Connect with us
Midnight Princess - Power of Love slot game by Play'n GO
Midnight Princess - Power of Love - Slots game by Play'n GO

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.

Advertisement
Stake.com

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.com

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

Advertisement
Stake.com

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.com

 

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.

Advertisement
Stake.com

Latest News

Live88 debuts in Buenos Aires with BetWarrior

Published

on

Live88 debuts in Buenos Aires with BetWarrior

 

Live88 has introduced its product offering with BetWarrior in Buenos Aires, following earlier regulatory approval that established it as the sole live casino studio to be licensed in the region.

The content launch sees Live88 Group provide its luxury and authentic casino experiences to players in the Argentinian province, offering effortless and flawless live versions of casino table classics.

All content is streamed locally from Live88’s dedicated studio, which currently has more than 450 dealers and 20 tables, with plans to expand further.

Live88 was the first supplier to be issued a licence to offer live casino by the Provincial Institute of Lottery and Casinos (IPLyC) earlier this year, making it the only legal provider to currently supply the product in Buenos Aires.

Advertisement
Stake.com

BetWarrior is a leading and established operator in Buenos Aires as well as the wider LatAm region, making it a great partner for Live88 as it sets out to strengthen its foothold in the continent.

Maximiliano Majo, Head of LatAm at Live88 Group, said: “Debuting our content in Buenos Aires is a fantastic achievement for the Group and as the only licensed live casino studio in the market we are extremely proud of our committed team for

accomplishing this milestone.

“BetWarrior is a prominent brand with a wide customer base and this partnership is a great opportunity for us to reach new audiences within Latin America and enhance our commercial growth trajectory. We will continue to further grow our presence in Buenos Aires and Latin America and will look to localise our portfolio to tailor to the specific preferences of players in the region.”

Advertisement
Stake.com
Continue Reading

Latest News

SCCG Management Announced as Title Sponsor for the 1st FightPFC Rio Challenge

Published

on

 

SCCG Management announced its role as the title sponsor for the highly anticipated 1st FightPFC Rio Challenge, set to take place on July 20, 2024, at Legustarecreio.

Pillow Fight Championship is the world’s first professional pillow fighting league, featuring professional fighters engaging in intense, fast-paced, and family-friendly combat. This unique sport, renowned for being a safe alternative to traditional combat sports, offers cardiovascular benefits and an exhilarating experience for participants and spectators alike.

Event Details:

Date: July 20, 2024

Advertisement
Stake.com

Location: @legustarecreio, Rio de Janeiro, Brazil

Participation Classes:

Kids: 14 to 17 years old

Adults: 18 years and older

“SCCG Management is dedicated to helping client-partners like PFC expand their operations globally. The 1st FightPFC Rio Challenge marks a significant milestone in bringing this innovative and entertaining sport to Brazil. PFC’s growth in Brazil is part of our broader strategy to introduce unique and engaging sports entertainment experiences worldwide,” the company said.

Advertisement
Stake.com
Continue Reading

Latest News

IGT to Optimize Player Convenience and Retail Solutions for Mississippi Lottery via Three-Year Contract Extension

Published

on

 

International Game Technology PLC announced that its subsidiary, IGT Global Solutions Corporation, has extended its contracts with the Mississippi Lottery Corporation for an additional three years to continue providing online gaming systems and instant ticket services through Dec. 1, 2029. As part of the agreements, IGT will deploy a mobile convenience app, new GameTouch 28 self-service terminals and its Sales Wizard retail automation tool.

“When launching the Mississippi Lottery in 2019, we relied on IGT’s expertise to guide us in driving player engagement across draw-based and instant ticket games, and in realizing our growth targets. After almost five very successful years, we continue working with IGT to enhance our operations and deliver quality entertainment to our players. The Mississippi Lottery is excited to introduce IGT’s new products for added player convenience and install the Sales Wizard tool so that we can leverage actionable insights to identify incremental lottery retail opportunities,” Jeff Hewitt, President of Mississippi Lottery Corporation, said.

“Since the Mississippi Lottery’s inception, IGT has applied our deeply rooted proficiency of industry best practices to help the Lottery continuously exceed its sales objectives, year after year. The new solutions that IGT is delivering in Mississippi will provide ultimate convenience for both the Lottery and its players, while also supporting the needs of the evolving lottery landscape,” said Jay Gendron, IGT Chief Operating Officer, Global Lottery.

Once available, the Mississippi Lottery’s mobile app will provide players a multitude of convenience features, including the ability to view winning numbers, check for winning tickets, create digital playslips, find retailers, access game information, and review responsible gaming materials. In addition to the 300 GameTouch 28 self-service terminals already installed throughout the State, IGT will deploy new GameTouch 28 machines, enabling dynamic user experiences that will further engage Mississippi Lottery players and provide increased flexibility. IGT’s Sales Wizard is the industry-leading sales force automation tool that will offer the Lottery’s sales teams with timely, comprehensive reports providing insights on sales, instant ticket inventory, instant ticket facings, and point-of-sale equipment and signage.

Advertisement
Stake.com

Further to IGT’s role as a lottery products and services provider, the Company is aligned with the Mississippi Lottery’s goals of funding educational opportunities throughout the state. As part of its After School Advantage program, IGT plans to open more digital technology labs in Mississippi, in addition to the six labs that IGT has already funded in the State since 2019. IGT will also continue its annual scholarship contribution that benefits students at Historically Black Colleges and Universities in Mississippi.

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 – 2024, HIPTHER. All Rights Reserved.