Strive Gaming Chief Marketing Officer tells Xtremepush podcast Experts in the Room in-play betting has the potential to take off as it has in Europe
Sportsbooks in the United States must focus on educating bettors about the availability and benefits of in-play betting for a profitable future, according to Strive Gaming’s Chief Marketing Officer, Jamie Shea (pictured).
Speaking as a guest on a forthcoming edition of Xtremepush’s podcast series Experts in the Room, the industry leader and former VP of Sportsbook at DraftKings stressed that live betting has so far only reached a fraction of its potential in the country.
That’s despite it being more than five years since the first legal online bets in the United States outside of Nevada were placed with DraftKings in New Jersey.
Also key to profitability is a concerted push to retain expensively acquired players, Shea argues, with increased personalisation favored above expensive blanket bonusing.
“The education of the player is the best retention tool as it teaches them how to play,” said Shea, speaking to Xtremepush’s New Business Account Executive and podcast host, Will Hansen. “A lot of the time, customers just don’t even realize that certain bets exist. One of the things that’s driving me crazy right now in the United States industry is in-play. Why is that not bigger? Seventy per cent of bets should be in-play, as they are in Europe, because it’s fun and provides instant gratification.
“I would love to see that happen in the United States. We need to educate the players on how it works and where they can find it in an app and that’s where push notifications come in. Brands should be doing all they can to let the customer know that hey, there is this wager available and it’s a lot of fun. Every time that I’ve sat down with people and taught them how it works, they love it and it becomes their go-to.”
Shea also stressed that United States operators’ acquisition budgets need to be more in line with player lifetime values, a trend which is already in motion.
“After the first bet on August 1st, 2018, in New Jersey, it was a free-for-all,” she added. “Nobody knew what should be done or how it should be done, just that they wanted as many active customers as possible. And so it was a bonus here, a bonus there.
“Unfortunately, as everybody came to realize, this set the customer up with an expectation that isn’t realistic, because those offers can’t last forever. It also created a lot of promiscuity within the different brands through ‘promo hunters’ and it started to become a race to the bottom. Nobody was profitable.
“Having Strive Gaming and Xtremepush in the United States market allows for so much more targeted marketing, so that bonuses aren’t just thrown at everyone. It allows us to look at what resonates with certain player types as a targeted and measured approach.”
In line with the data-led approach to personalized offerings, Shea also stressed that detecting problematic player behavior is of paramount importance for United States-focused platform provider Strive Gaming.
“For me, it’s a very personal topic,” she said. “I grew up with my dad losing his business and that’s because gaming was not regulated. Nobody was texting him and asking him how he was doing back in 1984. One of the great things about having all of this data available is you can look to see, has someone changed their behavior dramatically?
“I’m very cognizant of player interactions with us. Our customer service team is extremely well-trained to notice when certain trigger words, for example, suggest a person might be having a problem. We can’t be their therapist. We can’t know everything they are thinking. But what we can do is provide the right tools to enable people to keep enjoying sports betting and iGaming, in a very responsible manner that isn’t going to affect their lives.”
Legacy Fantasy Sports Launches On-Demand Daily Fantasy Sports and Wins Best Product Experience Award at the 2024 Fantasy Sports & Gaming Association Winter Conference
Revolutionary fantasy sports platform comes to market in time to extend the football season for thousands following the Super Bowl
The Legacy Fantasy Sports team has re-branded the company with the launch of its all-new, revolutionary fantasy sports app titled On Demand Daily Fantasy Sports (ODDFS) and took home the award for Best Product Experience: Start-Up at the Fantasy Sports & Gaming Association (FSGA) Winter Conference in Las Vegas.
ODDFS is available in the App Store and on Google Play. The change is not only in name but is also more representative of the innovative and first of its kind platform that allows players to be able to create and play in a fantasy sports contest, anytime, 24/7/365 days per year at the snap of your fingers.
“We couldn’t be more thrilled to win the Best Product Experience award at the FSGA Winter Conference,” the co-founder of ODDSF, John Latella, said. “The ODDFS app is literally for everyone and was designed specifically with kids and families in mind. This is why it was important to keep it a non-gambling platform that appeals to casual and die-hard fantasy enthusiasts alike who still want to engage in fantasy sports when there are no ‘live’ sporting events available or their favorite sports season has come to an end.”
As a social gaming fantasy sports app, ODDFS erases the limitations of traditional fantasy sports by allowing friends, co-workers, fans and family members of all ages to actively play in public contests or create their own daily fantasy sports (DFS) contests, no matter the sport, during times when no other platform can be active because there are no ‘live’ sporting events. With ODDFS, they can join or create a DFS contest 24/7/365, utilizing the players of today alongside the grinders, all stars and hall of famers that have stepped on the field over the last 20 years.
ODDFS proprietary technology allows fans to build a roster with players from today and legends of the past, extending each sport’s fantasy season from a few months to every day of the year. Create your roster with over 5,000 NFL players that have taken the field from 2000 to the present and over 30,000 players representing over 290 colleges and universities that have taken the field from 2013 to the present. Check out how we achieve this, as well as our revolutionary in-app functionality.
ODDFS unique in-app functionality includes social networking, weekly, monthly, yearly and all-time leaderboards for each sport, the DFS IQ, which provides the latest fantasy sports news in partnership with Fantasy Pros, customizable public and private leagues and a first-of-its-kind rewards program where users earn points based on the amount of contests that they play in that can be redeemed for in-app rewards.
“Winning this FSGA award is a thrilling achievement because we created ODDFS as a response to the lack of innovation and repetitive nature of the fantasy sports market,” the Chief Operating Officer for ODDFS, Ray Bonkowski, said. “The industry has been focused on sports betting and gambling, which we believe has left a large gap in the market. Our product was built to provide an option for new and existing fantasy sports fans during a period when ESPN, Yahoo, DraftKings, FanDuel and other operators cannot provide an NFL or college football DFS contest because there are no live games on the schedule.”
With over 350 million people playing fantasy sports worldwide, ODDFS believes that many of these are non-sports betting/non-gambling motivated and interested in playing whenever they want. Furthermore, in the United States alone there are 25 million people between the ages of 13 and 17 that currently cannot play DFS on any of the other platforms. We look forward to changing that with ODDFS. For media inquiries, affiliate and partnership opportunities and more information please contact Charlie Bernard at Charlie@ LegacyFantasySports. com.
DraftKings Reaches Agreement to Acquire Jackpocket for $750 Million
DraftKings Inc. announced that it has reached an agreement to acquire Jackpocket, the leading lottery app* in the United States, for total consideration of approximately $750 million, with approximately 55 percent of the consideration payable in cash funded from the Company’s balance sheet with no capital raise required and approximately 45 percent of the consideration payable in the Company’s Class A common stock, subject to customary purchase price adjustments and the collar mechanism described below (the “Proposed Transaction”).
Jackpocket is the leading provider of digital lottery services in the U.S. with proprietary and highly-scalable technology, a strong brand, and an outstanding founder-led management team. The Proposed Transaction will enable DraftKings to access and grow into the massive U.S. lottery industry, but more importantly strengthen its position in Sportsbook and iGaming through higher customer lifetime value – based on demonstrated cross-sell capabilities – and an enhanced customer acquisition engine.
“We are very excited to enter the rapidly growing U.S. digital lottery vertical with our acquisition of Jackpocket,” said Jason Robins, Co-founder and CEO of DraftKings. “This transaction will create significant value for DraftKings not only by giving our customers another differentiated product to enjoy but also by improving our overall marketing efficiency similar to how our daily fantasy sports database created an advantage for DraftKings in OSB and iGaming.”
“Together with DraftKings, we will be able to bring tremendous value to our customer base as we advance our mission to create a more convenient, fun, and responsible way to take part in the lottery,” said Peter Sullivan, CEO of Jackpocket. “DraftKings’ broad footprint and exceptional mobile products present an opportunity to meaningfully expand the digital lottery vertical, and we could not be more excited to come together with DraftKings.”
BetMGM to Reportedly Partner With X, Feature Sports Betting Odds on Social Media Platform
BetMGM is about to have a large presence on a popular social media platform. The sports betting operator is partnering with X, formerly Twitter, according to reports.
BetMGM will provide an odds feature on X and direct links to the online sportsbook to the Elon Musk-owned platform.
While the specific financial terms of the potential partnership remain undisclosed, the collaboration aligns with the companies’ interests, especially considering the upcoming NFL Super Bowl, just two weeks away.
BetMGM has more than 310 million followers on X already, and the network is a haven for bettors to share picks, show bets, and discuss sporting events, including popular ones like the Super Bowl.
BetMGM, live in more than 20 U.S. jurisdictions, is the third-largest sportsbook operator behind FanDuel and DraftKings with a market share of 18%.
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