Latest News
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
BMM Testlabs
BMM Testlabs Earns Accreditation in Maranhão, Brazil To Test Fixed Odds Betting Systems and Lottery Platforms
BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and testing services, today announced its official accreditation to test systems and games for the Brazilian state of Maranhão.
This new accreditation allows BMM Testlabs to test fixed-odds betting systems and lottery platforms for the Maranhão market. The Company is now authorized in every Brazilian jurisdiction that has regulated at state-level online fixed-odds betting.
The Maranhão accreditation, issued by Maranhão Parcerias SA (MAPA/LOTEMA), authorizes BMM Testlabs to work with lottery operators in the state to ensure compliance and quality standards for the gaming and lottery industry through end-to-end product compliance testing for Maranhão’s standards.
Additionally, Brazil’s Secretaria de Prêmios e Apostas has federally authorized BMM Testlabs to test betting systems, live gaming studios, and online games used by fixed-odds betting operators.
BMM Testlabs’ Marzia Turrini, President of iGaming & Cybersecurity, said, “We are excited and deeply honored that the State of Maranhão’s official lottery has entrusted BMM Testlabs with the responsibility of testing products for their new online fixed odds betting program, knowing that we’ll do so with the highest levels of impartiality, technical expertise, transparency, efficiency, and, most of all, integrity.”
With the Maranhão accreditation, BMM Testlabs solidifies its position as the leading independent test lab in Brazil. BMM Testlabs is accredited in all jurisdictions that have authorized fixed-odds betting for online gaming and sports betting.
BMM Testlabs brings 44 years of global leadership in product compliance across regulated markets and is trusted by games, systems, and lottery manufacturers, suppliers, developers, and regulators worldwide.
In addition to product compliance testing, BMM Testlabs provides end-to-end cybersecurity protection solutions. Through its sister company, RG24seven Virtual Training, BMM also offers compliance-grade virtual training on responsible gaming, anti-money laundering, and other important topics – presented by industry experts and available in English, Spanish, and Portuguese.
The post BMM Testlabs Earns Accreditation in Maranhão, Brazil To Test Fixed Odds Betting Systems and Lottery Platforms appeared first on Gaming and Gambling Industry in the Americas.
The ICE Esports Arena at ICE Barcelona 2025 plays a key role in educating people about esports and how to access, integrate and regulate this growing vertical, says Clarion Gaming’s leader in Emerging Technology and Esports.
“Part of the role of the Esports Arena and The Esports and Games Conference is explaining exactly what esports is,” said Will Harding. “There is still work to be done in helping regulators to better understand esports. That’s why showcasing esports here at ICE is so important – we’re empowering people who are at the forefront of shaping regulatory policy.”
The ICE Esports Arena continues to grow year-on-year, with four world-ranked professional Counter-Strike 2 teams competing live at ICE 2025 for a US$25,000 prize pool. This year’s winners were 500 (Bulgaria: World ranking: 47).
“In terms of attendees, we have a whole spectrum of people here, from those that are still shocked that computer games have anything to do with sports betting to those that have built incredible businesses around esports,” Harding continued.
“There are also a number of visitors who realise that esports is significant for their business in terms of revenue but don’t necessarily know how to access this vertical, and we’re here to guide them toward unlocking its full potential.
“But the one thing which is absolutely certain is that esports betting is here to stay and it’s going to continue to grow”
He also praised headline partners, esports betting experts Oddin.gg, for their contribution in helping explain why esports is such a commercially important vertical for operators.
“Oddin.gg has been an excellent partner in realising the Esports Arena. Holding a professional esports tournament is a big endeavour. As our headline sponsor, Oddin.gg has played a key role in showcasing how the data and the odds work. They have helped complete the education journey,” he affirmed.
Commenting on ICE’s move to Barcelona, Harding highlighted that both the city and the show’s new venue Fira Barcelona Gran Via have extensive experience with esports, providing a perfect location for the ICE Esports Arena’s continuing expansion.
“It’s very established here. You can walk around Barcelona and see large-scale internet cafes catering for esports fans,” he added. “This represents an ideal foundation for the continued growth of the Esports Arena and The Esports and Games Conference in the years ahead.”
The post Shaping the Future of Esports: ICE Esports Arena provides essential insights appeared first on European Gaming Industry News.
Conferences
Meridianbet CEO Showcases GMGI’s $163M FY2024 Revenue, USA & Brazil Entry at ICR 2025 Conference
In a packed room at the prestigious ICR 2025 Conference held in Orlando, FL, Zoran Milosevic, CEO of Meridianbet, captivated the audience of elite investors with GMGI’s remarkable growth story and series of strategic market entries that position the company for significant value creation in 2025 and beyond. The company also led the conference with the highest number of one-on-one investor meetings, signaling strong interest in its growth trajectory.
The world-class event, also known as the financial market Super Bowl, is recognized as the planet’s premier small and medium-cap conference for US listed companies. It brought together over 3,000 attendees, including institutional investors, sell-side analysts, investment bankers, and private equity professionals.
This builds on the success at the 2024 Citi Global TMT Conference, when the company shared insights alongside industry giants like DraftKings, FanDuel, and IBM.
61% Year-Over-Year Growth Positions GMGI as Gaming Industry Leader
The world’s elite investment audience found out a compelling history of growth: GMGI’s preliminary FY 2024 revenue surged 61% year-over-year to $150 million, with pro forma consolidated revenue reaching $163 million.
This exceptional growth trajectory, driven by strategic market expansions and technological innovation, showcases GMGI’s emerging dominance in the global gaming landscape.
Brazil: A Game-Changing Market Entry
In what could prove to be a transformative catalyst, Meridianbet secured a coveted federal license in Brazil – a market projected to reach $2.5-4 billion annually. With instant access to over 100 million potential customers across all 26 states, this strategic move positions GMGI to capture substantial market share in one of the world’s most lucrative gaming opportunities.
North American Expansion Accelerates
The Group’s momentum in North America exemplifies its multi-market growth strategy:
- Strategic entry into the rapidly expanding U.S. sweepstakes gaming market, leveraging proprietary content from Expanse Studios
- Pending gaming license in Ontario, Canada’s largest regulated market
- Deployment of AI-driven gaming solutions to maximize player engagement and retention
GMGI’s Unified Ecosystem: A Competitive Moat
Meridianbet CEO showcased how the Group’s six synergistic companies create a formidable competitive advantage, presenting to investors a unique ecosystem:
- Meridianbet’s presence in 18 regulated jurisdictions, powered by 1,200+ employees including 100 software engineers
- Expanse Studios’ proprietary game development driving high-margin revenue lowering the reliance on third-party content
- Strategic assets across key growth markets: Mexplay in South America, Rkings in the UK, and Classics for a Cause in Australia
2025: Multiple Growth Catalysts Ahead
The confluence of strategic initiatives positions GMGI for accelerated growth:
- Brazil market ramp-up expected to drive substantial revenue expansion
- Proprietary AI technology deployment enhancing player monetization
- First-mover advantages in newly regulated markets
- Continued margin expansion through operational efficiencies
For investors seeking exposure to the explosive growth in global gaming, GMGI represents a unique opportunity: a proven operator with proprietary technology, multiple growth vectors, and strategic positioning in the world’s most promising gaming markets.
The post Meridianbet CEO Showcases GMGI’s $163M FY2024 Revenue, USA & Brazil Entry at ICR 2025 Conference appeared first on Gaming and Gambling Industry in the Americas.
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