Sportradar
iGaming growth depends on full-funnel discipline Nikolaus Beier, SVP Marketing Services at Sportradar, explains how deeper
attribution, stronger tech integration and more balanced marketing investment are reshaping high-value customer acquisition in iGaming.
Sportradar’s recent extension of its partnership with online casino operator SkillOnNet highlights how its marketing services and betting data expertise help deliver growth for operators across the iGaming landscape in addition to sportsbooks.
Nikolaus, Sportradar has reported positive uplifts in first-time deposits and registrations with SkillOnNet. What structural changes unlocked that growth?
Te starting point was the need for a marketing solution capable of delivering complex campaigns across multiple casino brands and jurisdictions. SkillOnNet operates a portfolio of igaming sites, including PlayOJO, PlayUZU and BacanaPlay, each with different audiences and market requirements, so the challenge was not simply to run more campaigns, but to create a more integrated structure around them.
We began with attribution. Te objective was to complement the existing measurement approach and give the operator a different basis for decision-making across channels. From there, we focused on helping their performance teams with day-to-day optimisation: measuring performance, shifting budgets between channels, changing creative where needed and consolidating activity around what was already working. Te other critical factor was technical integration. You can only optimise what you can measure.
Should operators expect positive uplifts from the start ?
In this case, the uplift was measured over 12 months and came from working closely together with their performance team to complement areas that we already working well such as attribution, integration, campaign structure and budget allocation. It would be wrong to suggest every operator should expect significant improvements as standard.
Te industry talks a lot about high-value customers. How do you define value in this context?
Value must be defined by what matters to the operator. In parts of the industry, success is still judged too narrowly: did the player register, yes or no? Did they make a first deposit, yes or no? Tat is not enough. If a marketing provider only receives a registration signal, it is very difficult to optimise towards long-term value. But if you can identify whether a player is likely to become high value, whether they are engaging meaningfully, or whether they are more bonus-led, you can optimise much more intelligently. Te goal is to move beyond volume and focus on quality. Tis means identifying users with similar profiles to those who generate stronger value, higher engagement or stronger deposit behaviour, rather than treating every registration as equal.
How early in the funnel can that value be identified? In the SkillOnNet case, the work was focused primarily on acquisition, more generally, Sportradar has solutions designed to assess potential player value very early in the lifecycle. Within around 48 hours, it is possible to predict likely customer lifetime value ranges with relatively high accuracy. Tat becomes especially relevant for retention, because it allows operators to personalise communication, offers and engagement based on expected value rather than using the same approach for every player.
With brands such as PlayOJO, PlayUZU and BacanaPlay operating across different markets, how do you balance centralised strategy with local execution?
Te core strategy remains consistent: the technology, measurement framework and reporting structure need to be aligned across the portfolio. But execution has to be localised. Each market has different
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