Latest News
Emerging iGaming Startups Leverage Unique Strategies for Early Customer Acquisition
A new study by industry investor Waterhouse VC has uncovered innovative approaches that emerging iGaming startups are using to acquire their first customers. This research involved extensive engagement with a range of companies, both B2C and B2B, in the online gambling sector, revealing a diverse array of tactics employed during the critical initial phase of their business growth.
The study found that high-touch customer engagement was the primary strategy for most startups. Tom Waterhouse, Chief Investment Officer at Waterhouse VC, emphasized that this approach, although not easily scalable, is crucial in establishing a robust customer base in the early stages. “Our findings suggest a shift from traditional methods to more organic, engagement-focused tactics,” said Waterhouse.
In terms of tactics, the report identified a clear dichotomy between B2B and B2C startups. B2B companies, like the B2B free-to-play game provider Low6, typically focus on one or two strategies. On the other hand, B2C startups, such as the online cryptocurrency casino Shuffle, tend to adopt a broader approach, often utilizing three or more diverse strategies for customer acquisition.
Shuffle’s success story was highlighted as particularly noteworthy. Ishan Haque from Shuffle explained their unique approach, “Instead of participating in traditional acquisition channels like streaming or traditional affiliate marketing, we recognized our edge in finding influencers with a small following, but that following consisted of 1000 true fans.”
Another approach that gained attention was leveraging strategic partnerships and networking, as illustrated by Circle Squared, a product and technology consultancy in the iGaming space.
Co-founder Clyde Harris shared how utilizing existing networks and forming strategic alliances helped them in acquiring new customers and raising their profile in the industry.
A surprising insight from the report was the lack of emphasis on paid advertising among these startups. This reflects a broader trend in the industry towards more organic growth methods and the importance of directly understanding and engaging with the target audience.
In addition to engagement and partnerships, incentivizing early adopters also proved to be a popular tactic, especially among startups like Voxbet, a Dublin-based ‘speak-to-bet’ technology company. “Typically, we have used exclusivity as the reward for an early adopter,” said Jonathan Power, founder and CEO of Voxbet.
The findings of this study underscore the significance of creative and high-engagement strategies for customer acquisition in the iGaming sector. As these startups continue to evolve, their innovative approaches to building customer relationships are setting new trends in the industry.
For a detailed exploration of all the tactics used, Waterhouse VC’s full report is available on their website.
Latest News
Allwyn reveals Local Retail Champions at inaugural award event
National Lottery operator, Allwyn, announces that Coldean Convenience in Brighton and Londis Solo Convenience Store in Glasgow have been crowned National Winners at its Local Retail Champions awards event. Both retailers have been awarded £5,000 cash and a Social Value store makeover worth up to £20,000.
In a special awards ceremony at the Hilton Wembley yesterday, the two National Winners and 16 Regional Winners* – who were each awarded £5,000 cash – picked up their Local Retail Champions awards which are made from recycled National Lottery Scratchcards. Additionally,102 runners-up will receive a £100 cash prize.
Launched in September, Allwyn’s very first Local Retail Champions campaign – funded by Allwyn’s Social Value Fund – asked the UK public to nominate National Lottery retailers who go above and beyond to support their local community. From almost 1,000 stores nominated, Allwyn selected two national and 16 regional winners, as well as 102 runners-up.
Coldean Convenience, run by Raj and Manish Suchak, was selected as a National Winner for a variety of community-focused work, including creating a safe space for those who need it, donating generously to local food banks, and providing all the food for a local school’s breakfast club and fundraising for the local cat shelter.
Manish Suchak said: “To know that our wonderful customers voted for us gives us tremendous pleasure. It’s a very supportive community in general, so anything we’re doing is just repaying that kindness. I’m now giving some thought to how we can spend the store makeover money, it’s such a lovely thing to be able to spend £20,000 to benefit my customers.”
Londis Solo Convenience Store, owned by Natalie and Martin Lightfoot, took home the other national prize for going that extra mile for their community, including organising charity fundraising events and local litter-picking activities, and providing a home delivery service for those who need it.
Natalie Lightfoot said: “I’m so proud of my shop, I joke that it’s my fourth child. It’s lovely when other people recognise something you’re so passionate about.”
Allwyn’s Director of Commercial Partnerships and Retail Sales, Alison Acquaye-Acford, said, “Congratulations to all of our Local Retail Champions winners. You’re all doing such incredible work in your local communities and, as National Lottery retailers, we’re delighted to be able to recognise and reward you for this.
“National Lottery retailers already do so much for communities around the UK simply by selling lottery tickets that help fund Good Causes to the tune of around £30 million each week. So our Local Retail Champions really are doubling up on efforts to help their communities with the work they’ve been nominated and awarded for through this initiative. Thank you for all your wonderful work.”
The Local Retail Champions initiative is being paid for with money from Allwyn’s dedicated Social Value Fund, which is an annual £1 million that the company has committed to using to support operating The National Lottery in an environmentally and socially responsible way. This year, Allwyn is using a portion of the fund to reward and recognise the important role its retail partners play in every community across the UK and Isle of Man.
The Social Value store makeover, which the Coldean Convenience and Londis Solo Convenience Store will receive, will help them do even more for their customers, community or environment. Both Manish and Natalie are now looking at social and environmental initiatives to improve their stores and how they support their local community, and some initial thoughts have included solar panels and a defibrillator and bleed control kit.
*Full list of 16 Regional Winners who have each won £5,000 cash:
– Cults Stores – Keystore, Aberdeen, Louise and Christopher Cobb
– Carl’s Convenience Store, Oldbury, Kuldeep Singh
– McKees Convenience Store, Belfast, Gerard McKee
– TJ’s Late Shop, Hemel Hempstead, George Phillips
– Angel Supermarket, Ilford, Thangarajah Kuganeswaran
– Stevenston Post Office, North Ayshire, Robin Bawa
– Llanfair Village Shop, Llanfairtalhaiarn, Deborah Gale
– OneStop – Carlton Convenience, Manchester, Priyesh Vekaria
– Westerhope Convenience Store, Newcastle, Sheraz Awan
– Tidings Newsagents, Norfolk, Gail Watling
– Tenby Stores, Tenby, Vince and Fiona Malone
– Halai General Store (Best One), London, Dhanji N Halai
– Londis Gerrards Cross, Harjit Singh
– Trinity Food and Wine, Basildon, Agnelo and Maria Desousa
– Woosnam & Davies News, Llanidloes, Trudy Davies
– Jules Convenience, Telford, Julie Kaur
Africa
BMM Testlabs Promotes Obed Mathabe to Vice President ─ Operations, Africa
BMM Testlabs (“BMM” or “the Company”), the world’s original gaming test lab renowned for exceptional product compliance services, today announced the promotion of Obed Mathabe to Vice President ─ Operations, Africa. This promotion recognizes Mathabe’s outstanding contributions and leadership in the gaming industry, as well as his proven ability to drive operational excellence across the African region.
In his new role, Mathabe will oversee all operations within the African market, continuing to lead strategic initiatives and enhance BMM Testlabs’ service offerings. His extensive experience in operational management, business development, and regulatory compliance positions him as an ideal leader for the Company’s growth in Africa.
Kirk White, President, Land-Based Gaming & Inspections at BMM Testlabs, said, “Obed has been instrumental in driving BMM Testlabs’ success in Africa, and we are confident that his leadership in this new role will continue to propel the company forward. His blend of technical expertise, business acumen, and leadership experience makes him an asset for BMM as we continue to grow and expand our presence across the continent.”
Mathabe has a long history with BMM Testlabs, having most recently served as Operations Manager at BMM Testlabs South Africa. In this capacity, he successfully planned and directed operational activities to meet the Company’s business objectives in technical services, local management information systems (MIS), and project office administration. His ability to balance strategic planning with day-to-day leadership has been a key factor in his success.
“I am thrilled to take on this new role at BMM Testlabs and further contribute to the success of BMM,” Mathabe said. “Having worked closely with our teams across Africa, I’m committed to expanding our footprint, enhancing operational efficiency, and ensuring we continue to deliver world-class services to our clients.”
Additionally, Mathabe has held key roles within BMM Testlabs, including Business Development Manager, where he collaborated with senior leadership to create and implement market access and sales strategies for the African region. He also served as Technical Compliance Manager, providing expert technical compliance consultancy services while working closely with regulators and clients to expand BMM’s services.
In other career roles, Mathabe was the Founder and Director of Gaming Sight (Pty) Ltd., where he played a pivotal role in growing the company and establishing it as a leader in the African gaming market.
He also held influential roles at Tsogosun and Royal Caribbean International, where he managed technical departments, ensured regulatory compliance, and enhanced customer satisfaction.
Mathabe’s promotion comes as part of BMM Testlabs’ ongoing commitment to strengthening its leadership team and enhancing its operational capabilities in key markets. With his vast experience, Mathabe will help guide BMM Testlabs toward maintaining its position as a global leader in online and land-based compliance testing, inspections, training, and support for regulators and operators.
Gambling in the USA
Gaming Americas Weekly Roundup – December 2-8
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
The National Council of Legislators from Gaming States (NCLGS) has published a draft of its Model Internet Gaming Act. The proposal provides a model regulatory framework for US states considering the legalisation of online gaming. The document is open for public comment until December 31. The proposal suggests various policies for state legislators, regulators and other stakeholders to consider.
Bally’s Chicago Casino has won a 2024 Torch Award for Ethics from the Better Business Bureau of Chicago and Northern Illinois. The award recognises Bally’s Chicago’s commitment to fair, honest and ethical business practices. The BBB’s Torch Award honours companies that demonstrate the highest level of ethical standards and trust with customers, business partners, shareholders and the communities in which they do business. This year, the award was presented to only seven businesses in the Chicago region. An independent panel of reviewers assessed applicants in four areas: character, culture, customer and community.
International Game Technology PLC announced that its new Powerbucks Blackjack game is now available to online players in multiple jurisdictions in Canada. The theme links to IGT’s Powerbucks omnichannel wide-area progressive jackpot prize pool, Canada’s largest jackpot connecting land-based, online and mobile games. Launched in 2016, IGT Powerbucks slots is the world’s first omnichannel WAP game that links the jackpot prize pool between gaming machines found in land-based casinos with digital-based games in Canada.
Partnerships
FanDuel announced a new partnership with the Professional Women’s Hockey League (PWHL) becoming an Official Sportsbook Partner and exclusive In-app Streaming Partner in the US. This collaboration offers hockey fans unmatched access to the PWHL, with FanDuel streaming up to 90 regular season PWHL games and playoffs live on the FanDuel app.
NGX announced a strategic partnership with StarSport. This collaboration marks a significant milestone for NGX in its expansion into Latin America and the Caribbean. With over 200 physical points of sale in the Dominican Republic, StarSport is recognised for its robust operations and strict compliance with local regulations. StarSport’s selection of NGX as its platform provider highlights the company’s ability to offer certified and flexible technology tailored precisely to the dynamic needs of the Dominican market.
Scientific Games signed a new technology contract with the North Dakota Lottery to implement the company’s most advanced omnichannel system solutions. The Lottery selected Scientific Games’ integrated solution to power retail and digital sales following a competitive process, awarding the global lottery company a new six-year contract with a two-year extension option. As the industry’s fastest-growing systems provider, SG has successfully executed nearly 40 lottery systems implementations and conversions since 2016.
BetMGM announced a new partnership with Push Gaming. The first phase of the partnership brings some of Push Gaming’s top slot titles to BetMGM Casino in Ontario. In 2025, pending regulatory approval, BetMGM will be the exclusive partner for Push Gaming in the US. Some of Push Gaming’s most popular slots, including Retro Tapes, Big Bamboo, Razor Returns and Wild Swarm 2 are now available at BetMGM Casino and Wheel of Fortune Casino in Ontario, with more top titles arriving soon.
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