of our tale – Disney-owned ESPN.

This where our tale of true love begins and the story of ESPN BET.

A match made in heaven for ESPN and Penn

Following ESPN’s $1.5bn licensing partnership with Penn Entertainme..

February 17, 2023

Genius Sports agrees data distribution deal with XFL

Sports data business Genius Sports has agreed to a new data distribution and fan engagement partnership with minor football league XFL.

As part of the deal, XFL has granted Genius exclusive rights to distribute official data from all XFL games to its media and betting partnerships.

As such, Genius Sports is now XFL’s official betting data distribution partner and free-to-play provider.

Genius Sports’ executive vice-president, Sean Conroy, said that having a comprehensive data policy is an important part of a sports organisation’s financial success.

“For every sports league, an official data strategy that drives both new revenues and fan engagement levels is vitally important,” he said. “We’re thrilled to partner with the XFL, connecting their games with the media and betting sectors while creating meaningful fan interactions through the bespoke XFL Pick’Em solution.”

genius argued that a data strategy is vital to the success of a sporting league

XFL Pick’Em

The deal also saw G..

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..

October 4, 2022

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..

September 7, 2022

Betegy to ramp up US push following Yolo investment

Betegy has closed an investment round led by Yolo Investments – the venture capital arm of the Yolo Group, which operates the Sportsbet.io brand.

Betegy – which provides data visualisations, automated on-air and retail graphics, and casino marketing assets to operators – intends to use the funds to continue its scaling in the US. The announcement follows a previous funding round led by JKR Investment Group, which was announced in 2020.

iGB spoke to both Betegy founder and chief executive Alex Kornilov, and Yolo Investments founder and GP Tim Heath to discuss the deal and how Betegy plans to further adapt its products for the US market, and the startup funding sector as a whole.

What encouraged you to invest in the business; what do you think that Betegy brings to the market that wasn’t on offer before?

TH: Betegy’s great innovation is to automate the previously time-consuming process of turning reams of data into world-class content. We know the product works because it’s been succ..

August 1, 2022

AGTech secures further terminal tenders in China

Beijing AGTech GOT Technology, the Chinese arm of lottery solutions platform AGTech Holdings, has secured a series of tenders to provide more sports lottery terminals across the country.

AGTech GOT will supply terminals in the Guangxi Zhuang Autonomous Region and Mongolia Autonomous Region of the People’s Republic of China, as well as in the Yunnan, Sichuan, Jiangsu, Hainan and Hubei provinces.

The latest tender wins expand AGTech GOT’s presence in the Chinese sports lottery terminal market, with the business having in place a wide range of similar deals.

These included agreements signed in January this year to supply technology and services in the Gansu, Zhejiang, Henan, Hebei and Jiangsu provinces, as well as the Shanghai and Tianjin municipalities.

“AGTech GOT has won many tenders in various provinces, municipalities and autonomous regions across China, which reaffirmed the hardware division’s continued dedication to and leading position in China’s sports lottery terminal marke..

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Tag: Marketing technology