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More bang for your buck

Troy Paul of SGG Media, on why streamers and influencer amplification are fast becoming the cornerstone of media activation for sportsbook and casino brands
Amplification is crucial to getting the most out of marketing activity and spend, but it’s something that very few online sportsbook brands are doing, let alone getting right.
Amplification means taking marketing campaigns and materials and “amplifying” them through targeted influencers that get the messaging in front of even more people.
Let me explain by way of example.
An operator will pay an athlete millions of dollars a year to create social posts about its sportsbook and offering, including new bonuses and Sunday Football Picks.
Let’s say the athlete is making a post on Monday that says he loves the Kansas City Chiefs in that week’s game and that DraftKings is offering a boost to all players who tail his bet slip.
This post will generate a decent number of impressions and clicks, but this can be “amplified” by having the top Kansas City Chiefs fan accounts retweet it on X or create an Insta story around it.
These influencers will then say things like “I love this play” or “KC fans, don’t miss out!”, boosting the message to more people and ultimately driving engagement and interaction.
In many cases, we have taken posts that will generate around 50,000 impressions and through our network of influencers, make that post go viral with 10x-20x engagement and reach.
Sportsbooks spend millions on their celebrity partnerships and brand ambassadors, but for a few thousand dollars, amplification can turbo-charge engagement with that content and transform KPIs.
And it’s not just sportsbooks that can benefit from this – so too can online casinos, casinos, racetracks and tribal casinos and sportsbooks.
Mastering the art of amplification
The channels through which amplification is the most effective are evolving with live streaming very much king these days.
The audiences behind popular sports and casino live streams are extremely loyal, and those who can lead an audience through an entertaining stream are becoming instrumental to operator growth.
Streamers are the new celebrities and the space as a whole has tons of latent potential to explore and growth to unlock, especially in terms of a media play.
In terms of how it works relating to amplification, let’s take a Tuesday NBA team in a mid-level market as an example. Most NBA fans don’t even know the game is on, let alone where to watch it.
If a popular streamer had the necessary media access to live stream the game, his loyal audience would tune in to watch the stream regardless and then in turn be introduced to the NBA.
Streamers ultimately create a community around the content they are watching, and this can directly translate to a growing audience around a sport, team, player or, of course, a betting brand.
Sportsbook and casino brands need to get in on the amplification action
This is why sportsbook and casino brands need to sign with streamers early and use them to support marketing campaigns and growth initiatives.
For me, developing a product around a streamer’s audience will prove to be an immensely important aspect for growing brand equity and boosting engagement in the months and years ahead.
For example, a client of ours recently created a 1SC promo link for the first 5,000 users to log into their account through the link. The stream reached the 5,000-user cap in 24 hours.
This means 5,000 unique accounts logged into and/or wagered through the social casino account in the 24-hour period, which is an insane metric.
This stands as a perfect example of how an operator can build out a campaign targeted at streaming, and how amplification through streaming resulted in success.
There are tons of opportunities to explore
Of course, this is just one example and there are loads of opportunities for both operators and content creators to get into.
Streamers that can leverage platforms like X, Instagram and TikTok to create a loyal audience that shows up daily for their content will be in an excellent position to monetise through partnerships.
The operators that recognise this trend early, and we are still in the early days of streaming and amplification, will get ahead of the curve in the ever-changing landscape of media activation.
But where there are opportunities there are also challenges and streaming is no different. The big one here is that no post-editing can be done as everything is broadcast in real-time.
This makes it imperative that streaming hosts are well versed in the sportsbook/casino’s brand guidelines and the compliance and responsible gambling elements that come along with it.
Influencer amplification is the cornerstone of media activation
With influencer amplification, brands don’t need to spend millions of dollars with Google AdSense or Meta ads to target fans – even though this is what’s been done up until this point.
With streaming and general influencer amplification, campaigns can be delivered directly to fans that genuinely care about the content.
What’s more, this can be done for pennies on the dollar of what traditional media would cost, and with a much better return.
In short, online and land-based gambling brands can get more bang for their buck.
The post More bang for your buck appeared first on Gaming and Gambling Industry in the Americas.
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BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10

Company to share expert insights and highlight its fast-track product certification and lottery support at São Paulo, Brazil show
BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, will exhibit at BiS SiGMA Americas April 7-10 at the Transamerica Expo Center in São Paulo, Brazil in Stand No. F133.
As Brazil’s gaming landscape undergoes a significant transformation under new federal regulations, BMM is heavily partnered with operators, suppliers, and regulators through this transition. With its three expert divisions – BMM Testlabs, BIG Cyber, and RG24seven Virtual Training – the BIG Group brings unmatched expertise in product testing, cybersecurity, and responsible gaming education, all vital for success in the dynamic Brazilian market.
At the show, BMM will highlight its fast-track product testing and certification process, developed specifically to address Brazil’s recertification requirements for B2B and B2C operators. This streamlined service ensures that gaming companies meet all regulatory standards while maintaining their operating licenses with minimal disruption.
BMM Testlabs’ Marzia Turrini, President of iGaming & Cybersecurity, said, “BMM is committed to guiding customers through the certification process with speed, precision, and expert support. Our goal is to reduce regulatory risks and accelerate time to market in Brazil’s evolving regulatory environment.”
At BiS SiGMA, BMM will highlight its support for Brazil’s expanding state lottery market, working closely with operators to support multi-jurisdictional entry and growth. BMM’s lottery and iLottery testing services help ensure full compliance while enabling faster, broader market access.
Visitors to BMM Innovation Group’s stand at BiS SiGMA Americas will gain insights into the Company’s full suite of services for cybersecurity and defense, as well as responsible gaming, including:
- Vulnerability assessments, penetration tests, PCI:DSS evaluations, and a suite of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
- RG24seven Virtual Training, offering expert-led education on responsible gaming, anti-money laundering, and many other important topics, available in Portuguese, Spanish, and English for gaming professionals worldwide.
Turrini added, “BMM is more than just a test lab. We are a long-term strategic partner, helping shape a secure, responsible, and compliant gaming industry in Brazil and globally.”
BMM invites all BiS SiGMA attendees to stop by Stand No. F133 and discover how the Company drives innovation, reliability, and trust across Brazil’s regulated gaming industry. For more information on BMM’s Brazil support, visit the BMM Brazil Hub at brazil.bmm.com/.
The post BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10 appeared first on Gaming and Gambling Industry in the Americas.
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Bacta’s George McGregor to step down

George McGregor, Bacta’s Executive Director – Government Relations, has announced that he is moving on from the UK trade association at the end of June.
His departure following the Bacta AGM marks the conclusion of a 21-year association with the trade body.
He was an external adviser to Bacta in his role as Managing Director of the public affairs consultancy Interel (now DGA) and has served as Bacta Executive Director since January 2024.
George McGregor, confirmed: “In August this year I turn 60 and my intention is to shift gear in my career, moving from a full-on role to project and advisory work.
“I am incredibly proud of my work with Bacta over the years in helping it achieve tangible benefits for members.
“Between now and my departure there is still a lot to do. We need to finalise our response to the Gambling Minister on stakes and prizes, conclude our submission to the Gambling Commission’s review of gaming machine technical standards and push hard to see the delivery of the long overdue Gambling White Paper reforms”.
John Bollom, Bacta President, added: “We are very sad to see George moving-on but we understand his reasons and wish him well in the future. George is smart, determined and personable. He will leave big boots to fill.”
The post Bacta’s George McGregor to step down appeared first on European Gaming Industry News.
Africa
Play’n GO announces landmark South African partnership with Hollywoodbets

Play’n GO, the world’s leading casino entertainment provider, has today announced a new operator partnership in South Africa with Hollywoodbets.
The legendary games studio went live in South Africa in 2024, and this newly announced partnership will see classic Play’n GO titles such as Fire Joker, Rise of Olympus 100 and Boat Bonanza now available to Hollywoodbets players in South Africa.
Play’n GO enjoyed a landmark year in 2024, expanding its reach globally, and recently announced the launch of two brand new slots mechanics, Blitzways™ and Crashback™.
Stuart Trigwell, Director of Business Development at Play’n GO, commented “South Africa is a market of increasing significance in iGaming globally, and we’re very pleased to have gained such a strong foothold in the country with this partnership.
“The Hollywoodbets brand is synonymous with iGaming in South Africa, and this partnership reflects the commitment of both Play’n GO and Hollywoodbets to deliver the best casino gaming experience possible to players in the region. We’re excited for the opportunities that will come from this partnership, and we look forward to many years of success together.”
Wayde Dorkin, Head of Product at Hollywoodbets added “We’re looking forward to welcoming Play’n GO’s legendary games portfolio to our platform, and we know our players are just as excited as we are. We’re committed to being the number one operator in South Africa, and partnering with Play’n GO is a significant step forward on that journey.”
The post Play’n GO announces landmark South African partnership with Hollywoodbets appeared first on European Gaming Industry News.
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