Latest News
Building Brand Identity and Influencer Partnerships: How operators can work with micro- influencers to help establish their brand identity

Having a clear brand identity is becoming increasingly essential for sportsbetting companies. In a competitive marketplace, having a brand that is clearly defined and that knows its audience can help you stand out from broader sports books that fail to distinguish themselves.
A key element of building a brand identity is choosing the right people to work with. There is a rush from operators to snap up celebrity endorsements, often with little to no consideration for what it says about their brand. This is where micro-influencers can help.
Micro-influencers are experts at creating a brand identity. They have to build a carefully curated image and brand to connect with their audiences. Authenticity is key to everything that they do, and this helps them create the communities that, in turn, propel them to success.
Where a lot of sportsbooks go wrong is that they approach big influencers that do not align with their brand. Posting an ad to 100,000 people is great, but if only 2,000 are those who are interested in the sport or team you are promoting, then it is just a misuse of advertising resources. This is where micro-influencers become a much smarter and more cost-effective option. They might have 10,000 followers, but all 10,000 of them follow them for a specific reason, and that is often to do with sports.
For example, if a brand is operating in Ohio, it can be matched up with a micro-influencer that is based in the area that has a direct link to the Cincinnati Reds or the Cleveland Browns. This is much more effective than using a big influencer just because they have more followers, it provides operators with a direct line to the people that they want to attract. Ultimately, the number of followers is not as important as the demographic and quality of the followers.
Authenticity also has a direct influence on conversion and retention rates and that is why it is essential to match the right brands with the right influencers. Long-time followers of a micro-influencer will spot a disingenuous ad straight away, as such, we must ensure that micro-influencers are matched with sportsbooks that fit their demographic and values. SGG Media works with over 1,450 micro-influencers, and between them, we can find an influencer for every major and minor sports team and sport you can think of.
Creativity and engagement are also essential in that respect. Putting faith in influencers to be creative with their ads will reap rewards in the long term. They know their audience much more than the sportsbook does, and they understand what type of content they want to see. The most successful campaigns are the ones that provide value to the influencer’s audience and content. It merges into their content instead of feeling like it has been curated specifically to sell a product. A synergy between an influencer and an operator is very palpable, and a genuine endorsement from a micro-influencer is much more effective than an aimless ad when someone is scrolling through their feeds.
On that point, engagement should also be a focus. Audiences do not want to just feel as though everything they see from a sportsbook is an ad. Influencers should engage with their followers and make the content involving. This not only fosters loyalty and shows audiences that the endorsement is genuine, but it can also be a great way of managing communities and generating more followers, which, in turn, is beneficial for everyone involved.
If you are considering using micro-influencers for your advertising, then you need to make sure that you are working with the correct one for your brand. Using the correct social media influencer can be hugely beneficial to all involved and can help operators get the exact kind of audience they are looking for. It supplies operators with a direct link to their target demographic, ensuring a better ROI and better customer retention rates.
Author: Troy Paul – Co-Founder and CEO at SGG Media
Latest News
ZITRO’S PERFECT GAME COMBO NOW AT WINPOT BOCA DEL RÍO

Following the success of its installation at Winpot Puebla, Zitro strengthens its partnership with the Mexican operator by launching its innovative line of CONCEPT cabinets at Winpot Boca del Río.
CONCEPT arrives with Zitro’s perfect game combo: Legendary Sword and King Fu Frog. Thanks to their high-quality graphics and innovative mechanics, both titles are designed to deliver an unparalleled gaming experience. The machines feature the Magic Lighting system, which synchronizes lights and sounds with the game, in addition to their modern Screen Deck, providing greater comfort and functionality for players and the operations team, among many other features that make it a worldwide success.
Anuar Haua, Operations Director of Winpot, commented: “After our success with the CONCEPT cabinets in our Puebla venue, it was natural to bring this experience to the Boca del Río public. The response from our players has been incredible, and with this new installation, we reaffirm our commitment to offering the best of the market, hand in hand with Zitro.”
Johnny Ortiz Viveiros, founder of Zitro, added: “We are proud to see how CONCEPT continues to gain ground in Mexico, now also at Winpot Boca del Río. This collaboration reflects the mutual commitment we share with Winpot to elevate the player experience through technology, design, and innovation.”
Canada
Surrey Resident Wins Record-Breaking $80-Million Lotto Max Jackpot

Justin Simporios is normally a sound sleeper who “can fall asleep anywhere” – but he had a very sleepless night, after learning he won an $80-million Lotto Max jackpot from the May 9, 2025 draw. This is the largest lottery jackpot ever won in B.C. and is also the largest jackpot ever won by a single individual in Canada.
“It was 10:30 p.m.,” recalled Simporios of the moment he realized he won. “I saw that someone won $80 million in Surrey. I was joking and told my wife ‘we’re millionaires!’ and she told me to stop making that joke. After, I manually checked each number before scanning [using the BCLC Lotto! I cried and shouted, ‘we’re millionaires!’”
The Surrey resident woke up his wife to share the news. “She was in complete disbelief and a bit mad at me because our daughter wasn’t feeling well.” Simporios’ wife luckily agreed this was a good reason to wake her.
While still in disbelief about his win, Simporios is ultimately most excited to share his windfall with his family. “I want to help my family and my wife’s family. I’ll pay off my sister’s medical school debt and help my mom retire early – just giving my family a head start in life.”
Giving back to the community in Surrey and B.C. is also a key priority for Simporios. “I’ve struggled before and needed help. Even if I can give an ounce of happiness, I want to help where we can. This feels like a dream.”
As an avid LA Lakers fan, Simporios mentioned he would like to see LeBron James play before James retires. He also plans to visit his family in the Philippines for a family reunion. “My wife and kid have never visited!”
On how it feels to win a record-breaking jackpot?
“The biggest change will be having more time with my wife and family. We want to live with a purpose – to help the community around us.”
Simporios purchased the winning ticket at the Walmart Supercentre in Central City on King George Boulevard in Surrey.
So far in 2025, B.C. lottery players have redeemed more than $101 million from Lotto Max. Lotto Max is a nationwide lottery game drawn on Tuesdays and Fridays after 7:30 p.m. (PST).
Players can purchase tickets at lottery retailers or at PlayNow.com. Winning numbers and group release forms can be found online at www.bclc.com. Players can check their lottery tickets anytime, anywhere on iOS and Android devices. Learn more about the BCLC Lotto!
BCLC offers socially responsible gambling entertainment while generating income to benefit all British Columbians. Players can visit PlayNow.com to learn how to set time and money limits.
eSports
LEON Esports announces partnership with Portuguese CS2 Team SAW

LEON Esports, the international esports division of Leon.bet, has officially become the international partner of SAW, one of the leading Counter-Strike 2 teams in Europe.
Based in Portugal, SAW is currently ranked #24 in the global CS2 rankings (HLTV) and maintains a strong position within the Top 30. The team is recognized for its competitive consistency, professional structure, and growing fanbase across Europe.
This partnership marks the second major esports collaboration for LEON Esports, following its ongoing cooperation with FlyQuest. The agreement with SAW reflects LEON’s continued commitment to the development of the global esports ecosystem and its support for high-performing international teams.
The cooperation will include a range of joint initiatives, such as exclusive content creation, community activations, and brand integrations designed to strengthen the connection between the team and its audience.
With this new partnership, LEON Esports continues to expand its presence in international esports and invest in teams that demonstrate both potential and performance on the world stage.
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