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

Published

2 years 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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N1 Partners Wins Best Affiliate Program at GamingTECH Awards 2026

Published

17 hours ago

April 2, 2026

Master Editor

N1 Partners won Best Affiliate Program in Central and Eastern Europe at the GamingTECH Awards 2026, presented at the HIPTHER Prague Summit, marking another milestone in its growth and industry recognition.

This achievement highlights the strength of N1 Partners’ affiliate ecosystem and its consistent focus on delivering performance-driven solutions for partners across key markets.

Alexa Bond, Head of Affiliates at N1 Partners, commented:

“This award reflects the work we put into building more than just an affiliate program. We focus on creating a strong, reliable ecosystem where partners can scale with confidence, supported by transparent processes, high-performing products, and a team that understands the realities of the market. It’s great to see this approach recognized at the industry level, and we see it as motivation to keep moving forward.”

N1 Partners continues to stand out through a combination of high-converting brands, flexible partnership models, and a product-driven approach to retention and monetization. With strong Reg2Dep performance in Tier-1 GEOs, tailored offers, and a growing portfolio of casino and sportsbook brands, the company provides partners with reliable tools to scale and maximize revenue.

A key factor behind this recognition is N1 Partners’ focus on performance-driven initiatives that directly support partner growth. One of the latest examples is the N1 SEO Traffic Cup, a flagship affiliate tournament designed for SEO traffic. The campaign challenges partners to compete by driving high-quality traffic, improving their N1 Cup Score, and climbing the leaderboard to unlock premium rewards.

N1 Partners would like to extend our sincere thanks to HIPTHER for this recognition and to all our partners whose trust and collaboration continue to drive our growth. This achievement would not be possible without you.

N1 Partners is a multi-brand affiliate program and direct advertiser. The company unites 14+ casino and betting brands, operates across Tier-1 GEOs, delivers Reg2Dep rates of up to 70%, and offers competitive deals for top partners — CPA up to €700 and RevShare up to 45%. Trusted by 14,000+ partners, N1 Partners is recognized for its transparency, flexibility, and partner-first approach — where people and communication quality remain the foundation of long-term success.

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LEONBET Shares a New Campaign with Tanzanian Ambassador Simon Msuva

Published

2 days ago

March 31, 2026

Master Editor

With the release of a dynamic promotional video starring its ambassador, Simon Msuva, LEONBET continues a new chapter in its partnership with the Tanzanian national team forward.

Filmed in Tanzania, the campaign captures the energy of local football culture and highlights Msuva’s personality both on and off the pitch. One of the key moments of the video features the famous “Msuva Flip”- the player’s signature goal celebration, a backflip that fans immediately recognise whenever he scores.

The video is fast-paced and vibrant, reflecting the passion of Tanzanian football fans.The campaign also features Baraka Mpenja, a well-known sports commentator and voice of Tanzanian football, who brings additional authenticity and connection to the local audience.

Simon Msuva is known not only for his performances on the field but also for his strong charisma. According to the production team, he quickly immersed himself in the filming process and brought the same vibrant energy and character that fans associate with his game.

During the recent season, Msuva has scored several memorable goals that drew attention from fans and sports media alike. That excitement and emotion became the foundation for the new campaign.

“This campaign is part of our broader strategy to get closer to sports fans and build a stronger emotional connection with our audience. Working with talents like Simon Msuva allows us to speak the same language as the fans and be present where their passion is.” said Jérôme J. D., Regional Director of Operations.

The video continues the collaboration between LEONBET and Tanzanian national team captain Simon Msuva and supports the brand’s ongoing engagement with football fans in Tanzania.

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N1 SEO Traffic Cup: Multiply Your Traffic & Unlock Luxury Rewards

Published

4 days ago

March 30, 2026

Master Editor

The N1 SEO Traffic Cup, the first tournament in the global N1 Traffic Cups series by N1 Partners, is approaching its midpoint, and competition between teams is getting stronger. Participants continue scaling volumes, refining their strategies, and actively adding new brands to boost their N1 Cup Score and secure positions in the reward tiers.

More than 200 teams are still in the game, striving to achieve KPIs to gain participant status and reach the prize levels.

Win Big with N1 Partners

The prize pool of the N1 SEO Traffic Cup is one of the most extensive and flexible in the industry. Participants are grouped into performance-based levels: the more points they earn, the greater the rewards, and each team can choose a prize or cash equivalent from their level.

Level 1 (7,000+ points) – €25,000 per team

VIP experience at the Formula 1 Monaco Grand Prix
Trip to a FIFA World Cup 2026 match in the USA
7 nights in the Maldives with business class flights
Rolex Cosmograph Daytona
BMW S 1000 XR motorbike
Hublot Unico Titanium

Level 2 (3,500–6,999 points) – €15,000 per team

One week of golf at Monte Rei with a private villa stay
Private island getaway in the Seychelles (Four Seasons Desroches Island)
Ducati Monster motorbike
Bottega Veneta travel kit

Level 3 (1,500–3,499 points) – €7,000 per team

Zero-gravity flight (90 minutes)
Custom Luxury ski or snowboard gear set of your choice
Balenciaga Snowboard
Cartier Juste un Clou bracelet
Kronos Massage Chair

Level 4 (500–1,499 points) – €5,000 per team

Apple Vision Pro
MacBook Pro M4
Cartier LOVE ring
Pioneer OPUS-QUAD DJ system
Sonos Arc Ultra home audio system
Dior beauty set

Participant Giveaways

Even if a team doesn’t reach a reward level, the opportunity doesn’t end there. Bringing just 20 FTD on any brand unlocks participant status and access to a separate prize draw, featuring PlayStation 5 Pro, iPhone 17 Pro Max, and exclusive N1 Partners merch.

This means you still have a real chance to win prizes, even with a late start or smaller volumes.

How to increase your chances of winning

The key tournament metric is the N1 Cup Score, calculated as: FTD × brand coefficient.

The coefficient depends on how many brands you run:

1 brand – 1x
2–3 brands – 2x
4+ brands – 5x

This means teams that diversify traffic across multiple products gain a strong strategic advantage and scale results much faster.

Why join the race now

The final stage of the tournament is not just about holding positions. It’s the perfect moment to rethink your strategy, test new approaches, and maximize the value of your current traffic.

Late entry is no longer a limitation. With the right approach to brands and GEOs, teams can quickly scale FTD and break into the reward tiers.

Join the N1 SEO Traffic Cup

Period: March 1 – April 30, 2026

Results announcement: by May 10

Entry: from 20 FTD per brand

N1 Partners means: