eSports
Influencers, Content and eSports: Unleashing the Power of Dynamic Strategies in the eSports Ecosystem
The sports betting industry is undergoing significant growth worldwide with restrictions loosening and new markets emerging. New opportunities create fierce competition among sportsbooks, and this has led to them devising increasingly expensive and aggressive advertising campaigns.
Public figures and influencers have become a popular go-to for sportsbooks promotions, such as Michael Jordan partnering with DraftKings or Jamie Foxx with BetMGM. Big names are costly, and sportsbooks havenât realised the ad spend used on these campaigns is going to waste. Without the right precautions in place, up to 22% of ad spend is lost to fraud according to Juniper Research.
The big budgets behind high-profile brand campaigns need to translate into real user engagement. To achieve this, sportsbooks must ensure their digital channels are optimised to capture the surge in interest these campaigns generate. Without proper management, this potential can be lost to inefficiencies like invalid traffic, diluting the impact of their investments.
Ad Budgets Going to Waste
In todayâs competitive landscape, sportsbooks need to make every click count. In 2023 alone, The American Gaming Association estimated that over $1.9 billion was spent on advertising campaigns in the US. With such a large amount of spend in play, itâs crucial that sportsbooks see as big a Return on Advertising Spend (ROAS) as possible.
Pay-Per-Click (PPC) campaigns are vital for sportsbook growth but can be disrupted by invalid traffic (IVT). IVT includes both malicious activity, like fraudulent bots, and unintentional actions, such as users repeatedly clicking on ads without intent to convert. These interactions inflate impressions and skew campaign performance data, leading to higher customer acquisition costs (CACs) and inefficient allocation of ad spend. Effectively managing IVT ensures that ad budgets drive genuine engagement and measurable growth.
Investing into influencers and celebrities also forces sportsbooks to bid on brand keywords to prevent their competitors stealing potential users searching for them. Up to 29% of PPC budgets are spent on this bidding according to Wordstream. As competition for brand keywords increases, PPC budgets are depleted without generating any new net revenue.
As campaigns become more expensive than ever, sportsbooks canât afford to let profits fall to ad fraud. Instead of cutting budgets, sportsbooks should focus on analysing their campaign strategy.
Problematic Navigational Traffic
Navigational traffic is also presenting a significant challenge to sportsbooks alongside ad fraud. Navigational traffic refers to existing customers clicking on branded keywords to log into their accounts. While this seems convenient and harmless enough, this behaviour drastically inflates CACs. Like ad fraud, this can skew the effectiveness of PPC campaigns. By utilising paid search results instead of organic links to navigate to the site, costs are driven up without contributing to new user acquisition.
In addition to the challenges posed by navigational traffic and ad fraud, the competitive landscape for first-time depositors intensifies the need for strategic bidding on Google search. Brands investing heavily in influencers or sponsorships of major sporting events to generate awareness and drive potential users to search for them. However, without securing top placements in paid search results, these prospective customers may be intercepted by competitors before reaching the organic search listings. This creates a critical juncture where the effectiveness of a brand campaign hinges on converting that intent-driven traffic into first-time depositors, ensuring marketing spend achieves its goal of meaningful user acquisition.
First-time depositors are a critical metric for sportsbooks, and this issue directly impacts the cost efficiency of acquiring them. High CACs make marketing budgets less effective, reducing overall ROI.
Shoring Up Your Defences
Before launching costly ad campaigns, sportsbooks should adopt a multi-faceted approach to address ad fraud. IVT typically goes unnoticed, so to prevent this sportsbooks should monitor and analyse their campaign traffic for any suspicious activity. It is possible to identify IVT by looking out for signs such as irregular spikes in traffic from unknown locations or high pageviews. Fraudulent traffic can then by highlighted and removed.
The advancement of technology has made ad fraud more difficult to identify, and legacy fraud tools fail to detect IVT. They donât analyse traffic at the impression level or consider the context of the business advertising. Sportsbooks can leverage ad-verification platforms to compensate for this. This allows sportsbooks to analyse and report suspicious traffic in real-time. Fraud can then be blocked before it has a chance to harm budgets.
Sportsbooks can also deploy tactics to reduce the impact of navigational traffic on CACs. Methods include encouraging existing customers to use mobile apps or direct bookmarks to log into their accounts instead of paid search campaigns. This decreases their reliance on PPC campaigns for navigation and protects budgets.
Keeping Profits in Sportsbooksâ Hands
Influencer and celebrity campaigns have proven to be a popular and useful tool in reeling new users and profits. However, if sportsbooks donât have the essential precautions in place, they risk losing these profits to advertising fraud.
To make the most of their advertising efforts, sportsbooks need to prioritise their traffic. Implementing sophisticated tools to analyse traffic and filter out fraud will allow sportsbooks to protect their interests and focus on driving future growth. This way, they can secure their position in an increasingly competitive landscape.
Written by: Chad Kinlay, Chief Marketing Officer, TrafficGuard
A driven, open-minded, creative senior marketer with a strong sense of dedication and commitment. With over 15 years of progressive international experience in marketing and communications management, Kinlay has a credible history of commercial success.
Wamba Technologies, a think tank consisting of leaders in the online gaming industry, is excited to announce the appointment of Aaron Thibault as oversight for its upcoming esports venture, Gamers Oasis. This key addition comes as they move to launch their Gamers Oasis platform which allows gamers to compete for real money directly from their mobile devices.
Thibault began his gaming industry career in 1998, initially working as a sound designer and cinematic director at EA/Origin Systems. Today, he brings over 30 years of experience in game development and education. Thibault spent 16 years at Gearbox Entertainment as Vice President. There, he led major projects, including developing the billion dollar Borderlands franchise. Borderlands 3 was nominated for Best Game Design and Best Art Direction. Currently, Thibault serves as the director of games and esports at Texas A&M University. His industry knowledge will play a significant role in driving the development of Gamers Oasis, which aims to revolutionize online esports competitions.
Meanwhile, a platform like âGamers Oasisâ is only possible due to a patent that gives Wamba Technologies and Gamers Oasis the exclusive capability to offer “real moneyâ capabilities into skill-based video games in the United States where players can actually compete for real money online (Patent 10,424,160). Their patent allows them (and ONLY them) to offer a software feature which will allow gamers to pay an entry fee into tournaments online, compete against each other, and actually win money back (where such capability is integrated into the game in some fashion). This will ultimately give developers previously untapped revenue streams and players the ability to win large amounts of real money while utilizing their skills from the comfort of their very own homes.
âAt Wamba Technologies, we are committed to making esports accessible to everyone,â said Denham. âWith Aaronâs oversight and experience, we will be able to move into the next phase of development and make Gamers Oasis a reality for dedicated esports players everywhereâÂ
âWhat Gary and I are going to do with Wamba Technologies and Gamers Oasis has never been done before in esports,â said Thibault. âThere is so much incredible potential in this patent, and we canât wait to start putting it to use and creating a product that is going to completely revolutionize the esports industry.â
Online, real money competition (online esports) is still in its infancy, but Wamba Technologies is currently engaging with gamers, game designers, coders, programmers, esports influencers and financial consultants to aid in the development of Gamers Oasis.
In the United States alone, 215 million people play mobile video games and globally, more than 700 million people are involved with esports. Among those 700 million people worldwide, only a very small percentage are competing online when real money is involved, while the rest of the players are competing in real life (IRL) at physical locations. Wamba anticipates that when offered and monetized properly, a mere 10% of the global market share could generate $13B-$15B in annual revenue from tournament buy-ins and ad revenues alone.
Aaron is not the first major player recently signed on board by Wamba Technologies. Wamba has also previously signed Andy Ashcraft (God of War 2, God of War 3, Disneyâs Cars 2, and more), Brian Upton (Lead game designer for Tom Clancy: Rainbow 6, Tom Clancy: Ghost Recon), Marty Denham (genius mind behind the Pentium wafers for Intel), Joe Bagdon (CSO, formerly Military Intelligence Cyber Security in Afghanistan), Jared Goetz (former Lionsgate VP), and a number of other ârock starâ individuals behind, or working with, multi-billion dollar products/companies.
PandaScore, the premier provider of esports betting odds, data, and innovative products, has announced an exciting new collaboration with BET99, one of Ontarioâs top-ranking sportsbook and casino operators. This marks another major milestone for PandaScore as it continues to build its network of high-profile operators.
The deal gives BET99 access to PandaScoreâs industry-leading Odds feed, which delivers comprehensive coverage of the worldâs most popular esports titles, including Counter-Strike 2 (CS2), Dota 2, and League of Legends (LoL). Powered by advanced algorithms and supported by a team of specialized traders, PandaScoreâs feed enables operators like BET99 to offer competitive odds while hitting a standard-setting margin of 6%.
In addition to PandaScoreâs Odds feed, BET99 will integrate cutting-edge features such as BetBuilder and MicroBetting markets. These tools empower players to customize their wagers and enjoy dynamic, fast-paced betting experiences, aligning perfectly with the demands of todayâs esports audiences.
The move into esports betting comes at a pivotal moment for the sector, which continues to see exponential growth. PandaScore recently surpassed âŹ1 billion in esports bets processed through its platform, underscoring its expertise and leadership in this space.
Oliver Niner, Head of B2B, PandaScore, said: âEsports betting is rapidly becoming a cornerstone of the betting industry, and weâre thrilled to support BET99 as they take this exciting step. With our powerful Odds feed and innovative products like BetBuilder, BET99 is uniquely positioned to deliver a premium esports betting experience to players across Ontario.
âOur collaboration with BET99 is representative of the incredible momentum PandaScore has built in expanding our operator network. Weâre excited to collaborate with BET99 and support their ambitious plans to become a leader in esports betting.â
Andre Bewerungen, Head of Sportsbook, BET99, added: “At BET99, our mission has always been to deliver a world-class player experience through personalization and innovation. With esports rapidly emerging as a key vertical, we see an incredible opportunity to engage the next generation of bettors who are passionate about this dynamic space.
By collaborating with PandaScore, we can provide tailored, engaging, and cutting-edge betting options that resonate with esports fans. Their comprehensive odds feed and advanced betting tools allow us to create a seamless, interactive experience that enhances player engagement and builds lasting connections with this growing audience. Weâre excited to collaborate with PandaScore and take esports betting to the next level in Ontario.â
eSports
Community Gaming Joins Forces with Moonton as Official Esports Partner for Mobile Legends: Bang Bang
Community Gaming (CG), the leading esports platform for automated tournament payouts and sponsor of the Mobile Legends: Bang Bangâs professional league for the Latin America Region, MPL LATAM, now supports developing esports communities in Latin America in collaboration with Moonton.
This partnership is a significant boost to CGâs existing advantages associated with its grant program, a partner-backed initiative to provide organizers with economic resources based on the performance and growth of their local gaming communities. Tournament organizers can apply to receive platform support, prizes, in-game currency, items, and tournament professional assistance including âTournament Mode,â a special setting on Mobile Legends: Bang Bang that grants organizers enhanced features, such as unlocking all available skins in the game for players to fully enjoy a complete and unique MLBB pro tournament experience.
Wei Xu, regional esports operation manager at Moonton, said: âWe are excited to announce the partnership with Community Gaming. Community Gaming is the most accepted esports platform in our community in Latin America. We hope this partnership brings new experiences to the players.â
As MPL comes to its end this year, CG will also be collaborating with MLBB professional teams for a flash $4000 prize tournament set to enhance the visibility of the companyâs services. This event marks a pivotal moment set to highlight CGâs preparedness to impact the professional MLBB scene.
Community Gaming and Moonton are no strangers to mutual cooperation. In the past both companies have partnered to develop the Dawn of Heroes Series, a set of events in 2021 and 2022 that offered qualifying slots to MLBBâs Signature Competition, Liga LATAM. The companies have also worked together on Peruâs University Tournament INTERU 2023 and currently Community Gaming hosts significant activity of MLBB Tournaments from over 12 countries on a monthly basis.
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