Latest News
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
SCCG Management, a global leader in advisory and business development services for the gaming industry, has announced a strategic partnership with JackTop to support the global distribution and business development of the JackTop Live Dealer Casino Solution. This collaboration will leverage SCCGâs extensive network, expertise, and global reach to position JackTop as a leading live dealer casino solutions provider, catering to a wide range of online gaming platformsâfrom social casinos to Class III mobile on-premise operations and beyond.
JackTop offers a cutting-edge live dealer casino experience, broadcasting traditional casino games 24/7 in full HD. With operations spanning over 70 countries and a growing network of 100+ partners, JackTop combines American broadcasting technology, seamless multi-platform integration, and customizable environments to deliver an unmatched player experience.
The partnership will see SCCG Management driving global sales, fostering strategic partnerships, and expanding JackTopâs presence in key gaming markets worldwide. SCCGâs proven track record in accelerating business growth and facilitating entry into emerging markets ensures that JackTopâs innovative solutions reach operators who are seeking high-quality, customizable live dealer gaming experiences.
âAt SCCG Management, we are always on the lookout for game-changing solutions that redefine player engagement and operator success. JackTopâs live dealer casino solution stands out with its commitment to quality, flexibility, and seamless integration across multiple platforms. We are excited to partner with JackTop to drive global adoption and bring its immersive gaming experience to operators and players worldwide,â said Stephen Crystal, Founder and CEO of SCCG Management.
JackTopâs live casino offerings include fully customizable environments, unique game development capabilities, and seamless integration into both online and land-based gaming operations. With features like real-time live chat, multi-game views, and full HD broadcasting, JackTop creates an authentic casino atmosphere for players, no matter where they are.
Internet Vikings, a licensed in-state hosting provider for iGaming and online sports betting, announces the extension of its relationship with GAN SportsŸ, a supplier of industry-leading casino content, into Arkansas.
Following a successful multi-state collaboration initiated in 2022, Internet Vikings continues to support GAN by delivering hosting services tailored to their operational needs. Internet Vikings is continuing to grow across the United States, as Arkansas becomes the latest state to benefit from their hosting services.
GAN, a B2B supplier of internet gambling software-as-a-service solutions, initially entered into an agreement with Internet Vikings in a landmark deal covering 15 states. Since then, the relationship has grown stronger, with GAN relying on Internet Vikingsâ Â bare metal server solutions to support their large-scale U.S. operations.
This expansion into Arkansas follows a recent deployment in Nevada, where Internet Vikings also provides hosting solutions to GAN. As GAN continues to operate across regulated U.S. markets, Internet Vikings remains a dependable resource, and has demonstrated its reliability to support long-term growth.
Rickard Vikström, CEO and Founder of Internet Vikings, shared his thoughts, âOur relationship with GAN reflects the trust weâve built over the years. Itâs not just about providing hosting solutions; itâs about understanding their vision and exceeding their expectations.â
LiveRamp announced it is powering the industryâs first casino media network for Mohegan, a global leader in casino and entertainment destinations. For the first time, brands can access Moheganâs rich first-party insights to reach guests and players in addition to the ability to measure campaigns across the casinoâs digital channels and on-premise experiences, including in-app, loyalty programs, slot machines, kiosks, and more.
Ad spending on travel-focused commerce media is forecasted to reach $2.96 billion next year as hospitality, gaming, and entertainment companies unlock their unique behavioral insights for advertiser partners. Mohegan alone captures 200 million impressions per month across its casinos and digital estate, including exclusive insights on visitorsâ entertainment, dining, and vacation preferences. This unique set of data allows advertisers to immediately discover and activate highly engaged audiences while deepening customer understanding in ways previously not possible.
âBy launching the industryâs first casino media network, Mohegan is setting a new standard for highly relevant guest experiences that connect consumers with their favorite brands. With the largest and most powerful data collaboration network, LiveRamp was the clear choice to power seamless connectivity and measurement, help us deepen our premier partnerships, and protect customersâ data,â said Rich Roberts, President of Mohegan Digital.
LiveRampâs data collaboration technology allows Mohegan to unify its data across sources and deliver an accurate, connected customer view to advertisers across its online and offline channels, maximizing the value of every customer interaction. LiveRamp also supports closed-loop measurement of media network campaigns, which brings the customer journey to life, giving advertisers deeper understanding of customer actions from ad exposure, to on-property visits or online interactions to ensure advertiser ROI.
Vihan Sharma, LiveRampâs Chief Revenue Officer, said: âMohegan is reimagining the gaming and entertainment industry by leveraging its unique first-party data as the powerful asset it is, forging new paths of innovation that unlock new revenue streams and transform customer experiences. LiveRamp is proud to lead the way in powering media networks across diverse industries and eager to connect advertisers to more high-value audiences as we grow our collaborative ecosystem. Thatâs why weâre thrilled to partner with a leading-edge brand such as Mohegan to pioneer new applications of data collaboration.â
-
Latest News6 days agoPlaza Hotel & Casino offering free stalls to temporarily rehome horses affected by the California wildfires
-
Affiliate Industry6 days agoMetaBet inks Gentoo Media partnership to enhance flagship sites
-
Compliance Updates5 days agoINCENTIVE GAMES RECEIVES FULL PAY-TO-PLAY GAMING CERTIFICATION IN BRAZIL
-
Latest News6 days agoINSPIRED TO LAUNCH 16 SLOT GAMES IN BRAZIL, IGNITING THE iGAMING MARKET IN JANUARY 2025
-
Compliance Updates5 days agoFBMDS obtains certification to operate in Brazil
-
Latest News6 days agoPENN Entertainment Announces Partnership with Monumental Sports & Entertainment for Market Access in Washington, D.C.
-
Compliance Updates2 days agoDigitain Group Products are Certified for Brazil
-
Latest News7 days agoMightyTips signs partnership deal with JVSpinBet