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

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ESPN Bet Highlights the Intersection between Sports, Entertainment & Betting

 

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

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Caesars Sportsbook Launches Mobile Wagering at Harrah’s Gulf Coast in Mississippi

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Caesars Entertainment Inc. announced that the Caesars Sportsbook Mississippi app is accepting mobile sports bets at Harrah’s Gulf Coast in Biloxi, Mississippi. Sports fans 21 and older who are interested in wagering on sports via mobile devices can download the Caesars Sportsbook Mississippi app to register and deposit statewide but must be physically present on-property at Harrah’s Gulf Coast to wager.

The launch of the Caesars Sportsbook Mississippi mobile app complements the on-premise Caesars Sportsbook location, which accepted its first bets at Harrah’s Gulf Coast in 2018.

“The launch of our Caesars Sportsbook mobile app at Harrah’s Gulf Coast is a game-changer for sports fans who visit the world-class destination. Enhancing the fan experience remains a key focus for us across jurisdictions where we operate and bringing mobile wagering online in Mississippi builds on that. We look forward to providing an elevated and responsible sports wagering experience to our Biloxi customers going forward,” Eric Hession, President of Caesars Digital, said.

Caesars Sportsbook at Harrah’s Gulf Coast provides an unmatched sports viewing experience through its integration with The 406 Club. The location takes sports viewing to another level with attractive, high-tech amenities featuring bar games, VIP semi-private Fan Caves, self-service betting kiosks, and food and beverage service.

The Caesars Sportsbook app provides a premier online sports wagering experience with industry-leading technology like lightning-fast live scoreboards, quick and secure payouts, and daily special odds boosts and promotions. The app contains a variety of ways to bet, including same-game parlays, proposition bets, and the all-new FireBets – a one-stop shop for live bets in the app providing a seamless way to bet on exciting moments as they happen.

Caesars Sportsbook also delivers premium rewards via one of the industry’s largest loyalty programs, Caesars Rewards. Every wager placed in-person or via mobile with Caesars Sportsbook earns Tier Credits that contribute to status and Reward Credits redeemable for unique Caesars experiences, such as discounted getaways at various Caesars destinations across North America – including at destinations in the heart of the Las Vegas Strip – extraordinary culinary and entertainment experiences, as well as bonus cash in the app.

Caesars Entertainment maintains its status as an industry leader in Responsible Gaming and its focus on Responsible Gaming education is emphasized in jurisdictions where Caesars Sportsbook operates. In March 2024, Caesars Sportsbook received the prestigious RG Check accreditation from the Responsible Gambling Council, which recognizes companies that achieve the highest standards for their Responsible Gambling practices.

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Compliance Updates

Sightline Selects GeoComply for Identity and Geolocation Compliance Services

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Leading fintech company Sightline has entered into an exclusive partnership with compliance and anti-fraud technology solutions leader GeoComply to bolster the security and efficiency of digital transactions within the regulated gaming industry.

Sightline will integrate GeoComply’s cutting-edge IDComply identity verification solution as well as GeoComply’s compliance-grade geolocation tools across its comprehensive suite of digital payment solutions for land-based casinos and online gaming operators.

GeoComply developed IDComply in direct response to the growing demand for an integrated solution that addresses the expanding compliance needs of the digital gaming industry. Sightline will leverage identity verification and geolocation checks at strategic points during the customer journey to validate that digital transactions comply with the Bank Secrecy Act (BSA) and adhere to Office of Foreign Asset Controls (OFAC) sanctions detection and blocking requirements. The partnership will also strengthen Know Your Customer (KYC) and anti-money laundering (AML) protocols to reduce fraud such as account takeovers.

The implementation of IDComply and GeoComply Core within Sightline’s offerings is scheduled to occur over the coming months.

“Digital payments continue to proliferate in the regulated gaming industry, and it is essential to have solutions that safely, securely, and swiftly validate customers’ identities. Implementing these tools across Sightline’s payment solutions will significantly decrease the time it takes to validate an identity and they will bolster compliance with the evolving regulations that govern digital financial transactions. Our vision is to create an omnichannel customer experience where patrons can seamlessly enroll, fund, and play their game of choice in under 180 seconds, putting gaming more in line with payments technologies in areas like retail and ecommerce,” Rose Zwirn, SVP of Business Development at Sightline, said.

“Our companies have a long history of collaboration and we’re excited to be working together to implement our GeoComply Core and IDComply solutions for Sightline’s customers. Our goal is to provide digital trust in every online transaction while opening the funnel for legitimate players and stop fraudsters from entering the digital gaming ecosystem. Working with best-in-class partners like Sightline gets us closer to that goal,” Sam Basile, VP of Business Development at GeoComply, said.

Digital wallets and transactions are becoming more common within the gaming industry, and Sightline is an indispensable and innovative partner to operators across the gaming ecosystem. Sightline will use IDComply to swiftly authenticate customer identities during signup across its platforms, simplifying cashless wagering accounts and online Play+ registrations. This move aims to address identity verification challenges, especially in areas like Nevada that require government IDs for account setup. IDComply is expected to accelerate this process, enhancing safety and user experience by reducing friction.

GeoComply’s advanced geolocation technology helps ensure regulatory compliance and is a strategic asset for gaming enterprises aiming to navigate the complex landscape of digital transactions securely and lawfully. With more than 10 billion transactions processed annually and installed on over 400 million devices worldwide, GeoComply empowers gaming enterprises to meet their compliance needs while providing a secure, trustworthy platform for their customers.

Furthermore, both Sightline and GeoComply have offices located at the Harry Reid Research and Technology Park in Las Vegas, symbolizing their joint commitment to advancing technology and compliance solutions within the gaming industry.

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Gambling in the USA

Detroit Casinos Report $123.86M in March Revenue

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The three Detroit casinos reported $123.86 million in monthly aggregate revenue (AGR) for the month of March 2024, of which $122.26 million was generated from table games and slots, and $1.6 million from retail sports betting.

The March market shares were:

  • MGM, 46%
  • MotorCity, 31%
  • Hollywood Casino at Greektown, 23%

Monthly Table Games, Slot Revenue, and Taxes

March 2024 table games and slot revenue increased 3.8% when compared to March 2023 revenue. March’s monthly revenue was 16.7% higher than February 2024. From Jan. 1 through March 31, the Detroit casinos’ table games and slots revenue decreased by 1.6% compared to the same period last year.

The casinos’ monthly gaming revenue results were mixed compared to March 2023:

  • MGM, up 4.1% to $56.65 million
  • MotorCity, up 7.2% to $38.35 million
  • Hollywood Casino at Greektown, down 1.4% to $27.26 million

In March 2024, the three Detroit casinos paid $9.9 million in gaming taxes to the State of Michigan. They paid $9.5 million for the same month last year. The casinos also reported submitting $14.5 million in wagering taxes and development agreement payments to the City of Detroit in March.

Monthly Retail Sports Betting Revenue and Taxes

The three Detroit casinos reported $17.25 million in total retail sports betting handle, and total gross receipts were $1.61 million for the month of March. Retail sports betting qualified adjusted gross receipts (QAGR) in March were up by 13.2% when compared to the same month last year. Compared to February 2024, March QAGR was up by $1.7 million.

March QAGR by casino was:

  • MGM: $327,857
  • MotorCity: $538,988
  • Hollywood Casino at Greektown: $731,389

During March, the casinos paid $60,413 in gaming taxes to the state and reported submitting $73,838 in wagering taxes to the City of Detroit based on their retail sports betting revenue.

Fantasy Contests

For February 2024, fantasy contest operators reported total adjusted revenues of $405,342 and paid taxes of $34,049.

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