
Josh Linforth, Chief Revenue Officer at Genius Sports, tells SBC why marketing teams should continue embracing omnichannel strategies as the best way to engage iGaming customers across multiple platforms. An omnichannel focus is essential in markets such as Brazil, where targeted 360-degree campaigns are crucial for standing out from the competition.
The term “omnichannel” might sound like marketing jargon, but for today’s iGaming industry, it represents a critical shift in how we reach and engage customers. This is particularly evident in emerging markets like Brazil, where the launch of regulated online sports betting is creating intense competition for new users.
For marketing leaders, success depends on building brand awareness and driving new registrations while keeping acquisition costs low. While traditional methods like shirt sponsorships and TV ads remain valuable, the growth of online gaming shows that targeted digital marketing, across programmatic display, video, connected TV (CTV), and social media is becoming essential.
This trend extends beyond Brazil. Across the global advertising market, digital content consumption continues to rise. CTV ad spend is projected to grow by nearly 20% this year according to WARC, while 70% of sports audiences now consume content on mobile platforms according to Cap Gemini, which has contributed to a 14.3% year-on-year rise in social media ad spend across all sectors.
Audience understanding is key
Our recent survey revealed that 69% of Genius Sports’ operator clients prioritise new player sign-ups, with CPA as their primary metric. The most effective acquisition campaigns combine multiple digital channels: using DOOH, CTV, and programmatic video to build awareness, then retargeting users across display and social media with relevant offers and direct calls to action.
Success starts with audience setup and precise ad buying timing. An omnichannel strategy allows operators to reach prospects with consistent messaging at key moments before and during major sporting events, delivering content in the right format on the right devices.
Zero-party audience data has transformed these capabilities. Marketers across all sectors are discovering the power of identity graph technologies, which enable personalisation and contextual targeting beyond what third-party cookies could achieve. Solutions like FANHub:ID combine user identifiers like device preferences, favourite teams, and geographic data into individual profiles, enabling targeted pre-registration marketing while maintaining privacy.
Localisation is also more important than ever, especially as operators streamline their marketing across different countries and regions. While nothing can completely replace local expertise and legal guidance, it’s important to work with a team that understands the nuances of different markets, especially emerging markets like Brazil and LATAM, and adjust the overarching strategy within one single platform as needed.
Automated cross-channel ad buying and attribution
Historically, managing omnichannel campaigns meant juggling multiple DSPs and agencies. Today, these processes are connected and streamlined. Our recently launched omnichannel FANHub activation platform lets iGaming marketers activate campaigns across CTV, DOOH, programmatic display and social media simultaneously. The platform’s creative tools automate asset delivery across campaigns, while maintaining our traditional fully managed service.
Timing is crucial for branding and acquisition campaigns. Data shows new user conversions and betting turnover spike in the 48 hours before major events like the World Cup final or Super Bowl. However, optimal timing varies by channel. CTV campaigns perform best in the week leading up to events, when fans actively seek content and analysis. For programmatic display, increasing spend one to two days before events, followed by cross-device retargeting, drives the best conversion rates.
Each channel plays a distinct but complementary role: CTV builds awareness during pre-game content consumption, social media drives engagement during live moments, and display can convert interest into action.
These channels work together synergistically. Picture this: a sports fan in Germany sees an ad for an upcoming FC Bayern fixture with a countdown clock and free bet offer, sees a social media ad the next day, then sees a display banner five hours before kickoff featuring current odds and the same bonus offer. The results will speak for themselves. Aligning buying strategy with sports calendars, betting patterns, and casino engagement consistently delivers stronger brand awareness, lower CPAs, and better return on ad spend.
Measuring that performance, however, also requires a strategy beyond last-click attribution. A potential customer might see a casino CTV ad during the day, a sportsbook ad on social while they’re second-screening during a game, and finally convert through a display ad days later. FANHub’s integrated approach tracks these touchpoints across channels, helping operators to understand the real value of each interaction in the conversion journey.
Don’t start and stop
Live sports demand real-time campaign adjustments. Major team news, betting activity spikes, or fixture changes require immediate responses in spending and creative across channels. Brands need to participate in sports conversations to stay relevant, making agile campaign management and sports data integration essential.
We see the highest click-through rates when operators use dynamic creative showing latest fixtures, odds, jackpots and trending markets across all channels. This connected approach maintains relevance, prevents ad fatigue, and maximises performance.
FANHub’s AI models optimise multiple creative variants throughout campaigns based on performance KPIs. Real-time reporting enables continuous channel optimisation, resulting in maximum efficiency across your iGaming brands.
For marketers looking to boost awareness, consideration, and lower CPAs, incorporating a true omnichannel mix offers a proven path to customer conversion success.