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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
The excitement is building for G2E Las Vegas 2025, and TCSJOHNHUXLEY is proud to announce its participation, showcasing a range of revolutionary products and solutions designed to elevate the gaming industry in the Americas. The team will be located at a new space on Booth #4439 in The Venetian Expo, Las Vegas from October 7-9, 2025.
G2E 2025 marks a pivotal moment as TCSJOHNHUXLEY presents a comprehensive portfolio of innovations. A major highlight will be the highly anticipated US debut of the A Plus ShufflerÂź, the companyâs automated card shuffling machine designed to dramatically increase game speed and enhance security on the casino floor. Visitors will have the opportunity to see this advanced shuffler in action, demonstrating its ability to deliver a continuous, rapid supply of perfectly shuffled cards. The A Plus ShufflerÂźâs untraceable shuffling process strengthens game integrity and security, while its versatile design allows it to accommodate 1 to 8 decks with interchangeable shoes for both Poker and Blackjack.
Attendees can also see new developments across its wider portfolio. A particular highlight will be the groundbreaking Ora Blackjack Vue Display Controller, a revolutionary technology that is unlike anything else on the market. This display, which is the Blackjack equivalent of its popular Baccarat and Roulette displays, utilises advanced camera recognition for automatic card entry. It provides players with real-time data such as dealer hand history, live dealer odds, and historical statistics, making the game more accessible and enjoyable for everyone from novices to seasoned pros. The company will also be presenting the Supernova Progressive Jackpot System, TCSJOHNHUXLEYâs unique customisable platform that adds excitement to any live table game, and significant software updates to the popular digital game wheel Lumin8, which features an enhanced interface and new capabilities such as Promotion Mode and a bonus game sub-mode.
In addition to these new products and developments, TCSJOHNHUXLEY will be demonstrating its full range of market-leading solutions. This includes the Chipper Champ 3, the industry-standard for automated chip sorting known for its speed, accuracy, and reliability. For Roulette, the company will showcase its world-renowned solutions, including SaturnTM Velocity Auto Roulette wheel that delivers faster game speeds setting a new industry standard for speed and efficiency as well manual SaturnTM Roulette Wheels and the popular game Roulette Xtra. This game incorporates the company’s patented Blaze LED Surface Technology, which displays eye-catching animations and highlights winning numbers, adding a thrilling random multiplier bet of up to 500 to 1. The company will also present the next generation of its electronic gaming terminals, Qorex 2 with a suite of impressive new features.
The showcase of TCSJOHNHUXLEY’s world-class core product range will underscore the company’s renowned manufacturing expertise. From the precision of its globally recognised Roulette wheels and the superior craftsmanship of its Gaming Tables to the reliability of its Dice Shakers, visitors will witness firsthand the quality and dedication that define TCSJOHNHUXLEY products. This comprehensive portfolio demonstrates the company’s ability to create an end-to-end solution for all live game requirements.
Phil Lee, TCSJOHNHUXLEY Chief Financial Officer & Managing Director Americas comments, âThis year’s G2E is a pivotal moment for us as we showcase our unwavering commitment to innovation and excellence. We are bringing some of our most significant innovations yet to the Americas market, underscoring our long-term commitment to our customers in the region. G2E provides the perfect platform to demonstrate how we are not just keeping pace with the industry but actively shaping its future. Our team are looking forward to discussing how our new solutions can directly address business challenges and drive growth.”
To secure your free pass and to learn more, please visit please visit tcsjohnhxuley.com and be sure to visit Booth #4439 where the TCSJOHNHUXLEY team look forward to welcoming you.
EveryMatrix has agreed its largest ever global casino aggregation deal supplying bet365 with both its own exclusive content and titles from more than 40 premium games providers.
SlotMatrix, part of the EveryMatrix Group, is the largest aggregation platform in the world with more than 37,000 games from 350+ global suppliers including the Groupâs own, Armadillo and Fantasma Studios.
It will offer bet365 more than 40 vendors across multiple regulated markets including the UK, Germany, the Netherlands and Mexico with further territories slated for future release.
The business unit was further bolstered in 2024 by the acquisition of Fantasma Games and, earlier this year, by a new management team focused on accelerating aggregation and content services expansion across both existing and new regulated markets.
This includes Mark Hothersall, Head of Business Development and Carl Gatt Baldacchino, Head of Account Management, both previously from Evolution Gaming.
They are responsible for driving forward the commercial success of SlotMatrix by accelerating the unitâs in-house games development, continually strengthening its third-party content offering and ensuring SlotMatrix provides exceptional customer service.
Ebbe Groes, Group CEO & Co-Founder EveryMatrix, said: âToday is very significant for the Group highlighting both just how much of a âmust-haveâ product SlotMatrix is for tier-1 brands across multiple markets and how far ahead it is compared to its rivals.
âWeâre thrilled such a world-renowned brand such as bet365 has put their faith in us to drive their content strategy. SlotMatrix has truly come of age and, with an increased focus on ramping up our own games development and attracting even more premium vendors to the platform there really is no ceiling as to how far it can go.â
A bet365 spokesperson, added: âWe are thrilled to partner with EveryMatrix. This collaboration represents a significant step forward in our commitment to providing exceptional products to our customers.â
Slot Games has unveiled its latest promotion, the Daily Wheel, a feature that gives players one daily free spin every 24 hours. Each spin provides the chance to win free spins on well-known slot titles, adding an extra layer of entertainment to the daily player experience.
The Daily Wheel is available to all registered users and resets every 24 hours. To participate, players simply log in, head to the promotions section, and take their single spin for the day. Outcomes from the wheel may award free spins on leading titles.
The management team at Slot Games explained:
âThis launch demonstrates our ongoing commitment to building features that enhance everyday gameplay. A single free spin each day might sound simple, but it creates anticipation and gives players something consistent to enjoy. The Daily Wheel is a retention tool as well as a reward system, and we believe it will quickly become a favourite.â
All free spins awarded are credited as bonus funds. Wagering requirements of 65x apply, and winnings are capped at a conversion equal to a playerâs lifetime deposits up to a maximum of ÂŁ250. Full details are outlined within the terms and conditions.
Daily rewards like the Daily Wheel represent an important trend in digital gaming. Features that encourage regular logins are proven to improve engagement, creating a steady connection between players and platforms. Slot Games has recognised this and designed the Daily Wheel as a clear, easy-to-use feature that requires no deposit.
The platform itself remains focused on balancing player enjoyment with regulatory compliance. Operating under the UK Gambling Commission, Slot Games ensures that all bonuses, promotions, and mechanics align with industry standards. By combining compliance with innovation, the team aims to set Slot Games apart in a competitive market.
Alongside the Daily Wheel, Slot Games continues to expand its offering of slot titles and casino classics, partnering with top developers to deliver fresh content. The launch of this feature adds to the promotional mix, strengthening Slot Gamesâ appeal among both new sign-ups and long-time users.
The management team added:
âWe see features like the Daily Wheel as part of a bigger picture. They contribute to retention, give players something enjoyable to return for, and showcase some of the slot titles weâre proud to offer. Weâre excited to see how players respond.â
The Daily Wheel is now live at SlotGames.co.uk, with one free spin available per player each day.
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