Interviews
Social media: the new frontier for betting engagement?
Since the dawn of the internet, social media platforms have been a great way for people to stay in touch. And as mobile technologies have continued to advance, we’re now more connected than ever. In fact, you’d be hard pressed to find someone who doesn’t have a social media presence nowadays.
From Facebook and Instagram to LinkedIn and even TikTok, social media apps have become a staple of our daily lives. So, it’s no surprise that gambling brands are looking towards such platforms as a means of tapping into new audiences.
We spoke to Allan Petrilli, Managing Director of Acquire.Bet, and Troy Paul, CEO and Co-Founder of SGG Media, to ask whether social media is going to become the next battleground for audience engagement.
BetMGM recently made the news after partnering with the social media platform X, formerly known as Twitter, in a deal which has made the operator the first online sportsbook embedded within a major social media platform. In your view, what could this agreement mean for the industry?
Troy Paul: It is a very smart play for BetMGM. If operators want to reach the new generation of gamblers, aged 21 to 40, they MUST establish a solid presence on social media.
Ultimately, social media is where this generation gets their news, sports updates, scores and share content with their groups of friends. Ignoring the power of social media would be a big mistake.
Could partnerships with social media platforms be the way forward for gambling operators to reach new demographics of players? If so, what impact could such agreements have on player engagement, and subsequently, player acquisition costs?
Allan Petrilli: Deals such as the one signed between BetMGM and X, or DraftKings and Apple Sports, are examples of sports betting brands getting more creative in how they plan to boost brand awareness and consumer trust. They are deviating away from the more traditional advertising models such as TV and other forms of above the line media.
Focusing specifically on the BetMGM agreement, X is a vibrant, passionate community that is heavily engrained in sports. It really seems like a great fit for what BetMGM is trying to do from a brand perspective.
X is also a hotpot of bettors, and this will ensure they are more heavily engaged with the brand. When it comes to lower customer acquisition costs (CAC), that is yet to be determined, as they haven’t released specifics of the deal. As it always goes, it depends on what they paid…
Troy Paul: Absolutely! Partnerships between social media platforms and gambling operators will be key for those who want to communicate with the more digital conscious bettors. If you then compare this to advertising verticals such as television and radio, social media advertising is also much more cost-effective.
Affiliates can be an effective way to engage with bettors across social media platforms. How can gambling companies better use affiliates to build a social media following?
Allan Petrilli: Micro-influencers are becoming more popular than ever as a significant driver of affiliate traffic, and this is due to their strong follower engagement and brand loyalty.
Many affiliate companies have SIGNIFICANT social presence and have already established their own communities. These types of partnerships can effectively give brands access to a whole new demographic of customers in a more organic fashion.
Operators needs to continue to offer their social partners a more organic way to drive traffic, with shareable bet slips, better deep-linking and more thoughtful partnerships. As these partnerships become more commonplace, operators, affiliates and social media partners will need to collaborate much more closely to find the most effective strategies to build new communities.
As more operators turn their attention towards social media as a marketing tool, how can they best stand out from the crowd? Could we soon see more brands getting creative with their campaigns?
Troy Paul: Social media should be used to create a COMMUNITY of sports fans, and sports gamblers. You cannot create a community by sending only ads. You must create fun, readable, informative CONTENT and occasionally drop in an ad or sign-up link. Content is King in this regard.
As the sports gambling world continues to mature, the smarter, savvier operators will continue to use social media as a means of retaining their customers and creating a social media-led community of loyal customers that not only enjoy their content but also continue to bet via their brand.
Allan Petrilli: Standing out from the crowd isn’t going to be an easy task. You really need to establish your brand identity. The real question is: who is going to be the Paddy Power of the US market, right?
In the US, I think that so far, we have seen quite a buttoned-up approach to social media. I do expect that to change, but I think that change will be quite slow at first. This is where micro-influencers could play a major role, they could really offer a big win potential for sportsbooks and casinos.
Just from what I have seen, I think that many brands can take a much more localised approach on social media. The power for targeting is there, the time is not to have creative, offers, etc that match the local bettor to better engaged, convert and retain them.
With that in mind, what role can multimedia assets, such as video and audio, play in driving brand recognition?
Allan Petrilli: Creative content, along with more engaging offers, are the lifeline of any campaign or branding exercise. Brands need a strong mix of branded video, user-generated content, live and pre-game content, and cross-platform retargeting strategies to get the most out of what they do. It’s all about striking that balance and delivering content that the end-customer finds interesting.
Troy Paul: Video-led content is super important if you want to drive brand recognition. The savvier operators will use platforms such as Instagram, YouTube, Twitch, TikTok and other video platforms to create those communities and establish a solid following. Millennials and Gen-Z have been shown to enjoy this quicker, more engaging form of content so it’s worth tapping into the world of video content.
When it comes to promoting odds and betting statistics on social media, how can the industry as a whole ensure that player protection remains at the forefront of any social media activity?
Allan Petrilli: The first thing that sportsbooks and casinos need to do is look at how they are targeting their customers and how they are informing their bettors about exclusion lists. The power is there, it just needs to be used properly.
More educational content is also a very important factor when looking to ensure that responsible gambling remains at the forefront of your social strategy. Throwing around $5000 sign up bonuses without ensuring players understand what they are getting into is a potential issue. That doesn’t always need to be in the ad, but brand should at least be introducing better landing pages and terms for players to be aware.
Interviews
Interview with Booming Games: A Sweepstakes Casino Powerhouse Poised for Big Wins in 2025!
In the ever-evolving world of sweepstake casinos, Booming Games is making waves. With visually stunning slots, a wide range of games, and a strategic focus on sweepstakes, they’re quickly becoming the go-to supplier in the industry. We sat down with two of the masterminds behind Booming Games’ success: newly appointed Director of Games, Nemanja Zivic, and VP of Product, Moritz Blume. Here’s what they had to say.
Booming Games has been making quite a splash in the sweepstakes space recently. What’s the secret sauce behind your success?
Moritz Blume: laughs Well, it’s no secret that we’ve been laser-focused on making Booming Games the ultimate partner for sweepstake casinos. For us, it all starts with the players. We’ve built a reputation for creating visually stunning and feature-packed games that keep people coming back for more. And, you know, our sweepstake-friendly features like interactive bonuses, free spins, and multipliers? Players love it! Who wouldn’t want to hit a big win without staking any real money? That’s kind of our jam.
We’ve also made sure to optimize all our games for mobile because let’s face it, people love spinning the reels on their phones, whether they’re on the couch or waiting for their coffee. The seamless mobile experience keeps them hooked, and we’re proud of that.
You’ve just introduced Nemanja Zivic as the new Director of Games. How does he fit into Booming Games’ already strong team?
Moritz Blume: Oh, Nemanja is a rockstar! He brings a ton of experience, not just from the online iGaming world, but as a passionate player of land-based games too. His expertise spans both worlds, and he’s helping us take those proven land-based features that players love and bringing them online. We’re offering players mechanics tailored to all kinds of play styles. Nemanja’s input ensures our games are not just popular but keep players coming back for more.
Nemanja Zivic: Absolutely! We know there’s a traceable trajectory for the features that start in land-based casinos and go on to make waves online. There’s nuance, of course, but we get it. That’s why we offer content featuring both the core and the evolution of Hold and Win, Cash Collect, Triple-pot bonuses, quick-hit Multi jackpots, Multi-reel set Bonuses, and short-term persistence games that make players feel right at home. We bring these land-based features online, and then elevate them with multiple bonus buys, side bets, and picks—ensuring every kind of player, from the casual spinner to the high roller, finds something that resonates with their style.
Between Moritz and me, we’ve got the experience to know what players crave. Add that to our killer roadmap for 2025 and 2026, and we’re all set to release some seriously exciting new titles.
Speaking of sweepstakes, what specifically sets Booming Games apart for operators in this space?
Nemanja Zivic: Booming Games offers full flexibility and an unmatched diversity in our game portfolio—whether you’re looking for classic casino fruits and diamonds, popular casual player favorites, or high-roller picks, we’ve got it all either in the portfolio already or coming next year.
For sweepstake casinos, we provide modified language support tailored to sweepstake players, social currencies, you name it—we’re all about making it work for the operator. And we don’t just stop there. We offer customized game titles to help strengthen the casino’s brand. Want a game with your logo on it? We can do that! Want exclusive features for your VIP players? Done.
Oh, and let’s not forget our various app integrations. We’re getting embedded into platforms that sweepstake players use the most. If you want your Booming Games titles in your app store, we make it happen. Anything’s possible when you’re working with us.
Wow, that’s impressive. Can you tell us more about how you’re integrating with influencers and sweepstake streamers?
Moritz Blume: We’re playing the long game here. In 2025, we’re going to be teaming up with some big names in sweepstake-focused streaming and influencer marketing. Expect to see Booming Games plastered all over Twitch, YouTube, and every platform where people love to watch gameplay. We’ve got some secret partnerships up our sleeve with streamers who are going to take our games to the next level in terms of exposure.
We’re already among the top 3 revenue drivers on various sweepstake platforms, and we’re only going to climb higher. By working closely with influencers, we’re taking our visibility and engagement to new heights. The future is looking bright!
It sounds like Booming Games is on the verge of a major sweepstake takeover. What can we expect next?
Nemanja Zivic: We’re just getting started! We’re in the final stages of some truly exciting partnerships and game launches tailored specifically for sweepstake operators that will redefine the player experience. At the same time, we’re always keeping our eyes on regulatory changes—if there’s an update, we’re ready to react the next day, ensuring our games are fully compliant wherever they’re played.
But that’s not all—responsible gaming is one of the pillars of Booming Games’ strategy. While we’re busy creating all these exciting new features, we’re equally focused on making sure our games are safe, secure, and fair for everyone. By staying on top of regulation and promoting responsible play, we aim to deliver not just thrilling games but ones that players can trust.
Any last words for the sweepstake casino operators and players reading this?
Moritz Blume: If you’re an operator, Booming Games is the partner you’ve been waiting for. We’ve got the tools, the games, and the know-how to make your players love what they’re playing. And for the players? Strap in, because Booming Games has some wild new titles coming your way. 2025 is going to be a ride!
Sounds like Booming Games is the perfect storm for sweepstake casinos. Thanks for chatting with us!
Moritz Blume and Nemanja Zivic: in unison Thank you!
Booming Games continues to dominate the sweepstake casino world, with cutting-edge game design, tailored solutions for operators, and exciting partnerships in the pipeline. Stay tuned for their roadmap in 2025—it’s going to be big!
As Responsible Gaming Education Month (RGEM) rounds to a close in the US, Dr Michael Auer, Managing Director of OpenBet’s Neccton, and Joann Pierce, Chief Commercial Officer at Games Global USA, share their insights into the biggest responsible gaming and player protection challenges currently facing operators in America’s regulated states and the tools needed to secure a sustainable and safer future for the industry.
What are the key player protection challenges faced by operators and suppliers in 2024?
MA: Evolving global gaming markets, such as the US and LatAm, demand operators have in-depth insights into their players’ behaviour. With high player volumes, this can pose a challenge for those without up-to-date technology. Operators have the responsibility to take proactive steps to protect players from harm, but in new jurisdictions such as Brazil and Peru, it is vital for them to win the trust of their customers and promote responsible gaming from the off. In a recent Hibou survey, of 2,839 Brazilian respondents, 16% reported experiencing financial issues due to their gambling, which should make combating harm and effectively tracking their player base a core priority for operators.
For suppliers, developing responsible gaming tools that meet the needs of the market is essential. By achieving this, they can take positive steps towards building a sustainable and safer industry. Of course, to be confident their tools are up-to-date and will have a notable impact on reducing potentially harmful behaviours, they must be informed by the richest data available from real players. Peer reviewed research that uses datasets from operators themselves is the best way to do this.
JP: There are very different player protection challenges for operators who are directly accepting wagers from the player vs suppliers who are typically offering their products to the operators – to offer to the player. The main difference is complete oversight of a player’s activity vs partial. An operator can join the dots and see all of a player’s conduct across every wager and vertical, whereas a supplier will typically only see the fraction of that play which occurs on their products. Working together, suppliers can help operators with contextualising to help fulfil their duty of care.
Suppliers will typically operate across numerous states, so where state-by-state, game design and safer gambling requirement variations exist it can pose a challenge. In this regard, continued moves towards harmonisation across states would be beneficial for all stakeholders.
What tools and resources can be provided to help operators implement effective responsible gaming measures?
JP: We have mentioned that harmonised standards assist players, operators, suppliers and regulators. However, measures should be evidence based to ensure that we are putting in place solutions which we know are going to be effective and which help all parties target their resources to maximum effect. From an operator’s perspective, access to any player data that can help build an accurate picture undoubtedly helps in delivering that duty of care. Following the lead of other countries, the UK is seeing the implementation of centralised industry-led exclusion registration via the GamProtect system.
Results from the pilot stage looks promising and with some US focussed operators having been involved in that pilot, it would be interesting to see if the US states could come together to replicate such a register to protect the most vulnerable players when for example they physically relocate between states.
MA: Operators looking to succeed in their respective markets must demonstrate superior responsible gaming capabilities and may turn to technology to support their efforts. OpenBet’s Neccton empowers operators to effectively track player behaviour in real-time, offer limit setting and pop-up messaging functions, and integrate anti-money laundering and fraud detection tools.
My research in this sphere has shown that real-time interventions, such as reality checks, improve the effectiveness of player protection efforts. Our software, which is informed by academic research and adapted in line with the latest insights, is supported by a dedicated compliance consultancy service which gives operators the confidence to fulfil their responsible gaming responsibilities.
What are the key priorities for suppliers in promoting responsible gaming in the years to come?
MA: Suppliers must keep up with the latest developments in responsible gaming tools and research as markets evolve. I have published more than 50 peer reviewed studies in academic journals related to safer gaming and continue to conduct contemporaneous research into player protection. Utilising real player data and insights from experts will help suppliers evolve their offerings to match the changing needs of operators and their customers.
Additionally, staying on the pulse of recent regulatory developments must also be a priority, as shortcomings can delay the production of much-needed software that instils confidence in operators and regulators alike and meets the needs of the market.
JP: The main focus for suppliers around safer gambling relates to game design. There isn’t that direct contact with the players, so the scope of direct interaction is removed. In this regard, harmonisation of standards and requirements around game design is hugely beneficial to all stakeholders.
We would love to see some of the excellent academic work being undertaken in this field being picked up, endorsed and incorporated into formal standards by regulators.
All suppliers are willing to do whatever it takes to ensure their products help keep players safe but we want to ensure changes are going to achieve the desired outcome and the best way to do this is to take the evidence based approach.
GameplAI is harnessing the gains in automation seen in other tech sectors and bringing them to the sports betting industry, with more accurate pricing and automation which reduces the manual overhead of risk-management for trading teams. Its growing group of partners are benefiting from a series of never-before-seen, player-focused markets that engage fans both pre-game and in-play.
Gaming Americas caught up with their Co-Founder, Graham Savage, the man at the helm of a company on the road to becoming the premium supplier of automated and quantitative-driven sports solutions for the sector.
After GameplAI’s defining Q1 raise earlier this year, how have you been deploying the funds?
There are two core priorities for the deployment of our capital. The first is the expansion of our team. We have already doubled the size of the team since January and we are still looking to hire additional technology and sports-modelling expertise. The second strand is a focus on licensing. Given the global footprint of our expanding customer base, we are actively pursuing licences in multiple U.S. states (and have already secured our first three in Virginia, Colorado and Iowa) in addition to emerging LatAm regions such as Peru and Argentina.
What does adding Marco Blume as an investor do for the company?
Marco provides fantastic insight and context in terms of what is most important to operators when assessing third-party products. Under his tenure, Pinnacle became a global leader in terms of sports product and pricing and this is the equivalent position that we are keen to assume within the suppliers’ sphere.
How do you see the supply market changing in the year ahead?
We see a strong emphasis being placed by operators on both in-play and props products. We feel this will be a dual responsibility to solve, with the onus being on companies like ourselves to create innovative products bolstered by compelling and accurate pricing, whilst our B2C partners will prioritise delivering intuitive and engaging front end UI to further embellish the product experience.
How were the Euros/Copa America for you and your recent operator deals?
We used both tournaments as a test bed. Betano, the premium online sports betting and gaming brand, launched a segment of the football player props product that we have developed in conjunction with Opta data. These markets proved to be hugely popular and we will roll out our extensive football props solution with Betano over the coming weeks.
In parallel, we launched a proof of concept of our football narrator product with a leading UK operator, which generates contextual markets in-play, relative to the most recent game state. These markets were really well-received by UK-based customers and we will look to broaden the scope of that collaboration, now that the domestic season has resumed.
What are the opportunities for GameplAI right now in the medium to long-term?
We have been very fortunate with the stature of partners with whom we are working. Their respective product and trading teams have been a fantastic support and resource for us – and working with people of that calibre will only serve to further enhance the quality of our product offering.
Broadening our international footprint is also hugely exciting and by the end of year we will be live with market-leading partners across three separate continents, which represents incredible progress in 12 months. We are hugely enthused at the prospects ahead and firmly believe GameplAI will be at the forefront of driving new product innovation in sports in 2025 and beyond.
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