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Marketers Beware: Ad Fraud’s Sneaky Tactics Threaten Sportsbook Success

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Marketers Beware: Ad Fraud's Sneaky Tactics Threaten Sportsbook Success
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Written by Mathew Ratty, CEO & Founder TrafficGuard.

In an era where the stakes are high and the competition fierce, sportsbooks face a daunting challenge: staying ahead in a cutthroat market while battling the relentless onslaught of fraudsters.

With revenue projections soaring to £36.5 billion by 2024 and an estimated 180.8 million users globally expected by 2029, the online sports betting industry is a lucrative playground for both legitimate businesses and nefarious actors alike.

The European market, in particular, stands as a battleground where sportsbooks must not only secure profits but also safeguard audience loyalty to maintain their competitive edge. However, lurking beneath the surface lies a shadowy underworld of fraud, where bad actors exploit vulnerabilities to siphon profits and disrupt marketing efforts.

One of the primary weapons wielded by fraudsters is Invalid Traffic (IVT), a stealthy adversary that wreaks havoc on advertising budgets and undermines the effectiveness of campaigns.

Pay-per-click (PPC) campaigns, a popular choice for marketers seeking to drive traffic, have become prime targets for fraudsters who capitalize on automated bots to generate fake clicks, draining resources and diluting returns on investment.

 

Fraudsters Follow the Money

But why does ad fraud thrive in the sports betting industry? The answer lies in the pursuit of profit. Free bonuses serve as bait to lure in new customers, yet they also attract fraudsters who exploit loopholes to abuse these incentives.

From creating fake accounts en masse to deploying sophisticated bots across millions of IPs, fraudsters operate with impunity, leaving sportsbooks grappling with the consequences.

Inefficiency in advertising is another driver of huge losses for sportsbooks. When returning customers are using ads to access betting websites, companies are losing new customer attraction and ad campaign budgets.

 

Taking Out the Competition

To outmanoeuvre the competition and safeguard their bottom line, sportsbooks must adopt a proactive stance against ad fraud. By implementing robust verification measures and setting custom rules to detect and mitigate IVT, companies can reclaim control over their advertising budgets and drive sustainable growth.

Transparency and visibility are paramount, allowing marketers to identify fraudulent activity and allocate resources effectively.

The battle against ad fraud is not merely a defensive manoeuvre; it’s a strategic imperative for sportsbooks seeking to secure their place in a fiercely contested market. By arming themselves with data-driven insights and tailored solutions, companies can navigate the treacherous waters of online advertising with confidence, ensuring that every campaign is a resounding success.

 

Game, Set, Match, Win.

In conclusion, staying ahead in the sports betting industry requires more than just luck; it demands vigilance, innovation, and a steadfast commitment to combating ad fraud.

With the right strategies in place, sportsbooks can emerge victorious, delivering winning campaigns that resonate with audiences and safeguarding their budgets from the clutches of fraudsters.

 

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BetMGM UK partners with Premier League club Wolverhampton Wanderers F.C.

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BetMGM UK partners with Premier League club Wolverhampton Wanderers F.C.
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LeoVegas Group is happy to announce a new multi-year partnership with Premier League club Wolverhampton Wanderers F.C., which will see the leading sports betting brand BetMGM becoming the club’s Official European Betting Partner. The Group has been a partner of the club since the 2023/2024 season, successfully boosting international brand awareness and recognition of the Group’s brands. 

The new partnership will see BetMGM feature on Wolves’ double row pitch-side LED advertising system, static branding sites, and media interview backdrops at Molineux Stadium and the Sir Jack Hayward Training Ground for the 2024/2025 and 2025/2026 seasons.

Russell Jones, GM Marketing & Commercial Growth at Wolverhampton Wanderers F.C. said “We’re delighted to announce this partnership with BetMGM UK, and thank them for their support as we head into the 24/25 Premier League season.

“Their support is invaluable to the club as we look to expand our portfolio of commercial partners and we look forward to working with the BetMGM team over the next two seasons.

Sam Behar, UK Director BetMGM, said “It’s been almost a year since we started collaborating with Wolves, and we are very excited to continue this successful, awareness-boosting partnership for the next two years. Wolves are one of the most established clubs in the Premier League, and we can’t wait to see them in the first game of the season against Arsenal in August!”

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BETBY RELEASES REPORT ON CHAMPIONS LEAGUE 2023/2024 BETTING TRENDS

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BETBY RELEASES REPORT ON CHAMPIONS LEAGUE 2023/2024 BETTING TRENDS
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BETBY, a leading provider of B2B sportsbook solutions, has unveiled a detailed analysis of betting trends observed during the Champions League 2023/2024 season, focusing extensively on the climactic final match between Real Madrid and Borussia Dortmund. This report offers valuable insights into the intricate relationship between player behavior and betting activities within one of football’s most prestigious tournaments.

Of particular interest is the scrutiny of the final showdown between Real Madrid and Borussia Dortmund.

The report covers various key aspects, including:

Segmentation of Overall Betting Volume: Analysis of the total volume of bets placed throughout the Champions League 2023/2024 season.

Types of Bets: Examination of the most popular types of bets placed by viewers and bettors during the tournament.

Evolution of Betting Odds: Insights into how betting odds fluctuated across different stages of the tournament, including pre-match and live betting markets.

Player Performance Impact: Assessment of how individual player performances influenced betting patterns and market dynamics.

Final Match Focus: Detailed exploration of betting behaviors and market shifts during the high-stakes final match between Real Madrid and Borussia Dortmund.

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Huawei Mobile Services Launches Summer-Exclusive AppGallery and HUAWEI Mobile Cloud Deals

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To ring in the summertime celebrations, HUAWEI Mobile Services is hosting two exclusive campaigns for AppGallery and HUAWEI Mobile Cloud users.

AppGallery, a top 3 app distribution platform worldwide, is offering a promotion for all Android users. Split into two seasons, Season 1 runs from 20 June to 23 July, while Season 2 runs from 24 July to 28 August, with over 100k prizes up for grabs!

What’s more, leading cloud service brand, HUAWEI Mobile Cloud, is treating non-paid active users to an early Cloud Christmas. From 1 July to 4 August, Santa is leaving out gifts for everyone in a sure-win lucky draw – whether you have been naughty or nice.

 

A Summer of Gifts on AppGallery for Android Users

Celebrate the summer with AppGallery with a choice between downloading a set of apps on AppGallery to collect points and directly exchanging them for gifts; or downloading a set of apps in AppGallery to participate in the lucky draw!

In Season 1, prizes include the Huawei Matebook Series, Huawei smartphones, and Huawei Watch Series. Come Season 2, you have rewards like a Dyson Airwrap, DJI Mini 4K (Drone), and all the latest Huawei products including the Huawei Watch Fit 3.

Wondering how to participate? All Android users simply have to do is download AppGallery and HMS Core, and create an ID. The campaign is open to a whopping 26 countries – more details at the end.

 

Christmas Comes Early for HUAWEI Mobile Cloud Non-Paid Users

This July, HUAWEI Mobile Cloud is manifesting a very merry Christmas with something in store for every non-paid user who joins in.

In the sure-win lucky draw, everyone walks away a winner – simply purchase any Cloud plan to participate! The incredible Cloud Christmas draw will offer 82 HUAWEI devices and more up for grabs. Santa’s gift list includes the HUAWEI Nova 11 Pro, HUAWEI Matepad 11, HUAWEI Watch GT 4, HUAWEI Watch GT 2 Pro, and UK Paysafecards worth up to 100£.

Finally, a sweet Package Offer is also available, including up to 50% off on a 2TB Monthly Plan, 30% off on a Yearly Plan, a free 200GB Plan for the first month, and much more!

For further information on Season 2 of the Summer Campaign, stay tuned to updates on AppGallery, the official Huawei app store.

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