Latest News
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It’s been six years since the Professional and Amateur Sports Protection Act (PASPA) was repealed, allowing each state to legislate sports gambling independently.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
QUOTES
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
Compliance Updates
Licenses received: RockApp strengthens its position in the US iGaming market
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 worldâs 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 RockAppâs 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 RockAppâs 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. Weâre excited to support our clients as they navigate this dynamic landscape and achieve unparalleled success.”
Latest News
BetMGM Secures Exclusive Online Casino Content Rights to âFamily Feudâ and âThe Price is Rightâ 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 âThe Price is Rightâ and âFamily Feudâ 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.
âThis partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. âFamily Feudâ and âThe Price is Rightâ 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,â 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 âFamily Feudâ and âThe Price is Rightâ. Throughout 2025 BetMGM and Fremantle will reveal additional details on these planned partnership activations.
Suzanne Lopez, COO of Fremantle North America, said: âOur 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. Itâs all about enhancing how fans of âThe Price Is Rightâ and âFamily Feudâ connect with the shows in fresh, immersive ways.â
The companyâs 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. BetMGMâs jackpot network currently consists of more than 20 game titles including popular games such as MGM Grand Millions, Bison Fury, and LootâEn Khamun and the Dead Sea Scrolls.
Canada
BetConstruct Becomes the First iGaming Company to Offer Both B2B and B2C Licenses in Canada through Affiliate Entity
BetConstruct, a global pioneer in iGaming and sports betting solutions, has announced a significant milestone in the gaming industry. Through its affiliate entity, BetConstruct has become the first iGaming company authorized to facilitate the issuance of both Business-to-Business (B2B) and Business-to-Consumer (B2C) licenses. This remarkable achievement was made possible by obtaining a direct license authorization from the Tobique First Nation in Canada.
The Tobique First Nation, renowned for its innovative and forward-thinking regulatory approach, has entrusted BetConstructâs affiliate entity with the authority to oversee applications and facilitate the issuance of licenses from its jurisdiction. This partnership underscores shared values of innovation, transparency, and a commitment to responsible gaming practices.
This historic development places BetConstruct at the forefront of the Canadian iGaming market, redefining the opportunities available to gaming operators. By leveraging its affiliate entityâs licensing capabilities, BetConstruct empowers businesses to navigate a streamlined and transparent regulatory environment, unlocking new opportunities for growth and innovation.
âAt BetConstruct, weâve always strived to push the boundaries of whatâs possible in iGaming. This landmark achievement with the Tobique First Nation reflects our unwavering dedication to creating opportunities for our partners while upholding the highest standards of responsibility and integrity in gaming,â said Vigen Badalyan, Co-Founder of BetConstruct.
The issuance of dual licenses under the watchful eye of BetConstructâs affiliate not only highlights BetConstructâs commitment to supporting its partners but also reinforces the companyâs role as a trusted leader in the global iGaming landscape.
This milestone signals a new era for regulated iGaming, as BetConstruct takes bold steps to establish a robust ecosystem for operators and consumers alike. With its direct license authorization from the Tobique First Nation, BetConstruct is setting a new standard for innovation, consumer protection, and sustainable growth in Canada and beyond.
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