Another way that bookmakers can appeal to a younger, digital-native generation of bettors, is by promoting the social aspect of betting. Bettors have always discussed their top picks with their friends, but this was not previously embedded within bookmakers’ apps. By bringing together social media and wagering, bookmakers hope to improve customer retention and lifetime value. Social betting also plays into the growth of influencers, with respected bettors able to build large followers who can copy their bet.

Wagering companies are slowly adopting a new approach when it comes to their marketing strategy, with more and more businesses turning to influencers to spread the word. That’s not to say the value of traditional marketing has been lost; both have a role to play and both serve very different yet important functions. Traditional marketing is critical at a macro level to build brand awareness, reach mass audiences, and further brand alignment. On the other hand, influencer marketing allows brands to connect more closely with their customers, creating a more subtle and meaningful way for businesses to drive sales.

There are 3 billion video gamers globally and 54% of frequent gamers believe that gaming helps them connect with their friends (ESA). The first PlayStation was released in 1994 and the first Xbox followed in 2001. Runescape was released in 2001, paving the way for the growth of MMORPG (Massively Multiplayer Online Role Playing Games), allowing millions of players to connect, chat and compete together.

Affiliate marketing pays external publishers to generate traffic/leads for them. There are two main revenue models for wagering affiliates: revenue share and cost per acquisition (CPA).
With 2000+ content sites and applications, Denmark-based Better Collective (BETCO:SS) is an industry-leading affiliate with over 250 operator clients (including bet365, FanDuel and Coral).

The first live casinos were launched in the mid-2000s, with the segment growing rapidly after the introduction of smartphones and technological advances in streaming and text/voice chat functionality. The global live casino segment continues to grow rapidly at +31% per annum. We believe that live casino will remain one of the fastest growing segments of gaming and wagering as technology and the quality of the player experience continue to advance.

Online crypto operators, which have a similar UX to online fiat operators like FanDuel and DraftKings, are already recording extraordinary turnover. In Q3 of 2021, the total number of bets placed using cryptocurrency increased by 181% yoy, while the share of bets in crypto (43.3%) is fast approaching par with fiat (Softswiss).

Long before any industries were well-regulated, wagering flourished and was even documented in religious texts. Dice and other gaming pieces have been found in Egyptian tombs dating back to 2000 BC. Structured, regulated casino wagering began in Europe in the 17th century, with sports betting following in the late 18th century.

The chances are that you, or a younger relative, have already engaged with Esports. The player bases, viewership and prize-pools of Esports are now comparable with traditional sports. In the US, Esports wagering is already allowed in Nevada, New Jersey, Colorado, and West Virginia, and soon to be allowed in a further 11 states.