GC data shows month-on-month decrease in GB gambling for May

The data, which come from its largest licensed operators covering approximately 80% of the jurisdiction’s market, show that GGY from slots came in at £211.2m for the month, 4.5% ahead of April’s figure and up 14.6% year-on-year.

Real event betting brought in £238.8m, down 10.7% from April. This was up significantly from £101.4m in May 2020, though sports betting continued to be impacted by the effects of the novel coronavirus (Covid-19) pandemic at that time.

Casino gaming excluding slots brought in £65.3m, 8.0% behind April’s figure and down 16.2% on the previous year.

Virtual betting was 5.1% behind GGY for April 2021 and down 35.8% on May 2020, at £7.2m. Poker brought in £7.3m for the month, 12.9% lower than April 2021 and down 60.1% on May 2020.

Esports betting saw its highest recorded GGY in May 2020, at £4.6m, which was down to £2.0m in May 2021, up slightly on April 2021’s figure of £1.9m.

Other gambling verticals brought in £1.7m in May, down slightly on £1.8m in the previous year, and a reduction of 17.1% compared to April.

The data also showed that there were 3.1 million active slots players in Great Britain during May, up 25.9% year-on-year. Other gaming verticals including casino had 2.2m active players, up 11.2%.

Real event bettors were up significantly, from 2.2m in May 2020 to 5.1m in May this year, while the number of bettors on virtual events decreased by 18.0% to 236,061.

The number of active poker accounts was also down significantly, from 557,317 to 282,175 – a reduction of 49.4%.

Comparing April 2021 to May 2021, all verticals saw fewer active players, with real event betting seeing the biggest reduction, from 6.7m to 5.1m active accounts.

The Gambling Commission has also issued a report from research carried out which aimed to examine the impact of the Covid-19 pandemic upon individuals’ gambling behaviours.

It said the research is not nationally representative, but “provides a useful window into the wider experiences of some gambling consumers”.

The survey’s main conclusions included that while the pandemic had caused many to reflect on life and their finances, many had not changed their gambling behaviours and only a minority decreased their gambling frequency.

Half of those surveyed said they had increased the time spent gambling, due to the ‘anytime, anywhere’ nature of online gambling, higher amounts of free time and increasing rates of boredom, and money spent on gambling being easier to justify without as many opportunities to spend on other activities.

Many reported having experimented with new games, and reported feeling disappointed at their gambling habits since the onset of the pandemic. Only a minority noted a positive impact of the pandemic upon their gambling behaviours.

The Commission set out its key recommendations for the future, stating that it will be important to consider the impact on gambling behaviour as things ‘return to normal’ in the wake of the pandemic, as well as the impact on younger audiences, who it was suggested are most at risk of spending more time and money on gambling, and are less likely to be concerned about this behaviour.

Affiliate Monitor: July 2021

The biggest news from the affiliate sector in recent months was Better Collective’s huge deal for Action Network. Notable not only as the largest in the affiliate space to date, but also as an indication that at least some affiliates want in on the convergence between media and sports betting in the US.

Whether or not other affiliates will follow suit remains to be seen, but it’s clear BC’s rivals are also firmly back in the M&A game, as was evident with long-time US market leader Catena Media’s snapping up of Lineups.com.

It will be interesting to see how the two recent acquisitions affect the overall market shares of the leading two players going forward – after climbing to the top of the table in the fourth quarter of last year, Better Collective was overtaken by Catena again in the first quarter of 2021.

Deals aside, the other big issue occupying affiliates’ minds of late has been the quality of their content.

Hammered by Google’s algorithm changes, a number of the sector’s big hitters have been revamping their content to try and get back in the search engine’s good books.

Some have also continued to pursue a strategy of pivoting towards paid media, at least to a greater degree than in the past, to provide some level of immunity from future organic changes.

As the results analysis shows, however, this is having something of a negative effect on margins.

Stephen Carter
Editorial director, iGB

WynnBet adds Paysafe payments and affiliate services

The mobile sportsbook from Wynn Interactive, a division of Wynn Resorts, has connected to Paysafe for online payment services for its operations in Colorado, Indiana, New Jersey, and Virginia.

WynnBet will also seek to boost player acquisition by launching an affiliate program powered by the software platform of Paysafe’s Income Access. The subsidiary’s in-house affiliate marketing team will provide strategic guidance and use the Income Access Network to nurture affiliate relationships, grow the program and optimise player acquisition overall.

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BetMGM strikes partnership with MLB’s Pittsburgh Pirates

As part of the partnership, BetMGM branding will be featured on areas of the Pittsburgh Pirates’ home ballpark PNC Park, including the behind home plate and the left field wall.

This deal is BetMGM’s latest sports partnership, with the operator having also partnered with National Hockey League player Wayne Gretzky and the Ladies Professional Golf Association (LPGA) in recent months. In June, BetMGM partnered with Major League Baseball team Washington Nationals in a move to expand its regulated market reach, as the MGM-Entain joint venture will launch a sportsbook at Nationals Park stadium.

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PGCB chairman Barasch retires after six-year term

Before starting his term as chairman in 2015, Barasch had held several prominent roles within the state government, such as  consumer advocate for the Commonwealth of Pennsylvania, special assistant to Governor Bob Casey, U.S. Attorney for the middle district of Pennsylvania, and deputy secretary of the Pennsylvania department of revenue.

He also oversaw the legalisation of online gaming within the state, as it grew into an industry worth an estimated $4bn as of 2021.

PGCB executive director Kevin O’Toole said: “The Gaming Control board and the public benefitted from David Barasch’s deep experience and steady hand during the past six years.

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Superbet acquires Belgium’s Napoleon Sports and Casino

Romania’s Superbet will acquire 100% of the shares of Napoleon from its current owner, investment fund Waterland Private Equity investments. Superbet said the deal would help its growth across Europe and beyond by providing access to the regulated Belgian market.
Superbet Group chief executive Johnny Hartnett said that in addition to allowing access to a new market, another major benefit of the deal for his business would be welcoming Napoleon’s staff.
“Napoleon’s core market and brand positioning in Belgium represents the ideal acquisition opportunity to deliver on our global expansion plan. It also delivers on our growth strategy of bringing in additional revenues from regulated markets with a strong online profile,” he explained. “Additionally, we’re looking forward to welcoming a hugely experienced and talented team to the Superbet family, who we believe are exceptionally well placed to deliver on market share gains in Belgium and beyond.”
Napoleon Sports & Casino chief executive Tim de Borle said the acquisition made sense as both businesses shares similar strategies, such as a focus on data.
“We are very excited to be joining Superbet Group on a mission to offer the best sports and gaming entertainment to millions of users,” he said. “The fact that Superbet and Napoleon are both data-driven and entrepreneurial companies focused on delivering innovative on-and offline entertainment for our players, makes me confident that this a perfect match.
“At Napoleon, we look forward to embarking on this next chapter of thrilling projects and international experience. Finally, I’d like to express our gratitude to Waterland for their support in the past 6 years.”

For the deal, Superbet was advised by Oakvale Capital, PJT Partners, Latham&Watkins, PwC, CMS and Herzog Fox & Neeman.

Last year, SuperBet expanded in Eastern Europe with a deal to acquire a 60% stake in online casino operator Lucky 7.

The operator’s recent expansion has been supported by a strategic investment of €175m from private equity giant the Blackstone Group.

Codere expands Monterrey Rayados betting partnership

Codere has become the club’s official betting partner for the next four seasons until 2024/25, in a deal which will see the operator’s logo appear on the front of the team’s shirt alongside other marketing activities which Codere said will contribute to strengthen its presence in Mexico as a leading betting partner.

The partnership was first formed in February this year, and it was stated at that time that Codere would become the club’s main sponsor this month.

The operator will also occupy space in the team’s stadium, with features such as the Codere Suite, and branding in other highly visible areas of the venue.

It has also launched a new advertising campaign on television, radio and online, from both the operator and the club which Codere said was designed to connect with the followers of the team and its sports betting customers.

Over the coming months, the organisations will collaborate on other joint marketing efforts, including offering access to the stadium, invitations to matches and VIP plans to the club’s fans.

“We are convinced that this long-term alliance between both companies will allow us to grow together and achieve important goals,” said Alberto Telias, chief marketing officer of Codere Online.

“We could not have found a better travel companion in our expansion journey in Mexico than the Rayados de Monterrey Football Club.”

Pedro Esquivel, executive vice president of Rayados, added that the expanded partnership is: “a new stage that will undoubtedly boost the team, its supporters and football and sports fans.”

In June, Codere announced plans to spin off its Codere Online business, and make it the first publicly listed online gaming operator in Latin America by listing on the US Nasdaq.

Codere said the Online business, valued at approximately $350m (£251.8m/€294.2m), would continue to be led by its existing management team and Codere Group would maintain majority ownership.

Flutter agrees to sell Oddschecker to private equity group for £155m

The transaction will consist of a £135m up-front payment, plus a further deferred payment of up to £20m depending on conditions that were not disclosed. The deal is expected to close in the third quarter of this year.

The Oddschecker Global Media subsidiary is headlined by the main Oddschecker odds comparison platform, which allows comparisons between sites such as Bet365 and William Hill as well as Flutter’s brands.

However, the group also includes football statistics portal WhoScored.com, which Oddschecker acquired in 2019, as well as casino affiliate sites such as PokerNews and Casino Smash.

Flutter – which acquired the affiliate brand when it merged with the Stars Group last year – first revealed that it intended to divest Oddschecker in April.

In July 2020, rival operator Entain – then known as GVC – removed several of its brands, such as Ladbrokes and Coral, from Oddschecker’s platform last year, citing commercial reasons as the deciding factor.

Today, Flutter also announced that Amy Howe would become chief executive of its US-facing FanDuel subsidiary, following Matt King’s decision to step down.

Indiana sports betting revenue grows 35% month-on-month in June

Revenue grew to $25.4m, an increase of $6.6m compared to May this year. When comparing revenue year-on-year, Indiana experienced a rocket growth of 771.4%. This is due to the effects of the novel coronavirus (Covid-19) pandemic, with almost all sports events cancelled or postponed in June 2020.

Sports betting handle for the month was $246.3m, a decrease of $8.1m month-on-month. However, year-on-year, the handle increased by 727.0% from $29.7m in June 2020.

Basketball was the most popular sport to bet on in June, with bets worth $77.0m. This was a slight decrease of 6.4% month-on-month, when basketball betting totaled at $82.3m. Year-on-year, this increase was a staggering $74.6m.

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Prophet set for US sports exchange launch through Caesars deal

Prophet, which has migrated from the UK after targeting the US market, will debut its Betprophet platform in New Jersey through a multi-year market access agreement with Caesars.

Betprophet will go live in New Jersey in time for the 2021 NFL and college football season, and hit Indiana in 2022, before future rollouts to additional US states. Prophet will offer its services on web, iOS, Android and via their public API.

“We are delighted to announce our agreement with Caesars which will see Prophet launch for the 2021 football season,” said Dean Sisun, Prophet’s chief executive and co-founder.

“Prophet is going to be the sports betting exchange of choice because of its simplicity and focus on sports betting principles. We are for the customers who want the best experience and prices on the market.”

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