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INTERVIEW: Jake Apperley Apsley Director – US
With sports betting opening up across the US, Pickswise, part of Spotlight Sports Group, has seen a huge growth in audience over the past 18 months. The affiliate is run by the same team that saw huge growth and success in the UK with MyRacing and FreeSuperTips. We sat down with Jake Apperley to discuss the growth and what he sees as the key opportunities for 2021.
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Can you run us through the Pickswise journey in the US? How it came about and early growth?
JA: Following the repeal of PASPA we began to explore opportunities in the US market, and how receptive the audience was to sports betting content for the major US sports. Having had success in the UK with MyRacing and FreeSuperTips, our team set about building and growing the site to reach a new audience. I moved over to fully manage Pickswise myself in the Autumn of 2019 to focus on the upcoming NFL season and reaching a new audience.
Using our expertise in SEO content campaigns, we began to grow exposure through organic channels. These campaigns were hugely successful with CNN, CNBC and Fox picking up our content and Pickswise climbing to number one in the google rankings for competitive search terms focused on US sports betting. To highlight just how successful these campaigns were, during the NFL playoff season in 2018 our traffic was c.10k users per month, and by the end of the 2019 regular season we had grown that to c.350k users, and it’s still growing today.
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The affiliate landscape in the US looks quite a bit different to Europe, where do you feel affiliates can support new US operators?
From our research and experience over the past couple of years we’ve definitely seen an appetite for sports betting content. Bettors are looking for key pre-game and in-game picks and we can offer that full game experience through our bet stimulating content. American sports are stats heavy, even the language used around sporting performance is focused on statistics, and we know that betting tools that provide reliable information using data are popular as sports bettors can make more informed decisions.
It’s also important to educate bettors in the US. A lot of our audience won’t be used to betting online and it’s important to give them a full understanding of what you can bet on and how it differs from the traditional casino or black market gambling. As it’s ever-changing, we also think it’s hugely important for affiliates to inform customers on the regulatory landscape, what sportsbooks are legal, who has licences and how they can place bets. Of course, as with traditional affiliate methods we also want to highlight operator offers and how our customers can open accounts.
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It’s a bumper second half of the year for US Sports with the NBA returning at the end of July signifying the start of 5 months of non-stop sport. Do you think this is the opportunity for US operators to convert new customers into sports betting?
We know that sports fans and bettors alike will be hungry for some action. Like when any event gets cancelled, marketing teams would have designated some spend that might be moved to another time of the year and that will likely fall into the new NFL season.
On a practical note, bettors and visitors will have concerns visiting casinos and sportsbooks if the virus is still circulating with the numbers we are seeing in the US at the minute, so we think it’s the perfect opportunity for online sportsbooks to work with affiliates to drive conversions and turnover throughout the second half of the year. With the amount of sport on offer and with a lot of new sports bettors looking for value it is a great time for newer operators to close the gap on DraftKings and Fanduel.
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The growth of FST and MyRacing in the UK set the bar for Pickswise, just how different was the growth of Pickswise in the US?
We launched FreeSuperTips and MyRacing as social media affiliates first and when we saw the opportunity for growth we repositioned the business to become an SEO first business. We enjoyed incredible success ranking for major football and horse racing tipping keywords once we did this. The combined traffic has grown to over 1 million unique users. We took what we learned from these two ventures to Pickswise.
We focused on SEO first from the outset as we had built the skills and expertise around us, leading to increased traffic and some early success. We now have that solid foundation to build from and we want to grow our brand awareness and enhance the product offering for our customers which will take Pickswise to the next level.
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Looking beyond what is a very strange 2020, how do you feel the US landscape will evolve as we approach 2021?
As the market and industry grow, we expect three more states to open up before the NFL season begins. And more competition is good for customers, customers will begin to use multiple bookmaker accounts as they begin to trust newer brands. This will be a ‘best product’ wins race and the improvement in the customer experience will help operators stay ahead of the game.
I think the trend of gambling filtering into sports as more teams embrace it will continue. As we’ve seen with the Denver Broncos and Betfred, I’d expect to see more deals between operators and huge franchises. With all this going on it is vital that we as an industry take responsible gambling seriously and put consumer protection in place. We have done an awful lot in the UK on responsible gambling and there is still more to do, this must translate to the US.
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GeoComply, the global leader in geolocation security and fraud prevention, today announced the appointment of Kip Levin as its new Chief Executive Officer, effective Tuesday, March 4th. This strategic move reinforces GeoComply’s commitment to delivering cutting-edge solutions and driving success for its customers.
Kip Levin brings a wealth of experience to GeoComply, having served in various senior leadership roles at Flutter Entertainment over the past decade including CEO of the US business and President of FanDuel. Prior to that he spent 12 years at Ticketmaster where he led the product and ecommerce teams and oversaw the company’s expansion into mobile and resale. His proven track record in driving growth and innovation within dynamic, technology-driven markets positions him to enhance GeoComply’s ability to serve its customers.
This transition allows co-founder Anna Sainsbury to step into the role of Executive Chairman, where she will focus on strategic vision and governance, ensuring GeoComply continues to anticipate and meet the evolving needs of its customers. Co-founder David Briggs will shift his focus to Product and Innovation, leveraging his expertise to drive cutting-edge solutions as he moves from his previous role as CPTO.
“We are thrilled to welcome Kip Levin to GeoComply,” said Anna Sainsbury, Executive Chairman. “His extensive experience and strategic vision are perfectly aligned with our commitment to delivering exceptional value to our customers. I am confident that under his leadership, GeoComply will continue to innovate and expand its global footprint, ensuring we remain at the forefront of geolocation security and fraud prevention. This transition enables me to dedicate more time to our long-term strategic direction, focusing on how we can better serve our partners.”
Kip Levin expressed his enthusiasm for joining GeoComply, stating, “I am incredibly excited to join GeoComply, a company with a strong reputation for innovation and a commitment to customer success. The opportunities in this space are immense, and I look forward to working with Anna, David, and the entire GeoComply team to build on the company’s success and drive further growth for our clients. My experience in scaling businesses and driving product innovation will be instrumental as we navigate the evolving landscape of geolocation technology, ensuring we provide our customers with the most reliable and effective solutions.”
David Briggs, focusing on Product and Innovation, added, “With Kip joining us, I am eager to dedicate my full attention to driving innovation and developing groundbreaking solutions that directly address our customers’ challenges. This is an exciting time for GeoComply, and I am confident that our combined expertise will enable us to deliver even greater value to our clients, strengthening our partnerships.”
GeoComply is poised for continued success as it leverages Kip Levin’s leadership and the founders’ renewed focus on strategic vision and innovation. The company remains committed to providing its clients with the most reliable and advanced geolocation security and fraud prevention solutions, acting as a trusted partner in their success.
The post GeoComply welcomes Kip Levin as CEO, driving customer-focused innovation and growth appeared first on Gaming and Gambling Industry in the Americas.
BCLC has reminded the public to be cautious of a series of social media scams that imitate B.C. casinos and trick individuals into providing their financial details on illegitimate websites.
Highly deceptive, these scams share fraudulent posts and advertisements exploiting the logos, names, and exterior images of local B.C. casinos, and may claim to offer players exclusive bonuses and promotions if they register with their website or mobile application. BCLC warns that none of these sites are associated with casinos in B.C. or BCLC.
PlayNow.com is the only online gambling website permitted to operate in B.C. BCLC’s official apps are BCLC Lotto!, PlayNow Poker BC, and PlayNow BC Sportsbook. All BCLC-operated social media accounts, such as BCLC, PlayNow BC, PlayNow Sports, Lotto BC and Casinos BC, are verified with a checkmark.
While BCLC and its casino partners continue to work on having the posts removed, British Columbians should stay vigilant when it comes to these predatory and sophisticated scams.
To protect themselves, individuals are encouraged to:
• Be on alert when a website or app asks for personal or financial information. BCLC’s verified websites and apps will never ask for your social insurance number (SIN), banking information or credit card details online to claim a prize from a B.C. casino.
• Carefully check the URL and domain of the website to verify its legitimacy. Often, scammers will use a similar URL and domain to legitimate websites with a minor spelling difference.
• Always verify the company and its services are real before providing any personal information.
• Look out for other red flags, such as the suggestion of fees or taxes to be paid on a prize. There are no fees or taxes on prizes won in Canada.
If individuals feel unsure about an account, post or advertisement claiming to represent a B.C. casino, they can contact BCLC directly by calling the Customer Support Centre at 1-866-815-0222, or using the live chat resource on corporate.bclc.com or PlayNow.com.
The post BCLC Reminds Public to be Cautious of Illegal Online Casino Scams appeared first on Gaming and Gambling Industry in the Americas.
Wyzia, the pioneering Canadian online payment solutions provider for regulated markets, is celebrating the renewal of its highly successful ongoing partnership with Betty, Ontario’s premier online slots casino.
This partnership, which began in 2023, is key to Wyzia’s expansion across North America. It supports players of Betty, an online casino catering to female players whose business is supported by Wyzia’s innovative, secure, and robust payment management solutions.
Wyzia is at the forefront of Canada’s fintech landscape, pioneering seamless online payment solutions for regulated markets. Its innovative platform connects merchants directly to all Canadian financial institutions, simplifying transactions and empowering businesses with reliable, efficient financial tools.
“We’re thrilled to celebrate a year of working with Betty with the renewal of our agreement,” said Guy Fietz, Group CEO at Wyzia. “Our collaboration has not only expanded our reach but enhanced the payment experience for Betty’s growing community of players.
“We look forward to continuing this successful collaboration and driving further innovation in the online gaming industry.”
Betty is the only platform created specifically for Ontario slot players. In 2024, Betty has enjoyed unprecedented growth, with a tenfold increase in net revenue since January and over 1000% growth in active players across Ontario.
By fostering a fun, safe, and supportive environment, Betty has harnessed the power of the female gaming audience to create a unique online casino experience. Betty focuses on transparency, community-based play, and gamification of the traditional slot experience.
This player-focused model has allowed Betty to stand out from other services, resulting in phenomenal growth and the ability to retain female players at a rate three times higher than their male counterparts.
Additionally, Betty automatically processes 99% of withdrawals, so players quickly receive their funds, a crucial benefit for online slot players.
“Our partnership with Wyzia has been instrumental in providing our players with a seamless, fast, and secure payment experience,” said Chavdar Dimitrov, Founder and CEO at Betty. “We are excited about the growth we’ve achieved together and are committed to delivering even better services to our community in the future.”
The post Wyzia Renews Canadian Partnership With Betty appeared first on Gaming and Gambling Industry in the Americas.
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