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SCCG Announces Strategic Partnership with Major League Rugby

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SCCG, a premier advisory firm in the sports entertainment and gambling industry, has announced a strategic partnership with Major League Rugby that aims to identify sports betting partners and leverage opportunities in the regulated gaming industry.

As MLR continues to cement its status as the premier rugby competition in North America, SCCG will collaborate closely with the league to explore relationships with sports betting operators and capitalize on the burgeoning market for regulated sports betting.

With its extensive experience and deep-rooted connections in the sports betting and gaming sectors, SCCG is perfectly positioned to assist MLR in forming strategic partnerships that enhance fan engagement and drive revenue growth. MLR also will be able to leverage SCCG’s expertise to navigate the evolving sports betting regulatory landscape and unlock new opportunities for commercial expansion.

“This strategic partnership with SCCG is another step forward in our journey to innovate. We are thrilled to explore the vast opportunities within the regulated sports betting market, aiming to enhance our fan experience and contribute to the sport’s growth in the lead up to the Rugby World Cups in 2031 and 2033 being hosted in North America,” Nic Benson, CEO of MLR, said.

“We are at a pivotal moment in the evolution of sports betting in the US, and this partnership with Major League Rugby represents a significant opportunity for growth and innovation. Our collaboration is a testament to MLR’s forward-thinking approach and our shared commitment to leveraging sports betting to enhance the fan experience and drive the sport forward,” Stephen Crystal of SCCG said.

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ZITRO SHOWCASED DIVERSE PRODUCT PORTFOLIO AT IGA 2024

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Zitro exhibited its new product lineup at the 2024 Indian Gaming Tradeshow & Convention (IGA) held in Anaheim, California. Their commitment to the tribal gaming community was evident, drawing attendees eager to explore Zitro’s latest innovations: a diverse range of new games finely tuned for the U.S. market.

Operators had the opportunity to experience firsthand the quality, innovation, and unique personality that define Zitro. The showcase featured a selection of recently launched games and mechanics from G2E Las Vegas, including the player-favorite, Fu Pots, a title that has been delivering exceptional performance across the U.S. and global markets.  

Adding to their impressive display, Zitro also introduced brand new games such as Drum Dynasty, featured on the Allure Glare cabinet, which promises thrilling gameplay with its unique Bonus Mighty and Bonus Power that enhance Link symbol prizes. Night Link, showcased on the Illusion Glare cabinet, offers a captivating combination of three functionalities – Boomerang, Storm, and Collect – that can unlock up to 8 different bonus links. Finally, the premium Altius Glare platform housed Epic Empires, featuring a brand-new 3-Level Link Evolution Bonus.

“We are grateful for the opportunity to connect with the tribal gaming community at this year’s IGA show”, said Derik Mooberry, CEO at Zitro USA. “Our commitment to innovation was on full display, and the energy and interest surrounding our product lineup solidified Zitro’s position as a trusted partner in the U.S. market. This is just the beginning, as we remain dedicated to developing cutting-edge products that meet the demands of both players and casinos”.

 

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Taking the gamble out of Accelerating Growth: Maximising Your Marketing in New Sportsbetting Markets

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By: Kalen Bushe VP Customer Growth at TrafficGuard

Too many sportsbooks are wasting their marketing dollars. As new markets open, they have to make every dollar count when it comes to winning to new players.  Regions like the Middle East and Latin America (LATAM) are opening, and it is critical that sportsbooks optimise their marketing to win market share.

These emerging markets present sportsbooks with a golden ticket to expand into a new region and increase profits. These opportunities are being matched with new complexities in their digital marketing activities. Invalid traffic (IVT) is as a barrier to expansion by draining digital advertising budgets and reducing ROI without sportsbooks recognising it.

IVT encompasses any activity originating from sources lacking genuine user interest, including ad fraud, bots or returning users. While invalid traffic goes unchecked, sportsbooks won’t see the full value of their digital advertising campaigns and lose a competitive edge in new markets.

70% of surveyed iGaming operators reported to be expanding into online gaming markets in Central and South America in the next three years according to a GBG survey. This means there’s a lot to win by getting marketing right and not wasting advertising spend on attracting the wrong audiences, fraud or bots.

They key is to understand potential opportunities and recognise risks in digital marketing. Every sportsbook needs to maximise ROI on every dollar they are spending, and it becomes even more crucial when trying to gain critical mass in newly opened markets.

 

Bots, Timewasters, Fakers and Fraud

Legislation is loosening worldwide, over the past few years North America has seen numerous states legalise sports betting. Similar changes have happened in Brazil, where online gambling regulations were passed in late 2023. These changes have paved the way for sportsbooks to explore exciting new markets.

However, sportsbooks are being fed inaccurate campaign data by IVT. This inflates impressions and impacts future ad campaigns as sportsbooks funnel ad spend into projects that aren’t performing as well as it would seem, giving competitors the chance to take the lead in new markets.

IVT includes non-human traffic which typically takes the form of bots powered by artificial intelligence (AI). Bots can create a multitude of fake accounts and use them to exploit promotions undetected. Despite the implementation of rigorous registration verification checks by many operators to combat this issue, it remains a significant challenge. This poses a hurdle for sportsbooks seeking to attract users and carve out a presence in new markets, especially with bonuses, which can lead to a drain on their campaign resources. On average, around 5-7% of sports betting campaigns suffer from this form of media loss.

Bots aren’t the sole concern for sportsbooks in safeguarding against inauthentic engagement. Navigational traffic stemming from returning users, who are already part of the customer base, also poses a significant challenge as they unintentionally deplete budgets. When these users try to reach a site via search engines, they inadvertently click on paid brand advertisements, consequently inflating customer acquisition costs (CACs) without contributing to conversions, thereby causing losses for the sportsbook. Without an effective strategy to manage returning users, optimising campaign value becomes considerably more difficult.

 

Taking Down Barriers to Growth

For sportsbooks to flourish in emerging markets, the first step is to counter IVT. IVT damages budgets by remaining undetected, therefore it’s crucial that sportsbooks maintain visibility into their traffic.

Monitoring traffic as it passes through systems is key. Through this, sportsbooks can identify any irregularities, such as traffic from an unknown origin. This could be an indicator of IVT, which can then be identified and dealt with before the campaign can be interfered with.

The increasing frequency of non-genuine engagement is difficult for teams to monitor unaided. An ad verification platform can fill in the gaps and accurately pinpoint any threats and mitigate them directly. These platforms work to validate traffic in real-time, determining the origin of traffic and blocking it from entering systems if it’s suspicious to proactively protect budgets.

It is also possible to control the number of times returning users interact with your campaigns without risking damaging the relationship they have with sportsbooks. Setting custom verification rules is an effective method of limiting the number of times an ad can be clicked on by a certain user. Once the user reaches the threshold for clicks, they’re prevented from seeing it, which significantly reduces cost-per-click (CPC) rates.

This can be further expanded upon by deploying shadow campaigns. These are an effective way of maintaining optimal engagement by duplicating current campaigns set up with lower CPC. This funnels returning users away and prevents them from driving up costs. The budget saved can then be committed to growth in new regions.

 

Winning Big in New Markets

The sports betting industry is opening doors worldwide for sportsbooks to gain audiences in places they never could before. Excelling in newly legalised markets against a multitude of competitors is a difficult task, only being made harder by the interference of IVT.

By tackling non-genuine engagement, sportsbooks give themselves the advantage back over competitors. With full visibility and control over campaigns, their full potential can be realised to ensure sportsbooks can focus on global expansion.

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STAKELOGIC INKS NEW DEAL WITH PLAYUZU TO BOOST MEXICAN PRESENCE

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STAKELOGIC INKS NEW DEAL WITH PLAYUZU TO BOOST MEXICAN PRESENCE

 

Stakelogic’s slot and live casino content is now available for Mexican players at PlayUZU. The industry-leading content provider is delighted to add the Spanish operator to its ever-growing list of partners as it further cements its position in one of Latin America’s most booming markets.

As a result of this strategic partnership, Stakelogic will have the chance to expand its rapidly growing presence in Mexico. The deal will allow PlayUZU players to sink their teeth into Stakelogic’s diverse range of classic-themed slots and modern, innovative titles.

Among Stakelogic’s leading slot titles are modern hits like Wild Hogs, Pigeon Hut, and Tiki Tiki Hold ‘N’ Win, each of which stands out for its own unique gameplay, striking designs, and game-changing bonus features.

PlayUZU will also bolster its position as one of the best operators for live casino content in Mexico by integrating Stakelogic’s full portfolio of immersive live casino games onto its platform. Customers will be transported to Stakelogic’s state-of-the-art live casino studios, where they can enjoy industry-leading games like Speed Baccarat, and Super Stake Blackjack and Roulette.

The fun will not stop there, though. The deal also allows PlayUZU players to enjoy the industry-first Super Wheel Bonus, an optional extra that combines the world of online slots with the thrills of live casino. It whisks players away to a live studio where they can spin the Super Wheel and win big prizes.

Neil Tanti, Senior Sales Manager at Stakelogic said: “Partnering up with PlayUZU in Mexico is an exciting moment for us that will help us further establish ourselves in a key LatAm market.

Mexican players have shown a deep appreciation for our products in the past, and we are excited to work closely with one of the region’s most popular operators to reach a wider audience.”

Jani Kontturi, Head of Games at PlayUZU, said: “Stakelogic’s cutting-edge portfolio makes for a fantastic addition to our games lobby. The developer’s unique brand of daring slot games and immersive live casino content perfectly aligns with the diverse action we love to provide our players.”

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