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Taking the gamble out of Accelerating Growth: Maximising Your Marketing in New Sportsbetting Markets
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.
Caesars Entertainment Inc. announced it will bring Caesars Sportsbook self-service kiosks to 53 small businesses across Washington, D.C. Caesars Sportsbook wagering kiosks will replace the GambetDC sports wagering kiosks currently in place at OLG-licensed sports betting retail locations. In addition to wagering, the kiosks will accept cash deposits to Caesars Sportsbook mobile accounts.
“We appreciate the Office of Lottery and Gaming for providing us the opportunity to further our connection with sports fans in our nation’s capital. Our self-service betting kiosks are an excellent addition to our sports wagering options in D.C. Whether sports fans prefer a traditional ticket-in-hand wagering experience or want to simply deposit cash for their mobile app account, our kiosks enhance the premier sports betting experience we offer through the combination of options and convenience that supports dozens of small businesses locally,” said Eric Hession, President of Caesars Digital.
“D.C. residents and visitors will soon have access to best-in-class sports wagering kiosks at retail locations across the city. We are pleased to partner with Caesars, a key industry player and the leader in retail sport betting operations, which is demonstrating its commitment to the D.C. community,” said Eugene Vlasenko, Interim Executive Director of OLG.
With thousands of markets and lightning-fast functionality, Caesars Sportsbook betting kiosks will provide the gold-standard sports wagering experience sports fans are familiar with on the Caesars Sportsbook mobile app.
Every wager placed with Caesars Sportsbook, whether at a kiosk, in-person Caesars Sportsbook at Capital One Arena, or on the mobile app, earns Reward Credits redeemable for unforgettable experiences made possible through the industry-leading loyalty program, Caesars Rewards. Sports fans 21 and older can download the Caesars Sportsbook app on iOS and Android or access it via desktop.
In July 2024, Caesars expanded its flagship mobile sports wagering platform, Caesars Sportsbook, across Washington, D.C., except for in restricted areas. Caesars has offered in-person sports betting at Capital One Arena since 2021 through its landmark partnership with Monumental Sports & Entertainment (MSE). Caesars Sportsbook at Capital One Arena made history as the first sportsbook in a U.S. professional sports venue.
Caesars Entertainment remains committed to promoting Responsible Gaming awareness and education as Caesars Sportsbook expands into more jurisdictions. In 2023, the Company implemented a refreshed 21+ policy, which certifies that all Caesars Rewards accounts are only made available to individuals 21 and older, and, where allowed by law, limits all domestic gaming, pari-mutuel, sports, and iGaming options to those 21 and older. This 21 and older policy applies to all sports wagering operations conducted by Caesars Sportsbook in Washington, D.C., including on the Caesars Sportsbook app and at all in-person sports betting locations.
Caesars Sportsbook self-service betting kiosks throughout Washington, D.C. will enforce Caesars Entertainment’s enhanced 21 and older gaming policy. This policy applies to all in-person and online operations conducted by the Company and underscores Caesars’ commitment to Responsible Gaming and its established reputation as a leader in the industry.
NOVOMATIC Colombia participated at GAT Expo Bogotá, a prestigious networking event that was hosted at the Hotel Sheraton Bogotá on September 6, 2024. NOVOMATIC Colombia was poised to unveil its latest Linked Progressive Jackpots and multi-game libraries, specifically designed for the LATAM market. Visitors to the NOVOMATIC Lounge enjoyed an exclusive space that offers a unique entertainment experience. Guests also had the chance to interact with NOVOMATIC experts, explore new product offerings and see the most recent releases up close. NOVOMATIC presented an exciting range of special promotions, making their booth a must-visit destination for anyone interested in the latest advancements in gaming technology.
Launch of the GOLDEN LINK saga
The event marked the highly anticipated launch of the GOLDEN LINK saga, which includes a thrilling array of games and the chance to win big. This line of Linked Progressive Jackpot solutions features the new Superia CASH CONNECTION Volume 2 with the BLACK EDITION II 3.27 cabinet, and the NOVO LINE GOLDEN LINK Edition 1 with the MASTER SL 3.32 cabinet, offering a highly engaging visual experience for gaming venues.
New jackpot and multi-game solutions
Attendees also had the opportunity to explore the latest addition to the CASH CONNECTION series lineup: the NOVO LINE CASH CONNECTION Edition 4 with the PANTHERA 2.27 cabinet, a combination that promises to captivate audiences in the region with advanced graphics and proven gameplay mechanics. The IMPERA LINK Series 2 with the BLACK EDITION II 3.27 cabinet was also on display, combining cutting-edge technology with a sleek, premium design.
For fans of multi-game libraries, NOVOMATIC exhibited the NOVO LINE in the classic FUNMASTER 2.27 cabinet, catering to a wide range of player preferences.
“NOVOMATIC’s Linked Progressive Jackpots have shown exceptional performance in gaming venues across Colombia and Central America, surpassing the average performance by 30% in all cases. Over the past year, NOVOMATIC has installed more than 100 jackpots across the region, highlighting the popularity and success of our solutions,” said Manuel Del Sol, CEO of NOVOMATIC Gaming Colombia.
Closer to the customer
“We are excited that we showcased our outstanding line of Linked Progressive Jackpots at GAT Expo Bogotá, which have been met with great enthusiasm throughout the region. The NOVOMATIC Lounge offered a fantastic opportunity to strengthen relationships with our customers in a more personal and dynamic setting, and our special promotions ensured that all attendees experienced the very best that NOVOMATIC has to offer,” said Mónica Serrato, Commercial Coordinator at NOVOMATIC Gaming Colombia.
Canada
Great Canadian Entertainment and Petroglyph Development Group Announce Agreement for Purchase and Sale of Elements Casino Victoria
Great Canadian Entertainment announced that it has signed a definitive agreement to sell Elements Casino Victoria to Petroglyph Development Group Ltd. (PDG) in yet another historic transaction for both parties.
This transaction comes on the heels of the previously announced definitive agreement for Great Canadian Entertainment to sell its other landmark property and business on Vancouver Island, Casino Nanaimo, to PDG. PDG is a wholly owned corporation of the Snuneymuxw First Nation (the Nation) and is dedicated to realizing the economic potential of the Nation.
Great Canadian’s Board of Directors unanimously approved the transaction, which remains subject to customary closing conditions as well as customary approvals by the regulatory authorities. The Company will provide transition services to PDG for up to two years post-closing.
“We are very pleased to have executed this second historic agreement with the Snuneymuxw First Nation. From its original opening as View Royal Casino in 2001, to major expansion and rebranding of the property in 2018 as Elements Casino Victoria, we are looking forward to the next chapter for this beautiful and historic Vancouver Island destination under PDG’s stewardship. We are excited to work with the Petroglyph team during the transition period to ensure yet another outstanding outcome for the community, our guests, our team members, and the Nation,” said Matt Anfinson, Chief Executive Officer of Great Canadian Entertainment.
“We celebrate our growing partnership with Great Canadian and our continued progress toward building a strong Snuneymuxw economy that provides a solid foundation for Snuneymuxw self-determination and nationhood. With the acquisition of a second casino operation, we continue to honour the decades of work by past Snuneymuxw leadership who tirelessly pursued this goal, as we begin to realize various opportunities that contribute to optimizing Snuneymuxw socioeconomic potential. Our Nation is sharply focused to make investments that bring returns to our people and builds our presence in the economy so that Snuneymuxw takes its rightful place. Today, we also celebrate our partnership with the B.C. Lottery Corporation in our shared pursuit to support the growth of the provincial economy and First Nation participation,” said Snuneymuxw Chief Mike Wyse.
Erralyn Joseph, President of PDG, said: “This measured acquisition is one that PDG celebrates on our quest to build a corporate enterprise that reinvests into Snuneymuxw First Nation. With a strong operating plan that includes risk mitigation and yields sizable gains, PDG is well on its way to generating wealth for Snuneymuxw and taking a seat at the local, regional, provincial, national and global economic tables. On behalf of the Board of Directors, we are pleased to share this news and remain committed to advancing the region’s economic growth in support of all its residents.”
Ian Simpson, Chief Executive Officer of PDG, said: “Acquiring this significant asset will unlock unprecedented economic potential for Snuneymuxw and PDG, paving the way for transformative growth in Snuneymuxw’s economy and the profits that PDG returns to our Nation.”
McMillan is serving as legal counsel to Great Canadian. McCarthy Tétrault is acting as legal counsel and KPMG Corporate Finance Inc. is acting as financial advisor to PDG.
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