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More bang for your buck

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Troy Paul of SGG Media, on why streamers and influencer amplification are fast becoming the cornerstone of media activation for sportsbook and casino brands

 

Amplification is crucial to getting the most out of marketing activity and spend, but it’s something that very few online sportsbook brands are doing, let alone getting right.

Amplification means taking marketing campaigns and materials and “amplifying” them through targeted influencers that get the messaging in front of even more people.

Let me explain by way of example.

An operator will pay an athlete millions of dollars a year to create social posts about its sportsbook and offering, including new bonuses and Sunday Football Picks.

Let’s say the athlete is making a post on Monday that says he loves the Kansas City Chiefs in that week’s game and that DraftKings is offering a boost to all players who tail his bet slip.

This post will generate a decent number of impressions and clicks, but this can be “amplified” by having the top Kansas City Chiefs fan accounts retweet it on X or create an Insta story around it.

These influencers will then say things like “I love this play” or “KC fans, don’t miss out!”, boosting the message to more people and ultimately driving engagement and interaction.

In many cases, we have taken posts that will generate around 50,000 impressions and through our network of influencers, make that post go viral with 10x-20x engagement and reach.

Sportsbooks spend millions on their celebrity partnerships and brand ambassadors, but for a few thousand dollars, amplification can turbo-charge engagement with that content and transform KPIs.

And it’s not just sportsbooks that can benefit from this – so too can online casinos, casinos, racetracks and tribal casinos and sportsbooks.

 

Mastering the art of amplification

The channels through which amplification is the most effective are evolving with live streaming very much king these days.

The audiences behind popular sports and casino live streams are extremely loyal, and those who can lead an audience through an entertaining stream are becoming instrumental to operator growth.

Streamers are the new celebrities and the space as a whole has tons of latent potential to explore and growth to unlock, especially in terms of a media play.

In terms of how it works relating to amplification, let’s take a Tuesday NBA team in a mid-level market as an example. Most NBA fans don’t even know the game is on, let alone where to watch it.

If a popular streamer had the necessary media access to live stream the game, his loyal audience would tune in to watch the stream regardless and then in turn be introduced to the NBA.

Streamers ultimately create a community around the content they are watching, and this can directly translate to a growing audience around a sport, team, player or, of course, a betting brand.

 

Sportsbook and casino brands need to get in on the amplification action

This is why sportsbook and casino brands need to sign with streamers early and use them to support marketing campaigns and growth initiatives.

For me, developing a product around a streamer’s audience will prove to be an immensely important aspect for growing brand equity and boosting engagement in the months and years ahead.

For example, a client of ours recently created a 1SC promo link for the first 5,000 users to log into their account through the link. The stream reached the 5,000-user cap in 24 hours.

This means 5,000 unique accounts logged into and/or wagered through the social casino account in the 24-hour period, which is an insane metric.

This stands as a perfect example of how an operator can build out a campaign targeted at streaming, and how amplification through streaming resulted in success.

 

There are tons of opportunities to explore

Of course, this is just one example and there are loads of opportunities for both operators and content creators to get into.

Streamers that can leverage platforms like X, Instagram and TikTok to create a loyal audience that shows up daily for their content will be in an excellent position to monetise through partnerships.

The operators that recognise this trend early, and we are still in the early days of streaming and amplification, will get ahead of the curve in the ever-changing landscape of media activation.

But where there are opportunities there are also challenges and streaming is no different. The big one here is that no post-editing can be done as everything is broadcast in real-time.

This makes it imperative that streaming hosts are well versed in the sportsbook/casino’s brand guidelines and the compliance and responsible gambling elements that come along with it.

 

Influencer amplification is the cornerstone of media activation

With influencer amplification, brands don’t need to spend millions of dollars with Google AdSense or Meta ads to target fans – even though this is what’s been done up until this point.

With streaming and general influencer amplification, campaigns can be delivered directly to fans that genuinely care about the content.

What’s more, this can be done for pennies on the dollar of what traditional media would cost, and with a much better return.

In short, online and land-based gambling brands can get more bang for their buck.

The post More bang for your buck appeared first on Gaming and Gambling Industry in the Americas.

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UNLV International Gaming Institute Announces 2025 ESPN Research Fellows

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Selected research projects will generate new insights into how responsible gambling messages are delivered and perceived in the rapidly evolving sports media landscape

The University of Nevada, Las Vegas International Gaming Institute (IGI) is proud to announce the recipients of the 2025 ESPN Research Fellowships. This year’s cohort features a group of scholars whose proposals will advance understanding of responsible gambling messaging in sports media and its implications for consumer well-being.

Fellowships recipients include:

  • Dr. Brandon Mastromartino, Director of the Institute on Sports Wagering and Gaming and Assistant Professor of Experiential Marketing at the L. Robert Payne School of Hospitality and Tourism Management, San Diego State University. Dr. Mastromartino’s project will evaluate two of the NFL’s responsible gambling PSAs using a fan-centered marketing framework.

  • Dr. Chris R. Noland, Assistant Professor of Advertising at the University of South Florida’s Zimmerman School of Advertising & Mass Communications. Dr. Noland will examine the influence of celebrity endorsements and promotional inducements in Instagram advertisements on online sports betting behavior.

  • Dr. Ramon Silva Leite, Professor in the Postgraduate Program in Management at Pontifical Catholic University of Minas Gerais, Brazil. Dr. Silva’s project will investigate how responsible gambling messages are constructed and delivered through sports media, and how young sports bettors perceive and respond to them.

  • Dr. Sarah Stokowski, Associate Professor of Athletic Leadership at Clemson University’s Department of Educational and Organizational Leadership Development. Dr. Stokowski will investigate how college student-athletes perceive and interact with sports betting content on social media.

These projects will provide important insights into practical strategies that policymakers and the industry can adopt to help safeguard the wellbeing of sports enthusiasts and the public at large.

“IGI is tremendously proud of the work our previous Fellowships produced. A key goal of this initiative is to support innovative and impactful research to better understand the rapidly changing global sports and betting environment,” said Dr. Kasra Ghaharian, Director of Research at IGI. “This research represents critical perspectives on how gambling is represented in sports media and holds important implications for all gambling stakeholders.”

“Responsible gaming continues to be a priority for ESPN, and we are proud to continue our collaboration with IGI to support research that delivers real-world impact,” said Kevin Martinez, Vice President of ESPN Corporate Citizenship. “These new projects will provide valuable insights into how responsible gaming messages can be delivered effectively across sports media and help strengthen standards that protect fans everywhere.”

Each research fellowship lasts six months. Research results will be featured in an IGI webinar in 2026.

The post UNLV International Gaming Institute Announces 2025 ESPN Research Fellows appeared first on Gaming and Gambling Industry in the Americas.

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ACR POKER’S HUGE ONLINE SUPER SERIES XL MAIN EVENTS KICK OFF THIS WEEKEND, AWARDING $4.25 MILLION GUARANTEED

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Phase 1 of the $150,000 GTD Survivor Flips starts today and first Mystery Bounty Multi-Flight Day 2 gets underway this Sunday, September 21st

ACR Poker’s biggest-ever tournament series, Online Super Series (OSS) XL, is in full swing and this weekend the action really heats up with the colossal Main Events kicking off on Sunday, September 21st, offering $4.25 million total guaranteed.

Players can take their shot at the $2 million guaranteed ($2,650 buy-in), the $1.5 million guaranteed ($1,050 buy-in), and the $750,000 guaranteed ($215 buy-in) Main Events. Day 1A starts this Sunday, September 21st, Day 1B is on Sunday, September 28th, and Day 2 is on Monday, September 29th.

The flagship series boasts over $50 million in guarantees and runs until Tuesday, September 30th. It has a range of events catered to players of all bankrolls from as little as $0.55, which include the $0.55 Micro PKO, $6.60 Early Special, and $22 Euro Mini Special.

Adding further excitement is the high-energy Survivor Flips tourney ($130 buy-in), offering a $150,000 guarantee. Phase 1 and Steps Flips run from today (Wednesday, September 17th) to Sunday, September 21st at 3:00pm ET. Phase 2 is a regular tournament on September 21st at 3:05pm ET where all players start in the money.

There are also four Mystery Bounty Multi-Flight events, including two $500,000 GTD ($109 buy-in) events, with the first having its final flight and Day 2 this Sunday, September 21st. The $200,000 GTD ($33 buy-in) and $100,000 GTD ($5.50 buy-in) events have their final flight and Day 2 on Sunday, September 28th.

“OSS XL has already delivered incredible action, with huge fields, dramatic final tables, and amazing wins for players at every level but there’s still so much to come,” said ACR Pro Chris Moneymaker. “The Main Events are always the highlight of the series, and this weekend promises to be the biggest stage yet for anyone looking to make their mark.”

Finally, to add further sweat, ACR Poker’s Leaderboard Contest is awarding $65,000 in cash and tourney tickets across three tiers. The High Stakes ($104.50 buy-ins and above) will award a $15,000 top prize, while the Mid Stakes ($16.50 to $88 buy-ins) and Low Stakes (under $15 buy-ins) will award $7,500 and $4,000, respectively.

For further details on OSS XL, read the ACR Poker blog or visit ACRPoker.eu.

 

The post ACR POKER’S HUGE ONLINE SUPER SERIES XL MAIN EVENTS KICK OFF THIS WEEKEND, AWARDING $4.25 MILLION GUARANTEED appeared first on Gaming and Gambling Industry in the Americas.

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GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth

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Join Jeff Gross and his legendary co-hosts on September 23 and September 30

GGPoker, the World’s Biggest Poker Room, today announced it will live stream the final table action of two of the most prestigious events from the ongoing WSOP Online 2025 tournament series. The broadcasts will be available on GGPoker.tv, the brand’s official YouTube channel, and will feature the debut of poker legend Phil Hellmuth as a live GGPoker.tv broadcast host.

The first broadcast, on September 23, will showcase the high-stakes drama from the final table of the $5,000 WSOP Online Main Event, arguably online poker’s most important annual tournament. This landmark event will be co-hosted by frequent GGPoker anchor Jeff Gross and the 17-time WSOP bracelet winner, Phil Hellmuth. Known for his “poker brat” persona and unparalleled tournament record, Hellmuth’s inclusion will provide viewers with an unprecedented look into the mind of one of poker’s greatest champions.

The action continues on September 30, with the final table of the $10,300 GGMillion$ High Rollers event. Joining Jeff Gross for this broadcast will be GGPoker Global Ambassador and fellow poker icon, Daniel Negreanu. Negreanu, with his engaging style and deep understanding of the game, will provide expert commentary and analysis, making this broadcast another must-watch for poker fans everywhere.

“We are incredibly excited to bring the WSOP Online 2025 action directly to our fans with these two live broadcasts,” said Paul Burke, Head of Public Relations at GGPoker. “Having Phil Hellmuth and Daniel Negreanu on air alongside Jeff Gross to break down the action will be a true treat. This will be more than just watching a final table; it’ll be a masterclass in poker strategy from two of the best to ever play the game.”

The post GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth appeared first on European Gaming Industry News.

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