Latest News
What’s the future of sports fan engagement look like?
The power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players is on nearly every US operator’s mind. But how do they activate sportsbook players that are not in the app or on-site? And how do they get more players back into session and create deeper brand engagement and higher gross gaming revenues? By monetizing the game play window before, during and after the game.
With billions of data points to parse â and millions of dollars at stake â operators need real-time data on what’s happening in session to deliver a sports-powered experience that starts with each match or game and turns it into the sports betting players’ personal playing field. That’s when they are most invested in supporting their favorite teams and players.
OtherLevels, a pioneer in developing sports engagement technology in the UK and Australia, is rolling out its Sports Engagement platform designed for US operators to help them understand when players are most engaged and reactivate and monetize out-of-session players with personal, relevant content. By capitalizing on the immediacy and excitement of the game and combining live odds, game state and previous betting behaviors, operators can extend the reach of their sportsbooks and increase GGRs. The next-generation digital marketing platform is designed to activate sports book players that are not in the app or on-site. We all know the power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players. With OtherLevels Sports Engagement, you capture those moments and transform your outbound owned media marketing into a dynamic sports-powered experience. The result is more players getting back into session, stronger brand engagement and higher gross gaming revenues. Â
OtherLevels Sports Engagement captures the immediacy and excitement of sport by monetizing the game play window, both before, during and after the game. It does this autonomously, 24×7, globally across all leading sports and leagues. That is a powered sports experience starting with each match or game and turning that into the sports betting players’ personal playing field. That is when they are most invested in supporting their favorite teams and players. When they are not in session with your sportsbook, Sports Engagement will reach out with personal, relevant content, combining live odds, game state and previous betting behaviors to activate and monetize their interest. That is meaningful sports-powered engagement, not pre-scripted or lifecycle/campaign messaging. It is live and real-time, reflecting the best moments from the contest, combined with the props and odds that we know are of interest.Â
OtherLevels is true sports-powered engagement; it’s all about the game. By combining real-time sports statistics, player betting history, up-to-the-moment odds, game state insights, and the best props, OtherLevels serves up the right proposition to the right player at the right time to drive sportsbook app/site sessions and betting activity. Â
For an operator, you extend your reach by reaching all the players anytime, anywhere, with their favorite sports and games, not just for tent-pole events, generating increased sessions and GGR. You amplify your brand and stand above the competition by extending the rich, immersive sportsbook experience with a compelling premium outbound messaging experience. Finally, you also manage operating costs â why pay to re-engage using paid media when you can lower operating costs with autonomous 24×7 global engagement?Â
How does it work?Â
OtherLevels leverages sophisticated publishing and decisioning processes to deliver real-time marketing messages and betting propositions to offsite sports bettors globally. The publishing engine integrates game scheduling, game data, game state, live odds, props and markets and player data to constantly create candidate messages specific to each game. The decisioning engine then filters the candidate messages into outbound communication specific to each player, based on activity signals, propensity modeling, personal preferences, operator preferences, current bets, channel, message volume and cadence, and regulatory and responsible gaming requirements. The result is compelling personalized and relevant outbound messages being delivered autonomously 24×7.Â
Who benefits?Â
Sports books:Â
More effective sports betting player activation and out-of-session activation mean increased GGR and margin. With OtherLevels outbound marketing, you get more players in-session. You also capitalize on the excitement of their personal playing field to reach long-tail players with their favorite sports, not just selective tent-pole events. Operating costs are reduced as activation is using owned, not paid media and lifetime value increases over and above what can be achieved with traditional lifecycle-based CRM systems. And most importantly, your outbound messaging stands above your competitors in an increasingly crowded market.Â
Sports betting players:Â
Sports fans and players get more relevant, compelling content and betting opportunities delivered to them automatically for their personal playing field. It is personalized, relevant, compelling and live. It feels like an extension of the sportsbook experience and re-activates them back into session.Â
How does OtherLevels fit in with the sports betting industry in the US?Â
Instead of bringing the game and the playing field to the sports betting player, sports books are leaning on CRM marketing tools developed for other industries such as retail, travel and finance for their player activation and outreach strategies. And all along, the data and content they need to construct truly sports-powered engagement are at their fingertips. Â
OtherLevels Sports Engagement uses that data to reactivate and monetize out-of-session players by capitalizing on the immediacy and excitement of the game to drive increased revenue and extend the reach of sports books. Â
Compliance Updates
Tennessee Sports Wagering Council Takes Action Against Illegal Sportsbook
The Tennessee Sports Wagering Council through its executive director issued $50,000 in fines to Bovada.lv, an unlicensed and therefore illegal sportsbook operating in Tennessee.
Bovada failed to comply with cease and desist letters delivered to addresses in Curaçao, and Council investigators placed wagers through Bovadaâs platform on three separate occasions, including as recently as October 16, 2024.
The Sports Gaming Act authorizes the Council to impose a $10,000 fine for the first offense of accepting wagers without a license, which rises to $15,000 for the second offense, and $25,000 for the third offense. Subsequent offenses may lead to the imposition of a $25,000 fine for each occurrence, an occurrence being a single wager accepted in Tennessee.
In the cease and desist letters, the Council ordered Bovada to allow all Tennessee users to withdraw any funds currently held by the unlicensed sportsbook.
âThe Sports Wagering Council recommends that Tennessee users of Bovada withdraw their funds immediately. Our primary role is the protection of the public interest through a safe, regulated environment, and Tennessee sports bettors need to know that just because they can access a sports betting website or app inside Tennesseeâs borders does not mean it is licensed to do business here,â Mary Beth Thomas, Executive Director of Tennessee Sports Wagering Council, said.
Legal sportsbook operators provide important bettor protections not found in the illegal market. If an individual wagers with unlicensed sportsbooks, their sensitive financial and personal information may not be protected and could even be shared with criminal enterprises. The bettorâs money could be withheld or disappear without a way to recover it.
The SWC is working closely with its network of law enforcement at the state and federal level to eradicate illegal sportsbooks such as Bovada and others.
Tennessee is the largest âonline-onlyâ sports betting market in the US, with more than $4.7 billion wagered in Tennessee last fiscal year through online sportsbooks licensed by the Council.
Gambling in the USA
Phoenix Link by Aristocrat Gaming Now Lighting Up Casino Floors
The hottest new game from Aristocrat Gaming, Phoenix Link, is now live on casino floors, with Yaamavaâ Resort & Casino being the first in North America to offer the highly-anticipated game. As the next evolution of the international hit game, Dragon Link, Phoenix Link features player-favorite mechanics from top games with all-new themes, features, and bonuses.
âWe have been humbled by the incredible global fanfare Dragon Link has received over the years but are never ones to rest on our laurels. The teams have been working tirelessly on a follow-up that brings together all the player-favorite elements in a new and exciting way with Phoenix Link as the proud result. We were thrilled to partner with Yaamavaâ to premiere Phoenix Link with flair, excitement, and celebration,â said Victor Duarte, executive vice president of product for Aristocrat Gaming.
Phoenix Link players will enjoy the gameâs additional denominations, configurations, and jackpots on each of the launch game theme titles. Gameplay features include Hold & Spin, Free Games with multiplier wilds or twin spin reels, Phoenix Mystery trigger, and more new bonus twists. Phoenix Link is available on the Neptune Single cabinet.
âYaamavaâ is thrilled to host yet another world premiere in gaming with the launch of Phoenix Link by Aristocrat Gaming. Our Club Serrano members are already raving about this captivating extension of the player-favorite Dragon Link. Itâs a great addition to the Yaamavaâ gaming floor,â said Kenji Hall, General Manager of Yaamavaâ Resort & Casino at San Manuel, said.
Latest News
Panel on the benefits of regulation in the Mexican iGaming market
On November 6, the iGaming industry in Mexico is preparing for a key event in which the benefits and challenges that regulation has brought to the Mexican market will be discussed. Under the title “Benefits of Regulation in the Mexican Market”, this panel will offer an in-depth look at the impact of regulation on transparency, competition and consumer protection, critical issues in the new digital era of iGaming.
The event, moderated by Geraldine Alexandra GarcĂa Torres, Media Manager of Digital Gaming News, will feature the participation of recognized figures in the sector such as Daniel MagariĂąos, representative of BMM Testlabs, and Hermilo Peregrina Cabrera of Prometeo IT Solutions. Both panelists will contribute their extensive knowledge and experience in regulation and certification in the Mexican market, and will analyze with the public the challenges and opportunities that companies face in an increasingly competitive and regulated context.
BMM Testlabs, who will participate as a Gold Sponsor, underlines with its sponsorship the importance of regulation to strengthen the iGaming sector in Mexico and demonstrates its commitment to progress and transparency in the Mexican market. For its part, Kushki joins as a Silver Sponsor, promoting the dialogue and analysis necessary for the industry.
Daniel MagariĂąos, from BMM Testlabs, expressed his enthusiasm for participating in this digital webinar: âIt has been a pleasure to be able to share our comments as a Laboratory on a market like the Mexican one and exchange opinions with a reference like Hermilo and the company Prometeo IT Solutions, with its excellent track record in this market. A relaxed talk with a lot of learning that I hope will be interesting for the attendees.â
For his part, Hermilo Peregrina, from Prometeo IT Solutions, highlighted the relevance of these spaces for dialogue: âThank you to Conferencias iGaming for the invitation to participate in this panel. Thanks to Geraldine for coordinating us, and it was a pleasure to share ideas and opinions with my friend Daniel from BMM Testlabs, who has extensive experience in international regulations and certifications.â
Sponsor Support
The panel has the support of important sponsors who recognize the relevance of regulation in the development of the iGaming market in Mexico. Among them, BMM Testlabs as Gold Sponsor, and Kushki as Silver Sponsor.
Event Details:
Date: November 6
Time: 10:00 a.m. (Mexico)
Registration: Register here
Don’t miss the opportunity to be part of this essential conversation for the future of the industry. Secure your place and access a key analysis on the dynamic iGaming market in Mexico!
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