“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

Allan Petrilli, Managing Director at Acquire.Bet, talks about paid media and the trends shaping customer acquisition in the regulated North American market

Paid media is very much the future of player acquisition in the regulated North American market, but running successful campaigns is not without its challenges.

More than ever, operators and marketers need to nail not only their creatives and messaging but also the measurement and tracking of campaigns.

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Paid channels control much of the campaign and ad targeting, but with stricter privacy rules in play, it’s becoming increasingly difficult to target directly based on a user’s preferences.

Creative fatigue is as real as it is prevalent, so operators and marketers need to achieve creative iteration at scale, not only in terms of volume but also creative types and formats.

Just as important is having measurement dialed in and being able to inform the platforms of what is working – this means having a ton of actionable data at your fingertips so you can quickly decide where to spend your ad dollars.

Then there’s incrementality and uplift, which can’t be ignored, either.

The platforms themselves are starting to take more “credit” for conversions, so being able to zoom out and understand multitouch is key to making the marketing budget go further and perform better.

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The great SEO slowdown

Paid media is becoming increasingly important in player acquisition efforts because there is a clear SEO slowdown. This, combined with advancements in generative AI in search, means brands are going to have to rely more on communities for growth.

Influencer marketing is no longer just getting some with a decent following to promote your brand, with micro influencers becoming a very important piece of the puzzle.

It’s also worth highlighting Discord here as it’s starting to play a significant role, especially in sports betting. This channel is all about community and trust, and we are seeing some really smart partnerships play out across the platform.

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Regardless of platform and channel, operators must understand the power of their brand and that by aligning with influencers and communities that match their values, they can supercharge growth.

The only caveat here is that these partnerships need to be authentic.

Market maturation brings new challenges

As the North American market matures, we see the establishment of standard success KPIs, but it’s important that each brand really understands its own LTV and CAC data so that it can drive towards hitting its own success metrics and not just “industry” standard KPIs.

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Why? Because those industry standard KPIs are often skewed by the power players that have spent big to get to where they are today, and won’t be reflective of smaller operations and brands.

It’s also important to focus on incremental growth as the market matures, understand the power of multi-touch and how each channel supports the overall acquisition strategy. Operating in silos is a recipe for disaster.

In addition to this, operators need to have a clear view of their runway – those with considerable cash can operate in more aggressive ways than brands that are relying on quick growth to fund future spend.

Ultimately, there’s no one-size-fits-all approach, and that’s why operators must focus on their own metrics for success and not industry-standard KPIs. They also need to remember that while being nimble is key, being relentlessly focused on data is what will allow them to win.

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Regulations do influence player acquisition strategies, but everyone plays the same game

A lot of times, operators will focus on regulation and compliance to make excuses as to why they market one way or another, but the reality is that everyone is playing in the same sandbox and under the same rules.

How marketers push those boundaries, and to the extent they are willing to get creative, is what separates those who succeed and those who don’t.

Take Ontario, for example. You can’t promote the welcome bonus, so brands are having to engage players in other ways – those with kick-ass product marketing campaigns or that offer something truly unique are winning right now.

Of course, paid media is the perfect channel through which to communicate their epic product and unique player experience.

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Rising sports betting platform LuckBet has been announced as the master sponsor for LFA 209, the first edition of the Legacy Fighting Alliance (LFA) to be held in Mato Grosso, Brazil. The event, widely known as the top development platform for future UFC fighters, takes place May 24 at the Malai Manso Resort, in Chapada dos Guimarães, and represents a major milestone for mixed martial arts in the region.

The sponsorship deal includes on-site brand visibility, exclusive content for social media, and live activations during the event, which will be broadcast live and exclusively on UFC Fight Pass.

“We’re proud to be the only betting company from Mato Grosso legally operating in Brazil,” said Ivan Dutra, CEO of LuckBet. “This sponsorship is a strategic move to connect with a new audience while promoting a globally respected sport. It’s even more meaningful as the LFA makes its debut in our home state.”

High Stakes in the Cage

LFA 209’s main event features Brazilians Inglesson De Lara and Bruno “Xinoco” Henrique, battling it out in the featherweight division. The event marks LFA’s 22nd event in Brazil since expanding internationally in 2021 and is the second time the promotion touches down in the Central-West Region, following a prior event in the Federal District.

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This edition is supported by the Mato Grosso Secretary of Culture, Sports and Leisure (SECEL-MT) and held at the Malai Manso Resort, the only all-inclusive resort in the Central-West certified by the Brazilian Resorts Association (ABR).

Broadcast starts at 9 PM (Brasília time) / 8 PM (Mato Grosso time) and features live Portuguese commentary by UFC legend and ambassador Rogério Minotouro.

The 2025 Paulistão Feminino, Brazil’s premier state-level women’s football championship, kicked off this Tuesday, May 6, and brings with it a historic partnership: 7K, a brand under the Ana Gaming Group, has joined as the exclusive betting sponsor of the tournament.

This move further reinforces 7K’s growing presence in national football, as it also sponsors Santos FC’s women’s team, positioning itself as a strong backer of women’s sports in Brazil.

“We believe in the transformative power of sport and its societal impact,” said Talita Lacerda, Chief Operating Officer at Ana Gaming Group. “Supporting Paulistão Feminino at this pivotal time of growth and visibility reflects our commitment to gender equity and diversity. Women’s football is finally gaining the space it deserves, and 7K is proud to contribute to this important journey alongside such prominent brands.”

Record-Breaking Investment and Visibility in 2025

This year’s edition sees a record investment, surpassing the R$8 million of 2024. The total club distribution increases to R$3.3 million, with the champions receiving R$840,000 and runners-up awarded R$350,000 in prize money.

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The competition features eight powerhouse teams:

• AD Taubaté

• Corinthians

• Ferroviária

• Palmeiras

• Realidade Jovem

• Red Bull Bragantino

• Santos

• São Paulo

Broadcast and Media Coverage

For the first time, all matches of the Paulistão Feminino will be televised or streamed. The tournament will be broadcast by SporTV, TV Globo, Record News, Warner (via Max and Space), as well as digital channels like CazéTV and the official Paulistão YouTube channel, expanding the reach of women’s football like never before.

A New Era of Sponsorships

The 2025 edition also breaks the record for number of sponsors, with seven brands backing the competition—up from five in 2024. In addition to 7K and Sicredi (which holds the naming rights), sponsors include Amazon, Assaí, Centauro, Guaraná Antarctica, and Lays.

Previously, 7K gained major visibility during the 2025 Campeonato Paulista (men’s) by sponsoring the tournament and securing the naming rights for the “Man of the Match” trophy, further showcasing its dedication to Brazilian football at all levels.