Over $1.5 billion mobile bets have been placed this year in New York state alone, per the New York Gaming Commission. Companies like Disney are looking into integrating sports betting features, and industry leader FanDuel continues to expand its offerings. FanDuel CEO Mike Raffensperger recently said that FanDuel TV is looking into acquiring “under-loved” sports and airing them alongside betting capabilities, signaling an intent to bring betting to as many sports as possible.
Pickleball Betting, Coming SoonPickleball mania is real—not even close to be an under-loved sport. To build on its popularity, a deal was recently struck to pave the way for wagering on the world’s fastest growing sport—joining tennis and ping-pong among sports that people can legally bet on. |
Where and what fans decide to wager on is anyone’s guess. It can be whim or passion and the tipping point for some may be decided by the value of a welcome bonus and for others, the gambling experience but, that’s not what we’re covering here. This space is to topline winning strategies to drive a bigger audience to sportsbooks and increase ROI. To learn more industry jargon, please read Sports Betting Terminology 101.
The key to any successful marketing or branding campaign starts with understanding your audience. These personas can have a great impact on your strategy. The goal is to craft messaging people will respond to. For instance, if you’re targeting a younger demo establishing a presence in the metaverse may makes sense versus an email to an older cohort. Keeping the target audience in mind influences everything from creative to messaging. Below are three personas worth considering.
Matched Persona: Super Fans
Audience defined as males, ages 21-39, HHI $75,000+, are active casino goers making 2+ trips a year, gamble online, and are sports super fans.
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Matched Persona: Action Chasers and Status Seekers
Audience defined as males, ages 21-49, HHI $30k–$75k, are average sports fans, and have visited a casino or gambled online at least once in the past year.
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Matched Persona: Casual Dabbler
Audience defined as males, ages 21-49, who have gambled either one or two times in person or online in the past year.
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Where nothing is a sure bet, odds are that the sports betting category will continue to grow. To be a player, it's worth investing time to learn about audience preferences and propriety solutions to connect with them.
About the Author
@Janine Pollack is the Integrated Marketing Director, and self-appointed Storyteller in Chief at MNI Targeted Media. She leads the brand’s commitment to generating content that informs and inspires. Her scope of work includes strategy and development for Fortune Knowledge Group’s thought leadership programs and launching Fortune’s The Most Powerful Woman podcast. She is proud to have partnered with The Hebrew University on the inaugural Nexus: Israel program, featuring worldwide luminaries. Janine has also written lifetime achievements for Sports Business Journal. She earned her masters from the Northwestern University Medill School of Journalism and B.A. from The American University in Washington D.C.