By Benjamin Truman, Co-Founder and COO of MediaTroopers
Ever since the US Supreme Court abolished the Professional and Amateur Sports Protection Act in 2018, the USA’s online gambling market has continued to thrive. More and more states are getting involved in the action, with sports betting or casino gambling now legal in 30+ states (including Washington DC).
And if we look at the figures, US gambling is at an all-time high. According to the American Gaming Association, casinos and sportsbooks reaped over $60 billion in gambling revenues in 2022, which is a 14% increase compared to the previous $35 billion record set in 2021.
As such, with the ever-expanding and shifting nature of the market and gambling regulations, new marketing techniques and publishing strategies are essential to stay ahead of the curve. That’s why rapidly conquering player acquisition in the USA is vital, especially now. Fortunately, we are here to help.
As a leading US digital marketing agency founded by online gambling veterans, MediaTroopers has decades of combined digital-marketing strategy experience and mobile advertising expertise. We provide operators with bespoke marketing strategies to suit their needs and enable them to capture market share rapidly. We’re also familiar with all things player acquisition, so let us take you through the top 5 things you need to do to conquer player acquisition in the US.
Act Local, Think Global
Firstly, even if your target audience is of a specific US state, having the scalability to leverage both gambling brands and your industry knowledge between states is essential. The US gambling market is constantly changing as more and more states are legalizing sports betting and casino gambling.
For instance, by securing licenses in newly regulated states as soon as they legalize and launch gambling, affiliates have the potential to reach a whole new demographic of potential customers. Securing established connections in leading US gambling industries allows your brand can reach new audiences. So, closely study states that are about to launch to ensure you are one of the first to secure regulation and enter new jurisdictions as they go live.
Constantly Redefine your Target Audience
Next, after researching and defining your target audience, consistently assessing, and redefining your target market could prove vital in staying ahead of the curve. One example is to study and explore different age groups or consider whether you want to target sports bettors, casino gamblers, poker players, or all three.
Additionally, affiliates may wish to redefine their target audience according to each US state. For example, a New York target audience will likely differ from prospective players and bettors from Massachusetts. Furthermore, with each newly legalized gambling market in the US comes new and exciting opportunities to test and define potential target audiences.
Have a Holistic View
Player acquisition is only the first step of the player journey – it doesn’t end at registration. Therefore, having a holistic view and looking at the value you bring to the customer throughout the player journey is vital.
For example, a revenue share licensing model is one method of keeping affiliates involved beyond the initial player acquisition stages. This license has proven again and again to be vital for affiliates, allowing companies to take their partners to the next level. The contemporary and innovative model gives affiliates joint liability with customers, ensuring all parties involved are committed to the customer journey and creating value over the players’ lifetimes.
Provide Value
Promotions and bonuses aren’t the only things that can provide real value to your target audience. In fact, this is only one piece of the puzzle. There is much more value that you’ll need to deliver to customers in order to effectively conquer player acquisition. Of course, your main aim is to attract as many prospective players as possible, as the higher the number of users on a gambling brand’s platform, the better its business revenue will be.
So, pay attention to other areas that provide real value to customers, such as the number of markets, the range of casino games, the selection of poker varieties, accepted payment methods, tournaments, competitions, and more.
Don’t Ignore Other Products
Sure, retail, online, and mobile sports betting are the most popular and widespread forms of legal gambling in the US. Just one or a combination of these types of wagering are currently legal in 33 states (plus Washington DC and Puerto Rico). Yet, many more, such as Kentucky, Maine, Nebraska, and North Carolina, are pending launch or awaiting further action by regulators, so this figure will likely rise in the near future.
Nonetheless, it is essential to remember that several US states permit (and many gambling brands also offer) other products, including Daily Fantasy Sports, casino gambling, poker, and more. As such, even if an operator’s main business is sports betting, these other gambling products provide more value and are unique selling points for brands.
