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
Blask, the data-driven analytics ecosystem transforming iGaming oversight, has been named ‘Best Tech’ at the prestigious iGB Affiliate Awards 2025 in London.
The win underscores the platform’s transition from a promising startup into an industry mainstay.
Launched publicly in May 2024, Blask has already secured two major accolades: SiGMA Asia Startup Pitch 2024 and Startup of the Year at the Starlet Awards, making this the third milestone in its brief yet impressive journey.
“Winning this award proves that Blask has outgrown its startup roots and become a data-first iGaming institution,” said Max Tesla, CEO and co‑founder. “We’re continuing to build out the platform, and with the recent launch of Blask Games, we now offer Game Visibility Rank across casino titles. No guesswork, just transparent, repeatable insights.”
Blask is now used by some of the biggest operators, affiliates and suppliers in the iGaming industry, providing real-time, data-driven market intelligence as well as a competitive edge in more than 60 markets worldwide.
The platform is regularly updated with new features and functionality.
Last month Blask Games was added, giving operators, affiliates, and analysts access to granular intelligence around game placement within casino lobbies.
Conferences
EEGS Affiliate Conference Returns – Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe
Building on the success of previous years, the EEGS Affiliate Conference is set to host its fourth edition, reaffirming its position as the leading event dedicated to affiliates, affiliate managers, and industry partners in Eastern Europe.
The conference will take place on 25th November in Sofia, Bulgaria, as a key accompanying event to the Eastern European Gaming Summit (EEGS). It provides a premier platform for affiliates to connect, share insights, and drive growth within the rapidly evolving gaming and entertainment sectors.
Since its launch, the EEGS Affiliate Conference has attracted over 150 top-tier affiliates, affiliate managers, and industry stakeholders from across Europe. It serves as a vital hub for networking, strategic partnerships, and the exchange of innovative ideas, enabling attendees to maximize their success in a competitive market.
The upcoming edition promises to be even more impactful, featuring engaging panel discussions, expert-led presentations, and exclusive networking opportunities tailored specifically for the affiliate community. The event will culminate in a lively networking party, offering attendees a relaxed environment to forge new collaborations and strengthen existing relationships.
As the only dedicated affiliate conference in Eastern Europe, this event offers unparalleled visibility for brands and affiliates seeking to expand their reach, share best practices, and stay ahead of industry trends.
EEGS also offers premium sponsorship opportunities designed to elevate brand presence and maximize exposure. Interested parties are encouraged to stay tuned for sponsorship details or contact the organizers directly at [email protected].
Mark your calendars for the upcoming EEGS Affiliate Conference in Sofia, Bulgaria, and seize the opportunity to connect with industry leaders, share insights, and explore new avenues for growth and innovation. The program and registration details will be announced soon. More updates will be shared shortly!
Affiliate Announcements
Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector
Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine how operators and partners connect in iGaming.
What Sets It Apart?
Affigates brings affiliate software, affiliate program management, and a performance-tested network under one roof, designed from the ground up for scale, speed, and smarter growth.
From AI-aided management to a proprietary scoring system that filters the noise and finds real partners, Affigates removes the friction and delivers results that actually move the needle. With over 4500+ affiliates, 630+ active partner operators, and access to more than 30 million players, the ecosystem is already making a significant impact.
See It First at iGB L!VE
Affigates is making its global debut at iGB L!VE in London, where the sharpest minds in iGaming converge. You will find the ecosystem in action at its own stand, C40, as well as the dedicated team behind it.
Catering to both ready-to-scale operators and affiliates aiming higher, Affigates is here to deliver the affiliate solution the industry has been waiting for.
Blask wins Best Tech at iGB Affiliate Awards 2025
Blask, the data-driven analytics ecosystem transforming iGaming oversight, has been named ‘Best Tech’ at the prestigious iGB Affiliate Awards...
EEGS Affiliate Conference Returns – Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe
Building on the success of previous years, the EEGS Affiliate Conference is set to host its fourth edition, reaffirming...
Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector
Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine...
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