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More bang for your buck
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.
The phrase “drive for show, putt for dough” is a long-standing mantra in golf that emphasises the importance of putting over driving – specifically driving distance – in winning golf tournaments. But is it true?
While the saying has a clear implication, modern data from professional golf paints a more complex picture. Using the Shots Gained (SG) metric we can compare different parts of a player’s game to see if there really is a formula for winning.
Driving test
Using shot data gained from datagolf.com we can compare the top players in the world (according to the Official World Golf Ranking) over the last 12 months.
Comparing “shots gained off the tee” with “shots gained putting” seems to turn the myth on its head – the top players gain a higher proportion of their shots off the tee than from putting. For players ranked in the Top 10, nearly 0.8 shots are gained from driving as opposed to around 0.3 for putting. Whilst the differential narrows as the players’ ranking decreases, for players ranked 90 – 100, driving still gains more than 0.2 shots more putting.
This ability to reliably gain strokes through driving gives top pros an edge, setting them up for better scoring opportunities throughout a tournament. Over a whole season, this advantage compounds and allows them to stay at the top of the leaderboards.
The long and the short
However, since “shots gained off the tee” includes par 4 and 5s, the metric is not necessarily just a measure of the importance of driving distance, but also a measure of accuracy. So, whilst driving matters, is it the distance or the trajectory that is most advantageous for winning tournaments?
Again, using the top ranked players, it appears that distance stands out as a key factor for success, with Top 10 players on average gaining nearly 10 yards per drive compared with those outside the Top 100 throughout the year. This extra yardage translates into shorter approaches and better chances to attack pins throughout the season.
These findings are corroborated by Mark Broadie in his 2014 book Every Shot Counts, where he shows that for professionals, an extra 20 yards of driving distance is worth about three-quarters of a stroke per round. Relatively speaking, for the rest of us amateur golfers, driving distance becomes even more important for scoring than driving accuracy.
Putt to the test
While driving distance provides the groundwork for long term success – and is a characteristic that all the Top 10 players seemingly must possess – it doesn’t necessarily “bust the myth” that putting is more important for winning tournaments. Indeed, looking more deeply into the metrics for the outcome of individual tournaments uncovers the fact that putting becomes more instrumental for who comes out on top.
If we look instead at the finish positions in PGA events over the last 12 months, rather than the World Ranking, putting comes to the fore. For players finishing first, putting gained an average of 1.2 shots versus a gain of 0.7 for driving. Even for players finishing 30th – 35th, putting is worth more than 0.4 of a shot on average compared to driving. The fact that top finishers in a given event typically post higher gains from putting rather than from driving underscores the vital role of putting during tournament play where players have to capitalize on scoring opportunities and avoid mistakes on the green to win.
The outcome
Fundamentally the relationship between driving and putting reveals a balanced formula for success. Driving creates opportunities and contributes to consistency while putting often decides who makes the best of those opportunities and ultimately wins on a given weekend. In a game of ever-increasing competition and precision, power and finesse must work together to elevate players to the pinnacle of the sport.
With all the attention on these extremes of golf, other aspects are often overlooked. Completing the same analyses and including shots gained for “approach” and “around the green” makes it clear that there is one area that consistently contributes to wins and ranking, making it arguably the most important aspect of a players golf game.
The post Masters Betting: Drive for Show, Putt for Dough appeared first on Gaming and Gambling Industry in the Americas.
Katya Machuganova, Gaming Product and Partnerships Manager at Silverback Gaming, on where the crash format originates and how studios have continued to up the ante with the games that are hitting the market today
The rise of crash games has been so meteoric that we haven’t taken the time to look back at where the format originally came from.
It’s easy to see how the industry has become distracted by crash games and their ability to tap into lucrative but hard-to-reach audiences like Millennials and Gen Z.
But to determine the direction we now take with the format it’s important to understand where it originated and why it was able to generate such tremendous momentum in a short space of time.
The genesis of crash games:
MoneyPot was the first ever crash game and it was produced back in 2014 by Eric Springer, a Canadian developer and Bitcoin enthusiast.
Springer introduced the game on the Bitcoin Talk forum and drew inspiration for the format from the crazy volatility of the cryptocurrency markets where assets can skyrocket and then crash in value.
In 2015, Springer sold MoneyPot to Ryan Havar who rebranded the game to Bustabit and moved it to a new site where it can still be played today.
Havar kept much of the core gameplay the same, including a last-longer bonus. This saw 1% collected for every player’s wager that went into a bonus prize which went to the last player to cash out successfully.
In 2018, Havar decided to sell Bustabit to another crypto developer, Daniel Evans, who made a few tweaks to the game including removing the bonus system.
Evans still operates Bustabit to this day and even allows third-party investors to bankroll the game in return for a share of its profits.
The next generation of crash games arrive:
With crash a popular but niche game format for crypto enthusiasts, it took developer SPRIBE to catapult it into the mainstream with the launch of Aviator in 2019.
Aviator was the first crash game developed for online casino players and was the catalyst for the surge in popularity the format has attracted since.
Given the success of Aviator and the rising demand for non-traditional content, studios have continued to move the needle and come up with their own crash games.
Some use the same aeroplane theme as Aviator, while others are based around sports, Wild West shootouts, hot air balloons and many other themes.
These games mostly take the increasing curve format with a multiplier that continues to rise – players must then decide when to cash out.
If they go too early, the win will be small, but wait too long the curve crashes, taking their accrued winnings and original stake with it.
What makes crash games so popular:
Players are drawn to the intuitive and simple format of crash games – even those new to the format can pick it up in a couple of game rounds.
Players like that these games are usually multiplayer and with social features such as a chat and leaderboards where they can compete with others for the highest multiplier score.
Crash games work incredibly well on mobile – which has seen them really hit the mark with players in emerging markets – and this has driven their appeal among younger audiences, too.
In fact, the high risk/high reward nature of the gameplay – which has its roots in those volatile crypto markets – really appeals to those players.
The rise and fall of crash IP
Given the huge success of crash games, and in particular SPRIBE’s Aviator, it should come as no surprise that the format has had its fair share of controversy.
Most notable is the legal case SPRIBE has found itself embroiled in – another company has argued that SPRIBE has breached the IP it holds for the Aviator logo and brand assets.
The case is ongoing and shows the growing attention that is being paid to intellectual property rights within the crash game genre, a genre whose value is only set to rise.
Crash is a huge opportunity for studios:
Crash presents a huge opportunity for studios and is one that Silverback Gaming is looking to explore with our first crash title set to hit the market shortly.
It will be offered in the simulated gaming format initially before being rolled out as a real money game later in the year.
Just as with slots, studios are not looking to differentiate within the crash vertical and the way we have approached this is to give players more control over the gameplay.
With our crash game, they can toggle the level of risk/reward they wish to play to – this degree of personalisation is simply not being offered by the current games in the market.
We are really excited about our first crash game and the scope within the format for us, and other studios, to continue to innovate and push boundaries, just as Eric Springer did back in 2014.
The post A brief history of crash games appeared first on Gaming and Gambling Industry in the Americas.
Looking Back: Growth & Achievements
FBMDS is celebrating five years of expansion and innovation. How would you describe the brand’s journey during this time?
Our journey over the past five years has been one of bold moves, strategic growth, and relentless innovation. As part of the FBM® Group, we began as pioneers in Video Bingo, but our vision extended far beyond that. We have focused on delivering profitable products to our clients and engaging gaming experiences to players. By expanding into multiple gaming categories and strengthening our global presence in key markets like Mexico and Brazil, we have redefined what a localized, player-centric gaming experience should be.
What were the key milestones that shaped FBMDS’ success over the past five years?
Several milestones have defined our success. First, our solidification as a market leader in Video Bingo and Lotto Games, setting the gold standard with best-seller products like Multi Mega, Power Pick Lotto, and Champion IV. Our leadership in Video Bingo is reinforced by unique features like the jackpot system, Magic Ball, and attractive paytables, all of which drive engagement and retention.
Second, our presence at international trade shows has played a crucial role in strengthening relationships with key partners and clients while reinforcing our brand positioning, as seen in events like G2E Las Vegas 2024. Lastly, our rapid expansion in the LATAM region, particularly in Mexico and Brazil, has solidified FBMDS as a trusted and respected brand in a highly competitive landscape.
What has been the most significant challenge, and how did FBMDS overcome it?
The online gaming industry is highly competitive, and differentiation is key. Our challenge was to deliver games that not only stood out but also ensured profitability for operators and engaging experiences for players. We tackled this by investing in customization, localization, and innovation—ensuring that every product aligns with the preferences of specific markets. Our ability to adapt game mechanics, themes, and retention strategies has positioned us ahead of the competition, creating unique gaming experiences that drive business success.
Product Evolution & Market Leadership
FBMDS has built a strong reputation in Video Bingo. How has this segment evolved, and what makes FBMDS a leader in this category?
Video Bingo is our DNA, and we have continuously pushed its evolution by refining gameplay mechanics, introducing engaging themes, and incorporating advanced technology to enhance user experience. Our commitment to differentiation sets us apart: our jackpot feature, the Magic Ball, and attractive paytables are tailored to maximize player engagement and operator profitability. Customization is at the heart of our strategy, ensuring our games resonate with local markets and drive long-term success.
Among FBMDS’ product portfolio, do you have a personal favorite? Why?
It’s hard to pick just one, but I’d highlight our Video Bingo games because they represent our legacy and continued leadership in the industry. We believe Video Bingo is an essential asset for any online casino, as it offers a nostalgic yet modern experience, combining interactive features with high retention rates. Our jackpot system enhances player excitement, while innovative game mechanics keep engagement levels high. In addition, our crash games showcase our adaptability and innovation, delivering high-quality visuals and dynamic gameplay. These two categories reflect our strategic pillars: player engagement and profitable gaming solutions for operators.
Future Outlook & Expansion Plans
Looking ahead, what’s the vision for FBMDS’ next five years?
We are just getting started. Our vision is to expand our influence by continuously delivering innovative and engaging gaming experiences that drive profitability for operators. While we maintain our leadership in Video Bingo, we are also focused on strengthening our position in other gaming verticals. We will continue investing in localized, player-driven innovation, ensuring that every product we launch enhances both player experience and operator success.
Brazil is a key market with huge potential. How does FBMDS plan to strengthen its presence in this region?
Brazil is a strategic priority for us. With regulatory developments and increasing demand for online gaming, we see tremendous opportunities to expand. Our approach is centered on offering tailored gaming experiences that resonate with Brazilian players, ensuring our products align with their cultural and gaming preferences. Additionally, we are forging strategic partnerships with operators to facilitate seamless and impactful expansion in the region, ensuring that our games drive engagement and profitability for our partners.
Innovation & What’s Next
Can you share any insights about upcoming products or features that FBMDS is working on?
Absolutely. We are developing a new generation of Video Bingo games featuring advanced jackpot systems, enhanced gameplay mechanics, and even more engaging features tailored to player preferences. Our goal is to create experiences that keep players entertained while maximizing operator revenue. In addition, we are working on new slots and bonus structures designed to drive engagement and profitability, ensuring that FBMDS remains at the forefront of gaming innovation.
What can operators and players expect from FBMDS in the near future?
A: More expansion, more innovation, and an even stronger, more diverse gaming portfolio. Players can expect cutting-edge experiences featuring interactive and rewarding mechanics, while operators will benefit from flexible, high-performance gaming solutions designed to optimize engagement and profitability. We are committed to maintaining our leadership in Video Bingo while continuously evolving to meet market demands.
Final Thoughts
After five years of continuous growth, what message would you like to share with FBMDS’ partners and players?
First and foremost, a heartfelt thank you to our players, partners, and the entire FBMDS team. Your trust and support have been instrumental in our journey. As we move forward, we remain committed to delivering exceptional gaming experiences, driving profitability for our partners, and continuously pushing the boundaries of innovation. The best is yet to come!
If you had to describe FBMDS’ journey in one word, what would it be?
Transformational.
The post Interview w/ Renato Almeida, Director at FBM appeared first on Gaming and Gambling Industry in the Americas.
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