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My big predictions for 2025
Intelitics CEO Allan Stone talks sweepstakes, influencers and personalised player experiences
This is a fast-moving sector and over the next 12 months operators and suppliers will once again have to strap in for a roller-coaster ride. Ups and downs are guaranteed as they navigate the shifting sands of the global online gambling industry.
This makes predicting what the coming year has in store a tough task â player preferences can quickly change, regulations can suddenly update and innovations catch companies off guard. But I like a challenge, so here are big predictions for 2025 below.
The sweepstakes hype will become a reality
If 2024 was the hype year for sweepstakes, 2025 is the year they will become a reality despite the sector being under immense pressure. That said, most operators are staying the course with stakeholders at the state level duking it out over regulations and class action lawsuits.
This will bring changes in certain areas, but I think there will be a move away from heavy-handed measures and instead, the public markets will be left to figure things out â this will give good companies the room to grow and adapt.
We are already seeing established companies address problem areas by embracing best practices around areas such as player verification and responsible gambling which in turn is helping to legitimise their business and the wider sweepstakes vertical.
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Operators will become more strategic with their marketing efforts (and spend)
Sportsbook operators finally read the room in 2024 and understood that consumers were getting tired of seeing the same national TV ads over and over, especially in states where sports betting isnât legal.
This saw many brands pull back on national campaigns amid diminishing returns on blanketing the airwaves with generic ads to become more strategic. This is a trend I expect to see continue in 2025.
This will mean more localised advertising with hyper-vigilance in spending â every ad dollar will be carefully allocated to ensure it delivers results. Expect refined top-of-funnel tactics with companies moving away from noisy, generic campaigns in favour of targeted consumer-first strategies.
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Donât underestimate the power of Meta
Meta is the second-largest controller of digital ad inventory in the world and is arguably the best platform out there for targeting and segmenting specific audiences. But itâs important to play by their rules â if Meta bans you, youâre essentially removing yourself from the equation.
Itâs next to impossible to come back from and weâve seen this happen time and again with clients coming to use after a ban asking for a fix. The reality is, there isnât one.
This is why itâs so important to take your time with Meta â taking a strategic approach and ensuring compliance with its rules means you donât get burned when playing with what is one of the hottest marketing platforms in the world.
Personalised experiences will become mission-critical to operator success
The operators succeeding in sports betting right now understand that players want experiences tailored to them. This means ensuring they can quickly access the bets they want to place, whether that be for specific teams or players, and even the markets and bet types they prefer.
Personalisation is about adapting to how players bet, not the other way around. This helps operators and brands to build long-term engagement by tailoring the experience, which in turn keeps players coming back.
If operators can create something that feels personal and intuitive they donât need to keep pushing heavy promotions or generic options.
Fanatics have proven how powerful this approach can be â they werenât the first to market, but they filled gaps their competition left wide open and have achieved great success by doing so. Ultimately, operators need to remember to build for players and not for themselves.
Influencers will enter the marketing mix in a meaningful way
Influencers have proved to be an effective marketing tool but an influencer strategy without a strong way to measure attribution is useless, and two things you need to be extremely clear about with influencers is âcan you actually send me playersâ and âhow valuable are these players to me?â.
These are easy questions to ask but much harder to answer.
This is why you need to test, track and iterate. Iâd suggest starting with a promotion and closely monitoring data. You should also ask yourself things like:
How many people saw the promotion?
How many clicked?
Of those clicks, how many created accounts?
Are those accounts funded?
Are these new users actively playing over time?
But remember, influencers arenât just an acquisition tool. They are a way to amplify your message to an audience you might already engage with but need help reaching consistently. This is hard to track, but with the right technology and attribution systems, it can be done.
EstrelaBet and CazéTV have formalized a partnership to sponsor the broadcasts of the Brazilian Championship and renew their support for the Paulistão. The agreement, valid for the 2025 edition of both competitions, includes brand display, content production, and other agreed conditions.
EstrelaBet and CazĂ©TV have developed a solid partnership, collaborating on the main competitions broadcast by the channel. Since 2022, EstrelaBet has sponsored events such as the menâs, womenâs and futsal World Cups, as well as international competitions such as the Europa League, and national competitions such as the PaulistĂŁo and BrasileirĂŁo matches, among other initiatives.
âWe have achieved exceptional results since we began our partnership with CazĂ©TV. By signing the new agreements, we are clearly pleased with this work that has brought the audience closer to their favorite team. The channel has a unique language, whose goal is to make every moment more fun and engaging. It is an alternative format, and we believe that we are expanding our visibility and directly engaging with an audience that seeks different experiencesâ said Renan Cavalcanti, CMO of EstrelaBet.
âWe are very proud to have EstrelaBet as a partner since the 2022 Qatar World Cup, through the 2023 Australian Women’s Cup and the 2024 PaulistĂŁo. We have closely followed EstrelaBet’s growth during this period and we are sure that we will have an incredible 2025 together as well,â said Ricardo Souto, partner at LiveMode.
The PaulistĂŁo will have 16 dates, including the knockout stage and finals, starting in January and ending on March 27. The Campeonato Brasileiro will have 38 rounds, starting on March 29 and ending on December 21.
The Mega Millions jackpot was finally won on December 27, reaching $1.22 billion after several weeks of rollovers. The winning ticket, sold at a gas station in Cottonwood, California, undoubtedly changed someoneâs life forever. But for millions of hopeful players, the journey to that draw was just as thrillingâand that’s where lottery courier service TheLotter US came in.
When jackpots skyrocket, so does excitement. Yet, in the hustle of everyday life, not everyone can find the time to go out and buy a ticket. Thatâs why TheLotter US has become a go-to solution for players across the country, offering a convenient way to participate in local and multi-state lotteries from home or on the go.
Through TheLotter USâs user-friendly website and mobile app, players can:
âą Create an account and verify their details with ease.
âą Order official lottery tickets securely online
âą Access scanned copies of purchased tickets for complete transparency
While the recent $1.22 billion jackpot winner wasnât one of their customers, TheLotter provide players with the freedom to join the action on their terms. Who knows? The next big winner might be just a click away!
TheLotter US prides itself on delivering exceptional service, especially during busy jackpot periods and key holidays. Abigail Borg, Chief Operations Officer at TheLotter Group, praised the teamâs commitment:
âIâm incredibly proud of how our customer service team handled this busy period with professionalism. By increasing staffing levels and operating around the clock, we ensured that every customer query was addressed in real-time, promptly and effectively, despite the increased demand.â
This dedication to exceptional service is especially evident during critical periods, such as when the already busy Christmas season overlaps with record-breaking jackpots. These moments showcase why TheLotter US consistently earns recognition for its responsiveness and care.
Kalshi filed with the CFTC to list Super Bowl betting odds. Industry observers wonder whether exchanges could disrupt traditional sportsbooks.
The trading exchange filed with the Commodity Futures Trading Commission on Wednesday to put up odds on Super Bowl futures.
This comes weeks after competing exchange Crypto.com did the same. The CFTC asked Crypto.com to take down the odds pending the regulatory review, but the exchange rebuffed the request. As Front Office Sports noted previously, Crypto.com is sensitive about labeling the market as sports betting, instead referring to them as event contracts that are traded as derivatives and regulated by the CFTC. In markets outside of sports, Kalshi has specifically referred to customersâ risk as bets.
The CFTC, which regulates the U.S. derivatives market, will flip from majority Democrat to Republican when chairman Rostin Behman leaves the commission. Commissioner Caroline Pham was appointed acting chair by President Donald Trump last week.
Kalshi successfully fought CFTC regulation to post presidential election betting odds last year. Founded in 2018, the exchange offers trading on anything from who will win the Oscar for Best Picture to whether Trump will buy Greenland. Its backers include VC firms Sequoia, Neo, Y Combinator, Mantis VC, and private equity maven Henry Kravis.
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