Peak interest should mean peak engagement

This summer’s sporting spectaculars should have been the prime season for player acquisition – but did the industry get it right? Affiliate Leaders looks at what drives effective engagement with the modern sports fan. 

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2024 has already been a sporting year that will live long in the memory. From the Euros and Copa América to the spectacular Paris Olympics, not to mention some stunning climaxes to domestic leagues, the action has captured the attention of millions of sports fans around the world. 

That heightened global attention presented a golden opportunity for gambling companies to engage with new audiences. 

We saw every licensed operator roll out new adverts and marketing campaigns in a bid to attract new players. Paddy Power dropped Boris Johnson in favour of Danny Dyer as a nod to England being hailed ‘Europe’s favourites’, Ladbrokes prayed for a touch of the Mexican sunshine with the ‘bring the wave’ campaign, while Alan Shearer signed up to become Betfair’s Euro 2024 ambassador.

While some operators made the most of the additional sporting content available to their players, others may not have been as savvy, perhaps missing the mark on how best to engage with new bettors. 

As we edge towards the end of the year, many gambling companies will be turning their attention towards their 2025 plans, and particularly how they can maximise their brand presence in the run up to, during and after major sports events. This is where affiliates can come in handy.

Maximising potential 

Since the last Euros, there has been a marked change in demands from bettors, with the industry experiencing a considerable migration towards new innovations, new features and a growing appetite for personalised experiences.

It goes without saying that affiliates play a critical role in the development of the igaming ecosystem, often forming an integral part of any operator’s marketing strategy.  

From streaming and betting-specific multimedia content to media buying and personalised advertising campaigns, affiliates have multiple tools at their disposal to drive traffic and conversions for operators. 

The issue we’ve seen over the last few years, however, is that many gambling operators have failed to tap into this plethora of tools. The reason? There are plenty, we’re sure. Be it a knowledge gap as to what products are available, or perhaps an over-reliance on more traditional marketing strategies. But now that domestic leagues have returned, operators are turning their attention towards engaging players in 2025.

Tap into the world of streaming

One increasingly important channel is the use of betting-specific multimedia content, be it podcasts, video content, fan TV channels or social media clips. Streaming has exploded onto the digital scene in recent years through platforms like YouTube and Twitch.

Operators keen to tap into the increasingly popular world of multimedia should be looking to partner with affiliates that invest in creating and distributing high-quality streaming content tailored specifically for sports bettors. This could include live streams during sports events, pre-match analysis and in-play betting tips.

We’re starting to see many more affiliate programs modernise their overall business approach – both within the sports betting and casino sectors – by reaching out to streamers and incorporating this vertical into their wider player engagement strategy. 

By providing real-time insights and fostering an interactive environment, affiliates and streamers can be a great asset for driving traffic to betting platforms and keeping users engaged throughout the tournament. 

Additionally, incorporating betting-specific multimedia content, such as explainer videos on betting markets or strategies, can help educate users and increase their confidence in placing bets, which can have knock-on effects on player retention once the tournament has concluded. 

It should also go without saying that streaming offers an opportunity for affiliate programs to reach a different segment of players who decide where to play based on the positive things influencers on Twitch and YouTube say about online operators.

Data is king

Not a conference has gone by in the last 18 months where data and analytics hasn’t been a major topic of conversation. The affiliate space has been no exception to this trend. 

By analysing data from previous sports events, affiliates can easily identify trends in player behaviours and preferences – what bets are most popular? what sports are driving the most engagement? etc – and use those insights to optimise content, campaigns and offers to better maximise conversion rates.

When it comes to capitalising on the betting opportunities made available during major tournaments, or even for those looking to build engagement during regular fixtures in the sporting calendar, these data insights can be the difference between successfully differentiating your brand from the crowd, or fading into the background.

What next?

As we look ahead to 2025, it’s clear that gambling companies have an attractive – and potentially lucrative – opportunity to capitalise on major sports events by leveraging the power of affiliates. To be more succinct, operators simply cannot afford to dismiss the power of affiliates. 

By focusing on streaming and betting-specific multimedia content, personalised campaigns, exclusive content, and data analytics, affiliates can play a critical role in driving traffic, engagement and conversion for operators. Sounds easy, right?

The key to success will be a combination of innovation, personalisation and strategic planning. By adopting these strategies, both affiliates and gambling companies can ensure they are well-positioned to make the most of the exciting sports events that 2025 has to offer.