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Building Brand Identity and Influencer Partnerships: How operators can work with micro- influencers to help establish their brand identity
Having a clear brand identity is becoming increasingly essential for sportsbetting companies. In a competitive marketplace, having a brand that is clearly defined and that knows its audience can help you stand out from broader sports books that fail to distinguish themselves.
A key element of building a brand identity is choosing the right people to work with. There is a rush from operators to snap up celebrity endorsements, often with little to no consideration for what it says about their brand. This is where micro-influencers can help.
Micro-influencers are experts at creating a brand identity. They have to build a carefully curated image and brand to connect with their audiences. Authenticity is key to everything that they do, and this helps them create the communities that, in turn, propel them to success.
Where a lot of sportsbooks go wrong is that they approach big influencers that do not align with their brand. Posting an ad to 100,000 people is great, but if only 2,000 are those who are interested in the sport or team you are promoting, then it is just a misuse of advertising resources. This is where micro-influencers become a much smarter and more cost-effective option. They might have 10,000 followers, but all 10,000 of them follow them for a specific reason, and that is often to do with sports.
For example, if a brand is operating in Ohio, it can be matched up with a micro-influencer that is based in the area that has a direct link to the Cincinnati Reds or the Cleveland Browns. This is much more effective than using a big influencer just because they have more followers, it provides operators with a direct line to the people that they want to attract. Ultimately, the number of followers is not as important as the demographic and quality of the followers.
Authenticity also has a direct influence on conversion and retention rates and that is why it is essential to match the right brands with the right influencers. Long-time followers of a micro-influencer will spot a disingenuous ad straight away, as such, we must ensure that micro-influencers are matched with sportsbooks that fit their demographic and values. SGG Media works with over 1,450 micro-influencers, and between them, we can find an influencer for every major and minor sports team and sport you can think of.
Creativity and engagement are also essential in that respect. Putting faith in influencers to be creative with their ads will reap rewards in the long term. They know their audience much more than the sportsbook does, and they understand what type of content they want to see. The most successful campaigns are the ones that provide value to the influencer’s audience and content. It merges into their content instead of feeling like it has been curated specifically to sell a product. A synergy between an influencer and an operator is very palpable, and a genuine endorsement from a micro-influencer is much more effective than an aimless ad when someone is scrolling through their feeds.
On that point, engagement should also be a focus. Audiences do not want to just feel as though everything they see from a sportsbook is an ad. Influencers should engage with their followers and make the content involving. This not only fosters loyalty and shows audiences that the endorsement is genuine, but it can also be a great way of managing communities and generating more followers, which, in turn, is beneficial for everyone involved.
If you are considering using micro-influencers for your advertising, then you need to make sure that you are working with the correct one for your brand. Using the correct social media influencer can be hugely beneficial to all involved and can help operators get the exact kind of audience they are looking for. It supplies operators with a direct link to their target demographic, ensuring a better ROI and better customer retention rates.
Author: Troy Paul – Co-Founder and CEO at SGG Media
In a move towards modernising India’s lottery sector, the state of Goa has introduced an entirely online lottery platform, sanctioned by the Directorate of Small Savings and Lotteries. This initiative, known as Great Goa Games, aims to bring transparency and convenience to an industry that has long grappled with allegations of mismanagement and fraud.
Ticket sales commenced Monday, with the inaugural draw set for Sunday. Rhiti Group, led by founder Arun Pandey, was granted the license to operate and market the platform. “Our mission is to democratize opportunities through technology,” Pandey stated, emphasizing the secure and user-friendly nature of the app-based system.
Goa government official Narayan Gad lauded the move as a step forward for the Indian lottery sector. “With our online lottery streamlining processes through technology, we are setting a new standard in the lottery industry,” Gad remarked. “The technology-based product will enhance transparency and ensure improved monitoring and regulation of operations.”
This development follows new rules governing online lotteries, introduced by the Goa directorate in February 2023. Currently, 13 states in India, including Goa, allow lottery games, though others have banned them due to concerns over gambling addiction and operational irregularities.
The post Goa Introduces an Entirely Online Lottery Platform appeared first on European Gaming Industry News.
Catena Media’s board of directors announced the appointment of Stephen Taylor-Matthews as non-executive director and the departure of Øystein Engebretsen from the board of directors.
Based in London, Stephen Taylor-Matthews is a tech entrepreneur, executive advisor and investor with over two decades of experience in online gaming, sports betting and data analytics.
He is the founder of Polynate, an AI-first company delivering next-generation sports engagement solutions, and has worked at Underdog Fantasy, GoatGaming and Betgenius in previous roles.
Stephen Taylor-Matthews commented: “Catena Media is in a transformation phase and I’m excited to be joining the board at this juncture and to contributing my industry expertise and insight.”
The appointment coincides with the departure from the board of Øystein Engebretsen, who has served as non-executive director since September 2018.
Erik Flinck, Chairman of the Board of Directors, said: “Øystein has made a valuable and important contribution to Catena Media for more than six years. I warmly thank him for his efforts and wish him well in his current and future ventures. At the same time, I am delighted to welcome Stephen Taylor-Matthews to the board. His experience and expertise will be a valuable asset for Catena Media as we move forward.”
Stephen Taylor-Matthews’ appointment will become effective once all necessary filings are made with the Malta Business Registry, and his term will run up until the end of the next annual general meeting, in accordance with the Maltese Companies Act and Catena Media’s articles of association.
The post Catena Media Announces Board Changes appeared first on European Gaming Industry News.
CT Interactive is going to showcase its innovative gaming solutions at BEGE, which will take place on November 27-28, 2024, at the Inter Expo Center in Sofia, Bulgaria. The company will present at stand 3.15А its top-notch slot catalogue featuring cutting-edge mechanics and engaging gameplay designed to appeal to various players.
Silvia Hristova, CT Interactive’s CPSO, stated: “We are excited to participate in BEGE, a central event for the gaming industry in Europe. This year, CT Interactive is showcasing a selection of games tailored to meet the evolving needs of our partners and engage players with innovative and localised content. BEGE offers a unique opportunity to connect with industry leaders, strengthen our relationships, and explore new growth opportunities in this dynamic region.
“We look forward to sharing our latest advancements and demonstrating our commitment to creating high-quality gaming experiences.”
The CT Interactive team at the expo will include Lachezar Petrov (CEO), Monika Zlateva (CCO), Silvia Hristova (CPSO), Antonio Donov (HBD EMEA & Asia), Kiril Kirilov (AM).
BEGE brings together manufacturers, online operators, affiliates, payment service providers and media professionals. This year’s exhibition will feature numerous companies from the gaming industry, showcasing their latest products, services and groundbreaking solutions.
The post CT Interactive to Showcase Innovative Gaming Solutions at BEGE 2024 appeared first on European Gaming Industry News.
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