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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.
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.
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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MGM Resorts Announces New Employment Agreement with CEO & President Bill Hornbuckle

MGM Resorts announced that it has reached a new employment agreement with CEO & President Bill Hornbuckle through December 31, 2028. As part of his new employment contract, the Company has also agreed to offer Hornbuckle an advisory agreement at the end of the term to assist with its integrated resort project in Osaka, Japan until its opening.
“Bill is an exceptional, visionary leader who successfully guided the company through the COVID-19 pandemic while also positioning the business for long-term growth through new digital ventures, strategic M&A opportunities, and expansion into new international markets. Bill has earned the trust, respect and admiration of his employees, peers, shareholders and this Board. We’re thrilled that he has agreed to remain in his role for the foreseeable future,” said Paul Salem, Chairman of the MGM Resorts Board of Directors.
“I am honored to continue leading this company at an exciting time of both digital growth and resort expansion in places like New York, Japan, Brazil and the Middle East. Our best days remain in front of us, and I’m thankful to our Board for their continued trust and support. The success we’ve enjoyed over the last five years is a testament to our leadership team and our employees who have embraced our culture of guest-centricity and continuous improvement. Together, we will continue to pursue our vision to be the world’s premiere gaming entertainment company,” said Hornbuckle.
As CEO, Hornbuckle oversees all aspects of MGM Resorts’ strategy, operations and hospitality and gaming development projects. He leads the company’s global development efforts and its digital gaming strategy. He is a member of MGM Resorts’ Board of Directors and serves as Co-Chairman of the Board of Directors of MGM China Holdings, which operates resorts in Macau. He is also Chair of the U.S. Travel Association, a non-profit organization focused on growing travel and tourism to the United States, and he previously served as Chairman of the U.S. Travel and Tourism Advisory Board, which advises the U.S. Secretary of Commerce on policy, regulation, programs and issues that impact the travel and tourism industry in the US.
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Scientific Games Wins Three 2025 American Business Awards for Lottery Retail Technology Innovation and Instant Scratch Game Achievement

Scientific Games was recognized with three prestigious honors in the 23rd Annual American Business Awards. The global lottery company won two Gold ABA awards for its retail technology, SCiQ and PlayCentral Powered by SCiQ, in the Operations Management Solutions and Emerging Technology categories, respectively. Scientific Games’ recently retired VP, Instant Game Production, Joe Bennett, earned a Silver ABA Award for Achievement in Management—Manufacturing, recognizing his career contributions in secure lottery instant game production.
Scientific Games President, Americas & Global Instant Products, John Schulz, said: “It’s an incredible honor to have SCiQ and PlayCentral Powered by SCiQ recognized with 2025 Gold American Business Awards. These awards reflect the strength of our innovation and the dedication of our teams to modernizing the retail lottery experience. We’re also deeply proud of Joe Bennett’s Silver Award. Joe’s leadership across three decades has helped define secure instant game manufacturing for Scientific Games and the industry during his tenure.”
This year, more than 3700 nominations from organizations of all sizes and industries were submitted to the ABAs. Winners were scored by more than 300 professionals worldwide during a rigorous judging process evaluating innovation, integrity, effectiveness, creativity, and growth. The Gold Award represents the highest honor in each category, reserved for the top-scoring entry, with the Silver Award representing the second-highest honor. The ABAs are nicknamed “Stevies” for the Greek word meaning “crowned”.
SCiQ is Scientific Games’ groundbreaking ecosystem designed to transform lottery instant game retailing. It brings advanced inventory management, security, and real-time sales tracking to retail locations, providing retailers, lotteries, and players with a smarter, more secure way to sell and purchase instant games. PlayCentral Powered by SCiQ extends the SCiQ ecosystem to lottery self-service retail environments. Integrating SCiQ technology into PlayCentral HD self-service vending machines allows for unprecedented inventory control, improved game security, and seamless retail operations, enhancing the player experience while optimizing lottery revenues.
Over his 34-year career at Scientific Games, Joe Bennett has driven significant advancements in digital transformation, manufacturing efficiency, and security innovation. He led the transition to a fully integrated digital production ecosystem and introduced patented encryption technologies that protect the integrity of instant lottery games. Under his leadership, Scientific Games now produces more than 53 billion secure, high-quality instant games annually. Bennett retired from the company in April 2025.
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Altenar extends Major League Baseball coverage

Leading sportsbook provider grows US sports offering with addition of in-play Bet Builders and expanded prop betting
Altenar has expanded its portfolio of US sports by adding more Major League Baseball (MLB) content for the 2025 season.
As part of the enhancement, Altenar has added in-play Bet Builders to allow live betting during MLB games, offering operators the chance to benefit from a surge in the bet type’s popularity. There is also an expanded range of prop betting available on both pre-match and live games, with a vast range of odds now offered on player, team and game props.
Altenar already offers fast markets and micro-betting options, along with same-game parlays, player specials and pitcher lines for the popular league.
An official distributor of MLB data since 2019, Swish Analytics delivers rich, reliable and fast information that enables the development of highly engaging user markets, which are now available to Altenar’s operator partners.
These additions reinforce Altenar’s commitment to delivering relevant and tailored content for US-facing partners, while continually striving for excellence as a sportsbook provider.
Antonis Karakousis, Director of Operations at Altenar, said: “Altenar is driving innovation in US sports by pushing the boundaries of what is possible with our offering. We will continue to grow our presence in this vertical and ensure that our full suite of pre-match, in-play, and at-bat betting products defines the next generation of engagement for our operators’ MLB fans.
“In addition to the above, the development of our MLB Live Bet Builder is another strong statement that reflects our commitment to listening to users’ needs. Enhancing the Bet Builder experience remains a key focus and a central part of our product strategy.”
Altenar will showcase its enhanced terminal at SBC Summit Americas 2025 from May 13–15. Attendees can visit the stand or book a demo to explore the terminal’s new capabilities first-hand here.
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