SBC News Voice of the Sports Betting Industry
Global sports technology firm Sportradar has agreed a new deal with igaming operator Kindred Group this week for the provision of paid social media advertising. The aim of the collaboration is to boost customer acquisition through the former’s ad:s multi-channel performance marketing platform.
Under the terms of the deal Sportradar will assist the global digital entertainment brand in growing its customer base, while increasing the effectiveness of its advertising spend by optimising social media as an acquisition channel.
According to the firm, its ad:s paid social advertising solution “enhances Kindred’s ability to effectively target and acquire customers across social media, through deeper understanding of online behaviours and the delivery of relevant, real-time content based on individual interests”.
Sportradar’s proprietary technology automatically generates hundreds of thousands of personalised adverts. This allows Kindred Group’s three flagship brands – 32Red, Unibet and VladCasino – to send more effective messages directly to sports fans and bettors across the Meta platforms of Facebook and Instagram.
Florian Geheeb, Global Director Advertising Sales, at Sportradar said: “Sportradar has enjoyed a productive partnership with Kindred Group, and today’s deal underscores our commitment to continuously deliver the best possible products and services to the top names in betting and gaming.
“An effective social media advertising strategy is essential for sustainable customer growth and must deliver strong return on investment; our ad:s paid social service will help Kindred Group realise this potential.”
Elen Barber, Chief Marketing Officer at Kindred Group, added: “By leveraging Sportradar’s AI-led technology, Kindred will enhance the relevancy and personalisation of social media advertising across a number of regions, boosting our creative delivery capabilities and improving marketing campaigns’ time-to-market.”
The deal is an expansion of an existing agreement Sportradar has with Kindred Group to supply the company with its portfolio of betting products and services including live streaming of sports events, virtual betting solutions, and engagement tools such as live match trackers.
