Marketing – Page 4

November 3, 2022

NorthStar Bets scores Ontario partnership with NBA

NorthStar Gaming, operator of the Canada-facing NorthStar Bets brands, has entered into a regional partnership with the National Basketball Association (NBA) in Ontario.

Under the agreement, NorthStar Bets will become an authorised gaming operator of the NBA in the Canadian province.

NBA marks and logos will appear across NorthStar Bets, while users will also benefit from access to real-time NBA data when placing bets.

In addition, NorthStar Bets and the NBA will collaborate on a series of initiatives to help protect the integrity of NBA games.

The deal builds on previously announced partnerships from NorthStar aimed at providing consumers with more pre-game and live in-game betting opportunities across a number of leagues, including the NHL.

“As an authorised gaming operator, NorthStar Gaming will connect our players with official data and stats from the NBA and provide them with an insights-packed user experience,” NorthStar Gaming founding partner and chief executive Michael Mo..

October 6, 2022

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 ..

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 21, 2022

Betway fined £400,000 for marketing on “children’s webpages”

Online gaming operator Betway has been fined £408,915 ($463,178/ €467,776) by the Gambling Commission for marketing on “children’s webpages”.

The regulator determined that the Super Group-owned brand was marketing on the children’s pages of the West Ham United Football Club’s website, breaching Commission rules on socially responsible advertising.

The Commission said that the operator’s logo – which linked to its website – appeared on a page on the West Ham site which offered the option of printing off a picture of a teddy bear for children to colour in. It was visible on this page between 14 April 2020 and 6 November 2021.

Additionally, between 24 October 2021 and 15 November 2021, a similar logo that linked to Betway’s homepage was featured on the “Young Hammers at Home” page of the club’s site.

GC director of enforcement, Leanne Oxley, said the regulator had no reason to believe Betway was targeting children deliberately, but that the rule breach was still serious.

“Protecting ..

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 25, 2022

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 placed 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

August 23, 2022

Rush Street Interactive: the exception that proves the rule

At a time when US sports betting operators are shifting focus to profitability rather than expansion, Rush Street Interactive believes it is a step ahead of the competition. Chief executive Richard Schwartz explains how a disciplined approach, online casino and its pan-American ambitions, will achieve this.

The early stages of the US betting and igaming market have been typified by a race to build as big a customer database as possible, at whatever cost. Each state that launches experiences advertising shock and awe, as operators bankroll vast campaigns to use each rollout as a land-grab for new sign-ups.

Rush Street Interactive (RSI), the business that listed on the New York Stock Exchange in December 2020, has looked to take a different approach. At a time when there is greater scrutiny of company spending, and investors query how long hefty losses can be sustained, it has managed to keep its spending in check.

While the push for profitability is still relatively new to the wide..

August 22, 2022

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..

August 17, 2022

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..

August 9, 2022

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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Tag: Marketing