News
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
Conferences
Industry leader Parimatch launches The Idol: Black is Back at iGB Affiliate in Barcelona
Are you an idol? Then join us as we take iGB Affiliate Barcelona by storm this January with The Idol: Black is Back, a unique series of events including amazing deals, giveaways, and our stunning Asian Euphoria party where dark luxury fuses with Asian artistry.
A new era is dawning at Parimatch and we want to celebrate it with you in style!
Once again Parimatch’s stand E20 will be the epicenter of iGB Affiliate Barcelona, an annual highlight of the iGaming industry at the iconic city’s famous Fira Gran Via.
We’re confident that Parimatch’s stand will be the talk of the conference. Here’s what you can look forward to:
- Fantastic deals: The latest updates and exclusive offers you can’t miss
- Giveaways where you’ll have the chance to win unique prizes
- Our Hall of Fame: Become part of Parimatch’s history
But wait, there’s more. As Parimatch embarks on a new era we are inviting over 500 partners and brand friends to our immersive Asian Euphoria party at a stunning location in the center of Barcelona where you will experience:
- The party headliner – world-famous DJ Steve Aoki
- The very best in performance art that Barcelona has to offer
- The world of Asian luxury merging with American pop culture
Don’t miss out! Be sure to join us to witness Parimatch set new standards at booth E20 at iGB Affiliate, Barcelona, January 20-23. And don’t stop there – join the Asian Euphoria party on January 21 and see us set a new trend for the entire industry!
Delegates attending next week’s iGB Affiliate Barcelona will have access to a programme of 14 business critical insight sessions delivered by a 40 strong assembly of industry thought leaders and experts in their respective fields.
The 2025 Program comprises sessions entitled: Affiliate Rundown L!VE: The 2024 Trends That Will Define 2025, Video Killed the Text-based Star: Platforms & Formats for Engaging the Next Generation, Navigating the Road Ahead, New Localisation Strategies to Secure a Slice of the Latin America and Africa Pies, Parasite SEO in iGaming: A Winning Formula to Dominate Search Engines or a Risky Gamble?, Growing Pains: Scaling Operations for Accelerating Affiliate Growth, Plugging Into a Fast Growing Vertical: Sweepstakes, Mastering PPC in iGaming Affiliate Marketing: A Data-Driven Blueprint for Paid Media Success, Market Insights: Unlocking the Next Big Opportunity in Asia and the Middle East, Crack the Code to Viral Success: The Ultimate Guide to a Million Views & Building a Robust Multi-Stream Influencer Business Model, Finding Your Next Role in a Time of Flux: The Inner Workings of Affiliate Recruiters, Masterclass: Reddit 101, Trust and Transparency: What Does a Win-Win Affiliate Data Share Look Like? and Business Without Borders: Boost Your Affiliate Game with International SEO.
The industry-leading line-up assembled by the iGB Affiliate organising team includes Michael Caselli, Non-Executive Chairman – Clarion Gaming, Corey Padveen, Partner – T2 Marketing International and Editor-at-Large, iGB Affiliate, Caleb Dykema, Co-founder & CEO – Vault Sports, Jamison Selby, CEO – Rubystone, Martin Calvert, Marketing Director – ICS-digital, Miruna Pandele, Head of Acquisition – Affiliates Bay, Jonas Warrer, CEO – Gentoo Media, Ben Cove, Chief Marketing Officer – Logifuture, Luis Portela de Carvalho, Partner – Lektou Advogados, Sasha Boerma, Commercial Director for Africa – Split The Pot, Dragan Berak, Head of SEO (AskGamblers and CasinoMeister) – Gentoo Media, Jamie Walters, CEO & Cofounder – QiH, Lee-Ann Johnstone, Founder – Affiverse, Rosi Bremec, COO – Game Lounge, Seth Schorr, CEO – Fifth Street Gaming , Simon Pilkington, Managing Director – Best Betting Media, Stephen Carter, Head of Affiliate Content – Clarion Gaming, and Alex Windsor, CMO – GameTime Digital.
Looking ahead to the first edition of iGB Affiliate to be held in Barcelona, Naomi Barton, Global Portfolio Director, iGB Events said: “I am incredibly passionate about delivering an exceptional and holistic experience on behalf of all of our customers. The Conference Program is an essential part of our pledge to facilitate outstanding business networking, deliver high-quality content, and provide thought leadership that fosters trust-based partnerships and drives growth throughout the iGaming affiliate ecosystem. The Program has been curated in consultation with our customers in order the key topics impacting their business and is being delivered by industry experts. It is a key part of the iGB Affiliate experience.”
iGB Affiliate 2025 will feature a record 250 industry-leading exhibitors and sponsors and host a vibrant community of 8000+ iGaming Affiliates and Tech Vendors.
“I personally think the industry should view this as a positive chance to work hand-in-hand with the NHS, charities and government as all stakeholders pull together to minimise gambling harm. Gambling is meant to be fun and entertaining and the industry must ensure that it is responsible, so that those in need can gain access to properly funded support as and when they need it.”
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