Gambling in the USA

Streaming ahead in the battle for brand supremacy

Published

2 years ago

May 2, 2023

Michael Pedersen, Chief Commercial Officer at Livespins, says US operators are changing tack in how they market to players and that streaming presents a big opportunity to acquire customers at scale for a strong ROI

Operators have spent big to maximise the first-mover advantage on the table in the US states that have legalised online sports betting and casino for the first time. This has seen many become locked in a fierce battle with their rival brands over market share – a battle they have, in some instances, been keen to win at all costs.

Everyone is aware of the significant TAM and opportunity of the North American market and this in turn has led them to buy their way to the largest slice of the pie. For some with deep pockets, this has absolutely been the right approach to take as there’s a significant advantage to be gained from being among the first brands to be associated with the new horizon of OSB and iGaming in the mind of the consumers trying to navigate the space.

This is because it allows the operator to capture the early interest in legal sports betting and casino when the market opens up and to present their brand as being the best play to sign up and wager at.

But this is an expensive game to play and requires very deep pockets indeed. In past months, we have seen a shift in investor sentiment with many starting to question whether the open chequebook approach will ultimately pay off. Brand building takes time, but investors need to see a path to profitability and right now the path ahead appears to be a little bumpy.

This has seen operators rethink their marketing strategies and reel in the free-spending approach they have relied on to date. Brand awareness and customer acquisition can also be achieved in many medium-sized pushes, by spending smart and not necessarily spending big. Channels such as streaming have the potential to turbo-charge acquisition and retention and deliver the ROI operators are looking for.

Until now, operators have remained cautious when it comes to streaming – especially following Twitch’s decision last year to ban certain operators from using its platform. But this is where Livespins comes in. Because it sits within the casino lobby, operators have full control and players are afforded the same responsible gambling tools required under their state licence as when accessing the sportsbook or casino.

This means that operators can tap into the huge and growing demand for streaming among a wide and varied consumer base while being confident, they are doing so compliantly at all times.

Streaming is highly effective at allowing operators to engage the lucrative but hard-to-reach Millennial and Generation Z demographics, and to introduce them to their brands and the entertainment experiences they offer for the first time. These really are hard-to-reach consumers, with many already engaged with other entertainment options like video streaming, mobile gaming and social media.

Stake - Best Online Casino & Sports Betting Platform

Just as important, streaming products such as Livespins can be used to retain players and also unlock more value from existing marketing partnerships operators have in place.

Livespins allows players to bet behind their favourite streamer, meaning they are directly involved in the action playing out across the reels. Of course, streamers can also be brand ambassadors, allowing operators to deploy celebrities and influencers within the Livespins experience. This means that players can join their favourite celebrities during the stream and bet with them.

Not only that, but they can chat with them and the other players throughout the broadcast while also dropping reactions and emojis. This changes brand ambassador marketing from passive to active and allows operators to monetise directly and instantly through the bet behinds being placed. It can also be a great way for land based operators to utilise their on-property talent inside their online offering and hence strengthening their omnichannel strategy.

There is another potential upside for operators, especially mid-level brands that might not have the budgets to work with household name sports stars and celebrities. So long as they have a very clear understanding of their target audience, micro-influencers and streamers can be onboarded as brand ambassadors with an attractive ROI generated from day one.

The marketing winds are now blowing in a different direction, and it will be interesting to see the channels operators turn to for acquisition and retention. Streaming can move the needle in both areas while allowing operators to stand out from their rivals by proving player experiences that are unique to their brand. And this ultimately makes it a must-have in an operator’s marketing mix.

Related Topics:Livespins Michael Pedersen Chief Commercial Officer at Livespins

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Arizona Department of Gaming Releases October Sports Betting Figures

Published

2 weeks ago

January 9, 2025

Adrienn Sarkany

Bettors in Arizona wagered approximately $791 million on sports in October of 2024, according to a new report by the Arizona Department of Gaming. This represents an approximate 22% increase when compared to October of 2023.

The state collected approximately $2.35 million in privilege fees in the month.

Gambling in the USA

Neosurf & Betting Hero to reveal results of their in-depth study into US online gambling and payment habits in exclusive two-part webinar series

Published

2 weeks ago

January 9, 2025

Adrienn Sarkany

Neosurf, the globally trusted provider of swift and secure cash-to-digital payment solutions, has announced it will be sharing the findings of a recent study into the online betting habits, preferences and frustrations of US players in an exclusive two-part webinar series beginning on January 14^th.

Neosurf commissioned the research via Betting Hero – a leading US-based iGaming portal with expertise in casino, sports betting and DFS. The webinars will see Neosurf CEO Americas, Sue Page, Betting Hero’s Co-Founder and President, Jai Maw, and Senior Director of Product and Research, Ernie Ropas, dive into the report’s key findings and discuss what some of the more surprising results could mean for operators.

The survey, which featured respondents from New Jersey, Colorado and North Carolina, aimed to help operators and regulators within the gambling industry better understand the typical US bettor – how and why they bet, what tools they use to manage their budget and what Responsible Gaming means to them. The findings will be revealed in the webinars and used to identify areas where Neosurf’s products can help operators provide a better user experience.

The research highlighted several aspects of payments and responsible gaming that bettors felt could be improved. Problems with payments remain an issue – 52% of respondents said that they’d experienced payment issues in the past year, and with over 50% depositing and withdrawing multiple times each month, there is a significant cost impact to the operators.

Additionally, respondents indicated they’d be in favour of using a service that could share pre-verified ID information with operators, with ease of use for new payment methods and seamless integration across multiple platforms identified as important factors in their choosing and remaining loyal to a single sports betting platform.

Sue Page, Neosurf CEO Americas, said: “It was important to us to gain a more detailed insight into the US sports bettor. We wanted to talk to the players and ask questions that no one else is asking, and through our collaboration with Betting Hero I’m delighted that we now have a comprehensive piece of research.

“Offering valuable insights into player habits – how and why they bet, the ongoing pain points they’re experiencing with payments and their thoughts on Responsible Gaming—we’ll be taking a deep dive into the results of the survey in our two-part webinar series starting at 10:00 ET on January 14^th, and we encourage all US-focused operators and regulators to join us.”

Gambling in the USA

Saracen Casino Resort Chooses QCI Chatalytics to Enhance Casino Operations with Integrated AI Solutions

Published

2 weeks ago

January 9, 2025

Adrienn Sarkany

Saracen Casino Resort has selected Quick Custom Intelligence’s (QCI) Chatalytics, an integrated AI-driven suite, to revolutionize its casino operations and elevate guest experiences. The QCI Chatalytics solution, which includes Slot Copilot, Player Copilot, Dashboard, and the Robot Button, leverages OpenAI integration to provide real-time insights and streamlined decision-making across the casino floor.

QCI Chatalytics offers a powerful blend of AI-powered tools designed to optimize both player and slot management. With Slot Copilot, operators gain enhanced capabilities for real-time slot performance monitoring, predictive analytics, and dynamic task assignment. Player Copilot delivers personalized player engagement by analyzing customer data to inform service decisions and reward recommendations. The Dashboard component offers an intuitive, real-time display of key metrics, enabling data-driven insights at a glance. Additionally, the innovative Robot Button automates routine processes, allowing staff to focus on higher-value tasks and improve overall efficiency.

Clayton Mason, Senior Director of Marketing of Saracen Casino Resort, expressed enthusiasm about the partnership: “Integrating QCI Chatalytics into our operations marks a significant step in our strategy to harness the power of AI. With advanced tools like the Robot button, Slot Copilot and Player Copilot, we can deliver a more tailored and efficient experience for our guests while gaining deeper insights into our gaming operations.”

Dr. Ralph Thomas, CEO of QCI, shared his vision for the collaboration: “We’re excited to bring the capabilities of QCI Chatalytics to Saracen Casino Resort. By integrating OpenAI technology, our solution provides unprecedented levels of automation and insight. We believe Chatalytics will play a crucial role in optimizing floor operations and enhancing guest satisfaction through real-time, data-driven decision-making.”

The QCI Chatalytics platform is part of Quick Custom Intelligence’s commitment to driving innovation in the gaming industry, offering a comprehensive suite of solutions to streamline operations and enhance the player experience.