Pulse
Sports Marketing SGG MEDIA
With PlayStar we launched what really is the first above board legal licensed Twitch live stream here in the US to exclusively stream casino games. With this we can show casino content, the UI and the platform the place has to offer. That's an arena where if sports gambling is in the fourth inning here in the US, I really believe iGaming is in the first.
directly to content creators and directly to their audience relatively cost effectively. Tat's an expanding area that we've been getting increasingly involved in.
How does the rise of live streaming impact the wagering side? Is there a betting angle?
Absolutely. Let's use FanDuel TV+ as an example. Tey're giving their sports picks for the upcoming Celtics game which is tomorrow. If you're watching it on FanDuel TV+, you may not know what time they're going live and when they're going to give their same game parlay because you don't care enough to make it a destination. You must be here to watch this, so you very well may miss it.
But if you're on Instagram, which we all are most of the day, and you see your favourite sports betting influencer go live (and when someone goes live on a social media platform it pushes them to the front of the page) you can click on it because you're already on the platform.
Ten if they're talking about their favourite same game parlay for that Celtics game you are now consuming information and picks to do with gambling that you otherwise wouldn't have access to or wouldn't even know is being live streamed. Tat's an example of live streaming through content creators to pick up audiences that didn't even know they wanted to watch something, but now because it's in front of them, they love it.
What impact has live streaming had on SGG media as a business? Have you experienced a significant push in sports companies running content directly through your influencer network?
It's been a major push for us. It was somewhat dropped in our lap about a year ago where we realised that our creators could live stream, some of whom already were. We started to run some test campaigns with partners and get some data back such as concurrent viewers and watch hours. We were noticing that not only were their fans tuning in, but they were also staying. We knew that there might be something there from a business standpoint.
We've also seen a lot of interest in upcoming sports. Whether it's the Slap Fighting
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Championships or the Putt-Putt Golf Championships, there are these crazy sports that you can wager on.
You can bet on them through FanDuel and DraftKings that are super entertaining to watch. You just need to realise how to watch it. A lot of people don't know where they can watch it or it's not a destination sport, but if you start watching it, you stay because it's entertaining.
Tat's been a big growth area for us where we partner with the likes of the Pro League Network to live stream their sports through our content creators and start to build an audience around these new and exciting sports.
How are those partnerships struck up? Are you approaching them or is it that they're seeing what you're doing on social media and coming to you?
It varies. We've been in this space for quite a while now. In the early years, there was a lot of cold calling and emails. Luckily, we've had some success with some large players that's put us on the map a bit. Tat's helped us to get to the point where a lot of these companies are reaching out to us.
Tey've talked to partners who have worked with us and that's led to more deal flow. But it's still a mix. Tere's still a sales side that goes along with any startup business.
What are the business' greatest challenges?
Continuing to scale our influencers. How do we scale it from 2,000 to 5,000 while maintaining quality standards? Tat's always a pain point when you're managing content creators. I think in the gaming space itself, there's been a bit of a shift from new user acquisition the last few years when new states were launching, and
acquisition was hot. Once that changed, there haven't been as many states launching in the last year. Media strategy shifted from let's get as many new users as possible through the door to let's retain the ones that we have. All that necessitates a change in campaign styles, what type of content we're posting, which influencers we're using and when we're posting.
Te landscape is always evolving. Tat's been an area where we've really had to focus and make some shifts to ensure we're keeping up with what our partners are looking for.
Looking ahead, what are your plans for the future of SGG Media? Are there any new projects or expansions on the horizon?
We've touched on streaming which is a huge vertical for us that we're rapidly scaling in and digging into. Another arena that I'm super passionate about, something that excites me, is the world of iGaming here in the US.
More specifically, the live streaming angle that comes along with that. We were lucky enough to partner with PlayStar Casino who've been an amazing partner.
With PlayStar we launched what really is the first above board legal licensed Twitch live stream here in the US to exclusively stream casino games. With this we can show casino content, the UI and the platform the place has to offer. Tat's an arena where if sports gambling is in the fourth inning here in the US, I really believe iGaming is in the first.
iGaming is only legal in six states so there's a lot of growth to be had and changing elements that are on the horizon. For us to be building live streaming style products for iGaming and figuring out how to leverage content creators in that arena is another huge opportunity for us that we're excited to tackle.
We've also seen a lot of interest in upcoming sports. Whether it's the Slap Fighting Championships or the Putt-Putt Golf Championships, there are these crazy sports that you can wager on. You can bet on them through FanDuel and DraftKings that are super entertaining to watch. You just need to realise how to watch it. A lot of people don't know where they can watch it or it's not a destination sport, but if you start watching it, you stay because it's entertaining.
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