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NFTs and the future of fan engagement: How NFTs can boost engagement with sports brands

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By: Evgeniy Babitsyn, Chief Marketing Officer, Bets.io

The sport industry finds itself amidst its own digital transformation journey with the introduction of new technologies, and at the forefront of this digital shift are NFTs – otherwise known as Non-Fungible Tokens.

NFTs can represent any kind of digital item, and in recent years have commonly been used for quirky collectibles and art work – but they now enter the sports arena in a unique way. The beauty of NFTs is the unique metadata and ownership information which is tracked via blockchain, making them a one-of-a-kind digital collectible that cannot be duplicated. As a result of their collectible nature, it’s only natural that NFTs caught the eyes of eager sports enthusiasts and die-hard fans.

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In fact, according to Deloitte research, around 40% of Gen Z and millennial sports fans are at least somewhat familiar with the use of NFTs and fan tokens in sports.

But why is that? And how can they boost engagement?

NFTs are rapidly emerging as a powerful tool for sports brands in driving deeper fan engagement and unlocking new revenue streams. This is because sports fans are, by nature, competitive and eager to own exclusive content from their much loved players, teams and brands. They want to be part of the action.

By playing on this feeling, and reinforcing loyalty among fans in this way, sports brands have a huge opportunity to take their revenue streams to new heights and gain a competitive advantage over other brands.

Imagine an athlete releases a limited-edition NFT that represents the most iconic moment in their career, such as the winning shot or a record breaking performance. Fans who own that NFT can then access exclusive content related to that moment including behind-the-scenes footage or interviews.

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There really is no limit to these tokens, and depending on the asset, they can be much sought after. As more and more sports fans embrace the digital tokens, sports brands are quickly learning that there is huge potential for fan engagement, if they continue to innovate with this technology.

 

Taking collectibles to the 21st Century

Sports memorabilia and collectibles have for centuries been a way for fans to feel more connected to their favourite teams and athletes. And now thanks to the advances of technology – more specifically, blockchain technology – fans can collect within the digital realm, gaining access to truly “own” unique digital items and experiences.

Beyond just digital art or collectibles, NFTs can also integrate the idea of gamification, exclusive content and experiences into their NFTs – allowing fans to engage more actively while unlocking new revenue opportunities.

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The possibilities are endless, extending far beyond just digital collectibles. They can provide fans with access to exclusive digital or in-person experiences, events and merch as well. Think front row seats or the chance for a meet and greet post-game.

With this, NFTs provide an excellent way for brands to diversify their revenue streams by monetising their content and intellectual property strategically.

It really is win-win, fans can own a piece of their favourite team’s history while supporting their team financially. And sports brands can benefit from more loyal fans.

 

Transforming the fan experience

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Engagement is everything to sports brands. After all, the fans are really the most important stakeholders in the end. And offering NFTs can be a powerful tool in fostering deeper engagement within fan communities. NFTs provide more innovative ways for fans to connect, prove their loyalty and gain recognition for their allegiance.

Let’s look at NBA Top Shot. NBA Top Shot is the perfect example of a blockchain-based platform that allows fans to own and collect officially licensed NBA collectibles digitally. The platform offers exclusive collectibles including videos of the biggest NBA moments and highlights.

And football teams are also following suit. Manchester City, PSG, FC Barcelona have all joined in on the NFT hype – offering their own NFT collections for keen supporters such as worn jerseys, trophies and more.

 

Sports Betting and NFTs

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And when it comes to sports betting, NFTs take the iGaming experience to the next level. Fans can purchase NFTs that represent specific bets, such as the winner of a particular game or the performance of a specific player. These NFTs can then be traded or sold, just like other NFTs, providing a new level of flexibility and excitement for betting.

The use of NFTs in the sports industry is still in its early stages, but has already shown great potential. We can expect more applications to come in the world of sports – including at Bets.io. Watch this space.

Looking ahead, the future is incredibly promising for sports brands who leverage NFTs within their business operations. Those who embrace these new powerful ways to inspire fans and forge deeper relationships with their communities, will see their efforts translate into business value.

The post NFTs and the future of fan engagement: How NFTs can boost engagement with sports brands appeared first on European Gaming Industry News.

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Growe Partners Named Best Affiliate Program. Once Again.

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Growe Partners, an affiliate program, which has skyrocketed its performance in the iGaming industry in just a year, has received yet another recognition as the Best Affiliate Program at the SiGMA Europe Awards 2024. 

The ceremony took place in Valletta, Malta on Nov, 12th, and the victory was achieved through a combination of public votes on the award page and evaluations by a distinguished jury panel.

In just a year Growe Partners has rightfully reserved a place amongst industry leaders, who have been in the game for a lot longer, and as they say themselves — they are not going anywhere. Today Growe Partners is a network with over 32 thousand partners, operating in more than 10 locations worldwide.

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“This achievement reflects our commitment to investing in our people, our partners, our ideas, and continuously implementing new innovative approaches. We are proud of the strong team we have built, which is always on the lookout for ways to develop and better themselves. And whose dedication resulted in this victory.

With winning this award we would like to once again emphasize that everything is possible in our industry if you set the right goal and work hard for it.” , — commented Dima Mariievskyi, Head of Growe Partners.

 

The post Growe Partners Named Best Affiliate Program. Once Again. appeared first on European Gaming Industry News.

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Jackpot.com Launches in Colorado Providing Consumers Mobile Lottery Access Across the Centennial State

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Today, Jackpot.com, the online platform and app that allows individuals to safely and securely order official state lottery tickets and scratchers from their mobile phone and other devices, announced its launch in Colorado. On the heels of the Colorado Lottery’s 40th anniversary last year, the Centennial State will feature both draw games and Scratchers (digital scratch off games).

With Jackpot.com, Colorado players can instantly buy tickets for nationwide games such as Mega Millions and Powerball, as well as their favorite state lottery games, including Cash 5, Pick 3, Lucky 4 Life, and more. The innovative platform purchases tickets on behalf of its customers from an official state lottery retailer, displaying a scan of their ticket and transferring winnings under $600 in real-time to their account. For prizes greater than $600, Jackpot.com securely delivers the ticket to the winning player so they can collect the winnings from the Colorado Lottery.

“At Jackpot.com, we remain committed to growing the safe and secure access to the lottery across the country and we could not be more excited to add Colorado as our seventh state,” said Jackpot.com CEO and co-founder, Akshay Khanna. “Last year, the Colorado Lottery reached $4 billion in proceeds and they give back millions of dollars each year to state parks, schools, and various projects. They’re also notably invested in responsible gaming, which has been a staple at Jackpot.com since its inception. We can’t wait to become part of the Colorado community and provide an accessible and reliable lottery experience for players.”

Not only will Colorado residents have access to their favorite state lottery games, they’ll also have access to Scratchers – the digital scratch ticket offering focused on expediting the convenience and the processing times of scratch-off games. Jackpot.com will launch with five of the most popular scratchers in Colorado, including $3,000,000 Supreme, Casino Ca$h Chips, $250,000 ORO, and more. Customers simply have to “scratch” their device screen with their finger or mouse to reveal their scanned ticket and potential winnings. Jackpot.com delivers the industry’s fastest online lottery scratch card experience after undergoing a comprehensive business process review by Gaming Laboratories International (GLI), which ensures its method for ordering and processing lottery scratch tickets is accurate and functions as expected for both Jackpot.com and the player.

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This year marks the Colorado Lottery’s fourth consecutive year generating a new sales record, amassing over $900 million in revenue. This year’s success translates to more than $196 million in funds allocated to beneficiaries throughout the state. Since its first ticket sale in 1983, the Lottery has allocated over $4.2 billion to good causes across the state.

Jackpot.com has continued to raise the bar for responsible gaming through the integration of modern conveniences and safety guardrails, one of the key distinctive features of digital lottery platforms. The company has significantly invested in responsible gaming protections by allowing customers to set spend limits, setting default limits on daily deposits, providing access to local and national responsible gambling resources, self-exclusion, self-suspension and automated notifications that offer help should problematic behavior be detected. Jackpot.com is the only lottery courier service to launch with iCap certification from the National Council on Problem Gambling.

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All British Casino Joins Forces With WST For UK Championship

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All British Casino has become a partner of one of snooker’s greatest tournaments, the Victorian Plumbing UK Championship, for the first time.

WST is delighted to announce this new partnership ahead of the 2024 Victorian Plumbing UK Championship which will run from November 23rd to December 1st in York.

It is part of the sport’s Triple Crown Series alongside the Masters and the World Championship. The UK Championship was first staged in 1977 and many of the all-time greats have their name on the trophy.

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Ronnie O’Sullivan won the title for an eighth time last year, beating Ding Junhui in the final. A stellar field of snooker’s biggest stars is once again expected at the superb York Barbican venue for the event which is televised by BBC, Eurosport and many other broadcasters worldwide.

WST’s Chief Commercial Officer Peter Wright said: “We welcome All British Casino on board for the Victorian Plumbing UK Championship and we look forward to working with them on this outstanding event. Our sport is growing worldwide and this tournament will reach a vast global audience.”

Jan Wienk from All British Casino said: “We are excited to connect with snooker for the first time as we know it is a globally successful and rapidly developing sport, which matches our ambitions as a brand. The UK Championship has an incredible history and tradition, and we are thrilled to have the opportunity to partner with this event which brings so much entertainment to people worldwide. We look forward to seeing the incredible skills of the players as they compete for the trophy.”

The qualifying rounds of the Victorian Plumbing UK Championship run from November 16th to 21st, with the 16 qualifiers to join the top 16 seeds in York.

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