Has Sportsbook Marketing Gone Too Far?
By Jonathan Bierig, Co-Founder of Ultimate Odds @jonathanbierig
Seems as though everywhere you go there is an ad for a Sportsbook doesn’t it?
That’s because there is…
The question is if it has gone too far, and if not, where is it headed?
The answer is yes, it has gone too far —Sportsbooks have created a crazed bidding war for users and have driven the CAC (Customer Acquisition Cost) through the roof. Promotions galore. With that being said, the marketing to display these promotions have been “in your face” and it is only getting worse
More to come… As the betting marketing matures and regulations ease up, more and more competitors will surface. It is already starting. Take a look at Fanatics for example. They already have a huge database of sports fans and are ready to attack the semi-vulnerable gaming industry. Expect similar marketing tactics and the same promotional ploys to continue.
So when will it stop? Truth be told. Not anytime soon. The current market may limit spending and force some unforeseen creativity, but as long as there is market share to capture, sportsbooks will continue to attack aggressively.
What can a startup do to avoid this?
- Be aware of the negative effects “in your face” marketing can have on your target audience.
- Try to create a strong referral program and be creative with content.
- Learn more about TikTok marketing and try to engage with your user-base
- Discord works, so use it. Create a community around your product.
- Partner with other companies who have scale, provide them value and tap into their user-base.
About this column: I have decided to take my knowledge of the gaming industry and turn it into a creative column that I will publish a few times a week. I will cover gaming trends, hot topics in the gaming and tech space, as well as do interviews with some of the biggest names in the gaming and tech startup space!
