Latest News

Setting Up For The Big Game And Beyond

Published

3 years ago

January 23, 2023

With Super Bowl LVII heading to our screens on February 12^th, we sat down with Flows Director of Sales, Domenico Mazzola, to talk about how smart data collection and the use of no-code innovation platforms can enable sportsbooks to enhance their customer experience for the Big Game and beyond

The Super Bowl is the USA’s biggest sporting event and will invariably provide masses of opportunities for sportsbook operators to enhance their customer offering if they’re able to think outside the box.

As ever, the main driver here is always data – and with the NFL consisting of 17 games over an 18-week period in the run-up to the Super Bowl, there should be ample time to gather plenty of useful information on bettors. The trick is to then combine the key findings you have on player behavior with technology that will help you to create promotions and better inform your overall marketing strategy.

While at the time of writing the Super Bowl LVII finalists are yet to be announced, we already know that the majority of sportsbooks are placing the Kansas City Chiefs as their red hot favorites. So what can we do with this information? A good place to start would be to look at the betting activity of VIP customers and identify those who have actively bet on the Chiefs over the preceding 18-week period.

Once we’ve done that, we can work out where they’re based. If, for example, they’re located on the other side of the country or abroad, there’s a good chance that they won’t be able to make it to the main event – so why not offer them a special promotion to make up for that fact? Alternatively, if you’ve seen them winning specific bets, why not offer these markets to them on the Super Bowl too?

Of course, the real value in data collection stretches far beyond the Super Bowl, so the event is also a great time to start drilling down into the behavior you’re witnessing. Were your customers backing a certain team or were they betting on both sides? Did they prefer to bet on the overall points outcome or the individual actions of players? This is all valuable information that can help you develop automated workflows which trigger on specific events or when certain wagers are placed in future.

The first thing you should probably be looking at post-Super Bowl is whether there are any friendly matches being played in the run-up to the new season and if there are, how can you use the data that you’ve gathered up to this point to target them? Is there an opportunity to offer your customers an early promotion based on the last first touchdown bet they placed at Super Bowl LVII, for example?

When the season starts proper, you can further focus on bettors’ location to find out whether they’re situated within a set distance of a particular stadium. If they are and have previously placed a bet on the team that plays there, you could target them with a location-based promotion. This could be anything from providing them with early odds on their team to a special bet if they don’t have tickets.

Using a no-code innovation platform like Flows allows you to automate this kind of promotion without the need for manual targeting. You simply funnel in all the necessary data and set up a flow that will trigger based on certain parameters. This way, you’re able to quickly and easily offer tailored promotions to customers based on their previous activity that they’re far more likely to engage with.

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Given that many sportsbook in the USA have partnerships with in-state teams, there’s also the opportunity to take this a step further by offering competitions for tickets and other behind-the-scenes incentives. Should a sportsbook have such an arrangement in place, you could use Flows to automate the awarding of matchday tickets as a prize for winning a certain bet or leaderboard event.

You could also use it to manage and distribute exclusive content that relates to a customer’s favorite team such as locker room footage and interviews with players or coaches. This way, bettors can enjoy a personalized content library that’s exclusive to them the minute they log in, meaning no two user experiences will ever be the same and that your sportsbook is able to provide something truly unique.

As a final suggestion on the topic, you could also use Flows to set up automated deals and discounts on NFL tickets and merchandise. You could, for example, create special offers that are automatically applied to a customer’s account whenever they bet on a certain team or outcome. This can help you further engage with the activity of individual bettors and create an even broader cross-market appeal.

Of course, tools like Flows can also help you adhere to state regulations by allowing you to set up automated audits and compliance checks. Our platform features a very flexible regulatory control panel in several areas that allows sportsbooks to configure many of their business regulatory requirements directly through Flows, rather than having to develop them after each and every update.

As regulatory authorities tend not to give much notice when changes are made to the current industry guidance, many organizations may find that their planned road map becomes interrupted. This can be significantly alleviated through Flows as it can allow certain regulatory directives and checks to be implemented on demand, cutting out the need for extensive and often time-consuming manual work.

Overall, using a no-code innovation platform like Flows can help you remain compliant while leveraging the data you’ve collected and any partnerships you might have with local in-state teams in a more efficient way. This in turn provides added value to the customer both during the NFL season and in the event their teams makes the next Super Bowl, ensuring a continual cycle of engagement.

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UNLV International Gaming Institute Announces 2025 ESPN Research Fellows

Published

9 hours ago

September 17, 2025

Peter Tolan

Selected research projects will generate new insights into how responsible gambling messages are delivered and perceived in the rapidly evolving sports media landscape

The University of Nevada, Las Vegas International Gaming Institute (IGI) is proud to announce the recipients of the 2025 ESPN Research Fellowships. This year’s cohort features a group of scholars whose proposals will advance understanding of responsible gambling messaging in sports media and its implications for consumer well-being.

Fellowships recipients include:

Dr. Brandon Mastromartino, Director of the Institute on Sports Wagering and Gaming and Assistant Professor of Experiential Marketing at the L. Robert Payne School of Hospitality and Tourism Management, San Diego State University. Dr. Mastromartino’s project will evaluate two of the NFL’s responsible gambling PSAs using a fan-centered marketing framework.
Dr. Chris R. Noland, Assistant Professor of Advertising at the University of South Florida’s Zimmerman School of Advertising & Mass Communications. Dr. Noland will examine the influence of celebrity endorsements and promotional inducements in Instagram advertisements on online sports betting behavior.
Dr. Ramon Silva Leite, Professor in the Postgraduate Program in Management at Pontifical Catholic University of Minas Gerais, Brazil. Dr. Silva’s project will investigate how responsible gambling messages are constructed and delivered through sports media, and how young sports bettors perceive and respond to them.
Dr. Sarah Stokowski, Associate Professor of Athletic Leadership at Clemson University’s Department of Educational and Organizational Leadership Development. Dr. Stokowski will investigate how college student-athletes perceive and interact with sports betting content on social media.

These projects will provide important insights into practical strategies that policymakers and the industry can adopt to help safeguard the wellbeing of sports enthusiasts and the public at large.

“IGI is tremendously proud of the work our previous Fellowships produced. A key goal of this initiative is to support innovative and impactful research to better understand the rapidly changing global sports and betting environment,” said Dr. Kasra Ghaharian, Director of Research at IGI. “This research represents critical perspectives on how gambling is represented in sports media and holds important implications for all gambling stakeholders.”

“Responsible gaming continues to be a priority for ESPN, and we are proud to continue our collaboration with IGI to support research that delivers real-world impact,” said Kevin Martinez, Vice President of ESPN Corporate Citizenship. “These new projects will provide valuable insights into how responsible gaming messages can be delivered effectively across sports media and help strengthen standards that protect fans everywhere.”

Each research fellowship lasts six months. Research results will be featured in an IGI webinar in 2026.

Latest News

ACR POKER’S HUGE ONLINE SUPER SERIES XL MAIN EVENTS KICK OFF THIS WEEKEND, AWARDING $4.25 MILLION GUARANTEED

Published

9 hours ago

September 17, 2025

Peter Tolan

Phase 1 of the $150,000 GTD Survivor Flips starts today and first Mystery Bounty Multi-Flight Day 2 gets underway this Sunday, September 21st

ACR Poker’s biggest-ever tournament series, Online Super Series (OSS) XL, is in full swing and this weekend the action really heats up with the colossal Main Events kicking off on Sunday, September 21st, offering $4.25 million total guaranteed.

Players can take their shot at the $2 million guaranteed ($2,650 buy-in), the $1.5 million guaranteed ($1,050 buy-in), and the $750,000 guaranteed ($215 buy-in) Main Events. Day 1A starts this Sunday, September 21st, Day 1B is on Sunday, September 28th, and Day 2 is on Monday, September 29th.

The flagship series boasts over $50 million in guarantees and runs until Tuesday, September 30th. It has a range of events catered to players of all bankrolls from as little as $0.55, which include the $0.55 Micro PKO, $6.60 Early Special, and $22 Euro Mini Special.

Adding further excitement is the high-energy Survivor Flips tourney ($130 buy-in), offering a $150,000 guarantee. Phase 1 and Steps Flips run from today (Wednesday, September 17th) to Sunday, September 21st at 3:00pm ET. Phase 2 is a regular tournament on September 21st at 3:05pm ET where all players start in the money.

There are also four Mystery Bounty Multi-Flight events, including two $500,000 GTD ($109 buy-in) events, with the first having its final flight and Day 2 this Sunday, September 21st. The $200,000 GTD ($33 buy-in) and $100,000 GTD ($5.50 buy-in) events have their final flight and Day 2 on Sunday, September 28th.

“OSS XL has already delivered incredible action, with huge fields, dramatic final tables, and amazing wins for players at every level but there’s still so much to come,” said ACR Pro Chris Moneymaker. “The Main Events are always the highlight of the series, and this weekend promises to be the biggest stage yet for anyone looking to make their mark.”

Finally, to add further sweat, ACR Poker’s Leaderboard Contest is awarding $65,000 in cash and tourney tickets across three tiers. The High Stakes ($104.50 buy-ins and above) will award a $15,000 top prize, while the Mid Stakes ($16.50 to $88 buy-ins) and Low Stakes (under $15 buy-ins) will award $7,500 and $4,000, respectively.

For further details on OSS XL, read the ACR Poker blog or visit ACRPoker.eu.

International News

1/ST CONTENT and Italy’s MASAF form new partnership ahead of the Breeders’ Cup

Published

16 hours ago

September 17, 2025

George Miller

1/ST CONTENT and Italy’s MASAF form new partnership ahead of the Breeders’ Cup

Distribution deal sees leading racing provider for the Americas extend its scope into Italy’s local pool betting via governing body for horse racing

1/ST CONTENT, the pre-eminent provider of premium North and South American horse racing content and a key division of 1/ST, has continued to grow its international footprint in a new partnership with the Italian Ministry of Agriculture, Food Sovereignty and Forestry (MASAF) in the run-up to the Breeders’ Cup World Championships, one of the true highlights on the global racing calendar.

The deal now opens a breakthrough gateway for local pool betting on North American, South American and Turkish racing in Italy – and was soft-launched over last month’s 100th edition of the Hambletonian at The Meadowlands, NJ. This milestone renewal, the pinnacle of harness racing and a format of the sport which is particularly popular with Italian racing fans, fostered immediate fan engagement, as reported by MASAF this month via https://www.grandeippicaitaliana.it/.

The agreement kicks off with the 2025 flagship finale at the Breeders’ Cup World Championships in Del Mar (31 October – 1 November) and brings many of the premier stateside races to Italy, including the Pegasus World Cup (24 January) and the Triple Crown contests of Preakness 151 (16 May) and the Belmont Stakes (6 June). In the aggregate, 1/ST CONTENT’s extensive content portfolio maps approximately 90% of all North American racetracks, alongside South American and Turkish venues, neatly complementing Italy’s domestic sporting action with a reliable source of fast-settling betting content between 18:00 and 05:00 CET.

Italian and North American horse racing currently enjoy a strong reciprocal bond, thanks to three of Italy’s leading jockeys in Frankie Dettori, Umberto Rispoli and Antonio Fresu plying their trade in North America. These three Italian ambassadors were recently introduced to a mainstream global audience via Netflix’s acclaimed Race For The Crown.

1/ST CONTENT’s worldwide experience and customer base for pools betting features the Americas, Morocco, Italy, Singapore, Australia, Turkey, Sweden, France, New Zealand and Hong Kong. As a result, by leveraging 1/ST CONTENT’s unparalleled expertise in capturing and streaming elite live-racing events, bettors across Italy can now enjoy a best-in-breed international racing experience.

Key features of the deal include but are not limited to:

Comprehensive Coverage: exclusive signals of all racetracks in the United States, Canada, South America and Turkey, ensuring an extensive and diverse range of racing content for Italian audiences.
Cutting-Edge Technology: high-quality, immersive broadcasts, providing viewers with an unparalleled access to live racing and informative content that both engages the seasoned viewer and educates those unfamiliar with the sport.
Enhanced Viewer Engagement: accompanying innovative marketing strategies, promotions, and engagement initiatives, enhancing the overall viewer experience and speaking to a dedicated racing community in Italy

Simon Fraser, Senior Vice President International at 1/ST CONTENT, said: “We’re thrilled to be working as a partner with MASAF on a program to rejuvenate their horse racing audience and breathe new life into the Italian industry. Our collaboration marks a cornerstone from which we can build together to ensure that racing is competitive with other betting options and further expands 1/ST’s global reach.”

Remo Chiodi, Director General for Horse Racing at MASAF, added: “This partnership is part of a broader framework aimed at strengthening relations between Italy and the United States in the horseracing sector: it is a path that consolidates ties between the two countries, enhances both our national excellence and international achievements, and opens up new opportunities for growth and exchange. It is a step that also involves breeding and training, while highlighting the image of Italian racing excellence in the United States, represented by our most renowned jockeys competing overseas.

“Thanks to this agreement, major American racing events will be broadcast free-to-air on EQU TV, expanding the television offering and allowing betting on the races within a fully integrated system. After years of challenges, Italian racing is redefining the entire sector to restore our sport to a position of strength, both at home and abroad.”