How marketing can thrive in US gaming

How marketing can thrive in US gaming

Tuesday, August 4, 2015
Nicky Senyard has high hopes for the American online gaming sector

Income Access chief executive Nicky Senyard has told TotallyGaming.com that the marketing sector has great opportunities for growth in the US despite the nation’s tempestuous relationship with online gaming.

The founder of the affiliate network had to switch the focus of her business from North America to Europe following the 2006 introduction of the Unlawful Internet Gaming Enforcement Act (UIGEA), which attempted to effectively kill off the igaming industry in the US.

However, Income Access has still found areas of legitimate business in the US over the years and last week signed a deal to provide Caesars Interactive Entertainment (CIE) with an affiliate programme for its Nevada and New Jersey operations.

“As a business, Income Access is constantly looking for opportunities to expand and grow,” Senyard said. “The US iGaming market will develop differently to Europe because the circumstances are vastly different due to the American market’s history and issues of compliance. The common element between the European and US markets is the need for online businesses to acquire customers.

"The online gaming business in the US has really expanded and diversified over the last few years. Through options like online horse-racing wagering and daily fantasy sports as well as, more recently, the return of regulated real-money online poker and casino, Income Access has always been an active contributor to customer acquisition.”

The deal with Caesar’s will see real-money online poker brand WSOP.com and online casino brands CaesarsCasino.com and HarrahsCasino.com powered by the Income Access platform and managed by the company’s affiliate managers.

CIE’s Income Access white label will include the company’s Ad Serving product, which allows operators to manage and optimise their online ad campaigns through sophisticated geo-targeting, time-of-day, browser and other targeting functionality ideal for the New Jersey and Nevada markets.

“With its depth of reporting and new features such as Ad Serving, the Income Access platform, combined with our extensive experience in improving acquisition for iGaming brands, means we can shortcut a number of the insight hurdles US businesses will typically have to overcome," Senyard said.

“I see the deal with Caesars as being more about deepening our footprint rather than a first step. The New Jersey market is definitely growing, and we’re looking at opportunities in other states as regulated gaming in these markets continues to evolve.”

Senyard has identified three goals for the deal with Caesars – be a profitable contributor to the client, entice marketers into the sector and help Caesars expand its online business.

While Income Access has signed deals with huge companies such as FanDuel, Sportingbet, Sky Bet and Neteller over the years, Senyard admits that this is a truly exciting development. 

“Our partnership with Caesars raises awareness of the Income Access Technology arm of our business, and what it can contribute to iGaming operators and land-based casinos’ acquisition strategies,” she said.

“As Caesars’ online acquisition has grown in both the Nevada and New Jersey markets, our technology platform will provide the operator with an important tool for gaining transparency across all acquisition channels. The partnership showcases the value our software adds to businesses in the gaming industry.

“Partnering with Caesars also allows other markets to see us as a key player – both as a technology and a digital marketing partner.”

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