In your view, why do you think player acquisition costs are reaching record-high levels?

Allan Stone: We’re starting to see the impact of many of the privacy standards implemented. There is the Cookie deprecation that’s happened across both Google and iOS, as well as a lot of the ad identifiers being blocked by default, as opposed to as a setting that users can turn on. Operators haven’t been able to truly understand what the impact of this has been. They’re having to spend much more to achieve the same level of performance, simply because they don’t have a good understanding of the systems in place to hone in on where they are spending money to acquire players. As a result, operators are having to spend more money acquiring players that maybe aren’t the best quality and will likely churn.

From a regulatory perspective, especially in the US, there has been a bit of a slowdown in markets opening. We had an initial gold rush here in the US, but now, fewer states are coming online. We’re seeing a pullback on ad spend; even though it costs much more to acquire new players, operators aren’t spending as much as they used to. I think that’s an effect of over saturation in the market. Players have seen all these different products and different brands that are available to them. Essentially, the core products have become very commodotised. Every operator seems to offer pretty much the same slots as everyone else does.

What’s interesting is that if you’re to walk into a bunch of different casinos in Las Vegas, once you walk past the front doors, they all look and feel the same from a gaming perspective. Where they differ is through the experience that you get while in the casino; the design, the hospitality, etc. Those players that tend to play offline are starting to look towards those secondary offerings outside the core betting portfolio, they’re seeking more of an experience.

Advertisement

I think that we haven’t seen that in the digital space yet. There is very little differentiation in user experience on one betting app compared to the others. Operators need to take the time and energy to really personalise and customise their user experience to individual players. When that starts to happen, this is when you start to see an increase in acquisition costs. But then you will also see a consolidation in those costs – operators will start to become more efficient, cost savings will come into play, and that is when these brands can really differentiate themselves from one another.

What’s the secret to keeping players coming back in the long term?   

Allan Stone: In a word, personalisation. It’s plain and simple. The more that brands can understand player behaviours and continue to create personalised experiences, the more they will keep players coming back in the long term.

I’ve heard a few different product people talk about how they can try personalise the experience further, and one idea was to emulate the experience that you get from apps such as Tinder where you swipe left or right to bet on different markets. What they realised was that the younger generation of players – who maybe weren’t as valuable – enjoyed that product feature, but their core betting customers weren’t as engaged. Operators are waking up to that now. If you want players to remain around, you’ve got to give them a reason to stay other than simply rolling out the same products as everyone else.

Advertisement

For a lot of the North American brands, they’ve done a great job of tying their iGaming and sports betting experience into their land-based properties. As time goes on, and the market continues to mature, you’ll see much more of that starting to happen. The land-based and digital experiences can complement each other really well, when done right; operators need to make sure they have that streamlined experience across all touchpoints. Brands should be going beyond the standard, core betting experience and instead delivering something much more holistic, and much more personalised to each customer.

Historically, we’ve beta tested location-based suggestions during NFL games, whereby if someone opened up a betting app while in a stadium, then that would be a good indicator of what markets they would be looking to bet on. They’re more than likely wanting to bet on the game that is taking place in front of them. Operators could use this opportunity to offer micro betting markets, or player props to that player. We know that the technology is there to do this.

How do these approaches balance the need for immediate engagement with long-term loyalty?

Allan Stone: A lot of the data and technologies that exist to support operators from an AdTech and MarTech perspective, at least from an acquisition side, has not been great. But we are starting to see that change. Operators can no longer leverage 20-year-old technology to solve a modern-day problem. They need to get granular with the data that they have at their disposal and understand where they can improve their media buying efforts. They need to find out how many players they acquired, what their lifetime value is, whether there are any similarities and trends between those players. From there, operators can then optimise their campaigns to focus on just acquiring those players.

Advertisement

There is much more that operators can be doing to leverage their data at scale and create massive efficiencies in their player acquisition – that, ultimately, would bring down costs. If you can create those efficiencies, you can theoretically reduce your costs by 20-30% which is a huge saving.

To celebrate 16 years of market success, Betmotion, the online entertainment platform, is running a special campaign with over R$1 million in prizes for its players. The anniversary promotion, which runs until September 22nd, promises to surprise users with exclusive prizes.

In addition to the celebration, Betmotion is among the pioneering companies applying for a federal license, a crucial step to operating in the regulated betting market in Brazil. The platform has been preparing for this moment for years and is looking forward to January 2025, when regulation will officially be implemented in the country. The high anticipation reinforces the company’s commitment to providing a safe and reliable entertainment experience for its players.

According to Layrena Meglio, Betmotion’s Chief Marketing Officer: “We are extremely excited about our 16th anniversary and the new experiences we have prepared for our players. Additionally, we are honoured to be part of the companies that are already starting the regulation process. Our team is working tirelessly to ensure that we are ready for this new phase of the Brazilian market.”

The coming months promise to be even more thrilling for online betting and gaming fans in Brazil, with Betmotion leading toward regulation and offering even more innovative services.

Advertisement

Diffusion Cloud’s deployment enables Aposta Ganha to focus on Sportsbook growth and the introduction of new casino services

Aposta Ganha, Brazil’s fastest growing  sports betting and casino site, has become a customer of DiffusionData, transitioning to the highly acclaimed Diffusion Cloud framework. This strategic move underscores Aposta Ganha’s commitment to leveraging innovative technology to deliver superior services to its clients. The deployment of Diffusion Cloud enables Aposta Ganha to focus on growth, expand the services offered on its sportsbook, and increase its capabilities in the casino market.

Aposta Ganha’s decision to deploy Diffusion Cloud was driven by the need for a more reliable and scalable solution. As Aposta Ganha executes its expansion strategy, load management will become increasingly important and DiffusionData’s solution offers a more robust technology to ensure seamless performance and enhance customer satisfaction.

“We evaluated various options and found Diffusion Cloud to be the best fit for our needs,” said Rony Silva, CTO of Aposta Ganha. “The platform’s ability to manage high loads and its reputation for reliability were key factors in our decision. We look forward to the enhanced performance and stability that Diffusion Cloud will bring to our operations.”

Advertisement

Aposta Ganha’s transition to Diffusion Cloud is expected to deliver immediate improvements in system performance, allowing Aposta Ganha to maintain its competitive edge and continue offering top-tier services to their clients. The enhanced capabilities of Diffusion Cloud will empower Aposta Ganha to scale efficiently, handle increased traffic, and provide a smoother user experience.

“We are thrilled to welcome Aposta Ganha to the DiffusionData family,” said Grethe Brown, CEO at DiffusionData. “Diffusion Cloud is designed to handle high loads effortlessly, providing the stability and scalability that companies like Aposta Ganha require to thrive in today’s fast-paced, competitive iGaming market. Aposta Ganha now has a solution that delivers for its customers and provides real-time betting information – handling peak traffic without them having to worry about delays or lost revenue.”

Diffusion Cloud is a dependable Managed Service offering of the Diffusion framework to small, medium, and large-scale enterprises. It provides infrastructure and APIs for developers to build real-time functionality into their applications. Diffusion Cloud delivers real-time, personalised data globally to end users at a lower cost of ownership, regardless of scale, location, or hosting requirements. Diffusion Cloud is designed to alleviate the DevOps responsibilities for customers in supporting the Diffusion framework and to overcome the many challenges developers face with open-source or in-house-built solutions, particularly regarding scalability and latency.

About DiffusionData
DiffusionData (formerly Push Technology) is a pioneer in real-time data distribution, providing infrastructure software for fast-moving data streams. The software is delivered as a cloud, on-premise, or hybrid solution to companies worldwide in sectors such as financial services, iGaming, retail, transportation, health, defense, and digital media.
DiffusionData empowers organizations to connect, transform, and deliver data instantaneously, supporting informed decisions and driving business innovation in an ever-evolving digital landscape. Serving personalised low-latency data to tens of thousands presents a difficult scaling issue that DiffusionData solves. The DiffusionData team merges business and technology insights to create world-class solutions. Learn more at www.diffusiondata.com.

Advertisement

About Aposta Ganha
Aposta Ganha is a leading company in the sports betting and online gaming market. It has a significant presence across all 26 states and the Federal District of Brazil as well as other Latin American countries. Aposta Ganha is recognized for its innovative approach, user-friendly platform, and features. The company is committed to maintaining the integrity of sports by monitoring and reporting suspicious betting activities.