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Sucessful marketing in the sports betting business


Efficient marketing represents both the path to success and a special challenge for sports betting providers. In addition to a correspondingly attractive sports betting offer, targeted advertising is essential for creating brand awareness and acquiring new customers.

Note: The legal requirements for gambling advertising differ depending on the respective market and in many cases require a valid sports betting license. Advertising in public media is only possible in most countries with such a license – advertising on Google is only available to licensed sports betting providers as well.

Efficient marketing measures

Once a sports betting provider has taken marketing measures, they must also be evaluated for their success and continuously adapted. It is particularly important to pay attention to the choice of communication channels – simple banner advertising and sponsoring are hardly enough these days to stand out from the competition.

The question of whether the marketing measures were successful can be measured using so-called key performance indicators, short “KPIs“. which can be used to map the efficiency of important processes. KPIs are metrics that are particularly important for achieving business goals and that can also be used totrack and measure progress.

KPIs must be specific, measurable, achievable, relevant and time-bound.

First of all, a goal must be defined, for example to win 200 new betting customers per week for your betting platform. The more precisely the goals are defined, the more efficiently you can design your marketing measures. The example mentioned is both specific, measurable, achievable, relevant and time-bound. It would be unsuitable, for example, to use the following objectives: “Generate more online customers“, “Increase sales by € 100,000” or “Recruit more tennis fans“, since no direct measures can be derived from these.

Concrete measures can now be taken on the basis of the goals set – the target KPIs therefore result in actions with which more customer registrations can be achieved. The sales team can now be given the specific task of placing advertisements on Google, Facebook, Instagram, etc., running email campaigns or running promotions in soccer stadiums. The measures are only limited by the creativity of the team and the available budget.

It is important to recognize which measures are sensible and efficient to achieve your own marketing goals and then to concentrate your own resources (time, capital) on the more successful measures. The goal or the KPIs should always be kept in mind. If the goal has not been achieved in one week, the next week should be used to work on the adjusting screws of marketing and to adapt the corresponding marketing measures.

The objectives should always be realistically achievable. The growth of a brand does not happen overnight, but is a continuous process. Customers have to build trust and the best advertising for your brand are and will always be your customers!

As a strategic partner, it is important to us at ARLAND to support our customers in this process – and with more than 23 years in the industry, we are happy to share our experience and know-how with you.

How can I further develop my marketing measures?

If you, as an existing sports betting provider, are already operating marketing measures and would like to develop them further, the same applies to you as to beginners – define goals, take measures, evaluate success, adapt.

As an established provider with an existing customer base, reactivation measures are particularly necessary. Because it is fundamentally easier – and cheaper – to motivate existing customers to bet than to recruit new customers. “Loyalty programs” and recurring bonuses are particularly useful for this.

In this case, your objective could be something like this: to reactivate 100 inactive customers on the platform per week / to get them to make at least one real money deposit.

In order to achieve this goal, you could now, for example, use an email campaign to advertise a deposit bonus and send it to all customers who have not been active on your platform within the last two months, or by means of re-targetingcustomers via other channels to “remind” them of your brand.

Within Bookmaker NEXT, such customer groups can be created and exported very easily using dynamic segmentation. Your customer base can be filtered according to various criteria and marketing measures can be effectively geared towards them.

Read also on this topic:Sports betting business intelligence: How to set your marketing campaigns up for success

For sports betting providers who want to establish themselves on the German market within the framework of the new gaming regulation, the SYSTEM PLATFORM from Arland is an all-in-one solution, through which all areas of the sports betting business can be professionally covered and which also offers the flexibility required for sustainable growth.

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