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Movers and Shakers: The future of player acquisition

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Movers and Shakers: The future of player acquisition

 

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

Allan Petrilli, Managing Director at Acquire.Bet, talks about paid media and the trends shaping customer acquisition in the regulated North American market

Paid media is very much the future of player acquisition in the regulated North American market, but running successful campaigns is not without its challenges.

More than ever, operators and marketers need to nail not only their creatives and messaging but also the measurement and tracking of campaigns.

Paid channels control much of the campaign and ad targeting, but with stricter privacy rules in play, it’s becoming increasingly difficult to target directly based on a user’s preferences.

Creative fatigue is as real as it is prevalent, so operators and marketers need to achieve creative iteration at scale, not only in terms of volume but also creative types and formats.

Just as important is having measurement dialed in and being able to inform the platforms of what is working – this means having a ton of actionable data at your fingertips so you can quickly decide where to spend your ad dollars.

Then there’s incrementality and uplift, which can’t be ignored, either.

The platforms themselves are starting to take more “credit” for conversions, so being able to zoom out and understand multitouch is key to making the marketing budget go further and perform better.

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The great SEO slowdown

Paid media is becoming increasingly important in player acquisition efforts because there is a clear SEO slowdown. This, combined with advancements in generative AI in search, means brands are going to have to rely more on communities for growth.

Influencer marketing is no longer just getting some with a decent following to promote your brand, with micro influencers becoming a very important piece of the puzzle.

It’s also worth highlighting Discord here as it’s starting to play a significant role, especially in sports betting. This channel is all about community and trust, and we are seeing some really smart partnerships play out across the platform.

Regardless of platform and channel, operators must understand the power of their brand and that by aligning with influencers and communities that match their values, they can supercharge growth.

The only caveat here is that these partnerships need to be authentic.

 

Market maturation brings new challenges

As the North American market matures, we see the establishment of standard success KPIs, but it’s important that each brand really understands its own LTV and CAC data so that it can drive towards hitting its own success metrics and not just “industry” standard KPIs.

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Why? Because those industry standard KPIs are often skewed by the power players that have spent big to get to where they are today, and won’t be reflective of smaller operations and brands.

It’s also important to focus on incremental growth as the market matures, understand the power of multi-touch and how each channel supports the overall acquisition strategy. Operating in silos is a recipe for disaster.

In addition to this, operators need to have a clear view of their runway – those with considerable cash can operate in more aggressive ways than brands that are relying on quick growth to fund future spend.

Ultimately, there’s no one-size-fits-all approach, and that’s why operators must focus on their own metrics for success and not industry-standard KPIs. They also need to remember that while being nimble is key, being relentlessly focused on data is what will allow them to win.

 

Regulations do influence player acquisition strategies, but everyone plays the same game

A lot of times, operators will focus on regulation and compliance to make excuses as to why they market one way or another, but the reality is that everyone is playing in the same sandbox and under the same rules.

How marketers push those boundaries, and to the extent they are willing to get creative, is what separates those who succeed and those who don’t.

Take Ontario, for example. You can’t promote the welcome bonus, so brands are having to engage players in other ways – those with kick-ass product marketing campaigns or that offer something truly unique are winning right now.

Of course, paid media is the perfect channel through which to communicate their epic product and unique player experience.

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BetHog Chooses Optimove as its Marketing Solution through Ignite+ Program to Jumpstart its Marketing

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Cryptocurrency casino and sportsbook startup harnesses Optimove’s Ignite+ Program to scale campaigns, gain predictive insights, and deliver personalized player journeys at scale

BetHog, a cryptocurrency casino and sportsbook from the creators of FanDuel, has chosen Optimove as its marketing solution through its Ignite+ program. Ignite+ gives BetHog access to enterprise-grade CRM and AI-driven marketing capabilities, enabling the company to accelerate campaign execution, gain predictive insights, and deliver more personalized player experiences at scale. Optimove is the creator of Positionless Marketing and the #1 Marketing Solution for iGaming and sports betting operators.

“Optimove has been an incredible platform and partner in speed-to-market from day one,” said Kyle Wachtel, Chief Marketing Officer at BetHog. “Their team didn’t just provide us with a platform. They became an extension of our marketing team, bringing expertise, predictive models, and industry knowledge that we simply couldn’t replicate in-house at this stage.”

Tomer Imber, Senior Director of Sales, US Gaming at Optimove, commented: “From the start, the BetHog team has shown incredible vision and drive, already boasting an innovative product and burgeoning brand, and we are excited to be part of their journey. BetHog is leveraging our platform to build lasting player relationships and accelerate growth.”

The partnership highlights BetHog’s rapid path from integration to execution. Within weeks, the company completed its IP warmup, validated data quality, and began sending campaigns. Optimove’s out-of-the-box predictive models and churn analytics now serve as a BI function for the startup, enabling it to focus on growth without the burden of building a large internal team.

“The Ignite+ Program was the perfect fit for us as a fast-growing startup,” Wachtel added. “It gave us access to enterprise-grade CRM capabilities and AI-driven insights without the overhead of building out a full BI and CRM function. From onboarding to campaign launch, Optimove executed at startup speed to get us live.”
With Optimove in place, BetHog is now poised to embrace Positionless Marketing, a breakthrough approach that frees marketers from traditional role constraints and gives them the ability to independently harness Data Power, Creative Power, and Optimization Power.

“We still have many opportunities to explore with Optimove, and we are confident that Positionless Marketing will help us move faster, personalize more deeply, and maximize every player interaction,” Wachtel said.

The Ignite+ Program has already supported the growth of dozens of iGaming and sportsbook operators. For BetHog, leveraging Ignite+ represents a key milestone in its journey to scale rapidly while building a foundation for personalized, AI-powered marketing.

 

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VSiN Launches Fall Programming Lineup, Giving Fans More of Their Favorite Sports Betting Shows and Hosts

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Sports Betting Network Adds Hour of Sharp Bettor Favorite “A Numbers Game,” Announces Hosts Mitch Moss & Pauly Howard Join Sunday Programming, Sees Return of Fantasy Sports “Guru” John Hansen

VSiN, The Sports Betting Network, announces its new programming lineup, delivering more of the network’s most popular sports betting shows and hosts. As the 2025 NFL season ramps up, VSiN’s new fall schedule launches to the largest audience in its history.

“With more viewers and listeners than we’ve ever had going into football season, we’re thrilled to launch VSiN’s new programming lineup as an answer to fans asking for more of the quality programming they want and need to inform their wagering and fantasy decisions,” said Steve Cohen, EVP of Talent and Programming at VSiN. “As our competitors across all media continue to pull back and even disappear, it’s that continued commitment to content that sets VSiN apart and fuels our continued growth.”

VSiN’s full live programming lineup launches today and can be viewed at VSiN.com. Highlights include:

  • VSiN adds one additional hour to “A Numbers Game” with Gill Alexander and producer Kelley Bydlon. The longest running show on VSiN now airs weekdays from 10 a.m. – 1 p.m. ET. Each day, Alexander and his roster of expert guests take fans deep into the numbers of gambling, leveraging advanced metrics in his handicapping.
  • Hosts of VSiN’s popular weekday afternoon show “Follow the Money,” Mitch Moss and Pauly Howard, will add a sixth shift each week to anchor the live NFL pregame discussion on “VSiN’s Pro Football Tailgate Show” Sundays from 9 a.m. – noon ET. Analytics expert Warren Sharp and props analyst John Hansen will be among the regular guests. Having moved the show’s weekday timeslot from mornings to afternoons last fall, Moss and Howard return to mornings one day each week for the Sunday football action.
  • “The Guru” John Hansen returns as the host of “Prop Points,” bringing decades of fantasy expertise to weekdays from 1 p.m. to 2 p.m. ET. Hansen has been an industry leader since 1995. He was the first individual to contribute to ESPN’s coverage of fantasy football online and on ESPN Radio and TV in 1996, before roles at Yahoo! Sports, “NFL Fantasy Live” on NFL.com, and as chief fantasy analyst for a ground-breaking “Fantasy Zone” channel on DirectTV.
  • The popular Circa Friday Football Invitational show, hosted by Matt Youmans, returns for a third season. Twenty-five pro bettors and handicappers compete in a weekly pro and college football pick’em contest for $30,000 in prizes. The show will be expanded by an hour, from 7 p.m. – 10 p.m. ET.
  • VSiN’s own Dustin Swedelson takes the anchor desk permanently on “Cashing Out,” the network’s last live show and the final word on the day’s betting action. Each weeknight from 11 p.m. – 2 a.m. ET, Swedelson savors the wins, analyzes the losses and sets the board for tomorrow’s betting menu.
  • “VSiN by the Books” has moved its home base to VSiN’s new studio in Circa Sports sportsbook located at The Mint Gaming Hall Kentucky Downs in Franklin. The morning show and some Saturday programming will broadcast live from the recently launched retail sportsbook, which is the largest in the state of Kentucky.
  • Beginning on Saturday, Aug. 30, VSiN’s weekend programming will start an hour earlier at 9 a.m. ET to deliver all the news, analysis and insights sports fans and betting enthusiasts need on gameday.

Broadcasting 24/7 from the entertainment capital of the world in Las Vegas, VSiN empowers sports fans and bettors with the news, analysis, and insights they need to make informed wagering decisions, including 18+ hours of daily live linear sports content. Featuring some of the industry’s most knowledgeable sports betting and fantasy experts, as well as legendary book makers, VSiN’s goal is to inform and entertain the growing number of Americans betting on sports – whether they are sharp bettors or brand new to sports betting. VSiN’s exclusive content sets the stage for the day’s biggest sports betting events and includes expert tips and predictions on college and pro football, college and pro basketball, baseball, hockey, golf, tennis, NASCAR, and more.

Fans can access VSiN content on YouTube TV, SiriusXM (158), Rogers’ Sportsnet, NESN, Marquee Sports Network, MASN, Spectrum SportsNet LA, SportsNet Pittsburgh, iHeartRadio, TuneIn, more than 350 terrestrial radio stations throughout the U.S., VSiN.com, and the VSiN Watch app.

VSiN’s newsroom studio is located in the sportsbook at the Circa Resort and Casino in Las Vegas.

 

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Fast Track AI to change the face of iGaming CRM

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Fast Track will unveil its new AI-driven natural language platform on 2 September during its annual Fast Track House event in Malta. The launch will also be streamed live online from 4 PM CEST, giving the iGaming industry an exclusive first look at the future of player engagement.

For the past decade, Fast Track has pioneered real-time data integration, the Singularity Model, the only Gameplay Risk Engine, and Rewards, the first AI-ready gamification system. Each innovation has moved the company closer to its vision: to digitalise the iGaming industry and deliver the first self-learning engagement platform.

Fast Track AI is trained on over 10 years of iGaming expertise and designed to transform how CRM teams work. It can perform technical analysis on terabytes of real-time data, deliver advanced insights into CRM performance and player behaviour, and uniquely take direct action on those insights across the platform.

“This isn’t just AI added to CRM. This is CRM re-engineered for the natural language era,” said Simon Lidzén, CEO and Co-Founder of Fast Track.

“Even your wildest imagination can only take you so far; minds have been bound by constraints for so long that it is hard to picture the full power of Fast Track AI. You simply need to see it to believe it. This is why I am organising a live session to unveil it; to showcase what a native iGaming CRM, built on the most comprehensive real-time data infrastructure together with the Singularity Model, is capable of. I urge the whole industry to sign up.” Lidzén added.

The big reveal will take place during the Fast Track House event in Malta and will be streamed live online. The broadcast begins at 4:00 PM CEST on 2 September. 

Registration is now open: https://app.livestorm.co/fast-track/fast-track-ai-in-action

 

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