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INTERVIEW: Jake Apperley Apsley Director – US

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With sports betting opening up across the US, Pickswise, part of Spotlight Sports Group, has seen a huge growth in audience over the past 18 months. The affiliate is run by the same team that saw huge growth and success in the UK with MyRacing and FreeSuperTips. We sat down with Jake Apperley to discuss the growth and what he sees as the key opportunities for 2021.

  1. Can you run us through the Pickswise journey in the US? How it came about and early growth?

JA: Following the repeal of PASPA we began to explore opportunities in the US market, and how receptive the audience was to sports betting content for the major US sports. Having had success in the UK with MyRacing and FreeSuperTips, our team set about building and growing the site to reach a new audience. I moved over to fully manage Pickswise myself in the Autumn of 2019 to focus on the upcoming NFL season and reaching a new audience.

Using our expertise in SEO content campaigns, we began to grow exposure through organic channels. These campaigns were hugely successful with CNN, CNBC and Fox picking up our content and Pickswise climbing to number one in the google rankings for competitive search terms focused on US sports betting. To highlight just how successful these campaigns were, during the NFL playoff season in 2018 our traffic was c.10k users per month, and by the end of the 2019 regular season we had grown that to c.350k users, and it’s still growing today.

 

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  1. The affiliate landscape in the US looks quite a bit different to Europe, where do you feel affiliates can support new US operators?

From our research and experience over the past couple of years we’ve definitely seen an appetite for sports betting content. Bettors are looking for key pre-game and in-game picks and we can offer that full game experience through our bet stimulating content. American sports are stats heavy, even the language used around sporting performance is focused on statistics, and we know that betting tools that provide reliable information using data are popular as sports bettors can make more informed decisions.

It’s also important to educate bettors in the US. A lot of our audience won’t be used to betting online and it’s important to give them a full understanding of what you can bet on and how it differs from the traditional casino or black market gambling. As it’s ever-changing, we also think it’s hugely important for affiliates to inform customers on the regulatory landscape, what sportsbooks are legal, who has licences and how they can place bets. Of course, as with traditional affiliate methods we also want to highlight operator offers and how our customers can open accounts.

  1. It’s a bumper second half of the year for US Sports with the NBA returning at the end of July signifying the start of 5 months of non-stop sport. Do you think this is the opportunity for US operators to convert new customers into sports betting?

We know that sports fans and bettors alike will be hungry for some action. Like when any event gets cancelled, marketing teams would have designated some spend that might be moved to another time of the year and that will likely fall into the new NFL season.

On a practical note, bettors and visitors will have concerns visiting casinos and sportsbooks if the virus is still circulating with the numbers we are seeing in the US at the minute, so we think it’s the perfect opportunity for online sportsbooks to work with affiliates to drive conversions and turnover throughout the second half of the year. With the amount of sport on offer and with a lot of new sports bettors looking for value it is a great time for newer operators to close the gap on DraftKings and Fanduel.

 

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  1. The growth of FST and MyRacing in the UK set the bar for Pickswise, just how different was the growth of Pickswise in the US?

We launched FreeSuperTips and MyRacing as social media affiliates first and when we saw the opportunity for growth we repositioned the business to become an SEO first business. We enjoyed incredible success ranking for major football and horse racing tipping keywords once we did this. The combined traffic has grown to over 1 million unique users. We took what we learned from these two ventures to Pickswise.

We focused on SEO first from the outset as we had built the skills and expertise around us, leading to increased traffic and some early success. We now have that solid foundation to build from and we want to grow our brand awareness and enhance the product offering for our customers which will take Pickswise to the next level.

 

  1. Looking beyond what is a very strange 2020, how do you feel the US landscape will evolve as we approach 2021?

As the market and industry grow, we expect three more states to open up before the NFL season begins. And more competition is good for customers, customers will begin to use multiple bookmaker accounts as they begin to trust newer brands. This will be a ‘best product’ wins race and the improvement in the customer experience will help operators stay ahead of the game.

I think the trend of gambling filtering into sports as more teams embrace it will continue. As we’ve seen with the Denver Broncos and Betfred, I’d expect to see more deals between operators and huge franchises. With all this going on it is vital that we as an industry take responsible gambling seriously and put consumer protection in place. We have done an awful lot in the UK on responsible gambling and there is still more to do, this must translate to the US.

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British Columbia Lottery Corporation

SCCG Management Signs Contract with British Columbia Lottery Corporation

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SCCG Management has signed a contract with the British Columbia Lottery Corporation (BCLC), the B.C. Crown corporation which conducts and manages commercial gambling in the province, including lotteries, casinos, and online gaming. This partnership aims to undertake a comprehensive assessment and strategic enhancement of BCLC’s diverse operations.

The work between SCCG and BCLC will involve a thorough review of technological infrastructures, strategic market positioning, and the integration of various gaming modalities. SCCG’s extensive expertise will be pivotal in harmonizing BCLC’s online and physical gaming experiences.

Stephen Crystal, Founder and CEO of SCCG Management, said: “Our collaboration with BCLC represents a remarkable opportunity to push the boundaries of innovation within the gaming industry. We are committed to deploying our resources and expertise to enhance BCLC’s operational efficiencies and customer engagement strategies. It’s an honor to partner with an organization that has a robust impact on the community through its support of public initiatives.”

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AGCO

AGCO Requires Ontario Gaming Operators to Stop Offering WBA Bets Due to Integrity Concerns

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The Alcohol and Gaming Commission of Ontario (AGCO) has mandated all Ontario-registered sportsbook operators to halt offering and accepting wagers on World Boxing Association (WBA) events immediately. This measure is being taken to protect the Ontario betting public following concerns that WBA-sanctioned boxing matches are not adequately being safeguarded against match-fixing and insider betting.

Since December 2023, the AGCO has been conducting a comprehensive review of suspicious wagering activity on a WBA-sanctioned title fight between Yoenis Tellez and Livan Navarro that was held in Orlando, Florida. Suspicious betting patterns on the bout lasting over 5.5 rounds were reported to the AGCO by two registered independent integrity monitors and detected in Ontario by a registered igaming operator. Media reports also alleged that Tellez’s Manager placed $110,000 on the match lasting longer than 5.5 rounds at a Florida casino. The bout ended with Tellez knocking out Navarro in the 10th round.

Following an intensive review that included outreach to the WBA, Ontario-registered gaming operators, independent integrity monitors, and regulators in other jurisdictions, the AGCO has concluded that bets related to WBA events do not currently meet the Registrar’s Standards for Internet Gaming.

The AGCO requires all Ontario-registered gaming operators to ensure the sport betting products they offer are on events that are effectively supervised by a sport governing body. At a minimum, the sport governing body must have and enforce codes of conduct that prohibit betting by insiders.

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Registered gaming operators were unable to demonstrate to the AGCO that the WBA prohibits betting from insiders, which could include an athlete’s coaches, managers, handlers, athletic trainers, medical professionals, or others with access to non-public information. Further, registered gaming operators were unable to demonstrate that the WBA took any action to investigate or enforce the allegations of potential match-fixing and insider wagering.

The AGCO has indicated to registered operators that in order for WBA betting products to be reinstated in Ontario, operators must demonstrate that the WBA effectively supervises its events, thus bringing them into compliance with the Registrar’s Standards. In December 2022, the AGCO required gaming operators to stop offering bets on UFC events for similar issues related to insider betting safeguards. Within a month, UFC amended its policies and implemented new protocols that allowed the AGCO to reinstate betting on UFC events in the province.

“Ontarians who wish to bet on sporting events need to be confident that those events are fairly run, and that clear integrity safeguards are in place and enforced by an effective sport governing body. Knowing the popularity of boxing in Ontario, we look forward to reinstating betting on WBA events once appropriate safeguards against possible match-fixing and insider betting have been confirmed,” Dr. Karin Schnarr, Registrar and CEO of AGCO, said.

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Andrew Cochrane Chief Business Officer of GiG

GiG increases Ontario market presence, powering the launch of Casino Time

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Gaming Innovation Group Inc. (GiG), has announced the launch of Casino Time, powered by its award winning iGaming platform and pioneering real-time rules engine LogicX, with revolutionary sportsbook, SportX soon to follow, to further extend its footprint in the regulated Canadian province of Ontario.

The launch of Casino Time carries extra significance, marking only the second time that on-demand, regulated online Bingo has been made available in Ontario. The new Bingo product vertical, launched alongside a strong Casino offering, will be boosted by GiG’s new sportsbook, SportX, as part of a planned release later this year.

GiG has focused its solutions on driving exponential growth in revenue for operators with its highly scalable iGaming platform, offering localised third party content and leading suppliers for the Ontarian market. GiGs peerless gamification layer creates an optimised and immersive casino experience tailored to regional preferences, swelling client retention and player engagement.

Canadian owned and operated, Casino Time is a joint venture amongst leading retail operators in Ontario’s Charitable Gaming sector, delivering Bingo, Slots and Live Dealer Casino Games. Promising a personalised service and community experience, Casino Time is continuing its long-standing partnership with local charities, introducing its joint fundraising model into the iGaming space for the first time.

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Now coming towards the end of its second year of licensed operations, Ontario has emerged as one of the largest iGaming markets in North America, second only to New Jersey according to data supplied by Vixio. The first and as yet only Canadian province to launch a regulated market, Ontario boasts more than 1.6 million active player accounts spread over 40 plus operators, generating €1.3 billion in Gross Gaming Revenue (GGR) in its first year of trading, with this data supplied by iGaming Ontario.

Andrew Cochrane, Chief Business Officer of GiG, said: GiG continues to set the pace with a strong cadence of brand launches in 2024, and I’m pleased that when operators are seeking platform solutions in regulated markets, GiG is leading the pack. Our partnership with Casino Time, will help deliver something new and exciting to the Ontarian market, and further helps to demonstrate the flexibility of our solutions, adapting to match the regional aspirations of our partners to deliver growth.

D’Arcy Stuart, CEO of Casino Time, said: “We are thrilled to partner with GiG as the core technology provider of our iGaming platform. Their powerful suite of player engagement tools, as well as diverse content and regulatory integrations, underpin our ability to serve and delight our player community. Our hybrid online and offline customer network, as well as unique bingo offerings, will drive exciting opportunities as the platform and the marketplace continues to grow.”

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