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The Innovative Strategies Propelling America’s iGaming Startups

It’s been six years since the Professional and Amateur Sports Protection Act (PASPA) was repealed, allowing each state to legislate sports gambling independently. In this evolving landscape, American startups have been at the forefront of innovation in the online gambling industry. Their fresh approaches and adaptive strategies have set new benchmarks in customer acquisition and retention, reshaping the market dynamics significantly.
According to a study conducted in March 2024 by Waterhouse VC, a comprehensive analysis of customer acquisition strategies reveals key trends and tactics employed by these startups. The study outlines seven primary strategies that have been pivotal in securing the first customers for these emerging companies.
Surprisingly, most startups attributed their initial user acquisition success to a singular strategy, with only a minority leveraging more than three methods. This focused approach underscores the startups’ strategic clarity in navigating the competitive landscape.
High-touch customer engagement emerged as the most popular strategy, emphasizing the importance of personalized interaction with customers in the early stages. This approach, often considered unscalable, proves crucial in building initial momentum and establishing a loyal customer base.
Interestingly, the report noted a significant omission – the reliance on paid advertisements was not a prominent strategy for acquiring the first cohort of customers among these startups. This deviation from traditional online marketing tactics signifies a strategic shift in the industry, highlighting the innovative thinking of these companies.
An overview of the innovative strategies employed by iGaming startups. Image: Waterhouse VC
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âWe had to very quickly focus on being more ‘hands-on’ with customers engaged with unfamiliar sports and less traditional formats – both from a marketing and trading perspective. Be prepared to dive extremely deeply into how your vision translates into customer (revenue) upside.â â Joseph Dunnigan, Founder & CEO, ALT Sports Data
âEarly on, we realized that helping customers navigate the many common pitfalls of registering, funding, and betting with online operators was more challenging than expected. Due to the complexity of passing KYC checks, linking reliable payment options, and even navigating difficult to understand app interfaces, our hand-to-hand concierge services were uniquely positioned to support customers and operator clients alike. We overcame these challenges by dedicating ourselves to becoming the resident experts on our operator products in order to properly represent them with customers, and also seamlessly guide those customers through their respective journeys, regardless of their previous betting experiences.â â Jai Maw, Co-Founder & President, Betting Hero
âWe saw that in our product journeys where many potential users would see our prices/odds on another web property or chat group, and come to our site with the intention of placing a bet, but had difficulty procuring a crypto wallet (or understanding what this was). The CEO or another member of our leadership team reaches out to every single one of these users to try to ease the learning curve and onboard them to the site. This isn’t a scalable solution, but is highly important to do and valuable in an early stage company to learn about your customer base.â â Varun Sudhakar, Co-Founder & CEO, BetDex
“Prior to Low6, I had been running a sports events marketing agency and my co-founder was in retail bookmaking so we initially leaned on our connections in both fields to introduce them to our free-to-play pool betting app. We were quite fortunate that the app was built on social competition so had some early success with the power of network effects in building out our customer base.â â Jamie Mitchell, Co-Founder & Group CEO, Low6
âWe leveraged the anticipation and excitement of our waitlist by offering early access to those who signed up. This created a sense of exclusivity and urgency, encouraging people to join and engage with our platform. We implemented a strong referral program that rewarded existing users for bringing in new customers. This not only helped in customer acquisition but also fostered a sense of community around our platform.â â Jacob Fortinsky, Founder & CEO, Novig
“Choosing the right strategies and being willing to pivot when necessary is critical. While some methods may yield immediate results, others may require patience and adaptation. It’s about finding that balance.” â Tom Waterhouse, CIO, Waterhouse VC
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CT Gaming with First installations in Guatemala

CT Gaming has announced its debut installations in Guatemala, marking a significant milestone in the expansion across Latin America. Following this yearâs successful installations in Mexico and PerĂș, CT Gamingâs presence in the region continues to grow at full speed.
âWe are proud of the established partnerships and see these installations as the foundation for a long-term collaboration. We believe this is just the beginning of our journey toward becoming a leading provider in Guatemala,â said Georgi Koprinarov, General Manager LatAm at CT Gaming.
Leading gaming venues in Guatemala, among which Fantastic â Majadas, Fantastic – Las Americas, Magic Bingo – Metro Norte and Magic Bingo â Capitol, are now equipped with EZ Modulo 32/32/32 slot cabinet and the newest addition to the Diamond King family â Diamond King 4. Among the 40 games in the pack, players will experience a unique blend of classic titles and brand-new games such as Zet Fruits,Clovers on Fire and others. Additionally, half of the games are linked to the progressive jackpot Diamond Tree Deluxe, which concept is offering exciting rewards and enhanced gameplay. Another new feature that premiers within Diamond King 4, is the âBuy Bonusâ game which brings additional excitement and better chances of winning.
âWe are thrilled to partner with CT Gaming and introduce their cutting-edge products to Guatemala. The installation of the EZ Modulo cabinets in combination with the latest multigame – Diamond King 4 has already sparked interest among our players. We look forward to a long and successful collaboration with CT Gaming, bringing top-tier entertainment to our customers,â said Edgar Paz Ravines, director of Desarrollos Providencia.
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Spintec Expands its US Presence

Spintec returns to IGA with its exclusive US distributor, Dynamic Gaming, and a shared booth with Gaming Arts.
Spintecâs return to the Indian Gaming Association (IGA) Conference & Tradeshow this year is marked by the significant success the company has achieved since the last show. Their partnership with their exclusive distributor, Dynamic Gaming, has expanded their presence across the US by leaps and bounds.
They are currently licensed and approved for their latest product and games, in California, Michigan, Nebraska, New Mexico, North Dakota, Oklahoma, Wisconsin, Kansas, and Washington, with approvals in Arkansas, Wyoming, Idaho, and Florida waiting in the wings. This highlights their ongoing commitment to the US market and their growing footprint across North America, emphasized further by their imminent entry into Ontario, Canada.
To celebrate their unwavering success in North America, Spintec will be showcasing the best parts of their latest Charisma product line at this yearâs IGA. Charisma is a brand-new line of products, which has already won awards and has become an instant global bestseller. In an exclusive introduction, the visitors at IGA will be shown its brand-new Craps solution. It comes with super innovative elements such as the shooter button, 7-out function, and a rotating dealer feature. Additionally, they will also be unveiling their virtual/video Charisma Blackjack machine. Both of these exceptional new solutions are designed to elevate the gaming experience and include a variety of side bets on both games.
But thatâs not all â visitors will also have the chance to try out their proprietary new Galactic Spin Roulette game. It offers an enhanced roulette experience with integrated Mega, Major, and Minor Jackpots, bet multipliers of up to 300, and the exciting possibility of winning free spins. This game revolutionizes the roulette experience by eliminating breaks, making the wait for the ball to drop the most thrilling part of the game.
Their booth will also include a variety of compact, multi-station solutions, giving the visitors the opportunity to explore and experience the breadth of their latest product portfolio.
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TheLotter US Expands its Lottery Courier Service to Arizona

TheLotter US has expanded its trusted lottery courier service to Arizona, following successful launches in New Jersey and New York just last year. With this latest addition, TheLotter US now operates in five states, including Oregon, and Minnesota.
Yael Hertz, CEO of TheLotter Group, said: âWeâre thrilled to expand our service to yet another state. Now, Arizona residents can enjoy the convenience of entering their favorite lottery draws without having to go out and buy a ticket.â
TheLotter US fulfills lottery ticket orders on customersâ behalf at licensed retailers, scans them, and uploads them to their personal accounts before the draw. From there, they can view their ticket and track their numbers with ease.
With years of experience in the industry, TheLotter US is making lottery play more convenient than ever. Their dedicated 24/7 customer support ensures players always receive prompt and reliable assistance whenever they need it.
Over time, TheLotter US has built a loyal customer base by consistently proving itself as a trusted and reliable service.
Creating an account takes just minutes. After verifying their info, users can choose their favorite lottery game, pick their lucky numbers or use Quick Pick, select the number of lines to be added, and confirm their order. TheLotter US will take it from there.
With years of experience and a solid reputation, TheLotter US uses top-tier security measures like GeoTrust 128-bit SSL encryption to protect all transactions. Plus, ticket scans will be viewable in customersâ accounts before the draw for total transparency, and their 24/7 customer support is always there to assist with any and all queries.
Arizona has seen some incredible jackpot wins, including a $108 million Mega Millions prize in Lake Havasu City just four years ago. More recently, in January 2025, a lucky player in Tempe became the sole winner of a $112 million jackpot.
This win has special significance, as the winner purchased their ticket through an online lottery courier service. This incredible win highlights how ticket courier services make it easier than ever for players to enter their favorite drawsâand seize life-changing opportunities.
Now that TheLotter US is live in Arizona, Arizona residents have the same opportunity to play for the biggest prizes and create their own âjackpot momentâ.
Whether it is a big or small win, customers will be notified by email right away by TheLotter US. Smaller prizes (under $600) are deposited directly into a playersâ account. Should a player win a larger prize, TheLotter US will assist them in claiming their prize in person at the official lottery office.
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