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A huge thank you to our sponsor, EveryMatrix! They offer a sportsbook platform—OddsMatrix Sports Betting Software Solutions—that covers sports and esports, paired with real-time data and unmatched accuracy. Whether you're looking for complete solutions or specific features, EveryMatrix has your back. Thanks for powering our podcast!
Optimove is the ace up your sleeve! When it comes to keeping track of players, promotions, and everything else in iGaming, you couldn’t have better CRM software than Optimove. Thanks for helping us stay ahead of the game!
Clarion Gaming is like that rare power-up in a game that boosts everything! They fuel businesses, connect the industry, and somehow keep our podcast running like a well-oiled machine. It’s a mystery to us how they do it all—but we’re just here to say a huge thank you! Clarion Gaming makes it all look easy—see you at ICE Barcelona 2025!
Join us in this episode (The Gambling Files RTFM 185) for a fascinating conversation with Duncan Garvie, a true pioneer in the online gambling industry. From his early days with ThePOGG.com to his current work with Bet Blocker, Duncan talks about the evolving landscape of online gambling, and how we can create a safer and more responsible industry for all.
In a nutshell:
* The challenges of regulating the black market and the need for a multi-faceted approach.
* The need for greater transparency and accountability from operators and software providers.
* The importance of empowering consumers with the knowledge and tools to make responsible gambling choices.
* The impact of cryptocurrencies and the rise of unregulated online casinos.
* The effectiveness of responsible gambling tools, such as blocking software and deposit limits.
* Addressing the root causes of gambling harm, such as financial distress and social isolation.
Choice quotes:
* Duncan Garvie: “Sometimes, problem gamblers who are vulnerable and most desperately need the support—they’re the least able to access it.”
* Duncan Garvie: “If a problem gambler has to pay for blocking software, they’ll sometimes gamble that money to try to win back what they've lost.”
* Fintan Costello: “I love entrepreneurs. I love people who go out and build stuff.”
* Jon Bruford: “If grey market operators are doing any kind of banking services, then there's leverage. Pressure can be applied. You can say to them either behave or f**k off.”
* Jon Bruford: “I like to not shit my pants, but it just takes a sneeze at the wrong time.”
* Jon Bruford: “I don't like admitting that I don't know as much as somebody else, especially people with hair.”
Thanks to Duncan Garvie for being on the show!
Learn more about Duncan at https://www.linkedin.com/in/duncan-garvie-588658199/
Get the free gambling blocker software, Bet Blocker: https://www.betblocker.org/
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
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In this episode (The Gambling Files RTFM 184), Jon Bruford and Fintan chat with Kate Chambers to discuss the science behind trade shows in the gaming industry. They explore the importance of evaluating trade show effectiveness, the changing landscape of events, and the power of partnerships and community.
We'd like to give a special shoutout to our sponsor, EveryMatrix, and to their OddsMatrix Sports Betting Software Solutions! If you're in the world of sports betting, their top-notch coverage and reliable data are second to none. With a wide range of markets and an unparalleled level of accuracy, they offer everything you need to enhance your betting experience. Thanks for supporting our show!
Some companies roll the dice when it comes to CRM software, but not us. With Optimove, we’ve landed on a winning streak that’s turned every interaction into a jackpot. Thank you Optimove for making customer relationship management feel as thrilling as a high-stakes roulette spin (and for sponsoring our show)!
Kate Chambers, founder of the Gaming Boardroom, is a seasoned professional in the gaming industry, known for her expertise in events and trade shows.
In a nutshell:
* Evaluating trade show effectiveness and setting clear objectives.
* The changing landscape of gaming industry events, with a focus on smaller, more targeted events.
* The need for accountability and feedback loops in trade show planning and execution.
* The role of trade shows in building brand awareness and generating leads.
* The challenges of measuring the ROI of trade show participation.
* The need for better communication and collaboration between marketing and sales teams.
* The future of trade shows in the gaming industry and the rise of silent exhibiting.
Choice quotes:
* Kate Chambers: “In the gaming industry, marketing campaigns are about brands, visibility, and selling stuff. And there’s no doubt that events are an essential part of a marketing mix.”
* Kate Chambers: “There's a lot of talk in the gaming industry about how there are too many events and conferences. And yet people still turn up to all of them.”
* Fintan Costello: “With B2B sales, there's a long lead time—6 months, 12 months, years to close a deal. So with gaming industry events, it’s difficult to evaluate whether to invest in them as an exhibitor.”
* Jon Bruford: “Smaller, more targeted events are undoubtedly the future of the gaming industry.”
* Fintan Costello: “You can run empires on spreadsheets.”
Thanks to Kate Chambers for being on the show!
Connect with Kate on LinkedIn: https://www.linkedin.com/in/katechambers/
Check out The Gaming Boardroom: https://thegamingboardroom.com/
Check out our previous chat with Kate: https://www.thegamblingfiles.com/kate-chambers-launches-the-gaming-boardroom-the-gambling-files-rtfm-72/
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
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In this episode (The Gambling Files RTFM 183), Jon and Fintan talk with the CEO of Transform Gaming. They discuss the company's mission to create safer, free-to-play casino-style games for problem gamblers. They also explore how new technology could be used to detect risky gambling behaviors and offer solutions that promote responsible gaming.
Today’s guest is Sina Azeri, a man on a mission to help problem gamblers by creating safer gaming environments. With a passion for innovative technology, Sina is reshaping the gaming industry, one player at a time.
Thanks to our new sponsor EveryMatrix and their OddsMatrix Sports Betting Software Solutions! Their cutting-edge platform provides competitive sports and esports coverage, real-time betting data, and industry-leading accuracy. Whether you're looking for a full sportsbook solution or just data feeds, they have you covered. We’re proud to have them supporting the podcast!
And thanks to our sponsor Optimove! If CRM software were a game of poker, Optimove would be holding a royal flush. You've taken us from folding under pressure to calling all the shots with your system. Thank you!
This episode in a nutshell:
* The growing problem of gambling addiction in the UK and worldwide.
* Sina and Transform Gaming’s free-to-play alternative for problem gamblers.
* Using touchscreen data to monitor emotional states and prevent risky behavior.
* A vision for social casino games that engage without aggressive monetization.
* How social casino gaming differs from real-money gambling in terms of user spending.
* The challenges of preventing relapses for self-excluded gamblers.
* Transform Gaming’s strategy of acquiring and consolidating social casino companies.
* Developing a fun and innovative gaming experience for free-to-play users.
* The importance of maintaining customer loyalty over quick profits.
Choice quotes:
* Sina Azeri: “Solutions [to problem gaming] won't just present themselves. You need to create them and test them to see if they work.”
* Sina Azeri: “We aim to work with gambling operators. When they determine that a user is showing problematic gaming behaviors, the operator can then promote our product, a free-to-play social casino game.”
* Jon Bruford: “My beauty is on the inside.”
Thanks to Sina Azeri for being on the show!
Learn more about Sina at https://www.linkedin.com/in/sina-azeri/
Learn more about Transform Gaming: https://transformgaming.com/
This podcast is presented by EveryMatrix. If you’re looking for sports data feeds and a feed aggregator, look no further than OddsMatrix Sports Betting Software Solution!
This podcast is also presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s frickin’ awesome.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website:
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You bet, we thank our sponsor, Optimove! We hit the ultimate payout with Optimove! With their CRM software, you’re not just tracking customers—you’re managing high-rollers and casual gamers with the finesse of a blackjack dealer. Now you can double down on personalized offers and never worry about going bust. Thank you Optimove for stacking the deck in our favor!
Also big thanks to our sponsor Clarion Gaming and ICE Barcelona 2025 for not only keeping the gaming world connected 365 days a year, but also for making sure Jon and Fintan can keep talking about it! You guys really are the master key to this chaotic, wonderful gaming universe, and without you, we'd all be lost in a sea of buttons, screens, and confusing strategies. Thank you Clarion Gaming for being the champions of connection, and we’ll see you in Barcelona for ICE 2025!
How do gambling companies balance VIP treatment with responsible gaming practices? Also, what role do gambling companies play in exacerbating addiction among high-rollers?
In this episode (The Gambling Files RTFM 182), reporter Katherine Sayre of The Wall Street Journal returns to discuss her investigative reporting on gambling addiction within the high-roller VIP circles.
This episode in a nutshell:
* Katherine’s investigation into a psychiatrist's gambling addiction and the VIP treatment she received (link to the article below).
* VIP programs: When perks and bonuses cross the line.
* Differences in regulatory approaches between the U.S. and the UK/Europe.
* The role of state regulators in curbing gambling addiction.
* High-roller bettors and their influence on operator revenues.
* The fine line between entertainment and exploitation in gambling marketing.
* The growing scrutiny around sweepstakes casinos in the U.S.
* The rise of unregulated sweepstakes in the online casino space.
Choice quotes:
* Fintan Costello: “The VIP team play a very, very important part of every operator.”
* Katherine Sayre: “Back in 2019, PointsBet reported internally that a half a percent of their sports betting customer base generated 70% of its revenue. So that stuck out to me as proof of how important high rollers are [to digital gambling platforms].”
* Katherine Sayre: “The gambling industry has always promised to do something about this [problem gambling]. It's [now] time to see how they are actually going to handle this.”
* Jon Bruford: “If gambling businesses say that they take responsible gambling seriously, and then don't, there's going to be repercussions—especially when it's part of their licensing.”
* Jon Bruford: “VIP high rollers and problem gamblers do share some commonalities in how they play.
But they also share them with money launderers, and that doesn't mean that every problem gambler is a money launderer.”
Thanks to Katherine Sayre for being on the show!
Read Katherine Sayre’s The Wall Street Journal article, “A Psychiatrist Tried to Quit Gambling. Betting Apps Kept Her Hooked,” that was discussed in this episode: https://www.wsj.com/business/hospitality/gambling-addiction-sports-betting-apps-4463cde0
Connect with Katherine at LinkedIn: https://www.linkedin.com/in/katherinesayre
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon...
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Let’s take a spin and land on the perfect CRM marketing solution for iGaming—Optimove! Thanks to Optimove’s software, iGaming and Sports Betting operators can keep track of everything without rolling the dice. They make customer retention feel like hitting the jackpot every single day, and for that, we’re throwing confetti their way!
In this episode (The Gambling Files RTFM 181), Fintan interviews a seasoned affiliate marketer and entrepreneur to discuss his journey from building a successful bingo affiliate empire to founding BoostBox, a new AI-driven content creation tool for affiliates.
Today’s guest is Roo Wright. Roo’s love for all things tech and affiliate marketing shines through in his witty anecdotes and deep industry knowledge.
In a nutshell:
* Roo’s transition from affiliate marketing to building AI-driven tools.
* How BoostBox helps affiliates create optimized content faster.
* SEO’s future in an AI-driven world.
* How AI can assist affiliates with content, compliance, and conversions.
* The challenges smaller affiliates face in a competitive market.
* The balance between using AI tools and maintaining human oversight
Choice quotes:
* Roo Wright: “Use AI as a research tool and as the basis for your content. But never just copy it word for word.”
* Roo Wright: “We have generations of users who are familiar with Google and won’t change over to ChatGPT or other LLMs because—Why would they?”
* Fintan Costello: “If a new product is actually going to disrupt a core, existing product, then the new one doesn’t need to label itself as a disruptor.”
Thanks to Roo Wright for being on the show!
Connect with Roo: https://www.linkedin.com/in/roowright/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s remarkable.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Subscribe on Apple Podcasts: https://apple.co/3A57jkR
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast
Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/
Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/
Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/
Sponsorship enquiries: https://www.thegamblingfiles.com/contact/
Get our newsletter: https://thegamblingfilestldr.substack.com/
This episode was produced by Story On Media & Marketing:
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Have you ever needed a toaster that also walks your dog? Yeah, us neither (well, maybe Jon). But you know what you do need? Optimove’s awesome CRM marketing solution. Also, you definitely need to check out Clarion Gaming’s cool network and brands. They actually make useful stuff for gamers!
How has the integration of AI changed the landscape of online poker? What is the future of poker in a world where technology, regulation, and player behavior are constantly evolving?
In today’s episode (The Gambling Files RTFM 180), Fintan and Jon talk with poker legend Chris Straghalis about the evolution of poker, both online and live. They delve into the impact of technology, including AI and bots, on the game, while highlighting how poker's unique blend of skill and luck has contributed to its enduring appeal. Chris is the Director of Online Poker Experience at PokerStars.
In a nutshell:
* Online poker faces unique challenges due to regulations, player liquidity, and the rise of AI tools.
* Live poker is experiencing a resurgence, with record-breaking events happening worldwide.
* The global player pool in online poker has shrunk due to the segmentation of regulated markets.
* Bots and AI are a growing challenge in online poker, but platforms like PokerStars are working hard to maintain fair play.
* The future of poker lies in embracing new formats and incorporating more excitement, like quick outcomes and high-risk, high-reward opportunities.
* Modern poker players increasingly focus on their physical and mental health to maintain an edge in the game, with many adopting strict routines and coaching.
Choice quotes:
* Fintan Costello: “Chris Straghalis is the poker expert's poker expert.”
* Chris Straghalis: “When you're playing a hand of poker, you're telling a story. A poker hand is a beautiful motif for a story. It's got a beginning, a middle, and an end.”
* Chris Straghalis: “Poker is a beautiful game because it's a perfect mix of skill and luck.”
* Fintan Costello: “If you can’t spot the idiot at the poker table, it's probably you.”
* Jon Bruford: “No two games of poker are the same. No two hands of poker are the same.”
Thanks to Chris Straghalis for being on the show!
Connect with Chris on LinkedIn: https://www.linkedin.com/in/chris-straghalis-4587974/
Play poker games at PokerStars: https://www.pokerstars.com/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s tremendous.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Subscribe on Apple Podcasts: https://apple.co/3A57jkR
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast
Fintan Costello on LinkedIn:
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If we were forced to choose between Optimove and Clarion Gaming, we’d be screwed—because we can’t live without Optimove’s awesome CRM marketing solution or without Clarion Gaming’s cool network and brands. Hey sponsors, we see you, and we thank you.
Today’s guest is Isabelle Zanzer, a Regulatory Compliance Specialist and Sustainability Integrator with CompliancePlay, a regulatory consultancy firm for the iGaming industry.
Isabelle discusses her unique approach to compliance, focusing on solutions rather than simply saying no, and how her team works to help businesses thrive while meeting regulatory requirements.
In a nutshell:
* Jon and Fintan yabber on about Jon’s new persona, the so-called “seagull effect” (which relates to a boss coming in, making a lot of noise, sh!tting over everything, and leaving), and whether they should get Cobra Kai tattoos. .
* Isabelle shares her insights on "health washing," where companies pretend to act responsibly without addressing the core issues. She highlighted her research into this phenomenon within the gambling industry, discussing how gambling companies might be masking issues under the guise of responsible gambling.
* Isabelle shares insights from her ongoing PhD research on problem gambling in Ukraine during times of conflict, highlighting the impact of war on gambling behavior.
* Can self-regulation work effectively in the gambling industry? Isabelle argues for a balanced approach that includes open dialogue between operators and regulators.
* There’s a need for companies to adopt proactive measures to stay ahead of regulatory changes and maintain good standing within the industry.
Choice quotes:
* Fintan Costello on proactive compliance in the iGaming industry:“You travel to where the puck is going, not to where it is. You need to be scanning the regulatory landscape, looking ahead to what’s coming next.”
* Isabelle Zanzer: “In times of war, every recognized comorbidity for gambling is increased massively. There's so much stress and uncertainty; it’s like a super magnifier for gambling problems.”
* Isabelle Zanzer on working in compliance: “I always tell clients, I’m not your mom, I’m not your wife. I’m not going to be like, ‘you have to do this, you have to do that.’ [But we are] here to help you.”
* Jon Bruford on self-regulation in the iGaming industry: “No industry is going to unilaterally agree to make changes across the board that it doesn't have to.”
Thanks to Isabelle Zanzer for being on the show!
Connect with Isabelle: https://www.linkedin.com/in/isabelle-zanzer/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Subscribe on Apple Podcasts: https://apple.co/3A57jkR
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube:
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Fintan and Jon were this close to broadcasting from a cardboard box when Optimove and Clarion Gaming burst in with their sponsorships, amazing CRM marketing solution (Optimove), and awesome multi-platform network of live and digital brands (Clarion Gaming). They’re the real MVPs—Most Valuable Podcasters!
How is artificial intelligence currently being used in gambling? Also, in the future, what do we have to look forward to (and to fear)?
Your hosts spoke with two AI/gambling experts to get some answers. Joining us for this episode is Mark Flores Martin (CEO of XGENIA) and Adam Davis (CRO of XGENIA). Oh, and XGENIA develops AI-powered tools to create and deploy AI-generated online slot games and personalized gaming experiences for the iGaming industry.
In a nutshell:
* Currently in gambling, AI is used for entertainment-side story-building and video creation, and for taking over certain boring tasks like slot mathematics.
* The guests and hosts talk about using AI ethically in the gambling industry.
* AI will potentially revolutionize the gambling industry by enabling faster, more efficient game development and distribution.
* What will be some of the practical implications of AI, including its role in entertainment and compliance?
* Jon once again successfully and seamlessly sneaks the word “cromulent” into the conversation.
Choice quotes:
* Mark Flores Martin: “One of my favorite sayings about Ai is: the moment we invent an AI that is smarter than us, it’ll be the last thing we invent.”
* Mark Flores Martin: “One of the current key issues for AI is that when people aren’t educated in prompt writing and how to write effective prompts.”
* Fintan Costello: “Technology should work for me, not the other way around—that’s my view on all technology.”
* Jon Bruford: “If I'm walking up a big hill, I break it down into groups of four steps. I pull my hat low so that I can see four steps in front of me. Before I know it, I’m in the rhythm.”
* Jon’s ex-girlfriend: “Life's a cow. Then you realize you have a milk allergy.”
Thanks to Mark and Adam for being on the show!
Visit XGENIA: https://www.xgenia.ai/
Mark Flores Martin, CEO of XGENIA: https://www.linkedin.com/in/markfm/
Adam Davis, CRO of XGENIA: https://www.linkedin.com/in/adamodavis/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Subscribe on Apple Podcasts: https://apple.co/3A57jkR
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast
Fintan Costello on...
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Just when Jon and Fintan thought they had run out of brilliant yet awkward banter, Optimove and Clarion Gaming swooped in and saved the day! Faster than a speeding bullet, more reliable than a Wi-Fi connection, they’re the hero sponsors we all need!
Rosalind Wade is today’s guest. Roz is the CEO of Winna Media, which creates small, intimate, bespoke events that promote relationship building and networking (as compared to ginormous expos that often fail at actually building meaningful relationships between people).
In a nutshell:
* After talking about dehydrating beef in air fryers, various humorous anecdotes about using knives and spoons in various contexts, and a Simpsons joke, Jon and Fintan get down to business by discussing two epic war films: "The Longest Day" (1962) and "A Bridge Too Far" (1977).
* When their guest comes on, Roz provides details on Thailand's decision to legalize casinos, the potential revenue it could bring to the tourism industry, and the goal of addressing the issue of illegal gambling.
* The upcoming Thai Entertainment Complex Summit, which is being held in December, in Bangkok, Thailand. You can register via: https://winnamedia.com/thai-entertainment-complex-summit/
* Roz discusses the Philippine Offshore Gaming Operators (POGO) situation in the Philippines, including the potential inquiry into the links between POGOs, drugs, and extrajudicial killings.
* The political and regulatory landscape in the Philippines, including the recent scandals and investigations.
* The potential for other Asian countries might follow similar regulatory changes, such as Cambodia's shutdown of gambling establishments.
Choice quotes:
* Rosalind Wade: “[Thailand] had a sort of lesson in international entertainment when Taylor Swift was recently in Singapore. And I think Thailand is now very determined to step up onto the global entertainment stage.” (Editor’s note: Singapore provided Taylor Swift a financial incentive to make the country the only stop in south-east Asia on her world tour.)
* Jon Bruford: “Malta is still a very popular tourist destination, but tourism tends to be a seasonal thing, whereas Malta has high gaming revenue all year round. And I'm pretty sure I know which one the Maltese government prefers.”
* Rosalind Wade: “The Philippines is very resilient. Also, in terms of revenue, PAGCOR is actually the second biggest provider to the government tax coffers.” (Editor’s note: PAGCOR stands for the Philippine Amusement and Gaming Corporation.)
Thanks to Rosalind Wade for being on the show!
Connect with Roz: https://www.linkedin.com/in/rosalind-wade-6376684/
Register for Roz’s Thai Entertainment Complex Summit in Bangkok: https://winnamedia.com/thai-entertainment-complex-summit/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
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Three cheers to the peeps at Optimove and Clarion Gaming for helping The Gambling Files Podcast share our wisdom directly into your earbuds or onto your screens.
Today’s guest is Malcolm Wilkinson, the founder of We The Bookie, a socially responsible bookmaker. You might ask: How responsible are they? Well, at the end of each month, We The Bookie returns 50% of all gross revenue back to customers.
In a nutshell:
* Jon learns that he’s got an avoidant attachment type of personality (whatever that is).
* How Clayton Christensen’s book, The Innovator's Dilemma, relates to the gambling industry and today’s guest’s business, We The Bookie.
* Launching We The Bookie in Ireland, with the intention of launching in a country that has an established betting market, including Paddy Power, the Irish gambling behemoth.
* Malcolm explains how incumbent bookmakers may struggle to switch to a new model due to their cost structure and affiliate agreements.
* The challenges of raising funds for a startup in the gaming industry.
Choice quotes:
* Malcolm Wilkinson: “At the end of each month, We The Bookie gives half of the accumulated gross gaming revenue (GGR) back to our losing customers in direct proportion to their loss that month.”
* Malcolm Wilkinson: “There's nothing really to stop a new company coming in and doing what We The Booking is doing. But incumbents would have a really hard time switching into this model because they weren't designed that way.”
* Fintan Costello: “With punters, there's a point where odds aren't the most important thing. Convenience, service, and things like that can actually be way more important.”
* Jon Bruford: “I'm generally optimistic. Otherwise, why would I get out of bed? But I do set the bar quite low.”
* Fintan said to Jon, “I wouldn't call you emotionally distant or unavailable.” And Jon replied, “I don't care.”
Thanks to Malcolm Wilkinson for being on the show!
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Get our newsletter: https://thegamblingfilestldr.substack.com/
Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast
Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/
Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/
Sponsorship enquiries: https://www.thegamblingfiles.com/contact/
This episode was produced by Story On Media & Marketing:
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Behind the scenes with gambling, what happened with the 2024 UEFA European Football Championship and England’s loss to Spain?
One of our wonderful sponsors—Optimove—provided us with this episode’s guest. But that doesn’t mean that we’re any less grateful to Clarion Gaming for also helping us bring you The Gambling Files Podcast.
Optimove’s Jonathan Collins joins Fintan in the Gambling Files studio today. Our guest is a Strategic Services Team Leader at Optimove, a leading customer relationship management (CRM) and marketing automation platform that we unabashedly recommend to everyone, but especially you.
(Co-host Jon Bruford missed this episode, but he’ll be back, don’t worry!)
This episode in a nutshell:
* Yes, England’s heart is broken. Yes, Gareth Southgate, England’s manager, has stepped down. But what happened behind the scenes at Euro 2024 with gambling?
* Query trends for big football tournaments are generally predictable
* Sports betting trends during the tournament, including deposits and bet amounts, and how the Italians generally don't like to bet on non-Italian teams at tournaments.
* The popularity of weird Olympic sports like kayaking and canoeing.
* NFL betting trends.
* HBO's Hard Knocks series and Netflix's Receiver documentary, and how they link with the NFL's popularity in America.
* How there is no clear second sport in America, with multiple sports having significant betting activity, including baseball, basketball, and soccer.
* There is some movement in women's basketball betting, driven by personalities like Caitlin Clark.
* The shift towards mobile-first betting platforms.
Choice quotes by our guest:
* “We just saw a huge upswell of interest on the final [of Euro 2024]. For example, in Italy, there were 20% more betters on the final than any other day.”
* “Excluding England, we saw a decrease in terms of the average deposit amount and the number of depositors through the [2023 Euro] tournament after group stage games.”
Choice quotes by Fintan:
* “Bookies who aren’t official sponsors of the Olympics aren’t allowed to say the word ‘Olympics’ [in marketing and advertisements]. They’ve got to talk about, for instance, sport in Paris. So it’s tricky from a marketing perspective.”
* “I always like to call the start of the NFL season, the start of gambling season. Everyone’s fired up. They're salivating. The numbers go up. Everything just gets more gambling—I just invented that word.”
* “I was joking with a friend that I'm going to be watching the Olympics, sitting on my sofa, eating chocolate, and critiquing somebody's gymnastics routine.”
Thanks to Jon Collins for being on the show!
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s remarkable.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Get our newsletter: https://thegamblingfilestldr.substack.com/
Subscribe on Apple Podcasts:
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Have you clicked on our sponsors yet? Don’t do it. Optimove is here, and Clarion Gaming is here. Whatever you do, don’t click on ’em, thanks. (Please let us know if our reverse psychology worked on you ... or didn’t!)
The UK’s Gambling Commission recently released some statistics on the prevalence of problem and at-risk gambling. What do these stats mean? And how are these stats different from the results of previous studies?
Returning to the show to discuss these messy numbers is Melanie Ellis, numbers whiz and gambling regulatory lawyer for Northridge Law.
In a nutshell:
* Melanie shares insights on UK gambling industry's "sh!tty mess" of statistics and implications for casino operators.
* The Gambling Commission has switched from a phone survey to an online survey to measure problem gambling rates, with the new methodology yielding a rate of 2.5%.
* The Commission has cautioned against comparing the new rate with previous figures, citing risks of inaccuracy.
* The Gambling Commission's survey methodology is flawed and not representative of the gambling industry.
* Melanie expresses caution about new survey results, suggesting they may not accurately represent problem gambling rates.
* Problem gambling is a significant issue and needs actionable insights rather than perfect surveys.
* Will policymakers take action based on these survey results?
* The gambling industry and the tobacco industry both cause harm and should both be restricted.
Choice quotes:
* “I think the NHS survey gives us a more representative result [on problem gamblers in the UK]. Whereas the Gambling Commission's survey has some self-selection bias, which is an issue.” — Melanie Ellis.
* “I think that policymakers will take the [Gambling Commission's] survey results with a grain of salt.” — Melanie Ellis.
* “The UK Gambling Commission is damned if they do and damned if they don’t. Whenever they release a survey, people always complain that they got it wrong and that it’s flawed.” — Fintan Costello.
* “One of the issues that both the UK Government and the Gambling Commission have had is that, because of bureaucracy, it takes so long for things to happen [to address problem gambling].” — Jon Bruford.
* “[The facial recognition tech on my phone] doesn't recognize me if I'm smiling. That tells you about my life, doesn't it?” — Jon Bruford
Thanks to Melanie Ellis for being on the show!
Connect with Melanie on LinkedIn: https://www.linkedin.com/in/melanie-ellis/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s outstanding.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Get our newsletter: https://thegamblingfilestldr.substack.com/
Subscribe on Apple Podcasts: https://apple.co/3A57jkR
Subscribe on Spotify: https://spoti.fi/4cs6ReF
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Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.
In this episode, Jon, Fintan, and their guest Björn Nilsson explore options for companies that have no operations or legal footprint in particular regions of the world, yet can still earn revenue related to traffic exchanges between brands in different markets.
With over 20 years in the online gaming industry, Björn is the CEO of FTDx, a platform that converts visits from regions outside your business scope into revenue.
In a nutshell:
* Björn’s background and involvement in currency trading and gambling ventures, including smaller casinos and poker sites.
* The challenges of normalizing data and using AI tools.
* Björn's work at Triggy, a hub for development for the interactive betting industry.
* What is Grace Jones' song "Pull Up to the Bumper" actually about?!
* Björn's difficulty in getting clients onboarded to FTDx, a company that wants to help businesses earn revenue from regions of the world that are outside their normal operations.
* Watching “Cobra Kai”!
* FTDx’s technology and solutions that address unutilized traffic from non-legal jurisdictions.
* Potential benefits of sending traffic to competitors and learning from their data.
* The practical aspect of traffic exchange and revenue generation.
Choice banter #1 between your hosts: Jon started saying, “There was a documentary on Fox where a simple, working-class family in America got their hands on an autodialer. Somebody—” At that point Fintan interrupted and said, “That was an episode of The Simpsons.”
Choice banter #2 between your hosts: “All songs are about sex,” Fintan said. “No, some songs are about sex and money,” Jon said.
Choice quotes by our guest:
* “If you send traffic to 4 or 5 different brands [that aren't in your market], and one of them converts much better than the others, then you can dig down into why it converts much better.” — Björn Nilsson.
* “We've done a proof of concept [of FTDx] in Finland and Brazil, and we converted about 2% of all the visitors. That was much higher than expected. I expected it to be sub 1% or around 1%.” — Björn Nilsson.
Thanks to Björn Nilsson for being on the show!
Unlocking new revenue streams with FTDx: https://www.ftdx.io/
Connect with Björn on LinkedIn: https://www.linkedin.com/in/bj%C3%B6rn-nilsson-2a98789/
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Get our newsletter: https://thegamblingfilestldr.substack.com/
Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube:...
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Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.
In this episode, we chat about important stuff, like Dutch clogs, James Bond, secret super yachts, and knitting. Occasionally, we even talk about gambling. Oh, and we’ve also got two guests on today’s show—Paul Sculpher and Harry Lang.
Paul is a consultant who works on existing and proposed casino projects all around the world.
Harry is a marketing guru who transforms digital B2C, D2C, and B2B brands.
In a nutshell:
* Discussion on layoffs in the gambling industry's marketing sector and their revenue impact.
* Challenges of short CMO tenures and job changes, with advice for job interviews.
* The rise of so-called fractional CMOs and consultancy roles.
* Discussion on ageism in marketing and the need for older professionals to stay updated.
* Lessons for the gambling industry in influencer marketing and in-app advertising.
* Miss Shilling's orifice
* Paul's roles at Gaming Recruitment Solutions (GRS)
* Harry's positive approach to unemployment.
Choice quotes:
“In offline gaming, there's something yet to be achieved, from the influencer side of things. Somewhere, there's a way of making it work, but no one's found it yet.” — Paul Sculpher.
“With sports betting apps and casino apps, there's a huge opportunity for advertising within those kinds of apps.” — Harry Lang.
“For a marketing leader, you're never the expert. Your team are the experts. You know the benefits, opportunities, costs, and KPIs. But the people [on your team who] execute it are the subject-matter experts.” — Harry Lang.
“I read David Ogilvy’s book [Ogilvy On Advertising], and he was doing A/B testing with print catalogs. And I'm like, there's nothing new here. I can just do it faster.” — Fintan Costello.
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
Thanks to our guests for being on our show!
Paul Sculpher on LinkedIn: https://www.linkedin.com/in/paul-sculpher-4054436/
Paul’s website: https://www.paulsculpher.com/
Gaming Recruitment Solutions (GRS; where Paul works): https://www.grs-recruit.com/
Harry Lang on LinkedIn: https://www.linkedin.com/in/mrharrylang/
Harry’s website: https://www.marketingbook.co.uk/
Get Harry Lang’s book, Brands, Bandwagons & Bullshit: How marketing, advertising, media and PR work - the essential guide for career planning and professional understanding.
Amazon UK: https://amzn.to/4cD3q52
Amazon US: https://amzn.to/3S6yDoU
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website:
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Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.
This episode opens with tales of accidentally sending very personal messages to colleagues. Oops.
That silliness out of the way, Jon and Fintan get into the heart of the episode—a chat with Christina Cook, a compulsive gambling addict who is living in recovery and is three years gambling-free.
In a nutshell:
* Christina shares her personal story of being a gambling addict in recovery, starting with occasional visits to a nearby casino, which later became a coping mechanism during a mentally and verbally abusive relationship.
* She criticizes the gambling industry's response to the harm caused by creating a Responsible Gambling Council and discusses the Gambling Recovery Investment Treatment Act (aka the GRIT Act).
* Christina started the Broke Girls Society podcast to share her story, which received positive feedback from women worldwide.
* There’s a stigma surrounding gambling addiction for women that still needs to be addressed.
* There’s a need for more resources for addressing gambling harm.
Choice quotes:
“Gambling became a coping mechanism for me.” — Christina Cook.
“I decided I'm going to have to fight for myself.” — Christina Cook.
“Domestic abuse is one of the primary drivers for women developing gambling issues, which makes perfect sense [when you think about it], but people don't necessarily join those dots.” — Jon Bruford.
“How did something [gambling] that was supposed to be fun and entertaining become so harmful? For me, the addiction was a symptom of my internal issues.” — Christina Cook.
“Gambling addiction is a comorbidity. It's a symptom of another ill.” — Jon Bruford.
“Gambling needs more safety rails.” — Fintan Costello.
Thanks to Christina Cook for being on the show!
Listen to Christina’s podcast, The Broke Girl Society: https://thebrokegirlsociety.com/
Watch Christina’s show on YouTube, The Bet Free Life with Brian and Christina: https://www.youtube.com/@thebetfreelife/
This podcast is presented by Optimove, the gaming industry's CRM of choice. Don’t believe us? It’s used by a whopping 56% of the EGR Power50 to personalize player experiences. Visit Optimove for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.
Website: https://www.thegamblingfiles.com/
Get our newsletter: https://thegamblingfilestldr.substack.com/
Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF
Subscribe on Spotify: https://spoti.fi/4cs6ReF
Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast
Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/
Jon Bruford on LinkedIn:...
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We bring The Gambling Files Podcast to you thanks to our tremendous sponsors Optimove and Clarion Gaming.
As we gear up for the complete sexification of the podcast (next week!), we thought we would do a news roundup episode because there was quite a lot of interesting news going on. Unsurprisingly, Fintan and Jon disagree about it. Oh well.
Anyway, discussion in the episode includes Jon’s birthday cake, a national ad framework for sports betting advertising in Canada, a pub closing in Vegas, The Mirage closure, jackpot mechanics, whether properties closing should affect room rates, and the business acumen of Tony Hawk and Michael Jordan. Oh, and the importance of investing in new content in the gambling industry.
In a nutshell:
Cake – exciting! They discuss the potential nationalization of sports betting advertising in Canada and the opposing views on the matter. The closure of a British pub in Vegas with cultural significance is mentioned, along with the story of how Brandon Flowers of The Killers wrote 'Mr. Brightside' after witnessing infidelity at the pub. The hosts mention their podcast sponsors and joke about potential sponsorship opportunities for themselves. The Mirage resort in Las Vegas is closing, leading to speculation about the impact on room rates in the city. The mechanics of hitting jackpots in casinos depend on the type of jackpot and can vary. The appointment of a new gambling minister in the UK and the response of the betting and gaming council. The SBC Summit in Lisbon is investing in content by inviting Tony Hawk as a keynote speaker.
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
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We bring The Gambling Files Podcast to you thanks to our kind, generous and loving sponsors Optimove and Clarion Gaming.
We kick off with Jon and Fintan joined by Naomi Barton, portfolio director at Clarion Gaming. They discuss the upcoming iGB Live! event in Amsterdam and the plans for the event in London in 2025. They also talk about the importance of face-to-face networking in the iGaming industry and the various activities and parties that will be taking place at the event. The conversation also touches on running as a way to balance a busy life and the anticipation of Jon's upcoming school reunion. IGB Live is the biggest event in the iGaming industry and is expected to be even bigger this year with a 30-40% increase in pre-registrations. The event will feature new areas such as the Launch Pad for tech startups and the Sustainable Gambling Zone to support operators earlier in the player journey [0:00 – 27:53].
"Regulate the product, not the player."
Then we’re joined by the eminent Sarah Ramanauskas, of the Game Safety Institute, who has had even more brilliant ideas about how we can change our approach as operators and suppliers to ingrain a more effective and relatively invisible level of RG and player protection. The conversation revolves around the idea of incorporating safety features into gambling games to promote responsible gambling. We discuss the concept of providing players with more information and warnings within the game itself, rather than relying on external responsible gambling measures. They suggest incorporating features like health bars, bet limits, and prompts to help players make better decisions. The conversation also touches on the challenges of implementing these features in the gambling industry and the need for long-term thinking and player-centric design. The conversation covers various topics including the appeal of jackpots in slot games, the need for clearer explanations of jackpot odds, the role of regulators in product safety, the potential of psychedelic substances for mental health treatment, and the value of a broad education.
In a nutshell:
Incorporating safety features into gambling games can promote responsible gambling. Providing players with more information and warnings within the game itself can help them make better decisions. Features like health bars, bet limits, and prompts can be incorporated into games to enhance player safety. The gambling industry should prioritize long-term thinking and player-centric design. Implementing these features may face challenges due to short-term financial considerations and the need for industry-wide adoption. Clear explanations of jackpot odds can help slot players make more informed decisions. Regulators should focus on regulating the product rather than the player. Psychedelic substances like mushrooms and ketamine show promise in treating mental health issues. A broad education that includes the humanities can provide valuable skills for any career.
Choice quotes:
"Why don't we try something different? Like actually put stuff in the product to make the product safer – rather than saying put your seatbelt on, why don't we just build airbags?"
"Incorporating more things into the actual play model makes far more sense than just doing your regulatory stipulation, meeting your license requirements and putting the onus on the player."
"Regulate the product, not the player."
This podcast is presented by...
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We bring The Gambling Files Podcast to you with the benevolence of our virile sponsors Optimove and Clarion Gaming.
No intro this episode, so no need to press that 'skip' button! We dive straight into the action with this special episode.
We have joined forces with one of our beautiful sponsors Optimove to talk stats, the Euros, and what operators can do during this crazy summer of sport. And we’re not even doing it because they’re sponsors, but because IT’S INTERESTING. I know, right!
Jon Collins, Optimove’s strategic services team leader, discusses the betting patterns and trends during the Euro 2024 tournament. We talk about the rise of underdog teams like Austria and the potential marketing opportunities around them, the betting behaviour of fans supporting national teams and the strategies operators can use to maximize engagement and revenue. The conversation touches on topics such as player numbers, gamification, retention, and the unpredictability of the tournament.
In a nutshell:
Underdog teams like Austria can create marketing opportunities and attract bettors Fans tend to bet more on their national teams during major tournaments Gamification and promotions can help retain and engage bettors Operators should focus on mobile and live betting offerings The start of the domestic football season can be a challenge for retention
Choice quotes:
"Austria has scored more goals than England and France combined." "Austria is playing some of the best football at the tournament." "40% of bets were made before the tournament, the rest were live in-match."
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
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As ever we begin by thanking our benevolent sponsors, who are not only more handsome than their competitors, they also spend more time with elderly relatives, and petting animals. We are talking about the legendary Optimove and Clarion Gaming, and their loveliness and fluffiness is what makes podcasts like ours possible. Oh, and of course iGB Live! is right on the doorstep. Get on it!
This episode, we have Fintan and Jon talking a bit before the guests arrive [0:00 – 24:27], then they’re joined by the excellent Angel Espino and Colin Feindt from Casino Gaming Development (CGD). The chaps discuss the process of developing new table games for the casino industry, the importance of clear communication and quick training on new games for both players and dealers. They also talk about the role of mathematics in game development and the need for games to hit certain key performance indicators (KPIs) to be successful in casinos. The conversation touches on the challenges of monetizing new game ideas and the potential for adjusting pay tables based on different market conditions. They also mention their success in winning the Best Game of the Year award at the Table Game Protection event. Casino Gaming Development has created a new game called Three Shot Poker, which combines elements of different games to create a unique and exciting experience. The game involves players trying to make three independent three-card poker hands using their two hole cards and three community cards. The game has been well-received and is currently being trialed in several properties, including the Flamingo and Harrah’s properties in Las Vegas. The company is also planning to launch the game online, as well as explore opportunities in the Asian and cruise ship markets. The game's simplicity, high hit frequency, and potential for longer player engagement make it a promising addition to the casino industry [24:28 – 1:34:58].
In the shell of a nut:
Clear communication and quick training are crucial for the success of new table games in casinos. Mathematics plays a significant role in game development, and games must hit certain KPIs to be successful. Adjusting pay tables based on market conditions can be beneficial, but frequent changes can lead to confusion and mistakes. Developers should build relationships with dealers and involve them in the game development process. Winning awards and receiving positive feedback from industry professionals can boost the reputation and success of a game.
Choice quotes:
"Dealers are the deal breakers when it comes to a game."
"If a dealer can't communicate how to play a game in about 30 seconds or less, they're on to the next."
"The math has to dictate everything because we could have a great idea, but if the math doesn't work, it's not a viable game."
"Our first game we just signed with Oddsworks and we're about to launch; we're in the final phases of launching Three Shot Poker, we think this is our strongest game so far."
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
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Special thanks as always to the two Euro 2024 finalists, Optimove and Clarion Gaming. It’s fair to say that no matter what the outcome, football is the only true winner today.
We kick off with Fintan and Jon doing that thing they do [0:00 – 10:48], then we’re joined by two guests: Herd Capital’s Jason Ziernicki and Kyle Scott, to talk turkey. Well, affiliates. And other stuff.
The conversation covers the recent changes in Google's newspaper partnerships and the impact on media publishers and affiliates in the gambling industry, the impact of Google and SEO on affiliates and gambling operators, the challenges faced by traditional newspapers and the rise of sports blogs. The conversation also delves into the future of search and the potential fragmentation of Google's dominance.
We get into the role of influencers in the gambling industry, highlighting the value they bring in driving top-of-funnel awareness and building brand loyalty. The conversation concludes with advice for college students starting an affiliate business, emphasizing the importance of building an audience on platforms like TikTok and Instagram and leveraging first-party data through newsletters and messaging platforms. The conversation explores the evolution of platforms and the role of influencers in capturing niche audiences. It discusses how platforms like TikTok and Facebook have expanded beyond their initial target demographics and how influencers can leverage algorithms to reach specific niche markets. The conversation also touches on the potential of Twitter as a platform for live content and affiliate marketing.
Our esteemed guests share their experiences with investments and their plans for Herd Capital, a business focused on sports media, sports gambling, and affiliate marketing.
In a nutshell:
Jason and Kyle share their backgrounds in the gambling industry and their experiences as partners of Herd Capital. The conversation highlights the need for media companies to adapt and invest in their own content creation to maintain visibility in search results. Google's dominance in search and SEO has a significant impact on affiliates and gambling operators. Sports blogs and influencers play a crucial role in driving top-of-funnel awareness and building brand loyalty in the gambling industry. The future of search is uncertain, and there is a potential for the fragmentation of Google's dominance. College students starting an affiliate business should focus on building an audience on platforms like TikTok and Instagram and leverage first-party data through newsletters and messaging platforms. Twitter has the potential to become a platform for live content and affiliate marketing. The top of the funnel for casinos is more fragmented compared to sports, making it challenging to capture and retain audiences. The importance of having opinions and being brave enough to express them, even if they are occasionally wrong.
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
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