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Epom’s Survival Guide for Betting Underdogs: Strategies for a New Betting Brand’s Successful Market Entry

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In 2022 the global betting market in the US was estimated at $83.65 million. By the end of 2030, Epom’s experts forecast its annual 10% growth. 

The betting market keeps nourishing a competitive and profitable landscape. This sphere already has its biggest players making the entrance for fresh blood seem almost impossible. 

Just look at the stats, 90% of online gambling startups fail to succeed. Well, what if we told you this is a standard startup failure rate? The variety of new audiences and niches gives opportunities even for small betting brands; you just have to think outside the box. 

How exactly? Let’s find out!

Hidden Opportunities of 2023: What Goes Unnoticed by Many Betting Advertisers

What’s the biggest trouble that underdog betting brands face? Aside from obvious struggles with Google AdSense and lack of qualified traffic, the main issue is the absence of substantial budgets. 

Well-established giants can maintain a stable online presence, while smaller ones just can’t attract the same level of attention. The solution lies in digitalization and attracting younger audiences. 

For instance, did you know that Gen Z is one of the largest contributors to gambling capital in the US? The convenience of mobile technology and the newfound focus on social media has made betting a great new environment for the Internet generation.

The new gamblers (the most profitable audience in the long run) place their bets more for fun rather than instant profits. Hashtag Sports reports that 53% of Zoomers gamble mainly as social interaction with friends and family. 

With this in mind, nurturing more personalised, tailored experiences is what could distinguish your ad strategy. Let’s discuss how.

Creative and Brand Positioning: How to Attract Fresh Blood

So, we’ve explained why attracting an audience that is not quite vibing with old-school online betting is the way to go. How do you do that?

  1. Support multiple devices. 

Modern gamblers place bets on the go. If the road toward the bet is longer than a few swipes on their iPhone, they won’t take it. A good betting platform should be fast, light, and versatile. 

Aside from boring optimization tips, we recommend putting your service on Android/iOS/Windows/Mac/web app/Telegram bot.

  1. Check out e-sports.

In 2022 the global esports market in the US was estimated at $1.5bn. CS: Go, Valorant, Dota 2, or LoL attract millions of young gamblers annually, and with the variety of esports titles, there’s room for just about anyone. 

The overwhelming majority of betting companies have already understood the profitability of esports, but how many take bets on, for example, Quake 4 or Tekken 8? There are plenty of active communities with growth potential.

  1. Embrace social influencing. 

Collaborating with well-known influencers is a fast and effective way to increase social awareness and reach new audiences.

Alternatively, hire a charismatic “talking head” for your videos and social media. That’s far superior to having a background voice narrating dull advertisements.

  1. Reconsider your looks.

Words are mostly irrelevant since the name explains it all. Check out Aristocrat’s case study, for example. A new simplified design with a clear information structure and stylish UI elements helped Aristocrat attract new users and elevate their performance. 

Advertising Сhannels: Where to Place Ads

By now, you probably understand what general channels to use for ads. There are social media, emails, live streaming, podcasts, and many more, but where do you buy traffic exactly?

Well, we’ve already made the ultimate report highlighting the issues we discussed earlier. For example, here’s the quote from Epom’s CSO, Andriy Liulko:

When asked ‘Which advertising channels are the worst performing in your current marketing strategy,’ operators overwhelmingly concluded that social media was the weakest link. 

Facebook and Instagram adverts took 47.1% of the share, while TikTok ads had 23.5%. Combined, all forms of social media were hit with an unwelcome majority share of 88.2% in this category. 

Unsurprisingly, platforms designed for millennials and Zoomers will not appeal to the more mature, solvent audience that betting operators are targeting.

The report also states that the variety of ad formats supported by ad servers like Epom is also greatly appreciated. 

Conclusion

Competing with the betting giants is challenging and time-consuming, but it’s far from impossible. We hope that with the help of our tips and proper software, you’ll manage to utilise the hottest niches in gambling. 

Turn your brand from an underdog to a new champion with the Epom ad server!

With an experience of over 8 years in the online gambling industry, as an affiliate, later affiliate manager and consultant, I consider myself a veteran of the industry and can guarantee that you will be served with the most accurate information.

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Prague Gaming & TECH Summit 2025 (25-26 March)

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GamCare releases Annual Report following record breaking year of support on the National Gambling Helpline

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GamCare’s National Gambling Helpline received a record 55,228 calls and online chats from people experiencing gambling harm in 2023-24 – a 25% increase from the previous year – according to the charity’s Annual Report.

In a year marked by uncertainty over the future shape and structure of the gambling harms treatment sector following the previous government’s white paper on gambling reform, the charity continued to prioritise those at-risk of, or currently experiencing, gambling harm.

Of all calls and online chats that were responded to on GamCare’s Helpline in 2023/24, 41,070 (74%) were classed as supportive interventions. This includes supporting people with initial guidance and advice as well as delivering a seamless entry point into structured treatment services, with individuals completing treatment reporting a significant reduction in gambling-related distress and financial harm.

In March 2024, the Office for Health Improvement and Disparities published an assessment of the gambling treatment system, highlighting that 57% of individuals engaging in treatment were referred by the National Gambling Helpline. This underscores the Helpline’s critical role in connecting people to the support they need. Over 9,100 free treatment sessions were delivered in the year to April 2024, with an average of just 2.1 days’ wait from point of referral.

GamCare’s targeted programmes aimed at young people, women, and the criminal justice system provided training on how to spot the signs of harms and where to signpost into support for 10,344 professionals, and education for 53,324 young people, children and parents. The Women’s Programme, in partnership with organisations such as Refuge, trained 3,813 professionals to recognise and address gambling-related harm among women.

Margot Daly, Executive Chair of GamCare’s Board, says: “Throughout a challenging year and with heightened demand for our services, GamCare’s staff have got on with the job of preventing harm where possible and treating harm where necessary. While we expect important changes in the gambling harms landscape, we have been determined not to let this uncertainty affect our relentless focus on the people who really matter – those at-risk of or currently experiencing gambling harms.

“I would like to thank and pay tribute to our frontline staff who provide 24/7 support for all those at risk or in distress. I also want to thank GamCare’s senior executive team who have steered GamCare through a period of sustained change, and to my fellow trustees for their guidance, unwavering support and the time each has dedicated to ensuring that the charity stays on course and on mission.

“As we look ahead to how the future of the gambling harms sector is shaped, we are committed to working proactively with the NHS and other partners and commissioners to ensure that people are continually able to receive the right support at the right time.”

The post GamCare releases Annual Report following record breaking year of support on the National Gambling Helpline appeared first on European Gaming Industry News.

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Kambi Group plc repurchase of shares during 18 December – 23 December 2024

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Kambi Group plc (“Kambi”) has during the period 18 December to 23 December 2024 (the “Buyback Period”) repurchased a total of 40,000 ordinary B shares (ISIN: MT0000780107) as part of the share buyback programme, within the mandate approved at the Extraordinary General Meeting on 20 June 2024 (the “Programme”).

The objective of the Programme is to achieve added value for Kambi´s shareholders and to give the Board increased flexibility with Kambi´s capital structure by reducing the capital. The Programme is being carried out in accordance with the Maltese Companies Act, EU Market Abuse Regulation No 596/2014 (“MAR”) and other applicable rules.

During the Buyback Period, Kambi repurchased a total of 40,000 ordinary B shares at a volume-weighted average price of 99.13 SEK. From the beginning of the Programme, which started on 6 November, until and including 23 December 2024, Kambi has repurchased a total of 344,000 ordinary B shares at a volume-weighted average price of 104.94 SEK per share.

During the Buyback Period, Kambi has repurchased shares as follows:

Date Aggregated daily
volume (number of
ordinary B shares)
Weighted average
share price
per day (SEK)
Total daily
transaction
value (SEK)
18 December 2024 10,000 100.00 999,967
19 December 2024 10,000 99.39 993,929
20 December 2024 10,000 98.86 988,588
23 December 2024 10,000 98.26 982,562

All acquisitions have been carried out on Nasdaq First North Growth Market in Stockholm by Carnegie Investment Bank AB on behalf of Kambi. Following the acquisitions and as of 23 December 2024, Kambi’s holding of its own shares amounted to 344,000 and the total number of issued shares in Kambi is 29,903,619 ordinary B shares. Under the Programme Kambi is authorised to repurchase a maximum of 3,127,830 ordinary B shares, up to a maximum amount of €12.0 million.

A full breakdown of all transactions carried out during the Buyback Period is attached to this announcement.

Information on the Programme is available on Kambi’s website, https://www.kambi.com/investors/share-information/

The post Kambi Group plc repurchase of shares during 18 December – 23 December 2024 appeared first on European Gaming Industry News.

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8Bit Creatives Joins Forces with ESFI as Talent Partner for WAVES Esports Championship 2025

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The Esports Federation of India (ESFI) has joined forces with 8Bit Creatives, India’s leading esports consulting and talent management agency for the WAVES Esports Championship 2025 (WESC25). Through this collaboration, both organizations will work together for the content creation, amplification and reach of the WESC25 and take it to India’s massive youth population.

Organised by ESFI, WESC 2025 is a key initiative supported by India’s Ministry of Information and Broadcasting aimed at contributing to the growth of the nation’s burgeoning esports industry & creator economy. This event will be part of one of the Create in India Challenges by the Ministry of Information and Broadcasting under the esteemed World Audio Visual & Entertainment Summit (WAVES).

With a roster that includes some of India’s most influential gaming content creators, 8Bit Creatives will leverage the creativity and popularity of its talent to amplify the event’s visibility. Their creators, including Naman Mathur (Mortal), Payal Dhare (PayalGaming), Raj Varma (Snax), Kaashvi Hiranandani (KaashPlays), and many others, will host and participate in various engaging activities while interacting with fans to enhance the overall reach and excitement surrounding WESC 2025.

“WESC 2025 represents a tremendous leap forward for the Indian esports community. We are delighted to have 8Bit Creatives and their popular gaming creators on board, whose expertise will undoubtedly help amplify the event’s reach and impact. With qualifiers in full swing, we’re eagerly anticipating fierce competition as India’s top athletes strive for a place on the grand stage in February,” noted Mr. Lokesh Suji, Director of ESFI & Vice President of the Asian Esports Federation (AESF).

Sharing his thoughts, Animesh Agarwal aka 8Bit Thug, CEO and Co-founder of 8Bit Creatives said, “WAVES 2025 marks a groundbreaking chapter in India’s esports journey, and we’re thrilled to be the talent partners driving this initiative. As one of India’s leading talent hubs in gaming and esports, 8bit Creatives brings unparalleled energy and scale to WAVES 2025. This is more than a partnership; it’s a platform to showcase the potential of esports as a viable and celebrated career path while underscoring the government’s support for our rapidly growing gaming and creator economy. With our creators and innovative content strategies, we’re here to make history together!.”

WESC 2025 will feature competitive tournaments in popular titles such as eFootball and World Cricket Championship (WCC), played across four phases and Grand Finals. Notably, the winner of the eFootball tournament (Phase 1), MrTomBoy, won the bronze medal at the Asian Esports Games, Bangkok, showcasing WESC’s talent potential. Committed to inclusivity, the event is gender-inclusive, with qualifiers for eFootball (Phase 2) and WCC3 (Phase 1) already underway. Upcoming registrations include eFootball Phase 3 (Dec 18 – Jan 1) and WCC3 Phase 2 (Dec 15 – Dec 26).

8Bit Creatives’ esports and content division, S8UL, made history by winning the ‘Content Group of the Year’ award for the third consecutive time at the Esports Awards 2024, remaining the only Indian organization to achieve any Esports Award. Earlier this year, founders Animesh Agarwal, Naman Mathur, and creator Payal Dhare also joined Prime Minister Narendra Modi in a roundtable discussion on India’s gaming industry, showcasing 8Bit’s pivotal role in advancing esports and fostering a sustainable ecosystem for gaming content creators.

The post 8Bit Creatives Joins Forces with ESFI as Talent Partner for WAVES Esports Championship 2025 appeared first on European Gaming Industry News.

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