7JP, an innovative branch of the ENV Media Group, is thrilled to announce the addition of two pivotal members to its team, Beatriz Doblas and Ana Caetano, as it gears up for a significant expansion into the Brazilian market.

With the Brazilian iGaming market expanding, 7JP’s strategic hires, Beatriz Doblas and Ana Caetano, are pivotal in enhancing the company’s visibility. 

Beatriz’s expertise in SEO and content strategy, combined with Ana’s innovative content creation and legal acumen, positions 7JP to effectively connect with Brazilian audiences. 

Their efforts underscore 7JP’s commitment to providing tailored, engaging gaming experiences. Learn more about our team’s impact at 7JP.

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Around the two new hires, Shane Hand COO at 7JP, stated: 

“We are incredibly excited about the unique blend of skills that Beatriz and Ana bring to the 7JP team. Their expertise is not just enhancing our visibility in the Brazilian iGaming market but also ensuring that we deliver content and experiences that truly resonate with our audience. This strategic move is a testament to our commitment to becoming the leading platform in the region.”

Beatriz, a Brazilian journalist and SEO specialist, has significantly impacted the content strategy at Jellyfish, focusing on major brands like L’Oréal Paris. 

With a career spanning from SEO copywriting at Webedia to content management, Beatriz excels in creating engaging, optimized content in both Portuguese and English. 

Her expertise extends to ASO, team management, and data analysis, making her a versatile asset in the digital content domain

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Ana, based in São Paulo, is a distinguished content creator and legal expert, specializing in AI-enhanced video production and digital law. 

Her experience spans major Brazilian broadcasters and influential YouTube channels. Ana holds postgraduate degrees in Marketing, Communication, and Digital Law, and is fluent in English and Spanish. 

She is known for her innovative approach to engaging diverse audiences.

7JP, a key player within the ENV Media Group, is dedicated to pioneering lead generation in the igaming industry, backed by market research and comprehensive analysis in LATAM markets. 

In collaboration with a leading iGaming company, 7JP is set to launch its online casino operation in Brazil, offering an extensive range of games from over 30 providers. 

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The platform is currently undergoing certification by Brazilian regulatory authorities, ensuring a secure and compliant gaming experience for all users.

For more information, visit 7JP’s website and ENV Media.

By: Kalen Bushe VP Customer Growth at TrafficGuard

Too many sportsbooks are wasting their marketing dollars. As new markets open, they have to make every dollar count when it comes to winning to new players.  Regions like the Middle East and Latin America (LATAM) are opening, and it is critical that sportsbooks optimise their marketing to win market share.

These emerging markets present sportsbooks with a golden ticket to expand into a new region and increase profits. These opportunities are being matched with new complexities in their digital marketing activities. Invalid traffic (IVT) is as a barrier to expansion by draining digital advertising budgets and reducing ROI without sportsbooks recognising it.

IVT encompasses any activity originating from sources lacking genuine user interest, including ad fraud, bots or returning users. While invalid traffic goes unchecked, sportsbooks won’t see the full value of their digital advertising campaigns and lose a competitive edge in new markets.

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70% of surveyed iGaming operators reported to be expanding into online gaming markets in Central and South America in the next three years according to a GBG survey. This means there’s a lot to win by getting marketing right and not wasting advertising spend on attracting the wrong audiences, fraud or bots.

They key is to understand potential opportunities and recognise risks in digital marketing. Every sportsbook needs to maximise ROI on every dollar they are spending, and it becomes even more crucial when trying to gain critical mass in newly opened markets.

Bots, Timewasters, Fakers and Fraud

Legislation is loosening worldwide, over the past few years North America has seen numerous states legalise sports betting. Similar changes have happened in Brazil, where online gambling regulations were passed in late 2023. These changes have paved the way for sportsbooks to explore exciting new markets.

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However, sportsbooks are being fed inaccurate campaign data by IVT. This inflates impressions and impacts future ad campaigns as sportsbooks funnel ad spend into projects that aren’t performing as well as it would seem, giving competitors the chance to take the lead in new markets.

IVT includes non-human traffic which typically takes the form of bots powered by artificial intelligence (AI). Bots can create a multitude of fake accounts and use them to exploit promotions undetected. Despite the implementation of rigorous registration verification checks by many operators to combat this issue, it remains a significant challenge. This poses a hurdle for sportsbooks seeking to attract users and carve out a presence in new markets, especially with bonuses, which can lead to a drain on their campaign resources. On average, around 5-7% of sports betting campaigns suffer from this form of media loss.

Bots aren’t the sole concern for sportsbooks in safeguarding against inauthentic engagement. Navigational traffic stemming from returning users, who are already part of the customer base, also poses a significant challenge as they unintentionally deplete budgets. When these users try to reach a site via search engines, they inadvertently click on paid brand advertisements, consequently inflating customer acquisition costs (CACs) without contributing to conversions, thereby causing losses for the sportsbook. Without an effective strategy to manage returning users, optimising campaign value becomes considerably more difficult.

Taking Down Barriers to Growth

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For sportsbooks to flourish in emerging markets, the first step is to counter IVT. IVT damages budgets by remaining undetected, therefore it’s crucial that sportsbooks maintain visibility into their traffic.

Monitoring traffic as it passes through systems is key. Through this, sportsbooks can identify any irregularities, such as traffic from an unknown origin. This could be an indicator of IVT, which can then be identified and dealt with before the campaign can be interfered with.

The increasing frequency of non-genuine engagement is difficult for teams to monitor unaided. An ad verification platform can fill in the gaps and accurately pinpoint any threats and mitigate them directly. These platforms work to validate traffic in real-time, determining the origin of traffic and blocking it from entering systems if it’s suspicious to proactively protect budgets.

It is also possible to control the number of times returning users interact with your campaigns without risking damaging the relationship they have with sportsbooks. Setting custom verification rules is an effective method of limiting the number of times an ad can be clicked on by a certain user. Once the user reaches the threshold for clicks, they’re prevented from seeing it, which significantly reduces cost-per-click (CPC) rates.

This can be further expanded upon by deploying shadow campaigns. These are an effective way of maintaining optimal engagement by duplicating current campaigns set up with lower CPC. This funnels returning users away and prevents them from driving up costs. The budget saved can then be committed to growth in new regions.

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Winning Big in New Markets

The sports betting industry is opening doors worldwide for sportsbooks to gain audiences in places they never could before. Excelling in newly legalised markets against a multitude of competitors is a difficult task, only being made harder by the interference of IVT.

By tackling non-genuine engagement, sportsbooks give themselves the advantage back over competitors. With full visibility and control over campaigns, their full potential can be realised to ensure sportsbooks can focus on global expansion.