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Influencers are key to the next stage of US betting growth
With Callum Broxton, Head of US Operations, Checkd Group
Those who remember wired house phones and floppy disks might be left cold by the term “influencer,” which may evoke perceptions of young digital natives clambering for their 15 minutes of fame by any means.
However, in the world of igaming, influencer marketing, via professional sports betting tipsters, or “Cappers,” has become a critical driver when it comes to retention and reactivation of customers, and is fast becoming a cornerstone of growth for the nascent North American industry.
Social media influencers, with their large and engaged followings, provide an ideal medium for operators to promote their platforms, and for affiliates to keep discerning bettors informed and entertained. As new states open up, and tier-one operators battle for market share, we are seeing the ways in which influencer marketing is becoming a true value proposition in the strategy to reach a wider audience.
Why should operators and affiliate brands dedicate a significant part of their respective marketing budget to sports betting influencers? In short, our tried-and-tested experience shows that they boost retention rates and they encourage acquisition by leveraging their existing audiences. They also effectively promote your brand from a position of authority while humanizing a brand, offering a tangible relationship and a welcoming gateway to your sign-up page.
The best Cappers are highly informed communicators. They keep detailed empirical statistical models, they study the signals and external factors affecting any given sporting event, and they even factor the intangibles of human psychology into their tips.
They are, in essence, a trusted source of information — regarded as more trustworthy and independent than in-house talent — to whom customers will often turn before placing a bet. Recent studies suggest two thirds of bettors wagering between $51–100 per month will spend between 15 minutes and an hour researching their picks. An endorsement from a reliable influencer takes much of the legwork out of this research, while positively reinforcing the decision-making process.
The FlashPicks app places Cappers front and center in the user journey, in order to offer the customer informed opinion, while leveraging the significant built-in audiences with whom they already resonate. The app spotlights a team of influencers, many of whom boast six-figure follower numbers across Twitter, TikTok and Twitch: social forums where a diverse cross section of online bettors are seeking information.
By proxy of an influencer’s trusted followers, operators and affiliates can drive conversions from key growth demographics, and retain their custom by positioning the influencers within the user journey.
Influencer marketing also provides brand promotion outside of the brand’s own ecosystem, and within the context of creative and engaging content. By the nature of their trade, Cappers understand the kinds of content their audience is interested in, the bet types that will appeal to them, and the kind of offers that will see them bring their business to a new operator. At once, they are a brand promotion tool, creative editorial content provider, a hotbed for backlinks and a market research tool.
The cost of influencer marketing may vary, depending on their level of notoriety and followership, but it typically provides superior added value and utility in comparison to traditional paid marketing options.
The sports betting industry is, and will continue to, embrace significant technological shifts in the coming years, with artificial intelligence already being used for SEO, content creation and the next generation of user interfaces. As the industry, and the world at large, shifts towards a reliance on faceless-but-functional technology, there will inevitably be a desire for the human touch. At its core, influencer marketing is about building relationships. This is exactly what an operator or affiliate brand wants to achieve with its customer base, and this is exactly the kind of interface that an influencer provides.
The rise of the influencer in the United States is tracking harmoniously with the rise of its sports betting handle. They will continue to develop in harmony, as more brands open up to the virtues of using Cappers as an ambassadorial marketing function.
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SCCG Partners with Osage Nation Gaming Enterprise to Enhance Interactive Gaming Operations with Managed Services
SCCG Management, a leading global advisory firm in the gaming and sports betting industry, is proud to announce its engagement by the Osage Nation Gaming Enterprise (ONGE) to assist in developing innovative, robust, player-centric solutions for sportsbook operations, on-line/mobile social casino, and Class II mobile on-premise gaming, designed to enhance the patron experience with diverse content, and drive operational efficiency.
The ONGE, operators of seven gaming and hospitality facilities in Oklahoma, is known for providing an intimate, guest-focused gaming, service, and entertainment experience. This collaboration marks a significant step in integrating advanced technology and operational expertise to deliver innovative solutions for the evolving interactive gaming landscape.
SCCG Managed Services (SCCGMS) specializes in turnkey solutions for tribal operators to develop, optimize, and manage sports betting and interactive gaming offerings. For the ONGE, , SCCGMS will assist in sourcing and implementing customized products and services tailored to their operations, enabling patrons to enjoy casino-style games on their mobile devices while within designated areas of the casino properties. This service ensures compliance with regulatory standards while delivering a seamless and convenient gaming experience.
“Our mission is to ensure operators like the Osage Nation Gaming Enterprise can fully harness the potential of their gaming operations,” said Stephen Crystal, Founder and CEO of SCCG Management. “This partnership is about bringing cutting-edge technology and operational expertise to elevate interactive gaming experiences. We are honored to collaborate with the ONGE, a leader in tribal gaming, to pave the way for enhanced content, responsible gaming, and innovation.”
“On behalf of Osage Casinos, we are very pleased to announce our engagement of SCCG to assist us with developing these new products and services for our guests,” offered Kimberly Pearson, CEO of Osage Gaming.
RockApp, a leading global media buying agency, proudly announces that it has obtained official licenses in all regulated US states, allowing it to promote iGaming services nationwide, including Colorado, Indiana, Massachusetts, Michigan, New Jersey, Pennsylvania, and West Virginia. With these licenses, RockApp is now authorized to operate in all regulated US states, except for New York. This achievement comes amidst tightening regulatory standards, underscoring the agency’s commitment to compliance and excellence in performance marketing. The move positions RockApp as a trusted partner for iGaming companies looking to expand their reach in one of the world’s largest and fastest-growing markets.
These developments enable the agency to work with prominent industry players, including established American brands, and deliver targeted advertising campaigns with measurable results. By securing a legal presence in all regulated states, RockApp reinforces its reputation as a reliable and professional partner, capable of navigating complex regulatory landscapes.
This milestone is part of RockApp’s broader strategy to strengthen its position as a global leader in the media buying industry. Over the past year, the company has demonstrated impressive growth, achieving a 440% increase in customer acquisition, a 300% boost in turnover, and a record-breaking 4,000 first-time deposits achieved in a single day. These achievements reflect RockApp’s dedication to innovation, strategic planning, and delivering exceptional value to its clients.
“This is a pivotal moment for RockApp,” said Niko Belikov, Founder at RockApp. “Securing licenses in the US not only opens new doors for us but also allows us to bring our expertise in iGaming promotion to a market that values professionalism and results. We’re excited to support our clients as they navigate this dynamic landscape and achieve unparalleled success.”
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BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership
BetMGM, a leading iGaming and sports betting operator, announced a new and exclusive online casino rights partnership with Fremantle, a world leader in creating, producing and distributing entertainment content for over 100 years. The multi-year agreement secures the intellectual property rights for iconic game shows “The Price is Right” and “Family Feud” for slots, table games, and non-traditional casino games. The partnership establishes the foundation for BetMGM to create customized online casino content around both game show brands.
“This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. ‘Family Feud’ and ‘The Price is Right’ are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways,” said Adam Greenblatt, Chief Executive Officer of BetMGM.
During select weeks throughout the upcoming seasons, BetMGM will be featured as a sponsor with exclusive, never-before-seen partnership integrations for “Family Feud” and “The Price is Right”. Throughout 2025 BetMGM and Fremantle will reveal additional details on these planned partnership activations.
Suzanne Lopez, COO of Fremantle North America, said: “Our exclusive deal with BetMGM and our premier game show IP represents a significant milestone for us both. This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships. It’s all about enhancing how fans of ‘The Price Is Right’ and ‘Family Feud’ connect with the shows in fresh, immersive ways.”
The company’s award-winning online casino is home to over 3500 titles across North American markets and one of the largest state-by-state exclusive jackpot networks. BetMGM’s jackpot network currently consists of more than 20 game titles including popular games such as MGM Grand Millions, Bison Fury, and Loot’En Khamun and the Dead Sea Scrolls.
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