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
“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.”
Affiliate Compliance
Rightlander and RavenTrack Partner to Boost Affiliate Marketing Compliance and Advertising Opportunities
Leading iGaming compliance and tracking platforms unite to bolster affiliate marketing integrity.
Rightlander, a leading provider of marketing compliance and intelligence solutions, has announced a strategic partnership with RavenTrack, a prominent affiliate tracking platform. This collaboration aims to enhance marketing compliance and risk management for Raven Track clients and help identify untapped advertising opportunities with affiliates across global markets.
The partnership will offer access to Rightlander’s comprehensive suite of innovative marketing compliance solutions, including web, search, and social media monitoring to track affiliate promotional activities, content compliance scanning to ensure adherence to regulatory requirements and monitoring services.
RavenTrack’s diverse client base spans established and emerging markets, and this partnership addresses the growing need for robust compliance measures in regions with evolving regulatory landscapes.
Sarafina Wolde Gabriel, CEO of Rightlander, commented on the partnership: “We’re excited to partner with RavenTrack to offer our cutting-edge compliance and marketing solutions to their global client base. As marketing regulations tighten in established and emerging markets, our tools will help brands and affiliates navigate the complex landscape of marketing compliance and capitalise on advertising opportunities.”
RavenTrack is a leading affiliate tracking platform specialising in providing advanced tracking and analytics solutions to help brands optimise their affiliate marketing programs. Its client base includes prominent brands such as Jumpman Gaming, Betfred, Bet9ja, and Mr. Q, to name a few.
Adam Rowley, RavenTrack’s Managing Director, expressed enthusiasm about the partnership: “At RavenTrack, we understand the critical importance of marketing compliance. Our collaboration with Rightlander represents a significant step forward in our mission to provide our clients with robust, innovative and effective tools for managing their affiliate programs.”
“By integrating Rightlander’s advanced compliance solutions with our cutting-edge tracking platform, we’re empowering our clients to navigate the complex regulatory landscape with confidence while maximising their marketing potential.”
This partnership represents a significant step forward in promoting responsible and compliant marketing practices in the rapidly evolving affiliate marketing industry. By combining RavenTrack’s expertise in affiliate tracking with Rightlander’s advanced compliance tools, the collaboration aims to set new standards for transparency and regulatory adherence in the sector.
Affiliate Announcements
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- Quality Content: resources to produce consistent, on-brand promotional content
Boostbox by MyAffiliates is not just a game-changing upgrade — it’s a leap forward in affiliate marketing, setting a new standard in the industry for speed, relevance, impact and results.
iGaming affiliate marketing has long faced recurring obstacles that impact performance potential – delays in accessing information, time-consuming research, content inconsistencies, and resource limitations. BoostBox by MyAffiliates is an innovative AI-driven solution to these challenges, enabling affiliates to stay competitive and focused, taking results to a new level.
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Roo Wright, Founder of BoostBox added, “Having built a number of affiliate businesses over my 18 years in the industry, I know firsthand the challenges affiliates face. BoostBox was born from that experience, and our partnership with MyAffiliates will help take affiliate marketing to the next level.”
MyAffiliates has long been a powerhouse in affiliate marketing software, empowering iGaming operators to bring all their brands and products together under one seamless affiliate system. Since its launch in 2007, MyAffiliates has set the standard in the industry, becoming the go-to platform for iGaming operators. In fact, StatsDrone recognised MyAffiliates in April 2024 as the most-used affiliate marketing software in the gaming industry—solidifying its role as a trusted leader and innovator in the space.
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