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Why US operators must improve their marketing tech
Paddy Casey, co-founder at leading product development and digital marketing supplier The Unit, chats to Gaming Americas about the importance of modernising the US product experience now sports-betting markets have settled
The challenges presented to US-facing sports-betting operators have changed considerably since markets began to open up following the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018. The idea of exponentially high marketing spends is not so prominent in 2023, and the battleground is transitioning towards a fight for existing customers.
One of the key issues affecting operators is they have been forced to make redundancies in their tech teams. While it is still crucial to develop rapid-fire landing pages/products to meet the demand of sports events, marketing departments rarely received the support they needed for fast digital campaigns from the internal tech teams in the first place, and this issue has now been exacerbated.
When mobile sports betting began to open up in the US, the apps were based on European sportsbooks. This can be an adequate market-entry strategy, but it doesnât necessarily work in the long-term. When William Hill US first launched as the second mobile sports betting app in New Jersey after DraftKings, the advertising agency behind the campaign had been briefed for three months on the launch. When the app was finally developed and presented to them, the overall reaction was: âIs that it?â They felt it was going to be a new, ground-breaking Silicon-Valley-style piece of new technology, but it was essentially the same William Hill app adapted for US bettors.
Launching based off European models was all the operators could think to do, but that was not necessarily right for the US audience. Now, everyone in the market has to think harder about maximising performance. There are many things you have to do to attract new sign-ups, and the idea of a strong design and the ability to make changes is paramount now, which it wasnât in 2018.
Following FanDuelâs lead
With a 50% market share as of the end of 2022, FanDuel is the clear market leader in US sports betting, but what is key to remember is it is not necessarily run in the same vein as most other US-facing operators. Given it is owned by Flutter Entertainment, the same parent company that manages Paddy Power and Betfair, it can be guided with more of a European mindset.
FanDuelâs app wasnât particularly stronger than that of any other operator, but it has taken the lead with product and marketing innovation. Specific products were marketed similarly to how they had been by Paddy Power. While Paddy Powerâs advertising is, of course, associated with comedy and at times controversy, it is always focusing on a product release or something that particularly stands out in the mobile app; FanDuel replicated that very astutely. While all the other operators were enforcing generic messages about how enjoyable sports betting can be, FanDuel was actually mentioning products like single-game parlays, and this approach was always likely to be successful.
There is still one thing FanDuel, like all US operators, can improve on, and thatâs marketing tech. Tracking marketing spend and player behaviour are still quite new concepts, even with various US markets now being close to five yearsâ old. We have heard examples of affiliates in the US who canât work with certain operators because they are convinced the player tracking is so far behind where it needs to be that the operator canât even track which players have been sent to it by the affiliate. In the early days of regulated US markets, some teams were so naĂŻve in this area they were literally guessing click-through rates.
Working around the problem
In sports betting, there is often one C-level executive whose needs are never prioritised within the product roadmap by the operator, and thatâs the chief marketing officer. As soon as someone pipes up about what they need to promote March Madness, for example, the usual response is: âWe donât have time for that.â
That is why it is vital to utilise the expertise of teams who are experienced in sports betting and able to take this matter off an operatorâs to-do list. It requires a team who can spend time addressing the player behaviour issues mentioned above, while also building out designs and all the core digital marketing that takes place within the sports product. When operators are able to use resources that can help make their marketing experience better, this will undoubtedly give them an edge in competitive markets.
US consumers are becoming more educated. Their loyalty will be closely matched to the product experience and engagement. With state launches now slowing down with regards to sports betting, operators will now, and should now, focus on product improvements.
Paddy and The Unitâs senior team will be on site at SBC Summit North America this week at the Meadowlands, New Jersey
CT Gaming has announced its debut installations in Guatemala, marking a significant milestone in the expansion across Latin America. Following this yearâs successful installations in Mexico and PerĂș, CT Gamingâs presence in the region continues to grow at full speed.
âWe are proud of the established partnerships and see these installations as the foundation for a long-term collaboration. We believe this is just the beginning of our journey toward becoming a leading provider in Guatemala,â said Georgi Koprinarov, General Manager LatAm at CT Gaming.
Leading gaming venues in Guatemala, among which Fantastic â Majadas, Fantastic – Las Americas, Magic Bingo – Metro Norte and Magic Bingo â Capitol, are now equipped with EZ Modulo 32/32/32 slot cabinet and the newest addition to the Diamond King family â Diamond King 4. Among the 40 games in the pack, players will experience a unique blend of classic titles and brand-new games such as Zet Fruits,Clovers on Fire and others. Additionally, half of the games are linked to the progressive jackpot Diamond Tree Deluxe, which concept is offering exciting rewards and enhanced gameplay. Another new feature that premiers within Diamond King 4, is the âBuy Bonusâ game which brings additional excitement and better chances of winning.
âWe are thrilled to partner with CT Gaming and introduce their cutting-edge products to Guatemala. The installation of the EZ Modulo cabinets in combination with the latest multigame – Diamond King 4 has already sparked interest among our players. We look forward to a long and successful collaboration with CT Gaming, bringing top-tier entertainment to our customers,â said Edgar Paz Ravines, director of Desarrollos Providencia.
Spintec returns to IGA with its exclusive US distributor, Dynamic Gaming, and a shared booth with Gaming Arts.
Spintecâs return to the Indian Gaming Association (IGA) Conference & Tradeshow this year is marked by the significant success the company has achieved since the last show. Their partnership with their exclusive distributor, Dynamic Gaming, has expanded their presence across the US by leaps and bounds.
They are currently licensed and approved for their latest product and games, in California, Michigan, Nebraska, New Mexico, North Dakota, Oklahoma, Wisconsin, Kansas, and Washington, with approvals in Arkansas, Wyoming, Idaho, and Florida waiting in the wings. This highlights their ongoing commitment to the US market and their growing footprint across North America, emphasized further by their imminent entry into Ontario, Canada.
To celebrate their unwavering success in North America, Spintec will be showcasing the best parts of their latest Charisma product line at this yearâs IGA. Charisma is a brand-new line of products, which has already won awards and has become an instant global bestseller. In an exclusive introduction, the visitors at IGA will be shown its brand-new Craps solution. It comes with super innovative elements such as the shooter button, 7-out function, and a rotating dealer feature. Additionally, they will also be unveiling their virtual/video Charisma Blackjack machine. Both of these exceptional new solutions are designed to elevate the gaming experience and include a variety of side bets on both games.
But thatâs not all â visitors will also have the chance to try out their proprietary new Galactic Spin Roulette game. It offers an enhanced roulette experience with integrated Mega, Major, and Minor Jackpots, bet multipliers of up to 300, and the exciting possibility of winning free spins. This game revolutionizes the roulette experience by eliminating breaks, making the wait for the ball to drop the most thrilling part of the game.
Their booth will also include a variety of compact, multi-station solutions, giving the visitors the opportunity to explore and experience the breadth of their latest product portfolio.
TheLotter US has expanded its trusted lottery courier service to Arizona, following successful launches in New Jersey and New York just last year. With this latest addition, TheLotter US now operates in five states, including Oregon, and Minnesota.
Yael Hertz, CEO of TheLotter Group, said: âWeâre thrilled to expand our service to yet another state. Now, Arizona residents can enjoy the convenience of entering their favorite lottery draws without having to go out and buy a ticket.â
TheLotter US fulfills lottery ticket orders on customersâ behalf at licensed retailers, scans them, and uploads them to their personal accounts before the draw. From there, they can view their ticket and track their numbers with ease.
With years of experience in the industry, TheLotter US is making lottery play more convenient than ever. Their dedicated 24/7 customer support ensures players always receive prompt and reliable assistance whenever they need it.
Over time, TheLotter US has built a loyal customer base by consistently proving itself as a trusted and reliable service.
Creating an account takes just minutes. After verifying their info, users can choose their favorite lottery game, pick their lucky numbers or use Quick Pick, select the number of lines to be added, and confirm their order. TheLotter US will take it from there.
With years of experience and a solid reputation, TheLotter US uses top-tier security measures like GeoTrust 128-bit SSL encryption to protect all transactions. Plus, ticket scans will be viewable in customersâ accounts before the draw for total transparency, and their 24/7 customer support is always there to assist with any and all queries.
Arizona has seen some incredible jackpot wins, including a $108 million Mega Millions prize in Lake Havasu City just four years ago. More recently, in January 2025, a lucky player in Tempe became the sole winner of a $112 million jackpot.
This win has special significance, as the winner purchased their ticket through an online lottery courier service. This incredible win highlights how ticket courier services make it easier than ever for players to enter their favorite drawsâand seize life-changing opportunities.
Now that TheLotter US is live in Arizona, Arizona residents have the same opportunity to play for the biggest prizes and create their own âjackpot momentâ.
Whether it is a big or small win, customers will be notified by email right away by TheLotter US. Smaller prizes (under $600) are deposited directly into a playersâ account. Should a player win a larger prize, TheLotter US will assist them in claiming their prize in person at the official lottery office.
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