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These Are The Top Customer Acquisition Tactics for iGaming Startups

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In a new report, emerging iGaming companies share their strategies for acquiring their first customers.

 

In a new report, emerging iGaming companies share their strategies for acquiring their first customers.

Industry investor Waterhouse VC engaged with a spectrum of companies, both B2C and B2B, to unearth the most effective customer acquisition methods for new startups.

Key insights

  • Seven strategies account for every start-up securing their first customers.
  • 50% of surveyed startups credited only a single strategy for their early traction.
  • High-touch customer engagement is the go-to tactic.
  • Paid ads absent in the list of top tactics for customer acquisition.
  • Tactics deployed to attract initial customers are often significantly different from those used in scaling customer acquisition.

“High-touch customer engagement emerged as the clear front-runner,” says Tom Waterhouse, Chief Investment Officer at Waterhouse VC. “It reinforces the idea that in the early stages, doing things that don’t easily scale can be the key to building a solid customer base.”

Incentivizing early adopters came in as the second most popular tactic, highlighting the significance of immediate customer rewards and recognition.

Tactic B2B Company Examples B2C Company Examples
Leverage Your Network Low6, Circle Squared Sisu Group
Targeted Influencer Marketing   Shuffle, Invincible GG
Strategic Partnerships Caerus Risk Solutions, Low6, Circle Squared  
High-Touch Customer Engagement Kinectify, Circle Squared BetDex, Betting Hero
Incentive-Driven Acquisition Voxbet Novig, BetDex, Invincible GG, Sisu Group (ReSpin)
Market-Specific Localization Checkd Group, Simplebet  
Strategic PR Octoplay, FBastards, Checkd Group  

 

A notable trend observed in the study indicates that B2B startups typically concentrated on one or two strategies, in contrast to B2C startups which tended to adopt two to three approaches. For instance, Shuffle, an online crypto casino, led the way for B2C startups by employing four distinct tactics to achieve their initial growth.

Ishan Haque from Shuffle describes their novel approach: “Instead of participating in traditional acquisition channels like streaming or traditional affiliate marketing, we recognized our edge in finding influencers with a small following, but that following consisted of 1000 true fans.”

In the realm of B2B startups, Checkd Group particularly stood out. Callum Broxton, Head of US Operations, remarks, “For our US launch … we were able to leverage our established UK business to build relationships with North American operators.”

Dublin-based ‘speak-to-bet’ technology company Voxbet focused on offering incentives, in the form of exclusivity, as a way to acquire their first customers.

Jonathan Power, Founder & CEO, remarks, “Typically, we have used exclusivity as the reward for an early adopter. I think this is now more important than ever because if you look at innovation over the last 15 years – betting in-running, cash out and bet builders – in each case once 1 operator proved demand every operator copied within months.”

Tom Waterhouse further comments, “The absence of paid advertising in these early stages reflects a strategic shift towards more organic and relationship-driven growth methods. It’s a reminder that understanding your audience and directly engaging with them is a precursor to scaling acquisition through paid channels.”

 

About Waterhouse VC

Launched in August 2019 by Tom Waterhouse, Waterhouse VC specializes in global publicly listed and private businesses within the wagering and gaming sectors. The fund offers wholesale investors access to the Waterhouse family’s extensive experience spanning over a century in the industry. Since its inception, the fund has delivered performance of over 27x, with a return of +39.5% in 2023.

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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PuK Gaming Welcomes iFerg as a Co-Owner and Strategic Investor to Drive Innovation in Mobile Gaming

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PuK Gaming, a trailblazer in precision-engineered mobile gaming accessories, is excited to announce that Luke “iFerg” Fergie, a globally renowned mobile gaming content creator, has joined the company as a co-owner and strategic investor. This landmark partnership strengthens PuK Gaming’s mission to revolutionize mobile gaming with its modular ecosystem, delivering console-quality control to players worldwide.

With 10M fans across platforms like YouTube and X, iFerg brings unparalleled influence and expertise to PuK Gaming. As a co-owner, iFerg will play a pivotal role in product development, collaborating on new accessories like the PuK Thumbstick, Grips, and Triggers to enhance precision and comfort for gamers. Additionally, he will contribute to day-to-day operations, including strategic planning, content creation, and community engagement, to drive PuK Gaming’s growth in the competitive mobile gaming market.

“We’re thrilled to have iFerg join PuK Gaming as a co-owner,” said Simon Burgess, Co-founder of PuK Gaming and inventor of the SCUF® controller. “His investment and hands-on involvement will accelerate our innovation, ensuring our products meet the needs of both casual and competitive players. iFerg’s vision aligns perfectly with our goal to redefine mobile gaming.”

iFerg’s investment underscores his confidence in PuK Gaming’s cutting-edge ecosystem, which enhances touch gameplay without introducing the lag and optimization issues associated with external controller devices, offering unmatched performance in titles like Call of Duty®: Mobile and Fortnite®. As part of the partnership, iFerg will showcase PuK products in exclusive content, including YouTube series like “Rookie to Legendary” and “PuK vs Pros,” and participate in branded events, such as Call of Duty: Mobile activations, to engage the global gaming community.

“I’m beyond excited to take a leadership position, investing my time and money into PuK Gaming,” said iFerg“Their modular accessories are game-changers, and I’m eager to work closely with the team to continue developing products that empower players to dominate. This is a huge step for mobile gaming, and I’m proud to be part of it.”

The full range of PuK Mobile Gaming hardware is shipping globally today.

The post PuK Gaming Welcomes iFerg as a Co-Owner and Strategic Investor to Drive Innovation in Mobile Gaming appeared first on European Gaming Industry News.

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Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia

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Five years ago, VALORANT arrived in South Asia with a simple promise: to deliver clutch gameplay and high-octane FPS hero shooter action. What followed was far more – late-night team talks in dorm rooms, friendships built in cyber cafes, taunts turned into inside jokes, and a vibrant community that made the game unmistakably their own. This month, on VALORANT’s 5th anniversary, Riot Games brought that journey full circle with V5, a campaign built as a tribute to every South Asian player who made VALORANT more than just a game.

V5 was designed to be a true reflection of the players, a campaign that lived in the same spaces they do: on their campuses, in their cafes, and on their timelines. Rooted in cultural nuance, it celebrated the reality of the player experience through animated shorts based on real stories, UGC-driven content, murals, college activations, and a host of community-driven celebrations. 

“V5 is our ‘Thank You’ to a generation of players who made VALORANT their own,” said Arun Rajappa, Country Manager, Riot Games India & South Asia. “Whether you’re top-fragging in ranked matches or reminiscing over your first LAN, this campaign is about your story. We wanted V5 to reflect the unique way South Asia has embraced VALORANT. The response has been uplifting, and it only reinforces why we build with community at the center.”

At the heart of it all was the V5 key visual, a vibrant and colorful tapestry of South Asian gaming culture. It was as much about memory as it was about mood: a steaming cup of chai to honor the all-nighters, subtle nods to LAN café setups that birthed both rivalries and friendships, and the unmistakable “NHK?” (“Nahi ho raha kya?”) jibe, which has become part of the everyday VALORANT vocabulary across the region. This logo was a visual time capsule, recognizable, relatable, and a proud representation of the region’s gaming culture..

As part of V5’s on-ground presence, Riot reimagined the streets of Mumbai, Delhi, Gurgaon, and Kota with an OOH (Out-of-Home) campaign that didn’t just speak to the community, it spoke like them. Across Gurgaon, Mumbai, and Delhi, LED billboards lit up with iconic in-game callouts like the playful jibe “Kal aana kal” and the ever-reliable pre-round “Skin dede bro!” phrases that have become part of everyday VALORANT banter. In Kota, the campaign took a hyperlocal twist, with traditional billboards across high-traffic areas. What made the campaign stand out was that these callouts weren’t just written for the community; they were voted on by them, turning the streets into shared arenas of recognition and pride.

One of the most timely and playful moments of the V5 campaign landed on June 2 — the day IIT-JEE Mains results were announced, a high-pressure milestone for millions of students across India. Seizing this cultural flashpoint, Riot rolled out ‘VAL Toppers’, a cheeky twist on the way coaching centres in cities like Kota celebrate academic success. But instead of JEE rankers, these billboards spotlighted Radiant-ranked VALORANT players, honoring them with the same visual fanfare usually reserved for exam toppers. With VAL Toppers, Riot offered a tongue-in-cheek nod to South Asia’s competitive spirit, proving that top-tier aim and top-tier ambition can shine in very different arenas.

The campaign made its presence felt at the VCSA Split 2 finals, where VALORANT set up an open-access booth at the Phoenix Market City, Mumbai. Visitors, many new to the game, got hands-on with VALORANT and a lot of exciting swag like custom marshmallows featuring their favourite agents and t-shirts capturing elements of V5. It was a low-barrier, high-impact entry point that turned casual curiosity into active interest.

To close the campaign, Riot hosted V5 Game Night at ApeCity, India’s first org-led gaming cafe in Navi Mumbai, transforming it into a celebration zone with friendly showmatches, video games, and a comedy set by popular comic Raunaq Rajani. It was a final nod to the players who built the community and a call to those who’ll define what comes next.

According to the Lumikai State of India Interactive Media and Gaming Report FY24, India’s gaming market generated $3.8 billion in FY24 and is projected to grow to $9.2 billion by FY29. With 66% of gamers coming from non-metro cities and 43% being first-time earners aged 18–30, the data reflects gaming’s growing cultural and economic weight. V5 is a reflection of this moment, when games stop being pastimes and start becoming part of how an entire generation communicates, celebrates, and connects.

V5 ultimately proved that VALORANT in South Asia is lived, embedded in comms, cafe walls, student timetables, and weekend routines. And now, it has cemented its place in India’s entertainment mainstream. 

The post Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia appeared first on European Gaming Industry News.

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Million Games and Wagercomms Launch Draw SevensTM – A Game-Changing Casino Card Game with Progressive Jackpots

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Million Games, an up-and-coming online game studio, is proud to announce the release of Draw SevensTM, a thrilling casino card game developed by Wagercomms as part of the Million Stars partner program. Draw SevensTM reimagines classic card gaming by blending fast-paced action with multiple payouts and two progressive jackpots, offering players an experience like no other.

Draw SevensTM is designed to bring instant action to casinos worldwide. The game invites players to wager on Over 7, Under 7, and Progressive 7, with opportunities for strategic play and bonus payouts on “Seven” and “Safe Seven” bets. Featuring a low house edge of just 2.64%, this innovative table card game appeals to both seasoned and casual players.

Thomas Nimstad, CEO of Million Games, expressed his excitement about the launch: “Draw SevensTM perfectly exemplifies our vision for the Million Stars partner program – empowering studios like Wagercomms to create truly unique gaming experiences. This game combines classic appeal with modern innovation, and we’re thrilled to bring it to players globally.”

Draw SevensTM is designed with a mobile-first approach, ensuring seamless gameplay across all devices and orientations. Its intuitive mechanics, paired with the excitement of progressive jackpots, make it an excellent addition to any online casino portfolio.

Peter Bengtsson, CEO of Wagercomms, spoke about the collaboration with Million Games: “Partnering with Million Games has allowed us to elevate our creative vision for Draw SevensTM. The support and expertise through the Million Stars partner program were invaluable in bringing this ambitious project to life. We’re confident players will love the fast gameplay and strategic depth of Draw SevensTM– it’s the first all-new casino card game in decades.”

Key Features of Draw Sevens®

  • Multiple Betting Options: Players can wager on Over 7, Under 7, and Progressive 7.

  • Double Progressive Jackpots: A chance for life-changing wins.

  • Strategic Gameplay: Bonus payouts on “Seven” and “Safe Seven” bets add layers of excitement.

  • Mobile-First Design: Optimised for all devices and orientations.

  • Low House Edge: 2.64%, at optimal play, for fair and thrilling gameplay.

Draw SevensTM is now live and available to players on participating platforms.

For more information about Draw SevensTM and the Million Stars partner program, visit Million Games website.

The post Million Games and Wagercomms Launch Draw SevensTM – A Game-Changing Casino Card Game with Progressive Jackpots appeared first on European Gaming Industry News.

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