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Colorado Sports Betting’s $25.6 Million Debut Among Best First Months of any State, According to PlayColorado Analysts
Colorado’s first month of sports betting topped the debut month of most of the largest markets in the country, even without a major sport to bet on. But the state’s much-delayed first official data release on Monday — which confirmed that Colorado’s sportsbooks generated $946,741 in operator revenue on $25.6 million in bets in May — is merely a glimpse into the bright future for Colorado’s sports betting market, according to PlayColorado analysts.
“Considering the circumstances of its first month, Colorado debuted about as well as any market could,” said Dustin Gouker, lead analyst for PlayColorado.com. “Ultimately the revenue that was driven while sports were mostly dormant is less important than sportsbooks launching and engaging sports bettors so they’re ready when major sports resume. By that metric, Colorado’s launch was a success.”
Only Indiana, which attracted $35.2 million in bets when retail sportsbooks launched in September 2019, produced a larger handle in its first month of legal sports betting than Colorado. And the Centennial State compared well with other, more established betting markets during the same month. In fact, Indiana, the country’s fourth-largest sports betting market, accepted $37.3 million in wagers in May, while Oregon recorded far less than Colorado with $7.3 million.
Anecdotally, it is likely the two largest brands in U.S. legal sports betting — DraftKings DraftKings Sportsbook/Golden Gulch Casino and FanDuel Sportsbook/Golden Gates Casino — led the Colorado market in its first month. But the state did not release data on individual operators.
More brands are coming, too. SBK Sportsbook/Bronco Billy’s Casino and Sky Ute Sportsbook/Sky Ute Casino and Resort have already launched this month. And possibly dozens of online and mobile sportsbooks are expected to open in Colorado.
“One of the primary reasons why Colorado fared well in its first month is that the top brands were ready to go from the beginning,” Gouker said. “Having FanDuel and DraftKings, in addition to BetMGM and BetRivers, accepting bets on the first day of operation is unprecedented. It shows just how much confidence operators have in the future of the Colorado market.”
With Colorado’s 10% tax rate, the revenue generated in May injected $96,538 into state coffers. But PlayColorado projects that the state’s handle could eventually reach $6 billion a year or more, so tax revenues will undoubtedly grow.
Before that happens, the sports world needs to reopen. $7.9 million of Colorado’s bets were placed on sports categorized as “other” than football, basketball, baseball, or myriad other sports. Remarkably, table tennis generated $6.6 million in bets while bettors were limited in May mainly to golf’s The Match: Champions for Charity, four nights of UFC fights, NASCAR, Bundesliga soccer, and Korean baseball.
“The real test won’t likely come until August, when presumably baseball, the NBA, and the NHL are in play, and the NFL season gets closer,” Gouker said. “But sportsbooks are laying the groundwork for a quick start. And that will be important once sports do resume.”
SOURCE PlayColorado.com
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GLI® Promotes Andrea Bossard to Senior Director, Engineering
Gaming Laboratories International (GLI®) has promoted Andrea Bossard to Senior Director of Engineering. In her new role, she will focus on maximizing the customer experience and optimizing GLI’s delivery for many land-based suppliers, regulators, and operators globally.
She began her career at GLI in 2006 with a background in QA testing coupled with an education in mathematics and computer science. Throughout her 18+ year GLI career, she has held many lead and management roles, producing results and providing her with the experience to elevate to this position.
“Leaders like Andrea inspire us all to simultaneously drive a world-class experience for both GLI’s customers and employees. She promotes deep, meaningful connections in order to accomplish this, setting a standard for us all to follow,” said GLI Chief Delivery Officer Mackenzie Haugh.
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Scientific Games Announces New Player Acquisition Project with AppsFlyer
Scientific Games has partnered with marketing attribution and analytics platform AppsFlyer, on an innovative project supporting U.S. lotteries. The project will integrate data from all social media, search engines and other mobile and web apps to help optimize lottery digital ad campaigns and new player acquisition.
During the six-month project with Scientific Games offered through the SG Digital Academy, state lotteries will partner with AppsFlyer for audience activation and insights to measure their digital advertising with a complete view of consumer analytics across dozens of apps like Google, Facebook, Snapchat and Instagram.
AppsFlyer empowers brands to better measure and understand the business impact of their end-to-end marketing initiatives. Through privacy-first collaboration and analytics, AppsFlyer works with the world’s leading brands, including Walmart, HBO, Etsy and JPMorgan Chase & Co. to create exceptional customer journeys, preserve customer privacy and adapt their marketing campaigns through data-driven analytics and insights.
“Working alongside analytical, innovative partners like Scientific Games gets to the core of why we do what we do at AppsFlyer,” said Carolyn Bao, AppsFlyer VP of Marketing. “We’re thrilled to be partnering with the Scientific Games’ participating lottery customers to empower their growth and provide them with real-time marketing analytics and actionable insights. Their use of a wide range of AppsFlyer solutions will help optimize their player acquisition efforts and campaign performance across multiple channels.”
Merv Huber, Vice President of Digital Growth for Scientific Games, said, “In a competitive advertising environment, lotteries must make the most of their budgets and resources to grow responsibly and maximize revenue for their good cause programs. Understanding every aspect of the consumer journey is key to player acquisition. SG Digital Academy’s partnership with AppsFlyer will help participating lotteries make informed, data-driven decisions about their digital ad campaigns and ultimately grow their player base.”
The participating lotteries will have access to AppsFlyer’s platform and dashboards to identify the sources of new player acquisitions, measure campaign performance in real time and understand player behavior and engagement. The platform’s advanced measurement tools help lotteries to determine the best advertising strategy for their needs. They will also receive training and technical support, as well as access to Scientific Games’ world-leading analytics and insights services.
Fostering collaboration with industry experts, SG Digital Academy serves as a catalyst for transformative growth, facilitating the exchange of advanced insights and best practices to empower lotteries to navigate and thrive in an ever-evolving digital landscape.
Scientific Games’ award-winning Customer Relationship Management team manages CRM programs for 12 U.S. lotteries. The company is a trusted partner to 150 lotteries in 50 countries around the globe, providing games, technologies, analytics and services that responsibly drive maximum returns to their beneficiary programs.
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Playtech Live and Sony Pictures Television extend agreement for Who Wants to be a Millionaire? until 2028
Playtech, has announced a two-year extension to its exclusive agreement with Sony Pictures Television to produce Live experiences based on the iconic TV quiz show, Who Wants To Be A Millionaire? expanding across North America.
Who Wants to Be a Millionaire? stands as a globally renowned television game show that has captivated audiences since its inception. The Playtech Live games include many of the classic Who Wants To Be A Millionaire? TV show features such as: 50/50, Ask the Audience and Ask the Host, which gives the player the chance to have incorrect answers removed based on the level of question they have reached.
Playtech previously announced a strategic five-year partnership with Sony Pictures Television to work together to bring three games of the much-loved Who Wants To Be A Millionaire? brand into the Playtech Live digital entertainment portfolio. Following the success of Live Roulette and Live Trivia, Playtech has recently introduced an exciting addition to their line-up: Video Poker Live, inspired by the popular TV show Who Wants To Be A Millionaire? Playtech will be developing more dedicated Millionaire branded games, network wide.
This collaboration will extend to more territories, including the U.S, Mexico, and Canada, as Playtech continues to demonstrate their commitment to capitalising on the growing potential of the North American gaming market whilst recognising the significant player base in these regions. Furthermore, this aligns seamlessly with Playtech’s overarching strategy of partnering with popular brands to deliver an unparalleled gaming experience to players.
Sasha Uman, Chief Commercial Officer at Playtech Live comments: “Collaborating with Sony Pictures Television has been a tremendous opportunity for us. It showcases our commitment to securing top iconic brands in the game show and entertainment industry, and our dedication to offering high-quality and innovative gaming options to the audience. It has allowed us to bring a diverse range of interactive games including Live Roulette, Live Trivia, and the latest addition, Video Poker Live inspired by the beloved Who Wants To Be A Millionaire? Brand. Who Wants To Be A Millionaire? has been a global favourite for many years, and we are thrilled to be able to bring the excitement of this iconic game show to players worldwide, especially to our North American audience.”
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