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Movers and Shakers: The future of player acquisition

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Movers and Shakers: The future of player acquisition

 

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

Allan Petrilli, Managing Director at Acquire.Bet, talks about paid media and the trends shaping customer acquisition in the regulated North American market

Paid media is very much the future of player acquisition in the regulated North American market, but running successful campaigns is not without its challenges.

More than ever, operators and marketers need to nail not only their creatives and messaging but also the measurement and tracking of campaigns.

Paid channels control much of the campaign and ad targeting, but with stricter privacy rules in play, it’s becoming increasingly difficult to target directly based on a user’s preferences.

Creative fatigue is as real as it is prevalent, so operators and marketers need to achieve creative iteration at scale, not only in terms of volume but also creative types and formats.

Just as important is having measurement dialed in and being able to inform the platforms of what is working – this means having a ton of actionable data at your fingertips so you can quickly decide where to spend your ad dollars.

Then there’s incrementality and uplift, which can’t be ignored, either.

The platforms themselves are starting to take more “credit” for conversions, so being able to zoom out and understand multitouch is key to making the marketing budget go further and perform better.

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The great SEO slowdown

Paid media is becoming increasingly important in player acquisition efforts because there is a clear SEO slowdown. This, combined with advancements in generative AI in search, means brands are going to have to rely more on communities for growth.

Influencer marketing is no longer just getting some with a decent following to promote your brand, with micro influencers becoming a very important piece of the puzzle.

It’s also worth highlighting Discord here as it’s starting to play a significant role, especially in sports betting. This channel is all about community and trust, and we are seeing some really smart partnerships play out across the platform.

Regardless of platform and channel, operators must understand the power of their brand and that by aligning with influencers and communities that match their values, they can supercharge growth.

The only caveat here is that these partnerships need to be authentic.

 

Market maturation brings new challenges

As the North American market matures, we see the establishment of standard success KPIs, but it’s important that each brand really understands its own LTV and CAC data so that it can drive towards hitting its own success metrics and not just “industry” standard KPIs.

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Why? Because those industry standard KPIs are often skewed by the power players that have spent big to get to where they are today, and won’t be reflective of smaller operations and brands.

It’s also important to focus on incremental growth as the market matures, understand the power of multi-touch and how each channel supports the overall acquisition strategy. Operating in silos is a recipe for disaster.

In addition to this, operators need to have a clear view of their runway – those with considerable cash can operate in more aggressive ways than brands that are relying on quick growth to fund future spend.

Ultimately, there’s no one-size-fits-all approach, and that’s why operators must focus on their own metrics for success and not industry-standard KPIs. They also need to remember that while being nimble is key, being relentlessly focused on data is what will allow them to win.

 

Regulations do influence player acquisition strategies, but everyone plays the same game

A lot of times, operators will focus on regulation and compliance to make excuses as to why they market one way or another, but the reality is that everyone is playing in the same sandbox and under the same rules.

How marketers push those boundaries, and to the extent they are willing to get creative, is what separates those who succeed and those who don’t.

Take Ontario, for example. You can’t promote the welcome bonus, so brands are having to engage players in other ways – those with kick-ass product marketing campaigns or that offer something truly unique are winning right now.

Of course, paid media is the perfect channel through which to communicate their epic product and unique player experience.

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South Africa is Leading the Call for Responsible Gambling in African Countries

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South Africa is once again positioning itself as a leader in ethical gambling practices, with the upcoming Responsible Gambling Summit 2025 set to take place on 13–14 November 2025 at Emperors Palace in Kempton Park, Gauteng. This landmark event will gather international experts, regulators, and industry professionals to address the most pressing challenges in responsible gambling across Africa.

Hosted by the South African Responsible Gambling Foundation (SARGF) in collaboration with major regulatory bodies such as the National Gambling BoardEastern Cape Gambling Board, and Western Cape Gambling and Racing Board, the summit aims to drive forward an evidence-based, solutions-focused agenda that ensures gambling growth does not come at the cost of public well-being.

As South Africa continues to see rising participation in both land-based and gambling online, the summit is timely. It will tackle issues ranging from technological safeguards and public health integration, to policy harmonisation and vulnerable population protection.

Advocating for Safer Online Gambling

As South Africa strengthens its role in setting responsible gambling standards, SouthAfricanCasinos.co.za remains at the forefront of this effort in the online casino space. Our portal is more than a online casino listing site — it is a trusted source of expert advice, consumer guidance, and responsible gambling advocacy.

Since our inception, we have maintained a clear policy: we only recommend licensed, regulated casinos in south africa that adhere to strict player protection measures. These include transparent terms, fair bonus practices, and built-in tools such as deposit limits, time-outs, and self-exclusion options.

“The online gambling landscape in South Africa is growing rapidly,” says a spokesperson for SouthAfricanCasinos.co.za. “But with growth comes responsibility. Our mission is to ensure players have access to safe, ethical gambling environments. We support the goals of the Responsible Gambling Summit and encourage every operator to prioritise the welfare of their players.”

Practical Frameworks for Change

The Responsible Gambling Summit 2025 will focus on seven key thematic areas:

  • Understanding gambling behaviour and disorders through science-led approaches.
  • Overcoming barriers to effective policy implementation, including gaps in education and enforcement.
  • Leveraging technology, such as AI-driven risk detection and real-time player monitoring.
  • Adopting global regulatory best practices tailored to South African realities.
  • Protecting at-risk individuals and communities, especially youth and those in lower-income brackets.
  • Educating the public on the risks of gambling and how to stay safe.
  • Building international networks to ensure future readiness and consistency across borders.

Each session is designed to lead to real-world outcomes, with progress monitored and reported biennially. This commitment to transparency aligns with broader calls for industry-wide accountability.

How Players Can Gamble Responsibly

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Whether you’re new to online casinos or an experienced player, here are some essential responsible gambling tips:

  • Treat gambling as entertainment, not a way to make money.
  • Set a time limit before you start and stick to it.
  • Only gamble with money you can afford to lose.
  • Avoid playing when you are upset, stressed, or intoxicated.
  • Use built-in responsible gaming tools provided by licensed operators.
  • Keep track of your play history and regularly review your habits.
  • Seek help if gambling is no longer fun, or if it begins to impact your personal life.

At SouthAfricanCasinos.co.za, we make these practices easier by highlighting casinos that offer responsible gambling features as part of our review process. Each recommended site undergoes a thorough evaluation based on licensing, fairness, transparency, and player protection standards.

Our Commitment to the South African Gambling Community

With a growing base of South African users, SouthAfricanCasinos.co.za plays an important educational role in the online gambling space. Our platform offers in-depth guides, news updates, free bonus casinosfree spins casinos  and strategy articles designed to help players make informed decisions.

We actively follow developments in gambling regulation and work to ensure our listings are in line with the latest responsible gambling initiatives. As the conversation around ethical gambling evolves, so does our content — reflecting the high standards that South African players deserve.

South Africa’s leadership in responsible gambling sets a high standard not just for the continent, but for the global industry. By playing at casinos that are transparent, regulated, and committed to safety — such as those featured on SouthAfricanCasinos.co.za — players can enjoy the entertainment of gambling while staying in control.

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MGM Resorts Announces New Employment Agreement with CEO & President Bill Hornbuckle

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MGM Resorts announced that it has reached a new employment agreement with CEO & President Bill Hornbuckle through December 31, 2028. As part of his new employment contract, the Company has also agreed to offer Hornbuckle an advisory agreement at the end of the term to assist with its integrated resort project in Osaka, Japan until its opening.

“Bill is an exceptional, visionary leader who successfully guided the company through the COVID-19 pandemic while also positioning the business for long-term growth through new digital ventures, strategic M&A opportunities, and expansion into new international markets. Bill has earned the trust, respect and admiration of his employees, peers, shareholders and this Board. We’re thrilled that he has agreed to remain in his role for the foreseeable future,” said Paul Salem, Chairman of the MGM Resorts Board of Directors.

“I am honored to continue leading this company at an exciting time of both digital growth and resort expansion in places like New York, Japan, Brazil and the Middle East. Our best days remain in front of us, and I’m thankful to our Board for their continued trust and support. The success we’ve enjoyed over the last five years is a testament to our leadership team and our employees who have embraced our culture of guest-centricity and continuous improvement. Together, we will continue to pursue our vision to be the world’s premiere gaming entertainment company,” said Hornbuckle.

As CEO, Hornbuckle oversees all aspects of MGM Resorts’ strategy, operations and hospitality and gaming development projects. He leads the company’s global development efforts and its digital gaming strategy. He is a member of MGM Resorts’ Board of Directors and serves as Co-Chairman of the Board of Directors of MGM China Holdings, which operates resorts in Macau. He is also Chair of the U.S. Travel Association, a non-profit organization focused on growing travel and tourism to the United States, and he previously served as Chairman of the U.S. Travel and Tourism Advisory Board, which advises the U.S. Secretary of Commerce on policy, regulation, programs and issues that impact the travel and tourism industry in the US.

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Scientific Games Wins Three 2025 American Business Awards for Lottery Retail Technology Innovation and Instant Scratch Game Achievement

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Scientific Games was recognized with three prestigious honors in the 23rd Annual American Business Awards. The global lottery company won two Gold ABA awards for its retail technology, SCiQ and PlayCentral Powered by SCiQ, in the Operations Management Solutions and Emerging Technology categories, respectively. Scientific Games’ recently retired VP, Instant Game Production, Joe Bennett, earned a Silver ABA Award for Achievement in Management—Manufacturing, recognizing his career contributions in secure lottery instant game production.

Scientific Games President, Americas & Global Instant Products, John Schulz, said: “It’s an incredible honor to have SCiQ and PlayCentral Powered by SCiQ recognized with 2025 Gold American Business Awards. These awards reflect the strength of our innovation and the dedication of our teams to modernizing the retail lottery experience. We’re also deeply proud of Joe Bennett’s Silver Award. Joe’s leadership across three decades has helped define secure instant game manufacturing for Scientific Games and the industry during his tenure.”

This year, more than 3700 nominations from organizations of all sizes and industries were submitted to the ABAs. Winners were scored by more than 300 professionals worldwide during a rigorous judging process evaluating innovation, integrity, effectiveness, creativity, and growth. The Gold Award represents the highest honor in each category, reserved for the top-scoring entry, with the Silver Award representing the second-highest honor. The ABAs are nicknamed “Stevies” for the Greek word meaning “crowned”.

SCiQ is Scientific Games’ groundbreaking ecosystem designed to transform lottery instant game retailing. It brings advanced inventory management, security, and real-time sales tracking to retail locations, providing retailers, lotteries, and players with a smarter, more secure way to sell and purchase instant games. PlayCentral Powered by SCiQ extends the SCiQ ecosystem to lottery self-service retail environments. Integrating SCiQ technology into PlayCentral HD self-service vending machines allows for unprecedented inventory control, improved game security, and seamless retail operations, enhancing the player experience while optimizing lottery revenues.

Over his 34-year career at Scientific Games, Joe Bennett has driven significant advancements in digital transformation, manufacturing efficiency, and security innovation. He led the transition to a fully integrated digital production ecosystem and introduced patented encryption technologies that protect the integrity of instant lottery games. Under his leadership, Scientific Games now produces more than 53 billion secure, high-quality instant games annually. Bennett retired from the company in April 2025.

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