News

The Rise of Female Bettors: What Does This Mean for Marketing Campaigns?

Published

1 year ago

February 26, 2024

The Rise of Female Bettors: What Does This Mean for Marketing Campaigns?

With the growth of women’s sports leagues and more media coverage, women have become more invested in sports and more likely to place bets. As a result, marketing strategies are shifting their focus toward engaging female bettors. However unbeknownst to most marketers, the more direct targeting they are doing, the higher the costs to businesses because of returning users.

Returning users are holding marketers back from effectively targeting this wide pool of new customers by driving up Customer Acquisition Costs (CACs). Marketers need the stability and freedom to target accordingly and take advantage of the rise in female bettors.

Managing returning users must be a priority for sportsbooks to fully take advantage of the changing market and ensure the longevity of their campaigns. Without full transparency over the data they’re using to target and big question marks over a lack of tangible results from their spending, sportsbooks risk missing out on a huge opportunity to scale.

The Barriers to Expansion

The percentage of women betting on women’s sports in the US has grown up to 10% annually in recent years according to The IBIA. The targeting pool is growing for marketers as interest rises and the increased ease of online betting makes it simpler for women to place bets – backed by research from The Sports Betting Report, revealing that 26% of American women bet daily.

Marketing efforts are shifting to be more equal in this space as sportsbooks seek to make maximum profits from a new wave of players. However, by pumping more budget into paid ads targeted at women, sportsbooks are compromising the success of their campaigns.

Due to this direct ad targeting, women are more likely to bet by clicking on paid search campaigns. However, by repeatedly using paid ads as a front door to the site, rather than organic search results, returning bettors create inefficiencies in advertising as the Cost-Per-Acquisition (CPA) increases. So although these are enthusiastic players returning to place bets, they’re inadvertently driving up costs across the board.

If sportsbooks don’t manage the rise in bettors accessing their sites via paid ads, rather than an app or gateway site, they face losing out on the chance to expand further with new audiences.

Methods of Managing Returning Users

Now the answer isn’t to stop targeting female bettors. The rise in women in the betting scene presents an opportunity for sportsbooks and the challenge of returning users will remain whether marketing strategies shift or not.

To successfully combat returning users from driving up costs and damaging campaign results, sportsbooks should start by setting custom validation rules. Here, operators can cap the number of times a user clicks on a paid ad and once the threshold for clicks is met, the user is prevented from seeing the campaign. This effectively reduces high cost-per-click (CPC) rates by excluding users who are unintentionally driving up costs.

Alongside this, shadow campaigns can be implemented to further the level of success in reducing costs and maximising audiences. These are a duplicate of the sportsbook’s current campaign, but the CPC is reduced meaning that any returning users or excessive clickers can be targeted at lower CPCs. This is a new level of targeting that sportsbooks can harness to elevate their marketing strategies.

With this tactic, advertisers can maintain a level of personalisation in their targeting to make the most of the rise in female bettors without increasing CACs. Budgets are then saved for genuine users with the propensity to convert.

Control Over Campaign Traffic Unlocks True Results

Ultimately, more bettors mean more opportunities. Solidifying campaigns to take advantage of the rise in female bettors is important, but not where sportsbooks should be starting. Without initially protecting campaigns from unknowing returning users, the work to attract those customers causes great losses rather than any gain.

To avoid high costs and take back budget control, marketers need to start by deploying shadow campaigns and custom validation rules. With these tactics in play, businesses will unlock new levels of visibility into campaigns and put themselves in the best position to make the most out of the emerging wave of female bettors.

By: Richard Metcalf, Global VP, Sportsbetting & Online Gaming, TrafficGuard

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Awards

ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025

Published

3 days ago

August 13, 2025

George Miller

ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025

The company continues its growth in 2025 with key industry recognition

ReferOn, a next-gen affiliate management platform has been shortlisted for the “Affiliate Product Innovation” and “Best Marketing Solution Provider” categories at the upcoming SiGMA Euro-Med Awards 2025.

These nominations come after an important year for the company, defined by strong market traction, continuous product development, and an increased demand from operators and affiliate managers looking to transition from outdated legacy platforms to a more agile, transparent, and scalable solution.

Since its launch, the ReferOn team has demonstrated its commitment to solving real problems for affiliate teams. At the core of its value propositions is creating a simple and accessible platform that’s built for modern needs. Core developments like full-cycle automation, customisable dashboards, instant postbacks, and real-time data visibility help to reduce chaos and boost performance. Additionally, tools like the Sub-Affiliate System, No Bundling Model, and dynamic variables assist with increased operational control.

Vlad Bondarenko, ReferOn’s Head of Product, commented on the nominations, “We didn’t build ReferOn to compete with legacy platforms — we built it to replace them. Every development, addition, and decision is guided by the goal of empowering our users to move faster, make more insightful decisions, and scale efficiently. These nominations have shown us that we’re moving in the right direction and that our incredible team is working towards something truly impactful.”

ReferOn’s roadmap remains ambitious and future-focused, with numerous investments in product developments, customer-facing services, and initiatives that help affiliate teams act faster and move smarter.

News

StatsDrone now supports over 2000 affiliate program integrations

Published

3 days ago

August 13, 2025

George Miller

StatsDrone now supports over 2000 affiliate program integrations

StatsDrone has achieved a significant milestone in their journey to being the best affiliate stats app both with accurate data and with the most affiliate program integrations.

The company recently achieved a milestone of over 2000 affiliate program integrations. Most of the integrations are for iGaming affiliate programs while others include affiliate networks, finance affiliate programs and crypto related programs.

Since launching the app over 4 years ago, the other milestone achieved is nearly 1200 affiliate programs marked as migrated or closed.

The multi-award winning app connects to affiliate programs through credentials using scraping or through using API keys. API data is supported by 61% of affiliate programs listed on StatsDrone currently as of August 2025.

COO and Co-Founder Darrell Helyar had this to say about the milestone: “Achieving this milestone reaffirms StatsDrone’s position as a leader in affiliate marketing, enabling affiliates to optimize performance and drive results. With an exceptional team committed to accuracy, innovation, and support, we continue to build trust and deliver outstanding results for everyone we support.”

The data that StatsDrone can get for customers is on the following levels: account, brand, campaign, dynamic variables and postbacks.

Dynamic variables, advanced data solutions for affiliates

Dynamic variables are proving to be one of the more popular tools offered at StatsDrone.

Dynamic variables is supported with the following affiliate program software: MyAffiliate, ReferOn, Mexos, CellXpert, Income Access, Affilka (SoftSwiss), RavenTrack, Alanbase, tap (Smartico), MAP, Post Affiliate Pro, Affise, Affelios, Entain / BetMGM, FlexOffers, NetRefer and PartnerMatrix.

Postbacks are currently available in StatsDrone for MyAffiliates, Affilka, Affise, Cellxpert and a few more.

StatsDrone helps affiliates identify when affiliate programs closed or migrate affiliate software which can render their old tracking links as invalid.

Finding affiliate programs

StatsDrone doesn’t just have 2000 affiliate program integrations but every integration is a review and part of our program database.

Affiliates can search for programs by affiliate software, if they have an API for accessing their data, postbacks, dynamic variables and exclusive deals too.

By far the most common integration technically falls under proprietary which means operators that choose to build their own affiliate program and not use a platform.

MyAffiliates has been the most popular platform as operators choose to launch their platform off of. Affilka, ReferOn and RavenTrack have been the fastest growing platforms.

On top of getting stats to affiliates, the company does it all with accuracy in mind. If an affiliate finds any data point not to be what it should be, they can report it to the StatsDrone team to have it fixed.

Likewise, if an affiliate wants a single program added, it is added to the list and most of the time the program is added within minutes.

News

Slotozilla Expands Partner Network With 25+ Affiliates and Unveils 139 New Bonuses in Q2 2025

Published

3 days ago

August 13, 2025

George Miller

Riding the wave of a hugely successful Q1, Slotozilla has continued its momentum through Q2 on the back of iGB Live London 2025. The platform consolidated the quarter by adding over 25 affiliate partners and launching 139 exclusive bonuses. This milestone marks a glistening moment in the company’s mission to deliver premium value and choice for online casino stakeholders.

Slotozilla, widely regarded as the go-to destination for expert casino reviews and free slot demos, confirmed the new additions in July. The partnership network now features several industry trailblazers, such as:

FTDgallery: Known for offering exclusive bonuses and promotions.
GameGrow: A network renowned for its games and deep insights into the Canadian market.
ToTheMoon Affiliates: ToTheMoon is a leader in championing gamified campaigns in several markets.
Luckpartners: Emphasises a mobile-first approach and localised gaming experiences.

Each partnership leverages unique regional expertise and, importantly, exclusive promotions to enrich users’ journeys on the platform. The new affiliates collectively unlock a vast array of offers, including 87 welcome bonuses and 52 no deposit bonuses. This totals 139 sublime bonuses right there for the taking.

The iGB Live London 2025 presented a golden opportunity for Slotozilla to engage equally outstanding industry leaders to improve user experiences. The company subsequently sent a delegation of experts to the event. “It was an incredible experience to meet so many passionate affiliates face-to-face,” said Tim Cline, Slotozilla’s editor-in-chief. “I’m proud of the collaborations we’ve initiated and excited about the value these brands will bring to our users.”

Geographical reach also extended into 15+ nations during Q2, with significant growth in Germany, Poland, Canada, and Italy. These expansions reiterate Slotozilla’s global vision and its commitment to localised content. With tailored bonuses and responsible gaming advocacy, the platform has never been more player-centric.

Looking ahead, it appears that activity is not slowing down any time soon. Slotozilla aims to grow its affiliate roster, refine its rankings, and introduce fresh insights to its platform.