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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.
The International Gaming Standards Association (IGSA) has welcomed Sharp Vision as a new Silver member. Sharp Vision is a leading provider of regulatory turnkey solutions for gaming authorities.
“We are delighted to be a part of IGSA and we look forward to contributing to the advancement of best practices among regulators in the fast-growing gaming industry,” Damien Raymond, COO of Sharp Vision, said.
“IGSA is very excited to welcome Sharp Vision to our membership. We believe that IGSA Standards can enhance Sharp Vision’s products supporting regulatory authority oversight. We look forward to their participation in IGSA committees,” Mark Pace, President of IGSA, said.
BigCash, India’s leading online skill-based real money gaming company, has set its sights on global expansion and aims to offer an unparalleled gaming experience to users worldwide. The global skill-based gaming market is estimated to grow annually at a CAGR of 13.50% and will be valued at USD 106.78 billion, by 2032. Building on its success in India, BigCash is poised to introduce its entertaining games to global audiences, uniquely blending local flavors with its hallmark innovative gameplay.
BigCash started its journey in 2017 and has quickly become players’ preferred choice, by strategically focusing on launching new games and features regularly and due to its superfast and user-friendly interface. Being a multi-gaming app, it offers a wide range of games tailored for all age groups. With popular Indian card games, like poker, rummy, and call break with regional variations; casual games like ludo, ice blaster, fruit chop, along with fantasy cricket, the platform resonates deeply with the players of Bharat.
Continuing on the mission to take Indian technology global and to reach a wider global gaming audience, BigCash, after months of an in-depth market study, had set its views on expanding its global presence with in-house developed and tailored gaming technology and experience. BigCash presently operates in Brazil, besides India.
One of the key reasons behind BigCash’s entry into the Latin American market is the region’s immense potential for growth in the gaming sector. Brazil, in particular, has emerged as a hotspot for gaming companies due to its large population, favorable demographics, and a growing middle class with disposable income.
BigCash’s global expansion plans include multiple launches in Latin America, Asia, and Africa over the next 12 months. BigCash plans to offer local and international flavors, customized specifically for each country, with a focus on Responsible Gaming and other trust measures, to ensure a deeper bonding with the players.
Ankur Singh, CEO of BigCash, said: “Going global has been part of our strategic planning always; with our launch in Brazil, we have just taken the first step. We are aspiring to be present in 8 countries in the next 12 months. The competitive landscape in Latin America’s gaming industry presents both opportunities and challenges. BigCash is a perfect fit for the Latin American gaming landscape due to our stronghold on tech, which allows product customizations, easy-to-play online games, a supersafe and fast experience; we are already gaining a lot of organic traction.”
The Michigan Lottery announced that it will transition to the National Problem Gambling Helpline, 1-800-GAMBLER for responsible gaming support. This aligns the agency with the Michigan Gaming Control Board and other online gaming platforms operating in Michigan in promoting 1-800-GAMBLER. The 1-800-GAMBLER helpline will replace the Michigan Problem Gambling Helpline currently in circulation (1-800-270-7117), although the previous number will remain in operation.
“The Lottery is committed to providing Michiganders with easy access to resources that support responsible gaming. By transitioning to 1-800-GAMBLER, we are able to ensure that Michigan residents can reach specially trained staff who can provide confidential professional support, local referrals, and resources to those who may have a gambling problem,” said Lottery Commissioner Suzanna Shkreli.
Operated by the National Council on Problem Gambling (NCPG), 1-800-GAMBLER is the world’s largest problem gambling helpline network by call volume, population served, and geographic area covered. The helpline connects people and families impacted by problem gambling with professional support, local referrals, and resources.
Calls made to 1-800-GAMBLER from Michigan will be routed to the Michigan Department of Health and Human Services. The helpline can also be reached by texting 800GAM or chatting online at 1800gamblerchat.org. Trained contact center staff are available 24/7, 365 days a year to provide support, guidance, and relevant information to anyone seeking help related to problem gambling. Additionally, players or their family members may connect to support resources such as live chat, text, and the helpline number by selecting the links in the footer of the Lottery’s website.
The Michigan Lottery was the first lottery in the US to achieve the Internet Responsible Gambling Compliance Assessment Program certification through NCPG in October 2015. The NCPG evaluated the Lottery’s compliance with Internet Responsible Gaming (IRG) standards developed based on best practices from jurisdictions around the world. IRG standards are the highest standards for online responsible gaming in the nation.
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