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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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Slitherine Publishing Director Marco Alessandro Minoli Honoured at the 2025 Italian Video Game Awards by IIDEA for His Contribution to the Italian Games Industry

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Marco Alessandro Minoli, Publishing Director of the British video game publisher Slitherine, was awarded this evening the prestigious Outstanding Individual Contribution prize at the 2025 Italian Video Game Awards hosted by IIDEA, the trade association of the Italian video game industry.

The award recognises Minoli’s ongoing commitment to promoting, supporting, and mentoring Italian developers, making a tangible contribution to the growth and professionalization of the sector in Italy.

“Especially over the past four years, since I began collaborating with IIDEA, the focus has been on sharing,” said Minoli during the ceremony. “Once our team reached a certain level of experience, I felt it was essential to share that knowledge with those just starting out and in need of support. There’s no magic formula for selling more copies: the more we share within the video game community, the more we increase the chances of success and of showing the world what Italian companies, developers, and talent can create.”

Beyond his work with IIDEA, Minoli has provided free coaching to Italian developers over the past two years and has been invited to give lectures and talks at leading academic institutions, including Università Cattolica del Sacro Cuore, IED – Istituto Europeo del Design, NABA – Nuova Accademia delle Belle Arti, and IULM. In these forums, he has shared the story of the publisher and, in particular, the unique role of Slitherine’s Italian office, a rare case in the national landscape: a young team of 16 people based in Milan who manage every aspect of the publisher’s global marketing operations.

Words are followed by action: in the past year, Slitherine has started collaborating with two Italian studios, Futurats and Volcanite Games, joining the over 50 developers the company works with worldwide. Notably, on the same evening, Vulcanite Games was awarded Best Italian Debut Game.

Celebrating its 25th anniversary this year, Slitherine has an annual turnover of approximately €150 million and specializes in the production of strategy video games. Its best sellers include Starship Troopers: Terran Command, inspired by Paul Verhoeven’s 1997 film, and Terminator: Dark Fate – Defiance, set after the latest movie in the iconic franchise.

Slitherine’s journey is far from over: on Thursday, June 19, the British publisher will release the highly anticipated strategy game Broken Arrow, currently ranked 25th (out of more than 15,000 upcoming titles this year) on the Steam wishlist charts—the world’s leading digital video game store.

For more information: Slitherine Press Office – [email protected]

 

The post Slitherine Publishing Director Marco Alessandro Minoli Honoured at the 2025 Italian Video Game Awards by IIDEA for His Contribution to the Italian Games Industry appeared first on European Gaming Industry News.

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S8UL enters League of Legends with the acquisition of a power-packed roster

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S8UL becomes one of India’s first to compete across 12 top esports titles, redefining the global presence of Indian esports

The team is set to compete in Riot Games’ upcoming Legends Ascend tournament where the winning team will qualify for the LOL Championship Pacific (LCP) Wildcard Playoffs

S8UL Esports, a global powerhouse in esports and gaming content, has officially announced its entry into League of Legends (LOL) with the acquisition of one of South Asia’s leading rosters. This move marks yet another milestone in S8UL’s ongoing expansion into some of the world’s biggest esports titles, reinforcing its commitment to building a formidable international presence across multiple competitive ecosystems.

The team features captain Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Ahmed Shahid (Nero), and Mihir Ranjan (Angelslotus) from India, along with Mehrab Uddin Ahmed (RTO) from Bangladesh and Tharuka Fernando (KratoZ) from Sri Lanka. The core roster has already established itself as a dominant force in South Asia.

In a milestone achievement, Akshaj, Aakash, and Mihir represented India in LOL at the Asian Games 2022 in Hangzhou, where esports debuted as an official medal event. After topping the regional qualifiers, they advanced to the quarterfinals and secured a commendable fifth-place finish, competing against the best teams in Asia.

Animesh Agarwal aka 8Bit Thug, Co-founder and CEO of S8UL, said, “League of Legends is one of the most iconic esports titles in the world, and we believe this is the right moment for S8UL to step onto that stage. Our vision has always been to lead from the front, both in performance and in growing the ecosystem, and this move is a significant step in that direction. This roster has already shown what it’s capable of, consistently dominating the regional circuit. Now that they are under the S8UL banner, we are excited to support them in their journey to greater heights and help pave the way for South Asia to make its mark in global League of Legends esports”

In 2024, under the banner of Temple of Kings, the roster won major titles including the Skyesports WD Black Cup 1 & 2, Pro League, and the SMG South Asia Cup 1, 2, and 3, in addition to TEC’s July and August Opens. In 2025, they continued their winning streak with four tournament victories under Asterisk. The team now joins S8UL with a proven record of success, synergy, and regional pride.

“Joining S8UL is a defining moment for us. We’ve been grinding together for years, and to now be part of India’s biggest esports organisation gives us the platform to take things to the next level. With the support S8UL brings, we’re ready to prove our mettle at the highest level,” commented Akshaj ‘Kat Bot’ Shenoy, captain of S8UL’s League of Legends team.

The team is set to compete in Legends Ascend 2025, India’s first publisher driven amateur LOL tournament. With a total prize pool of INR 10 lakhs, the tournament will culminate on August 3, and its champion will earn a coveted spot in the LOL Championship Pacific (LCP) Wildcard Playoffs which is the gateway to LCP’s promotion and relegation tournament. S8UL’s entry marks a bold move by the Indian organisation to dominate the regional circuit and reach the global stage.

With this, S8UL strengthens its competitive roster portfolio, now fielding top-tier lineups across 12 premier esports titles. These include Apex Legends, Battlegrounds Mobile India, Call of Duty: Warzone, Chess, EAFC 25, Fatal Fury, Mobile Legends: Bang Bang, Pokémon UNITE, StarCraft II, Tekken 8, VALORANT, and now League of Legends.

As the first and only Indian organization set to compete at the upcoming Esports World Cup in Riyadh, S8UL continues to build on its legacy of pioneering global representation for Indian esports.

 

The post S8UL enters League of Legends with the acquisition of a power-packed roster appeared first on European Gaming Industry News.

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HIPTHER Movement Launched: Fitness Community & Summer Run-Off Challenge Powered by GameOn

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After two exciting years of iGaming & TECH Run-Off Challenges uniting the industry in fitness, wellness, and camaraderie, HIPTHER is proud to announce the official launch of HIPTHER Movement – where Community meets endurance.

HIPTHER, leading media hub and events organiser for Gaming and Technology across Europe and beyond, has incorporated fitness and wellness networking initiatives across its events since 2023.

The “Morning Networking Run” and “Morning Yoga” sessions have been a part of their summits since 2023, with the participants warmly embracing these opportunities to nurture relationships, body, and soul, ahead of a busy conference day.

 

iGaming & TECH Run-Off Challenges: Community Relationships & Healthy Competition

In 2024, HIPTHER launched the iGaming and TECH Run Club on Strava, and kicked-off the iGaming & TECH Run-Offs, with the Summer and Winter editions spanning 2024 and 2025.

Many brilliant minds and athletic spirits from gaming and tech joined the Club, and spurred with this momentum of excitement, HIPTHER raised the game – offering exciting prizes at the end of each Challenge to the Top 3 runners in the Female and Male Categories, with the support of GameOn as a Sponsor.

Now, with the launch of HIPTHER Movement, this fitness-forward initiative evolves into a dynamic wellness community powered by year-round running and cycling challenges – bringing together professionals who hustle hard, on and off the road.

Whether you’re chasing a personal best or simply enjoy the grind, the HIPTHER Movement is your new home for HIPTHER-powered challenges hosted under the iGaming and TECH Run Club and Cycling Club on Strava.

With over 100 passionate members and counting, participants can track their progress, climb the leaderboard, and revisit the results from past events. From virtual sprints to multi-week challenges of endurance, HIPTHER fuels industry momentum – one stride and one pedal stroke at a time.

Zoltan Tuendik, Co-Founder of HIPTHER, stated about this initiative: “The HIPTHER Movement is about more than logging miles or chasing medals. It’s about showing up for yourself, your peers, and your community. In an industry that never slows down, we believe wellness should move with us. From early morning runs to multi-week endurance challenges, we’re creating a culture where progress, connection, and resilience go hand-in-hand. GameOn has helped us take it to the next level, and we’re just getting started.

 

Summer 2025: Run-Off and Spin-Off Challenges Now Live!

The Summer Run-Off Challenge and Summer Spin-Off Challenge, proudly sponsored by GameOn, kicked off on June 9 and will run until September 7, 2025.

🏃‍♂️ The Summer Run-Off Challenge, hosted by the iGaming and TECH Run Club, invites runners to lace up and power through the summer heat for serious rewards:
Top 3 finishers will receive exclusive performance gear
Surprise gifts for the top male and female participants
4th and 5th place earn limited edition HIPTHER x GameOn merch

🚴‍♀️ The Summer Spin-Off Challenge, run via the iGaming and TECH Cycling Club, puts pedal power in the spotlight with equally exciting rewards:
Top 3 cyclists win exclusive performance gear
Special gifts for the top male and female riders
4th and 5th place receive HIPTHER x GameOn cycling kits

 

Powered by GameOn: Because Every Effort Counts

HIPTHER is proud to have GameOn as a sponsor of the HIPTHER Movement. Their support helps level up each challenge with better prizes, bigger energy, and even more motivation for the growing community.

With GameOn’s backing – and HIPTHER’s commitment to wellness and engagement – every mile, every ride, and every personal effort truly counts.

 

Join the Movement

📲 Not in the Strava clubs yet?
Join the iGaming and TECH Run Club and Cycling Club today to get in on the action, track your progress, and connect with fellow professionals.

Because movement is more than motion.
It’s momentum. It’s clarity. It’s how we grow stronger – together.

Let’s move with purpose. Let’s move together!

The post HIPTHER Movement Launched: Fitness Community & Summer Run-Off Challenge Powered by GameOn appeared first on European Gaming Industry News.

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