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The Changing Face of Content Consumption: How Can Businesses Stay Ahead?
For many companies, hearing the words ‘Gen Z customers’ can send a shiver of anxiety down their spine. Marketing teams worldwide are urgently trying to figure out how to connect with this generation as they emerge as a new and powerful commercial force.
While every generation has its slang and trends, emerging audiences are a bigger challenge because they consume and create content in a way that is different from any that have come before them.
One of the new generation’s defining features is cable-cutting – the act of disconnecting from cable television and traditional media outlets. They have grown up on the Internet and social media, rejecting traditional methods and, in many ways, being able to control the type of content they consume and create.
This rapidly changing landscape begs the question: What can a company do to stay ahead of the curve and adapt to these cultural changes? There’s no one-size-fits-all answer, but there are plenty of steps you can take to future-proof yourself, stay ahead of the market, and really capitalize on these changes.
My first and perhaps most obvious suggestion is to collaborate with the people driving these changes. If you are a Gen X or Millennial-owned business, you may not fully understand how a Gen Z audience operates, but working alongside a Gen Z influencer or someone who has a direct line to that audience definitely will.
Micro-influencers provide an excellent gateway to this. They have built dedicated communities around their brand that can provide a business with a direct link to their audiences. They have achieved this through the type of content they produce. Micro-influencers understand the type of content that resonates with their audience, and gaining insights into these preferences can be a key to unlocking the potential of Gen Z marketing.
It is also essential to be open to exploring the different content mediums. While video content is the biggest and most effective way of reaching younger audiences, podcasts are also continuing to have their moment. Being adaptable and open to these changes can be a game-changer in grabbing an audience’s attention.
At SGG Media, we have seen this first-hand with the success of Splash Sisters, our first-ever sports podcast. Audiences are looking for something they can engage and interact with, and these create the perfect opportunity for that.
Likewise, streaming is proving to be one of the most effective ways of connecting with Gen Z audiences. People are looking for authentic connections with brands, and live-streaming really strips away any of the polish and PR you find in other video formats and across other advertising. It provides a more candid and honest experience and can also really showcase a product in a way that other methods can not.
Audiences have taken control of the way content is produced, and companies that want to succeed with younger generations, regardless of their sector, need to embrace this change, not run from it.
At SGG Media, we have seen companies that feel they can not reach their desired audiences instantly connect with hundreds of potential customers simply by working alongside our dedicated network of content creators. Collaboration is essential, and companies that are not comfortable with newer content platforms should allow micro-influencers and content creators to guide them.
One piece of feedback we receive regularly is just how freeing this process can be. Utilizing newer content platforms and working in these emerging environments allows micro-influencers to share their honest opinions of a product and to promote it organically. For companies, this saves them a lot of time having to think up advertising campaigns that may or may not even connect with their intended audiences.
It is becoming increasingly clear that content consumption is changing rapidly, and if businesses want to remain competitive, they need to find ways to partner with the people driving these changes. It’s time to stop fear cord-cutting and to take the scissors by the handle and embrace it.
Author: Troy Paul, CEO and Co-Founder of SGG Media
The Pennsylvania Gaming Control Board (Board) unanimously voted to renew the Category 2 stand-alone casino license of Wind Creek Bethlehem LLC, operator of Wind Creek Bethlehem casino in Northampton County.
In making the decision, the Board determined that Wind Creek Bethlehem LLC had fulfilled the obligations under its previously approved casino operator’s license and therefore qualified to have its license renewed for an additional five-year period.
The decision to renew the license was based on a process utilized by the Board that enables both the operator and the public to provide information relevant to the renewal decision. A public input hearing was held in July 2024 in the casino’s host municipality, the City of Bethlehem, where personnel of Wind Creek Bethlehem submitted exhibits and presented testimony on various aspects of the facility’s operation since its last license renewal was granted. The public was also permitted to provide testimony about the casino and its impact in the community.
In reaching its decision, the Board also received information from local government officials, community groups and the PA State Police, along with the Gaming Control Board’s Office of Enforcement Counsel, Bureau of Investigations and Enforcement, Office of Compulsive and Problem Gaming, and Bureau of Casino Compliance.
Additionally, a public hearing was held in Harrisburg to permit Board members to further question Wind Creek Bethlehem LLC representatives about any remaining issues prior to voting on the renewal.
Since its opening in May 2009 through September 2024, Wind Creek Bethlehem has generated over $7 billion in revenue from the play of retail slot machines and table games, sports wagering and iGaming, and has returned to the Commonwealth a total of $2.9 billion from tax revenue, assessments and fees. Wind Creek Bethlehem currently operates 2318 slot machines, 202 table games and a 20-table poker room while providing employment to 2242 persons directly or through third-party tenants in the events center, food and beverage outlets or retail stores. 94% of those employees are Pennsylvania residents.
PrizePicks, the largest daily fantasy sports operator in North America, announced it has been awarded Daily Fantasy Sports Operator Licenses in Delaware and Missouri. The company will launch Arena, its innovative peer-to-peer fantasy sports contest, in both states.
“We are proud that Arena has been approved in every state where it has been submitted. We’ve seen strong player adoption to date and we look forward to replicating our success in these new markets with a fun gaming experience. We’d like to extend our gratitude to the Delaware Division of Gaming Enforcement, the Delaware Lottery, and the Missouri Gaming Commission for their thoughtful collaboration,” said PrizePicks CEO Mike Ybarra.
Arena offers a unique leaderboard style peer-to-peer gaming experience, allowing players to compete for prizes against one another. Participants are grouped based on their number of entries and experience level. Since launching in January, players on Arena have built over 20 million peer-to-peer lineups. With these new state launches, Arena will now be available in 15 states across the US.
For many sports lovers, one of the great joys has been opening a pack of player cards to see which professional athletes were inside.
This NBA season, the team at Rush Street Interactive Inc., which operates the BetRivers Sportsbook, plans to replicate that experience with the unveiling of PropPacks. The simplicity of the new digital game, combined with the chance for large payouts, will appeal to both seasoned bettors and those new to sports betting.
Customers who wager $10 or more on qualifying Same Game Parlays (SGPs) will randomly receive up to three PropPacks per game, at no extra charge, from one or both teams in the game. If the relevant NBA players score over the point totals on the card, then the bettors win! There are props for 20+, 30+, 40+, and 50+ with higher prizes for each threshold.
There are three tiers of player cards; bronze, silver, and gold. Bronze cards are the most common, with Gold being the rarest. Gold cards offer the highest potential prizes, with a potential maximum jackpot prize of $10,000 in Bonus Credits.
“PropPacks, which is exclusively available on RSI’s platform to BetRivers Sportsbook players, will give NBA fans an additional thrill by offering extra bonus opportunities on their SGP bets. The player card game makes watching the action even more exciting by offering bettors at all levels, from those placing a bet for the first time to experienced sports wagerers, more ways to win from existing SGP bets at no additional cost to our bettors. PropPacks reinforces our dedication to put our players first by creating value for them while elevating the betting experience in fun and exciting ways,” said Richard Schwartz, CEO at RSI.
In addition to the PropPacks promotional game, RSI’s sportsbooks will have a full suite of promotional offers this basketball season, including NBA Parlay Insurance and a pre-season NBA Futures Bet & Get offer. Players can download the BetRivers app and click “Promotions” to view the full offering.
“PropPacks is a game changer and, as we head into the NBA season, we are very excited to offer a unique and innovative product that you can only find at the BetRivers Sportsbook. We are giving customers more chances to win bonuses and prizes, ultimately enriching the bettor experience and providing more value back to our loyal players,” Schwartz said.
BetRivers Squares is back for another season and will be offered on all NCAA College Basketball games. Qualifying Same Game Parlay bets of $10 or more on a game earns the customer a square, at no extra charge, with a $25 wager resulting in two squares and a bet of $50 or more worth three squares.
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