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Influencers are key to the next stage of US betting growth
With Callum Broxton, Head of US Operations, Checkd Group
Those who remember wired house phones and floppy disks might be left cold by the term “influencer,” which may evoke perceptions of young digital natives clambering for their 15 minutes of fame by any means.
However, in the world of igaming, influencer marketing, via professional sports betting tipsters, or “Cappers,” has become a critical driver when it comes to retention and reactivation of customers, and is fast becoming a cornerstone of growth for the nascent North American industry.
Social media influencers, with their large and engaged followings, provide an ideal medium for operators to promote their platforms, and for affiliates to keep discerning bettors informed and entertained. As new states open up, and tier-one operators battle for market share, we are seeing the ways in which influencer marketing is becoming a true value proposition in the strategy to reach a wider audience.
Why should operators and affiliate brands dedicate a significant part of their respective marketing budget to sports betting influencers? In short, our tried-and-tested experience shows that they boost retention rates and they encourage acquisition by leveraging their existing audiences. They also effectively promote your brand from a position of authority while humanizing a brand, offering a tangible relationship and a welcoming gateway to your sign-up page.
The best Cappers are highly informed communicators. They keep detailed empirical statistical models, they study the signals and external factors affecting any given sporting event, and they even factor the intangibles of human psychology into their tips.
They are, in essence, a trusted source of information — regarded as more trustworthy and independent than in-house talent — to whom customers will often turn before placing a bet. Recent studies suggest two thirds of bettors wagering between $51–100 per month will spend between 15 minutes and an hour researching their picks. An endorsement from a reliable influencer takes much of the legwork out of this research, while positively reinforcing the decision-making process.
The FlashPicks app places Cappers front and center in the user journey, in order to offer the customer informed opinion, while leveraging the significant built-in audiences with whom they already resonate. The app spotlights a team of influencers, many of whom boast six-figure follower numbers across Twitter, TikTok and Twitch: social forums where a diverse cross section of online bettors are seeking information.
By proxy of an influencer’s trusted followers, operators and affiliates can drive conversions from key growth demographics, and retain their custom by positioning the influencers within the user journey.
Influencer marketing also provides brand promotion outside of the brand’s own ecosystem, and within the context of creative and engaging content. By the nature of their trade, Cappers understand the kinds of content their audience is interested in, the bet types that will appeal to them, and the kind of offers that will see them bring their business to a new operator. At once, they are a brand promotion tool, creative editorial content provider, a hotbed for backlinks and a market research tool.
The cost of influencer marketing may vary, depending on their level of notoriety and followership, but it typically provides superior added value and utility in comparison to traditional paid marketing options.
The sports betting industry is, and will continue to, embrace significant technological shifts in the coming years, with artificial intelligence already being used for SEO, content creation and the next generation of user interfaces. As the industry, and the world at large, shifts towards a reliance on faceless-but-functional technology, there will inevitably be a desire for the human touch. At its core, influencer marketing is about building relationships. This is exactly what an operator or affiliate brand wants to achieve with its customer base, and this is exactly the kind of interface that an influencer provides.
The rise of the influencer in the United States is tracking harmoniously with the rise of its sports betting handle. They will continue to develop in harmony, as more brands open up to the virtues of using Cappers as an ambassadorial marketing function.
Latest News
Pragmatic Play to Participate in CGS Santiago
Pragmatic Play, a leading content supplier to the iGaming industry, is set to participate in CGS Santiago this month, as the provider seeks further inroads across the continent.
The provider is also the standalone Diamond Sponsor at the event, which takes place at Espacio Riesco in the country’s capital, Santiago, on May 29 and 30.
Pragmatic Play is set to attend the event as a renowned actor in the market, for its multi-product offering, comprising Slots, Live Casino content, Virtual Sports, Sportsbook, and Bingo, including fan-favorite titles Gates of Olympus and the popular Blackjack X.
With expo season now in full swing, CGS Santiago marks another conference in the region for the supplier, following its presence at BiS – SiGMA Americas in Brazil, GAT Expo in Colombia, and SBC Summit Rio earlier this year.
Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Latin America remains a key focus for Pragmatic Play as it gears up to make meaningful connections in Chile, a region full of potential as the iGaming industry continues to evolve in this part of the world. Pragmatic Play is also proud to be a Diamond Sponsor at this year’s expo, showcasing the importance that CGS Santiago represents and the immense opportunities that the two-day event has on offer.”
Endorphina Press Releases
PGS 2024: Endorphina brings Dia de Los Muertos to Lima!
The leading slot game provider, Endorphina, has just confirmed its presence at this year’s PGS Lima event, which will be held at the Jockey Exhibition Center in Lima, Peru, from 12-13th June. This year, Endorphina invites attendees to visit its colorful stand number 65, which will be inspired by the famous holiday, Dia de Los Muertos.
This year, Endorphina’s stand aims to fully embody the uplifting spirit of Dia de Los Muertos while showcasing its revolutionary slot with the same name. In the slot, players encounter the symbolic Catrina, as well as the colored skulls, which represent the true spirit of this festive day. Furthermore, Endorphina has arranged a Mariachi band to entertain attendees, further elevating the Dia de Los Muertos experience.
The Peru Gaming Show is the largest international gaming fair in Latin America, and this year, the event will celebrate its 22nd anniversary. This annual event brings together the top game manufacturers, software developers, and platforms in the world to exhibit their most innovative products and services.
Join Endorphina’s celebration of Dia de Los Muertos at stand number 65, and embrace the ambiance of this year’s PGS Lima from 12-13th June!
Latest News
Sunset Station Set to Unveil All-New STN Sportsbook
The Henderson casino is set to debut a game-changing game-day experience with a bold new design, over-the-top visuals and a massive audiovisual experience.
Sunset Station is set to reveal the fully transformed, brand-new STN Sportsbook on May 16 with a ceremonial ribbon cutting celebration led by Station Casinos executives including the property’s General Manager Jordan Seager and Vice President of Race and Sports Jason McCormick. Following the honorary ceremony, the race and sportsbook will officially open to the public where guests can be some of the first to place a lucky bet.
The stunning new STN Sportsbook offers a dramatically new look and welcomes in the next era of Sportsbook experiences with a panoramic 150-foot LED screen wall, tiered VIP seating, lounge areas, a dynamic bar scene, high-definition screens at every turn and seamless betting options for guests. Sunset Station’s new hub for sports viewing action and socializing begins at the new STN Sportsbook with a grand sense of arrival, deep red plaid carpets offer visual interest and comfortable leather seating offers a luxury stadium “box” experience.
This new renovation is a part of Station Casinos’ ongoing reinvestment of its portfolio of off-Strip luxury resorts and neighborhood casinos.
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