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The Innovative Strategies Propelling America’s iGaming Startups

It’s been six years since the Professional and Amateur Sports Protection Act (PASPA) was repealed, allowing each state to legislate sports gambling independently. In this evolving landscape, American startups have been at the forefront of innovation in the online gambling industry. Their fresh approaches and adaptive strategies have set new benchmarks in customer acquisition and retention, reshaping the market dynamics significantly.
According to a study conducted in March 2024 by Waterhouse VC, a comprehensive analysis of customer acquisition strategies reveals key trends and tactics employed by these startups. The study outlines seven primary strategies that have been pivotal in securing the first customers for these emerging companies.
Surprisingly, most startups attributed their initial user acquisition success to a singular strategy, with only a minority leveraging more than three methods. This focused approach underscores the startups’ strategic clarity in navigating the competitive landscape.
High-touch customer engagement emerged as the most popular strategy, emphasizing the importance of personalized interaction with customers in the early stages. This approach, often considered unscalable, proves crucial in building initial momentum and establishing a loyal customer base.
Interestingly, the report noted a significant omission – the reliance on paid advertisements was not a prominent strategy for acquiring the first cohort of customers among these startups. This deviation from traditional online marketing tactics signifies a strategic shift in the industry, highlighting the innovative thinking of these companies.
An overview of the innovative strategies employed by iGaming startups. Image: Waterhouse VC
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“We had to very quickly focus on being more ‘hands-on’ with customers engaged with unfamiliar sports and less traditional formats – both from a marketing and trading perspective. Be prepared to dive extremely deeply into how your vision translates into customer (revenue) upside.” — Joseph Dunnigan, Founder & CEO, ALT Sports Data
“Early on, we realized that helping customers navigate the many common pitfalls of registering, funding, and betting with online operators was more challenging than expected. Due to the complexity of passing KYC checks, linking reliable payment options, and even navigating difficult to understand app interfaces, our hand-to-hand concierge services were uniquely positioned to support customers and operator clients alike. We overcame these challenges by dedicating ourselves to becoming the resident experts on our operator products in order to properly represent them with customers, and also seamlessly guide those customers through their respective journeys, regardless of their previous betting experiences.” — Jai Maw, Co-Founder & President, Betting Hero
“We saw that in our product journeys where many potential users would see our prices/odds on another web property or chat group, and come to our site with the intention of placing a bet, but had difficulty procuring a crypto wallet (or understanding what this was). The CEO or another member of our leadership team reaches out to every single one of these users to try to ease the learning curve and onboard them to the site. This isn’t a scalable solution, but is highly important to do and valuable in an early stage company to learn about your customer base.” — Varun Sudhakar, Co-Founder & CEO, BetDex
“Prior to Low6, I had been running a sports events marketing agency and my co-founder was in retail bookmaking so we initially leaned on our connections in both fields to introduce them to our free-to-play pool betting app. We were quite fortunate that the app was built on social competition so had some early success with the power of network effects in building out our customer base.” — Jamie Mitchell, Co-Founder & Group CEO, Low6
“We leveraged the anticipation and excitement of our waitlist by offering early access to those who signed up. This created a sense of exclusivity and urgency, encouraging people to join and engage with our platform. We implemented a strong referral program that rewarded existing users for bringing in new customers. This not only helped in customer acquisition but also fostered a sense of community around our platform.” — Jacob Fortinsky, Founder & CEO, Novig
“Choosing the right strategies and being willing to pivot when necessary is critical. While some methods may yield immediate results, others may require patience and adaptation. It’s about finding that balance.” — Tom Waterhouse, CIO, Waterhouse VC
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BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10

Company to share expert insights and highlight its fast-track product certification and lottery support at São Paulo, Brazil show
BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, will exhibit at BiS SiGMA Americas April 7-10 at the Transamerica Expo Center in São Paulo, Brazil in Stand No. F133.
As Brazil’s gaming landscape undergoes a significant transformation under new federal regulations, BMM is heavily partnered with operators, suppliers, and regulators through this transition. With its three expert divisions – BMM Testlabs, BIG Cyber, and RG24seven Virtual Training – the BIG Group brings unmatched expertise in product testing, cybersecurity, and responsible gaming education, all vital for success in the dynamic Brazilian market.
At the show, BMM will highlight its fast-track product testing and certification process, developed specifically to address Brazil’s recertification requirements for B2B and B2C operators. This streamlined service ensures that gaming companies meet all regulatory standards while maintaining their operating licenses with minimal disruption.
BMM Testlabs’ Marzia Turrini, President of iGaming & Cybersecurity, said, “BMM is committed to guiding customers through the certification process with speed, precision, and expert support. Our goal is to reduce regulatory risks and accelerate time to market in Brazil’s evolving regulatory environment.”
At BiS SiGMA, BMM will highlight its support for Brazil’s expanding state lottery market, working closely with operators to support multi-jurisdictional entry and growth. BMM’s lottery and iLottery testing services help ensure full compliance while enabling faster, broader market access.
Visitors to BMM Innovation Group’s stand at BiS SiGMA Americas will gain insights into the Company’s full suite of services for cybersecurity and defense, as well as responsible gaming, including:
- Vulnerability assessments, penetration tests, PCI:DSS evaluations, and a suite of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
- RG24seven Virtual Training, offering expert-led education on responsible gaming, anti-money laundering, and many other important topics, available in Portuguese, Spanish, and English for gaming professionals worldwide.
Turrini added, “BMM is more than just a test lab. We are a long-term strategic partner, helping shape a secure, responsible, and compliant gaming industry in Brazil and globally.”
BMM invites all BiS SiGMA attendees to stop by Stand No. F133 and discover how the Company drives innovation, reliability, and trust across Brazil’s regulated gaming industry. For more information on BMM’s Brazil support, visit the BMM Brazil Hub at brazil.bmm.com/.
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No fooling! The All-Inclusive Hotel Room Package is back for summer stays at the Plaza Hotel & Casino

Tomorrow might be April Fool’s Day but this is no joke, the Plaza Hotel & Casino is bringing back Las Vegas’ only all-inclusive hotel room package starting at $125 per person per night.
The Plaza introduced its all-inclusive hotel room package last summer. It was so well received by guests that the iconic downtown Las Vegas property is bringing it back and extending it for all of June, July and August.
“At a time when tourists are concerned about increasing costs in Las Vegas, including resort fees and paying to park, we wanted to give our guests a more affordable summer vacation option by again offering our all-inclusive hotel room package,” said Jonathan Jossel, CEO of the Plaza Hotel & Casino.
The Plaza’ all-inclusive hotel room package waives all resort fees, but guests will still have free access to the fitness center, self-parking, and rooftop pool. It also includes bottomless drinks from the Omaha Bar and Sports Book Bar on the casino floor as well as breakfast and dinner from various dining outlets, and more.
The Plaza’s all-inclusive hotel room package is available for booking beginning today. Rooms must be booked online by Aug. 29 for a stay June 1 through Aug. 30.
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Jogo da Zebra: The Most Thrilling Version of the Classic Minesweeper Arrives from Vibra Gaming

Vibra Gaming, the leading game and platform developer in the LatAm market, unveils its latest and most exciting release: Jogo da Zebra, a high-adrenaline experience where every click can multiply your winnings. Designed especially for the Brazilian audience, this game reimagines the classic Minesweeper with visuals and gameplay that resonate with local culture.
The game unfolds on a 5×5 grid with 25 hidden tiles. Players can choose how much to bet and how many zebras will appear on the board, directly influencing the level of risk and potential rewards.
To win, players click on the tiles to reveal golden squares, increasing their bet multiplier. At any moment, they can cash out and secure their winnings before encountering a zebra.
The game also incorporates innovative mechanics to enhance the excitement. By selecting the number of hidden zebras on the board (from 1 to 20), players can adjust the difficulty and raise the prize multiplier as they progress. Additionally, if a zebra is revealed followed by a heart, the game grants an extra life, allowing the player to continue without ending the round. This unique feature adds a new layer of thrill and strategy, as only one extra life can be earned per game.
Jogo da Zebra also includes a Turbo Button, which speeds up tile reveals for a more dynamic gaming experience. A Cash Out button allows players to stop and collect their winnings before risking another click.
Ramiro Atucha, CEO of Vibra Gaming, commented: “Jogo da Zebra combines the nostalgia of a classic with captivating gameplay and big rewards. It’s the perfect game for thrill-seekers who enjoy risk, where every click can make a difference in winning big. We developed it with the Brazilian audience in mind, incorporating a local theme that connects with their culture and gaming preferences.”
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