Latest News

How Sports Micro-Influencers Are Building Active Communities and Driving Brand Engagement

Published

1 month ago

July 9, 2025

When you think of micro-influencers and communities, there’s a good chance you think of social media. Influencers are a product of the online world, and until now, this is where they have always existed. There is, however, a change beginning to happen, especially in the world of sports influencers.

Content creators, while still conducting the bulk of their business online, are now beginning to create active communities in the real world through organised events. This provides businesses with the opportunity to collaborate with them and shine a spotlight on their products, giving potential customers the chance to experience them firsthand.

An Influencer Revolution

This influencer revolution, if you will, is happening in streets and parks all around the world. Currently, there is a trend, particularly in the fitness and sports influencer space, for active involvement and building real-world communities. This trend presents some incredible opportunities both for micro-influencers and the brands they represent.

Trends are, by their very nature, cyclical, and we are starting to see a major shift in the way people want to engage with one another. We have spent the last decade or more glued to our screens, building communities, swiping right, and creating digital relationships. There is a growing revolt against this type of interaction.

Head down to your local park a few evenings a week, and there is a good chance you will see a stampede of active young people come flying past you, chatting with one another and very often wearing the same sports gear.

The running club boom is just one example of how online communities are now beginning to engage in the real world. Micro-influencers are starting to organize meet-ups and host events, all of which are encouraged to drive engagement and foster real-world connections.

Gen Z audiences, in particular, have shown a strong craving for authenticity, and this shift into the real world highlights that. Social media allows people to build carefully curated profiles, but this is stripped back when you attend one of these events and get a chance to really engage with communities.

A Unique Opportunity

This genuine engagement presents a powerful opportunity for sports brands and marketers, and we are seeing it unfold in real-time. A quick Google search of run clubs or meet-ups taking place in New York in June 2025 shows sponsored events from Lululemon, Gym Shark, and several other major brands.

There are also several coffee shops within the city hosting running clubs, and some holding hiking events and a monthly cycle.

Stake - Best Online Casino & Sports Betting Platform

These are moving endorsements from online to the real world. Let’s say, for example, you are a small sports shop in Austin and you want to target customers in the city. Teaming up with a local micro-influencer and hosting a running event or hike with them will not only get you exposure, but it will also allow you to let attendees try your products.

This has been extremely effective for many sports brands in the last few years, and given the current appetite for these kinds of events and clubs, you can rest assured that if they like your product, attendees will do the heavy lifting for you on social media.

Brand Benefits

What’s more, these kinds of events are extremely cost-effective. You don’t need to spend any money setting up the event; all you need to do is create a partnership with a micro-influencer, provide them with some free samples, and you’re good to go. Of course, the more involved you are with the event, the better.

Unlike many social media opportunities, these in-person events can be an excellent way for micro-influencers and brands to interact in real-time. This presents a unique opportunity to showcase shared values, demonstrate products, and genuinely engage with potential customers.

Of course, this also helps the online influence of micro-influencers grow stronger. Once people have had a chance to engage with online communities in real life, they are more likely to keep that engagement going online. This, in turn, empowers the endorsements of micro-influencers, which is hugely beneficial for businesses.

This change also marks a new era in the world of digital and social media marketing. Businesses now have the chance to collaborate in the real world, and we at SGG Media have a network of micro-influencers who have the power to make these kinds of events and interactions happen. Marketing evolves, and this is an exciting new era that businesses should look to throw their arms around and embrace.

Author: Troy Paul, CEO of SGG Media

Up Next

SkillOnNet Expands Nolimit City Partnership to Enter Brazil

Don't Miss

Indiana Fever Signs Partnership with bet365 as Team’s “Official Sportsbook Partner” for 2025 Season

Latest News

Belatra partners with bplay to strengthen LatAm presence

Published

5 hours ago

August 19, 2025

Wladimir P.

Belatra Games, the specialist online slots developer, has partnered with LatAm-focused operator bplay to strengthen its presence in the region.bplay is renowned as a pioneer in Argentina’s iGaming industry thanks to an omnichannel strategy that delivers safe, engaging, and seamless entertainment.

Belatra’s games will be integrated into the operator’s casino lobby and will grant bplay’s players instant access to an extensive suite of content. Games within Belatra’s collection include Blast the Bass, Cyber Gypsies, Bears Tricks and recently released Voodoo Coins.

Lucila M. Barletta, Belatra Games’ Head of Accounts LatAm commented: “Partnering with bplay exemplifies our commitment to delivering exceptional player experiences in key Latin American markets. bplay is a force in the region, and we’re looking forward to a long and successful collaboration.”

Leopoldo Saravi, Gerente Producto, bplay: “Belatra is brilliant at producing engaging content that instantly connects with LatAm players. Bringing its extensive portfolio of games onto our platform ensures we continue to meet the evolving needs of our knowledgeable audience.”

Latest News

Octoplay partners with Rush Street Interactive to bring its popular casino games to BetRivers players in New Jersey

Published

5 hours ago

August 19, 2025

Wladimir P.

Octoplay continues its rapid expansion in North America by going live in New Jersey with Rush Street Interactive, Inc. (NYSE: RSI) (“RSI”), a leading online casino and sportsbook operator.

Already live with RSI in Ontario, Canada and Mexico, this strategic collaboration now brings Octoplay’s innovative game portfolio to RSI’s extensive player base in New Jersey, strengthening the company’s US position in the world’s largest iGaming market.

Through BetRivers, Rush Street Interactive’s licensed online gaming platform, players in New Jersey will gain access to eight of Octoplay’s most popular titles, including fan favorites 777 Hot Reels: Supercharged and Juicy Rolls: Feature Frenzy. This entry into New Jersey expands the company’s footprint, with Octoplay now holding 12 active licenses in the UK, Italy, Sweden, the Netherlands, Denmark, Romania, Belgium, Greece, Malta, Ontario, Slovakia, and provisional licenses in Michigan and New Jersey.

“Partnering with Rush Street Interactive represents a significant milestone in our North American growth trajectory,” says Ralitsa Georgieva, Director of Business Development at Octoplay.

“We’re excited to partner with Rush Street Interactive and to build a meaningful and long-term partnership together.”

Richard Schwartz, CEO of Rush Street Interactive, adds, “Octoplay has an innovative approach to content development that made this partnership a great fit for our BetRivers platform. Their strong performance and focus on quality complement our commitment to delivering the best gaming experiences to our players.”

Gambling in the USA

New Jersey Gambling Revenue Surges in July with Online Casinos Leading Growth

Published

5 hours ago

August 19, 2025

Niji Narayan

The gambling sector in New Jersey experienced impressive gains in July, hitting a total gaming revenue of $606.2 million. This figure marks an increase of 10.7% compared to July 2024, highlighting continued expansion within the state’s gaming market.

Online Casinos Set New Records with $247 Million Revenue

Online casino platforms played a key role in driving this growth, generating an unprecedented $247.3 million during the month. This amount represents a more than 25% rise from the same period last year and establishes a new monthly high for internet gaming in New Jersey. So far in 2025, online casinos have accumulated $1.63 billion in revenue, a year-over-year increase exceeding 23%. Major operators such as FanDuel, DraftKings, and BetMGM have been instrumental in positioning New Jersey as the leading state for legal online gambling in the US.

FanDuel maintained its position as the top online casino, earning $52 million in July—a 38% increase from the previous year. DraftKings followed with $48.6 million, while BetMGM generated $31.4 million. Additionally, Caesars Palace Online achieved a record $18.7 million, more than 50% above last year’s equivalent month. The fierce competition among these industry leaders has sparked innovation and increased player engagement, contributing to sustained market growth.

Land-based casinos in Atlantic City also experienced a positive month, collectively bringing in $284.1 million, a 4.3% increase compared to July 2024. The Borgata remained the highest-grossing casino with nearly $80 million in revenue, while Ocean Casino Resort recorded the fastest growth at over 18%. Hard Rock Atlantic City also noted gains. However, many of the older casinos continue to lag behind their pre-pandemic results, emphasizing the growing importance of newer venues in the market.

Conversely, sports betting revenue saw a decline. Earnings from bets placed at casinos, racetracks, and online platforms totaled $74.8 million in July, reflecting a 6.6% decrease year-over-year. The total amount wagered reached $664 million for the month, bringing the cumulative sports betting revenue for 2025 to $626.8 million—approximately 4% lower than last year’s figures.

Record-Breaking Year-to-Date Revenue and Tax Contributions

Despite the downturn in sports betting, New Jersey’s overall gambling industry has achieved record-breaking performance during the first seven months of 2025. Combined revenue from all gaming categories reached $3.92 billion, marking the highest year-to-date total on record for the state. In July alone, gambling-related tax revenues amounted to $81.7 million, contributing to a year-to-date total of $446.1 million to New Jersey’s fiscal resources.