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Covering Your Losses: How to Protect Your Mobile Marketing Campaigns from Fraud

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Covering Your Losses: How to Protect Your Mobile Marketing Campaigns from Fraud

 

Sportsbooks must stay ahead of the curve and be proactive when it comes to managing marketing budgets. Preventing fraudulent traffic can be one of the fastest and simplest ways to drive return on ad spend with greater conversions.

The rise of mobile apps in the sports betting industry has created a lucrative opportunity for operators. It has become easier to target, attract and gain a wider audience with digital campaigns. With that comes increasing competition and companies are having to invest more in the app incentives they’re offering to truly seize the growth opportunity.

The market is expanding and opportunities to generate revenue are growing; revenue for sports betting in the US is expected to exceed $10 billion by 2028. Companies are relying on free bets, boosted odds and attractive promotions to keep a competitive edge. However, these incentives are attracting fraudsters who want to take their share of such a high-value industry.

For sports betting companies running mobile app campaigns, trusting a mobile measurement partner’s (MMP’s) attribution data alone may leave them vulnerable to threats. The anti-fraud tools they deploy, only operate at or after the app install attribution, not the impression or click level, which can skew engagement metrics.

New challenges are surfacing constantly, and sportsbooks must stay on top of methods to protect themselves in the ever-changing competitive market. Examining all areas of revenue leakage, including losses to invalid traffic, is vital in prioritising return-on-ad spend (ROAS) and maintaining genuine audiences.

Proactive Prevention

Research carried out by The Gambling Commission found that 74% of in-play bettors in the UK use a mobile phone to gamble. For the US, the story is similar with the number of sports bettors placing online bets forecast to reach 23.1 million this year according to Statista. The convenience and ease of placing bets through apps is attracting not only more users, but more fraudsters who seek to go unnoticed. Sportsbooks must take control and prevent any further funds from flowing through to fraud.

Ad fraud protection is a central step in streamlining the advertising ecosystem and improving the efficiency of marketing teams’ budgets. Gaining trust and confidence in the data that is being used to scale will help to drive conversions and see crucial return on marketing investment.

Taking the steps to combat fraud will lead to:

  • Optimised marketing campaigns by using accurate data
  • A newfound level of confidence that clicks are from conversion-ready leads
  • A reduction in time spent on manual volume reconciliation
  • Visibility with advertising partners and stakeholders

Taking Back Budget Control

From the NHL Stanley Cup Final in the US to Horse Racing in the UK, sports betting is rife across the globe. Opportunities to maximise ROAS and gain wider audiences are huge, but both visible and hidden vulnerabilities are holding companies back from unlocking true results.

Sportsbooks diversifying their operations to keep up with the world of mobile apps should be building a strong defence against fraud if they want to maintain a competitive edge. It’s time to unlock previously lost budgets and convert them into genuine customers and advertising spend that counts.

By: Richard Metcalf, Global VP, Sports Betting & Online Gaming, TrafficGuard

Richard Metcalf is the Global VP, Sports Betting & Online Gaming, at TrafficGuard, an international platform provider for detecting, mitigating and reporting on digital ad fraud. With over twenty years of experience in Sales and Business Development in the digital industry, Richard strives to achieve the highest level of results for the team. He has represented brands as their public face, managed entire sales cycle processes and delivered solutions to stakeholders to ensure business growth and develop the teams around him.

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Paysafe strengthens US iGaming solution with Pay by Bank launch

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Paysafe strengthens US iGaming solution with Pay by Bank launch

 

New product allows American bettors to log-in directly to their bank accounts at online sportsbooks’ cashiers to fund real-time wagers 

Paysafe, a leading payments platform, today launched Pay by Bank for iGaming, a new solution allowing U.S. online bettors to instantly and securely fund deposits at operators’ cashiers directly from their online bank account as well as cash-out winnings seamlessly. This product expands the capabilities of Paysafe’s Gateway, the iGaming payments solution that connects U.S. operators to the market’s most comprehensive range of traditional and alternative payment methods via a single integration.

Building on Paysafe’s 25+ years’ history streamlining iGaming payments, the company added Pay by Bank to respond to the growing demand from U.S. players for payment choice. The Gateway already connects operators’ cashiers to Paysafe-processed card payments, the Skrill digital wallet, the Paysafecash online cash solution, and third-party payment products. Strengthening operators’ player acquisition, Pay by Bank provides their customers with yet another payment option that is particularly appealing  to the 27% of bettors who prefer transacting via direct bank transfer, according to Paysafe research.

Leveraging Paysafe’s single-integration Gateway, U.S. online gaming operators can now offer Pay by Bank to their customers, giving first-time users the ability to sync their checking or savings account in just seconds, then fund their player account securely in real-time. For returning bettors, the process is even easier, with Pay by Bank supporting one-click payments from linked accounts.

Winnings can be withdrawn from players’ sportsbook accounts just as seamlessly, with Pay by Bank enabling rapid payouts directly to linked bank accounts, again initiated through a single click.

For operators, all Pay by Bank transactions are indemnified, reducing liability if a player’s deposit from their bank account defaults. Along with helping to drive player acquisition by providing more payment choice, Pay by Bank’s other benefits for operators include strengthening customer retention by improving the overall payment experience. According to Paysafe research, transactional speed and financial security are players’ top-two priorities when it comes to the payment experience.

Zak Cutler, President of Global Gaming at Paysafe, said: “We’re delighted to unveil our new Pay by Bank product for our iGaming solution, which will almost certainly prove very effective in both converting and retaining players for U.S. operators, with the product’s impressive transactional speed and robust security. Through Pay by Bank, we continue to grow the Paysafe Gateway by providing American operators and their customers with unparalleled payment choices, all through a single integration.”

Paysafe will be showcasing Pay by Bank and the Paysafe Gateway while exhibiting (Booth A270) at the SBC Summit North America in New Jersey from May 7th to 9th, 2024.

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Fanatics Betting and Gaming Partners with Continent 8 Technologies for Digital Infrastructure

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Sports betting and online casino operator leverages company’s hosting and connectivity solutions across regulated United States states

Fanatics Betting and Gaming utilizes Continent 8 Technologies to deploy a trusted digital infrastructure as it continues its rapid growth across the regulated United States online sports betting and online casino market.

Fanatics Betting and Gaming uses Continent 8 Technologies’ innovative and reliable digital infrastructure solutions to deliver a seamless player experience in the United States. This includes hosting all of its in-state data centers through AWS Outposts. Continent 8 Technologies is supporting Fanatics Betting and Gaming by managing on-premises infrastructure and services in 20 states across the United States including Michigan, New York, Vermont and West Virginia, to name a few.

Continent 8 Technologies has one of the largest connected networks in the world, spanning over 100 locations across four continents including 30 United States states and counting.

The operator has also signed up for Continent 8 Technologies’ Gaming Exchange. This is a powerful, private Internet that allows Continent 8 Technologies’ customers to connect securely via a virtual private network (VPN) across its backbone network. This enables customers to share traffic at the lowest latency, securely and privately.

“We have worked with Fanatics Betting and Gaming – a top-tier United States operator – from day one of its launch, supporting it as it has grown state-by-state,” the founder and Chief Executive Officer for Continent 8 Technologies, Michael Tobin, said. “Fanatics Betting and Gaming is a high-caliber operator that understands the importance of infrastructure in delivering the top-quality player experience it is building its reputation on. Our leading digital infrastructure solutions provide the reliable connectivity operators need to deploy their online sportsbooks and casinos in regulated United States states quickly and compliantly.”

“Infrastructure is the foundation upon which we build our sports betting and casino experience,” the Vice-President of Technology for Fanatics Betting and Gaming, Bob Pascucci, said. “In Continent 8 Technologies, we have a partner with an unrivaled reputation for supporting its customers, enabling us to continue to drive growth at pace.”

Learn more about Continent 8 Technologies’ United States connectivity and infrastructure solutions at SBC Summit North America, May 7 to 9 at the Meadowlands Exposition Center, New Jersey, stand A290.

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Navajo Gaming Honors 186 Team Members for Employee Milestones

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This month The Navajo Nation Gaming Enterprise (Navajo Gaming) honored 186 of its total 1200 team members for reaching significant employment milestones including 15, 10, and 5 years of service for the enterprise. The event at Twin Arrows Navajo Casino Resort in Flagstaff, Ariz. showcased the impact and journey of each hard-working team member, with a special highlight for 29 employees who have served for 15 years.

Less than 10 years after Navajo Gaming was created by the Navajo Nation and charged with the mission of creating jobs, increasing revenues, and stimulating incremental economic development within the Navajo Nation, the gaming enterprise created over 7425 direct, indirect and induced jobs with an overall economic output of over a billion dollars.

“Navajo Gaming employs 1200 people, 85 percent of whom are Navajo citizens. The award-winning AAA’s coveted Four Diamond Twin Arrows Casino Resort shares Navajo Culture through architectural nuances and local artists. Each of the property dining eateries feature ‘Navajo Beef,’ and traditional cuisine of the Navajo people, and our invitation to stay, play and relax at one of our four properties or Travel Center is an open welcome to the Navajo Nation’s beautiful scenic transformation,” Matthew Shunkamolah, Interim Chief Executive Officer of Navajo Gaming, said.

Team members recognized for 15 years of services have worked their way up to a wide variety of position within the enterprise from General Manager and Executive Director of Slots, to Director of Security, Food and Beverage Supervisor and Executive Director of Government Affairs.

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