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
News
The Legal Poker Debate: Will Online Poker Finally Be Legalized in California?

While online poker is a billion-dollar global industry, its legality in California remains a bone of contention. However, there has been a wave of change in America’s gaming segment in the past few years, thanks to the recently struck-down PASPA and online accessibility.
Let’s dig deeper into the Golden State’s poker culture from the past to the present.
A History of Poker Laws in California
Californians played poker in the saloons as early as the Gold Rush of the 19th century. Cities like San Francisco were famous for their vibrant gambling scene in the 1800s. Indigenous California tribes have been operating and managing poker games in the state.
Further, the state legalized some forms of poker in the 1930s, such as draw and stud gambling. With this ruling, poker card rooms expanded in the Golden State, which became prime venues for law-abiding poker action.
In the late 1990s, playing online poker in a legal gray area became a reality for Californians. The California Constitution and Penal Code did not clearly authorize or prohibit such operations. Hence, this legal loophole allowed poker enthusiasts to play the card game on licensed offshore casino sites.
In the same year, attempts were also made to officially legalize poker. A landmark court decision allowed all forms of offline poker within the state, removing any confusion surrounding the earlier poker bans.
Hence, land-based poker games are legal in California now, with around 88 licensed card rooms operating legally. What about online poker gaming? Let’s find out!
Current Legal Barriers to Online Poker in California
Strict legal and political opposition to the legalization of online poker gaming is the foremost obstacle in California. Further, mandates on tribal gaming and card rooms sometimes overlap with poker regulations. Section 330 of the California Penal Code currently bans online poker within the state border.
California’s tribes hold exclusive rights to operate casino-style gambling, granted by compacts under the Indian Gaming Regulatory Act (IGRA). They argue that online poker infringes on these rights, mainly if non-tribal entities operate these gambling platforms.
Moreover, various consumer protection organizations fuel this resistance as they consider any form of gambling an addictive habit. Such critics argue that regulating online poker could promote overexposure and make gambling too easy for otherwise highly vulnerable people.
Hence, there have been endless legislative stalemates with no agreement on what to do about it.
Stakeholders in the Legalization Debate
Several groups play key roles in shaping California’s poker scene:
Tribal Casinos
California’s Native American tribes generate billions annually through land-based casinos. Many tribes view online poker as a competition that could impact their monopoly on gambling.
Legislators
Californian lawmakers try to balance consumer protection and compliance with federal regulations before lifting the ban on online gambling.
Card Rooms
California’s cardrooms operate under different rules than tribal casinos. The owners of these facilities usually advocate for the legalization of online poker to expand their customer base.
Economic Benefits of Legalizing Online Poker
Legalizing online poker in California could yield substantial economic benefits:
- Tax Revenue: Licensed online poker markets would add hundreds of billions in tax revenues to the state annually. This revenue could fund other public services within the state, such as education and infrastructure development.
- Consumer Protection: California can regulate this industry to guarantee safe and fair play for its residents. It’ll also help reduce the problems that offshore unregulated platforms bring.
The Future Outlook for Online Poker in California
While progress has been slow, there are signs of hope for online poker fans in California.
For example, some tribes are willing to support online poker legislation under the exclusivity clauses. This step will ensure native tribes have a significant stake in the market. Public support for online gambling also appears to grow, driven by the success of legalized sports betting in other states.
The signs are promising, but the road ahead remains uncertain. The legal and political complexities mean that online poker California enthusiasts may need to wait longer to play their favorite card game online hassle-free.
Social Advantages of Legalized Online Poker
Legalizing online poker in California isn’t just about revenue and market growth. There are obvious social benefits, too. A regulated environment assures responsible gaming practice via mandatory self-exclusion programs, spending limits, and esports support for players to manage their habits.
Additionally, legalization is likely to fund problems associated with gambling addictions. States with regulated online poker markets generally allocate a certain portion of tax revenue toward mental health services and addiction treatment. These measures ensure that gambling remains a source of entertainment without becoming an issue for society.
FAQs
- Is online poker currently legal in California?
No, online poker is not explicitly legal in California. While residents can play on offshore platforms, these sites operate outside state jurisdiction and lack regulatory supervision.
- Which are the best offshore poker gaming sites?
Californians can play real-money poker games on Bovada, Ignition Casino, and ACR Poker, which are regulated offshore casino sites.
- Are there any pending bills for online poker legalization?
Though past bills were introduced, very few survived the legislative process and were passed into law. Hence, the legalization of online poker is still pending in California.
Bottom Line
Undoubtedly, history has been kinder to poker gaming culture in California. With relaxed laws on traditional poker rooms, the online poker market also looks forward to positivity. It’s easy to see the benefits of online poker legalization, including more tax revenues and adequate consumer protection.
However, some issues still create roadblocks in the game’s legal battle. Complicated laws, tribal autonomy, and gambling addiction concerns put barriers to the legalization of online poker in California. For now, the state’s cardrooms and offshore casino sites are the only viable options to satisfy their poker gambling desires.
News
ICE Barcelona 2025: Alona Shevtsova on Sends’ Vision for the Future of Gaming

The Sends team attended the biggest and most famous gaming conference, ICE, now held in Barcelona, Spain. From the 20th to the 23rd of January, the leading gaming companies and solution providers gather for business meetings, experience sharing and networking. More than 170 countries visited, achieving the number of 55,000 visitors.
“Our team attends the ICE conference annually. Previously held in London, the financial capital and home to our head office, 2025 is the first time it’s hosted in Barcelona—and it remains as expansive and resourceful as ever. We’re thrilled to participate, connect with our partners, explore innovative solutions, and engage with market leaders. At Sends, we are committed to staying ahead in this dynamic industry, never missing an opportunity to gain fresh insights and experiences,” commented Alona Shevtsova, Director at Sends.
As the organisers of ICE 2025 said, after a rigorous, independent selection process, ICE and iGB Affiliate moved to Fira Barcelona Gran Via because Barcelona presents a compelling list of benefits, including improved logistics and operational efficiency. The location is close to Barcelona airport and is well connected to the public transport network, offering a world-class in-show and around-show experience.
It is worth mentioning that this February, Send will co-host its event in London for fintech companies. This is the third gathering in London to network and connect industry professionals. To get more information about the London Fintech Meetup, follow the link.
To get more details, keep in touch with Sends on social media: LinkedIn and Instagram.
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!