Canada
Why US operators must improve their marketing tech
Paddy Casey, co-founder at leading product development and digital marketing supplier The Unit, chats to Gaming Americas about the importance of modernising the US product experience now sports-betting markets have settled
The challenges presented to US-facing sports-betting operators have changed considerably since markets began to open up following the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018. The idea of exponentially high marketing spends is not so prominent in 2023, and the battleground is transitioning towards a fight for existing customers.
One of the key issues affecting operators is they have been forced to make redundancies in their tech teams. While it is still crucial to develop rapid-fire landing pages/products to meet the demand of sports events, marketing departments rarely received the support they needed for fast digital campaigns from the internal tech teams in the first place, and this issue has now been exacerbated.
When mobile sports betting began to open up in the US, the apps were based on European sportsbooks. This can be an adequate market-entry strategy, but it doesn’t necessarily work in the long-term. When William Hill US first launched as the second mobile sports betting app in New Jersey after DraftKings, the advertising agency behind the campaign had been briefed for three months on the launch. When the app was finally developed and presented to them, the overall reaction was: “Is that it?” They felt it was going to be a new, ground-breaking Silicon-Valley-style piece of new technology, but it was essentially the same William Hill app adapted for US bettors.
Launching based off European models was all the operators could think to do, but that was not necessarily right for the US audience. Now, everyone in the market has to think harder about maximising performance. There are many things you have to do to attract new sign-ups, and the idea of a strong design and the ability to make changes is paramount now, which it wasn’t in 2018.
Following FanDuel’s lead
With a 50% market share as of the end of 2022, FanDuel is the clear market leader in US sports betting, but what is key to remember is it is not necessarily run in the same vein as most other US-facing operators. Given it is owned by Flutter Entertainment, the same parent company that manages Paddy Power and Betfair, it can be guided with more of a European mindset.
FanDuel’s app wasn’t particularly stronger than that of any other operator, but it has taken the lead with product and marketing innovation. Specific products were marketed similarly to how they had been by Paddy Power. While Paddy Power’s advertising is, of course, associated with comedy and at times controversy, it is always focusing on a product release or something that particularly stands out in the mobile app; FanDuel replicated that very astutely. While all the other operators were enforcing generic messages about how enjoyable sports betting can be, FanDuel was actually mentioning products like single-game parlays, and this approach was always likely to be successful.
There is still one thing FanDuel, like all US operators, can improve on, and that’s marketing tech. Tracking marketing spend and player behaviour are still quite new concepts, even with various US markets now being close to five years’ old. We have heard examples of affiliates in the US who can’t work with certain operators because they are convinced the player tracking is so far behind where it needs to be that the operator can’t even track which players have been sent to it by the affiliate. In the early days of regulated US markets, some teams were so naïve in this area they were literally guessing click-through rates.
Working around the problem
In sports betting, there is often one C-level executive whose needs are never prioritised within the product roadmap by the operator, and that’s the chief marketing officer. As soon as someone pipes up about what they need to promote March Madness, for example, the usual response is: “We don’t have time for that.”
That is why it is vital to utilise the expertise of teams who are experienced in sports betting and able to take this matter off an operator’s to-do list. It requires a team who can spend time addressing the player behaviour issues mentioned above, while also building out designs and all the core digital marketing that takes place within the sports product. When operators are able to use resources that can help make their marketing experience better, this will undoubtedly give them an edge in competitive markets.
US consumers are becoming more educated. Their loyalty will be closely matched to the product experience and engagement. With state launches now slowing down with regards to sports betting, operators will now, and should now, focus on product improvements.
Paddy and The Unit’s senior team will be on site at SBC Summit North America this week at the Meadowlands, New Jersey
Canada
ROGA Launches National College Education Campaign
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The Responsible Online Gaming Association (ROGA) has launched the “Know Your Play” campaign in partnership with EPIC Global Solutions, Kindbridge Behavioral Health, and the Responsible Gambling Council (RGC). This is a major initiative designed to provide college-aged students with detailed content focused on responsible gaming, mental health and well-being, and financial literacy.
“College students are learning to navigate newfound financial independence and equipping this age group with resources to make informed decisions that can build good financial habits will serve them throughout their lives, whether they engage in gaming or not. While previous programs have focused on student-athletes, our campaign intends to educate the broader student population about responsible gaming concepts that can help this age group set realistic expectations and see gaming as a form of entertainment, not as a way of making money,” ROGA Executive Director Dr. Jennifer Shatley said.
The campaign utilizes digital learning tools, resources, and videos available to all college-aged students at knowyourplay.org, even if they are not enrolled in a university. These resources will educate students on key responsible gaming concepts, including randomness, impulsiveness, and limit setting, while addressing myths like the illusion of control in sports betting. It will also focus on the role stress and mental health play in overall student wellbeing and provide practical tips for management. Additionally, extended resources will be piloted with select universities.
“EPIC has vast expertise and experience in creating programs that resonate with college-aged audiences and are delighted to partner with ROGA on a campaign that will provide critical education to college students across the country. By combining expert knowledge with personal stories, our program aims to foster a well-rounded understanding of financial literacy, decision-making, and risk-taking,” Teresa Fiore, SVP of Partnerships at EPIC Global Solutions, said.
The campaign will begin rolling out at college campuses over the next several weeks with in-person learning sessions and workshops in tandem with digital delivery tools for greater accessibility and reach, ensuring that the program effectively engages students across diverse campuses and demographics.
“College life presents unique pressures, from financial independence to academic performance, all of which can impact mental health. By fostering decision-making skills that bridge these areas, we’re helping students build resilience, manage stress, and develop healthy habits that will serve them well beyond their college years,” Kindbridge Group CEO Daniel Umfleet, said.
“College students face an increased risk of harm from gambling, making prevention education essential in protecting this important audience. RGC has a long history of creating prevention programs for young adults, and we are proud to partner with ROGA on this crucial initiative. This campaign will equip students with the knowledge and skills needed to make informed decisions should they choose to gamble. By providing valuable information, digital tools, and resources, we are empowering young adults to approach gambling with a lower-risk mindset and reduce potential harm,” RGC CEO Sarah McCarthy said.
The post ROGA Launches National College Education Campaign appeared first on Gaming and Gambling Industry in the Americas.
Canada
Siyata Mobile Announces New Order from Leading Canadian Gaming and Entertainment Company
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Siyata Mobile Inc, a global vendor of Push-to-Talk over Cellular (PoC) devices and cellular signal booster systems, announced a new order for SD7 handsets and related accessories for a new customer, a leading gaming and entertainment company located in Canada.
This order marks one of Siyata’s first entries into the gaming and casino industry, a sector with significant growth potential for the Company. The customer operates dozens of gaming, entertainment, and hospitality venues across Canada and will deploy the SD7 handsets for Push-to-Talk (PTT) communications among its security and maintenance teams.
“This new order is an exciting milestone for Siyata as we expand further into the gaming and casino market. There is a growing industry trend toward modern, cellular-based communication solutions. Casinos require reliable, cost-effective, and easy-to-use communication tools with exceptional audio clarity, and our SD7 handsets and accessories are an ideal fit for those demands. This casino is replacing traditional Land Mobile Radio (LMR) two-way radios with advanced PoC technology for its security and maintenance personnel. The SD7’s robust capabilities, including instant push-to-talk functionality and superior coverage, make it an attractive choice for businesses prioritizing security and operational efficiency,” Marc Seelenfreund, CEO of Siyata Mobile, said.
The post Siyata Mobile Announces New Order from Leading Canadian Gaming and Entertainment Company appeared first on Gaming and Gambling Industry in the Americas.
Canada
CasinoCanada Started a New Partnership With Ocean Spin by LaLa Stars
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CasinoCanada, the number one gambling guide for players in Canada, is thrilled to announce its new partnership with Ocean Spin a brand under the umbrella of LaLa Stars.
This collaboration marks an exciting step in CasinoCanada’s mission to provide its audience with the most comprehensive and up-to-date information on top gaming experiences.
The partnership agreement will grant LaLa Stars premium visibility across high-traffic sections of CasinoCanada’s website, which has been a trusted source for Canadian players for over 20 years.
LaLa Stars presents itself as an affiliate program that generates double-digit profits by making it easy and enjoyable to promote the brands. The program features a memorable design, a player-centric retention system, top-tier payment options, and game providers. Fast payments, flexible commission models, high-converting brands, powerful reporting, no middlemen, and outstanding conversion make LaLa Stars a popular choice. Additional company benefits are: a revenue share of up to 60%, a CPA of up to €500, hybrid CPA.
Ocean Spin Casino, a brand of LaLa Stars company, despite being quite new on the iGaming market, is a huge online gambling platform where all casino newcomers are greeted with a welcome bonus of 100% for up to €500, and 200 free spins plus one Bonus Crab. It comes as a first deposit bonus for a minimum deposit amount of €20. Sports-betting enthusiasts can also claim a welcome bonus of 100% for up to €100.
Ocean Spin Casino’s games include: gaming machines, roulette blackjack, betting, video poker, bingo, baccarat, jackpot games, and live games.
“We are excited to meet our new partner Ocean Spin Casino, and hope to bring maximum use and value to our community,” said Aleksandra Drigo, Sales Director at CasinoCanada. “This partnership perfectly reflects our dedication to highlighting the best in the gaming industry while offering our audience valuable insights and chances to experience top-notch gaming. We hope for a productive and long-term partnership!”
The partnership is now live, featuring LaLa Stars reviews and exclusive offers on the CasinoCanada website. This collaboration is set to deliver even more thrilling updates, exclusive content, and personalized promotions for the Canadian gambling community.
The post CasinoCanada Started a New Partnership With Ocean Spin by LaLa Stars appeared first on Gaming and Gambling Industry in the Americas.
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