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Influencers are key to the next stage of US betting growth

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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.

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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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Zimpler Becomes Certified Payment Institution in Brazil, Strengthens Local Open Finance Ecosystem

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Zimpler Becomes Certified Payment Institution in Brazil, Strengthens Local Open Finance Ecosystem

 

Zimpler, a leading Swedish company in Pay-by-bank solutions, has become a certified Payment Institution (PI) in Brazil, authorized by the Central Bank. Now Zimpler is allowed to facilitate payments and other Open Finance ecosystem resources, streamlining the checkout process and reducing friction by allowing direct transactions without redirecting users to bank apps. This movement solidifies Zimpler’s plans and structure in Brazil.

“We are thrilled to receive this authorization from the Brazilian Central Bank. The recognition of Zimpler as a payment initiator reinforces our commitment to this local market, which offers a great opportunity for growth and value in a very dynamic and competitive environment,” said Johan Strand, CEO of Zimpler.

The authorization, which also allows Zimpler to act as an electronic money institution, strengthens the Open Finance ecosystem in Brazil, one of the most advanced in the world and which now welcomes the leading payments fintech from Sweden. Businesses looking to thrive in the country can now benefit from the Zimpler’s seamless payment experience, giving them a competitive edge in a dynamic and fast-moving market.

“This milestone showcases the strength of Swedish innovation and the mutual benefits that come from closer economic collaboration between Sweden and Brazil. Sweden has long been a leader in financial technology, and we are proud to see companies like Zimpler bring their experience and trusted solutions to contribute to Brazil’s dynamic digital economy,” said Andreas Rentner, Trade Commissioner and Country Manager of Business Sweden in Brazil.

“With our experience powering over 80% of Sweden’s population through Swish, we’re bringing the same proven technology and approach to Brazil through Pix, one of the most successful real-time payment systems in the world. We’re looking forward to helping businesses unlock the full potential of Open Finance in Brazil with seamless, secure payments that drive market growth,” Strand said.

The authorization by the Central Bank is another step in strengthening Zimpler’s foundation in Brazil, following the opening of its São Paulo office in 2022. The company remains focused on expanding its footprint and deepening its partnerships across key verticals such as iGaming, where it sees strong growth potential.

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AGS Interactive Makes Market Debut in Connecticut

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AGS Interactive Makes Market Debut in Connecticut

 

AGS Interactive has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.

Local players in Connecticut can now enjoy three of AGS’ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.

AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.

The launch represents AGS’ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.

Zoe Ebling, VP of Interactive at AGS, said: “Entering Connecticut is a huge milestone for us. It’s not just another market, it’s a testament to the momentum our interactive division has built across the US.

“By bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, we’re giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesn’t just deliver games, we deliver experiences that resonate. We’ve seen firsthand how our land-based hits translate online, and we’re excited to roll out even more content throughout the year.”

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NFL Announces Partnership with ICRG

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NFL Announces Partnership with ICRG

 

The National Football League (NFL) announced a partnership with the International Center for Responsible Gaming (ICRG) to address growing concerns around gambling behaviors among college athletes and students. The NFL Foundation will contribute $600,000 over three years to support independent, peer-reviewed research being led by the ICRG that aims to explore the prevalence, risk factors, and impacts of gambling behaviors in these populations.

While initial studies have indicated that college athletes may be at higher risk for gambling problems, there remains a lack of comprehensive, current data on how college populations interact with online sports betting platforms. This NFL-ICRG initiative will empower independent researchers to explore a wide range of topics with the goal of informing data-driven prevention strategies, education, and policies aimed at reducing gambling-related harm. Grant applications will be peer-reviewed prior to the selection of the final recipient by the ICRG Independent Scientific Advisory Board.

Additionally, the NFL will fund an update to the ICRG’s “Talking with Children About Gambling” educational resources to equip parents, coaches, and educators with practical guidance to help prevent youth gambling exposure before college. Educational materials will be widely available online and distributed to schools, community sports organizations, and youth programs nationwide.

“We’re proud to partner with the ICRG to advance research that can drive meaningful solutions and address a critical gap in the understanding of gambling behaviors among college athletes and students. This initiative reflects our ongoing commitment to promoting responsible gambling and fostering a safe and supportive environment for athletes, fans, and communities,” said Anna Isaacson, NFL senior vice president of social responsibility.

“The NFL has once again demonstrated its commitment to player and fan protection by supporting this critical research targeting young adults. The NFL and ICRG together will make a meaningful contribution to understanding and implementing policies and programs that support a safer gambling environment,” said Arthur Paikowsky, president of ICRG.

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