Pulse


NEW MARKETS PAYSAFE


Senator pre-filed a sports betting bill ahead of the 2023 legislative session and if it receives a two-thirds vote from the legislature and approval from state voters in November would legalise sports wagering for the first time.


LATIN AMERICA


Te South American opportunity is just as big as North America. Over the past few years, several top-tier markets have passed online gambling legislation including Colombia and Peru as well as a number of Argentinian provinces including Buenos Aires.


Of course, the sleeping giant of the region is Brazil with a potential iGaming revenue of $4.4bn by 2026, according to VIXIO – that’s based on the market remaining grey.


Lawmakers in the country had signalled their intentions to launch a regulated betting framework for the World Cup, but with that deadline having been and gone, stakeholders will be keen for legislation to quickly progress through the country’s Senate.


EFFECTIVE CUSTOMER ACQUISITION KEY TO SUCCESS IN ALL MARKETS


It’s clear there are plenty of new market opportunities for operators to explore in 2023, but as we’ve seen in the US in 2022, effective acquisition is vital to a brand’s success.


And acquisition costs must be kept in check if operators are to enjoy sustainable, long-term success. Many in the US are already tightening the marketing taps to help achieve that seemingly elusive point of profitability.


Tat’s why we are seeing many operators shift focus from expensive above-the-line campaigns to channels such as paid media and performance marketing or affiliates.


The South American opportunity is just as big as North America. Over the past few years, several top-tier markets have passed online gambling legislation including Colombia and Peru as well as a number of Argentinian provinces including Buenos Aires. Of course, the sleeping giant of the region is Brazil with a potential iGaming revenue of $4.4bn by 2026, according to VIXIO.


P104 WIRE / PULSE / INSIGHT / REPORTS


Ultimately, getting payments right is crucial for customer


retention, with 79 per cent of US sports bettors saying they were left with a negative impression of the book if a payout takes longer than expected. Operators simply


can’t afford to drop the ball on payments – and as a result, retention – when the


competition and cost of acquisition are so high.


Unlike TV slots and PPC ads, the affiliate marketing model ensures operators only pay for the depositing customers sent to their books and casinos. Tis commercial relationship means the best-performing affiliates are expert digital marketers in their own right.


Tis makes performance marketing highly effective – a mature affiliate program can account for as much as 30 per cent of new player traffic, according to data from our Income Access business unit.


THE POWER OF PAYMENTS WHEN IT COMES TO RETENTION


Player acquisition is obviously important for operators looking to increase their share of market and wallet, but keeping players engaged with their brand/brands is mission-critical if they are to drive the greatest lifetime value from their players.


One of the most effective ways of boosting retention is payments, but the ways players like to pay have never been more diverse.


Our 2021 US iGaming research revealed that credit and debit cards were the preferred payment methods for casual bettors, but players wagering more frequently (seven+ times per week) favoured digital wallets.


Operators in all markets should consider other alternative payment methods like eCash and local payment options. As well as offering a wide selection of payments, operators need to ensure the payments journey is smooth and seamless.


Ultimately, getting payments right is crucial for customer retention, with 79 per cent of US sports bettors saying they were left with a negative impression of the book if a payout takes longer than expected.


Operators simply can’t afford to drop the ball on payments – and as a result, retention – when the competition and cost of acquisition are so high in existing markets, as well as those set to embrace regulated iGaming in 2023.


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