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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
Two proven game technology companies are joining forces in what promises to be a devilish collaboration that disrupts the iGaming industry.
Design Works Gaming (DWG) and Bluberi Gaming announced an exciting partnership that will bring together DWG’s chart-topping LuckyTap™ mechanic and Bluberi’s top-performing titles.
Fueled by a unique mix of creativity, innovation and undeniable player appeal, Bluberi has made waves with their iconic games, including their breakout hit Devil’s Lock™.
Enter DWG — the team behind the proprietary LuckyTap™ mechanic. Known for blending simplicity with explosiveness, DWG’s games consistently top the charts and deliver next-level engagement.
“Devil’s Lock has always topped our favorites list when we hit the casino floor as a team. And just a few months ago, as we were trying our luck with the Devil, inspiration struck. We knew we could turn up the heat and reimagine this fan-favorite as a high-voltage LuckyTap™,” said founder and CEO of DWG Troy Zurawski. “Bluberi brings the legendary IP, and we bring the power of LuckyTap™.”
This partnership kicks off a new era for both companies—one where creative chaos reigns and boundaries are pushed. Together, DWG and Bluberi are cooking up gameplay that’s bold, mischievous and unruly.
“Partnering with Design Works Gaming marks a new milestone in iGaming for Bluberi’s iGaming strategy,” said Scott Richards, VP of Commercial Strategy at Bluberi. “DWG’s LuckyTap™ is a proven game-changing technology that pushes boundaries and resonates with Bluberi’s approach to developing unique gaming experiences. Our teams share a passion for pushing boundaries and delivering unforgettable player experiences. We can’t wait to unveil what we’re creating together.”
Peru’s Ministry of Foreign Trade and Tourism (Mincetur) reported that, a little more than a year after having implemented the law that regulates the online sector, it has been able to reduce by 40% the offer of illegal games in digital platforms and applications.
In a public statement, the Executive portfolio in charge of regulating gambling also highlighted that, thanks to the inspection work, 15% of the illegal websites “have left the Peruvian market” and that “payment methods providers and financial entities have been contacted to block services to unauthorized operators”.
Based on this, Mincetur highlighted that “Peru has managed to position itself as a regional referent in the integral regulation of gambling” and that, through the normative framework, it was possible to “protect the consumer, guarantee transparency in the operations and promote the formal and sustainable economic development”.
The Ministry highlighted that with the implementation of Law No 31557, which regulates sports betting and online games, “the country became the third country in Latin America to establish clear regulations for this activity”.
“Since its entry into force in February 2024, 60 technological platforms have been authorized and 280 linked service providers have been registered, as well as the accreditation of nine international certification laboratories,” Mincetur said.
In this regard, the Ministry stated that “this regulation has made it possible to formalize the digital sector, promoting an environment of trust for both operators and users.” At the same time, it has allowed “new investment opportunities, boosting the digitalization of entertainment and strengthening the country’s tax collection”.
ToonieBet, Soft2Bet’s flagship online casino and sportsbook for Ontario, has officially launched its sportsbook on the Apple App Store and Google Play Store. The platform is tailored specifically for local players, offering a dynamic betting experience with a broad range of sports events and competitive odds. The platform also features personalised promotions and loyalty rewards designed to match the preferences of Ontario’s diverse betting community.
The sportsbook uses official data feeds, ensuring players have access to the most accurate and up-to-date information on top local and international sports events. Additionally, the platform offers live broadcasting with real-time match analytics, allowing users to make informed betting decisions as events unfold. Integrated with MEGA and advanced player account management features, the operator is committed to delivering a seamless and responsible gaming environment that enhances the overall player experience while supporting local sports initiatives.
As part of this launch, the platform has also introduced a Sportsbook section on its official website, expanding its portfolio and bringing more choice to its growing customer base. With access to over 85,000 live events each month and more than 70,000 pre-match events across a wide range of sports, players now have even more ways to bet on what they love. Soft2Bet’s Canadian brand invites all players to explore its standout online casino and the full spectrum of sports betting, all delivered through a fast, secure, and fully localised platform.
Since its debut at the end of 2024, ToonieBet has offered a fast, fair, and secure online casino and sportsbook experience, fully localised for Ontario’s vibrant gaming market. The Apple App and Google Play additions further enhance accessibility, bringing ToonieBet’s premium entertainment to players on the go.
Additionally, this milestone complements the operator’s recent partnership with the NHL’s Ottawa Senators, which made ToonieBet the Official Online Casino Partner of the team. The partnership includes in-arena branding, digital promotions, and fan engagement initiatives like social contests, allowing ToonieBet to connect with Ontario sports fans in exciting ways and offering chances to win team merchandise and tickets.
Yoel Zuckerberg, Soft2Bet’s Chief Product Officer, said: “As Soft2Bet continues our rapid growth, we are excited to provide Ontario players with access to ToonieBet’s sportsbook which is now available on the Apple App and Google Play Store, offering seamless access to a customised experience tailored for the province’s passionate gaming community.”
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