GO CRAPS strategy view showing real-time roll history and flexible betting options.
Connect with us
GO CRAPS strategy view showing real-time roll history and flexible betting options.

Latest News

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

Published

on

 

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.

Advertisement
Stake - Best Online Casino & Sports Betting Platform

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.

Advertisement
Stake - Best Online Casino & Sports Betting Platform

 

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.

Compliance Updates

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

Published

on

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.

Continue Reading

Latest News

AGS Interactive Makes Market Debut in Connecticut

Published

on

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.”

Continue Reading

Latest News

NFL Announces Partnership with ICRG

Published

on

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.

Continue Reading

Trending

GamingAmericas.com (part of HIPTHER) is your one-stop portal for the latest news, insights, and analyses in the gaming industry across the Americas. From legislative updates and market trends to interviews with industry leaders, we provide a comprehensive look at the dynamic landscape of both online and land-based gaming. Whether you're a stakeholder looking to stay ahead of the curve or a gaming enthusiast eager for reliable updates, GamingAmericas.com has got you covered. Follow us on social media and subscribe to our newsletter for real-time updates and exclusive content. Make informed decisions and stay ahead in the game with GamingAmericas.com.

Disclaimer: All the information provided is for educational and entertainment purposes only. Always check your local laws before participating in any gaming activities.

Copyright © 2018 – 2025, HIPTHER. All Rights Reserved.