Te biggest problem is over-reliance on last-click attribution. In modern marketing, it is very rare that one touchpoint is responsible for conversion. A player may have seen a brand


campaign, video, sponsorship, display ad or other messaging before eventually clicking through via search. If the operator


credits only the final click, it misunderstands the role of the rest of the funnel, which leads to poor investment decisions.


regulation, language requirements, audience behaviours and restrictions. All this means targeting has to be specific, whether by language, country, contextual environment, age parameters, inclusion lists, exclusion lists or other market-level controls. Te advantage of having a strong centralised framework is that it makes scaling easier. Once the technology and reporting infrastructure are integrated, new brands and markets can be added more efficiently, while still allowing local execution to reflect the realities of each jurisdiction.


Where do you see the biggest inefficiencies in full-funnel marketing today?


Te biggest imbalance is still the amount of money going into acquisition compared with retention and reactivation. In many cases, 95 per cent or more of marketing budget is focused on acquiring new users, while only a small proportion goes into bringing existing or lapsed players back. It’s partly a structural issue. Te KPIs the industry focuses on are usually new registrations and new depositing customers. Public reporting also tends to emphasise new customer growth, not how many inactive players have been reactivated. But in more mature markets, the balance will have to change. If a market is saturated and players already hold multiple accounts, growth becomes much more of a retention and reactivation challenge.


What signals and datasets are proving most valuable for the purposes of segmentation?


Tere is no single magic datapoint. Te value comes from combining multiple signals and understanding how each contributes to performance. Pixel integration and server-to-server connections are particularly important because they allow real-time deposit and first- time deposit data to feed back into campaign optimisation. Tis provides deeper integrations and user tracking data across the operator's sites, making it possible to report not only on CPA, but also on player value, creative ROI, repeat deposits and funnel performance. Te real power is in understanding the customer journey. For example, if users are starting registration but not completing it, that may indicate an issue in the registration flow. With the right data, marketing becomes


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NIKOLAUS BEIER SVP Marketing Services Sportradarn


not only an acquisition tool, but a way of identifying operational friction.


Attribution remains a major challenge. Where do you think the industry still gets it wrong?


Te biggest problem is over-reliance on last-click attribution. In modern marketing, it is very rare that one touchpoint is responsible for conversion. A player may have seen a brand campaign, video, sponsorship, display ad or other messaging before eventually clicking through via search. If the operator credits only the final click, it misunderstands the role of the rest of the funnel, which leads to poor investment decisions. If you follow that logic too far, you end up spending everything on channels that sit at the bottom of the funnel, even though brand awareness and earlier touchpoints may have created the demand in the first place. You need to look across the full funnel and understand the contribution of each channel. It is more complex, but it is a much more accurate way to allocate budget.


What makes an iGaming-specific programmatic approach different from standard digital advertising?


Every industry has specific requirements. In iGaming, the most important di erences are the supply environment, regulation, brand safety and the need to avoid inappropriate audiences. For sports betting, you want relevant sports environments. For casino, the audience and context may be different. Te question is always where you can access the best quality ad supply at the right price, while measuring quality properly and staying compliant. Te advantage of being focused on gambling is that you build a much deeper understanding of the environments, audiences and campaign structures that work in this sector.


Sportradar has also referenced scaling marketing activity by up to 1,100 per cent. What needs to be in place to scale without losing efficiency? A solid technology stack is essential, and that means pixel integration, server-to-server connections, aligned attribution, automated optimisation and reporting structures that match the operator’s own


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