Sportradar is now offering online sports betting sites an effective way to advertise on Snapchat. Sportradar, the sports technology company, announced the integration of its digital marketing tool, ad:s, with the popular social media platform.
Since launching ad:s back in 2019, Sportradar has helped more than 100 legal sports betting operators connect with sports bettors. With Sportradar’s newly announced integration, ad:s can now provide sportsbooks with targeted access to Snapchat’s 750 million-plus active monthly users.
Florian Geheeb, Sportradar Global Director of Advertising Sales said, “By integrating our industry specific advertising solution into Snapchat, one of the world’s most consumed and strategically important social media platforms, Sportradar is unlocking a new channel to optimize the marketing performance of sportsbook operators.”
Worth the price?
When the Supreme Court lifted the ban on sports betting in 2018, it opened untapped markets across the U.S. Sportsbooks soon learned the cost of developing new markets is high, as the cost of acquiring each new customer can be hefty.
Another problem for sportsbooks, especially in America, is the high cost of regulation. Sports betting is regulated at the state level, so ad campaigns allowed in one state may not be in another. As states have more experience with problem gambling, ad regulations could change.
In fact, the fledgling industry is already grappling with advertising issues. Last year, the New York Times reported that some sportsbooks had partnered with colleges, paying them for every student acquired as a customer.
Just this week, Senator Richard Blumenthal (D-CT) sent a letter to 66 US colleges and universities, asking for information about their partnerships with sports betting companies and what they were doing to combat underage betting.
Additionally, a number of fines have already been levied to operators who advertised sports betting as “risk-free” or advertised in jurisdictions where sports betting was not yet legal.
The industry, itself is trying to establish better ad standards to mitigate negative press and unwanted scrutiny. For instance, the American Gaming Association (AGA) just announced changes to its “Responsible Marketing Code for Sports Wagering.” Its new code bans the use of “risk-free” promotions and college partnerships that market to students. also prohibiting sportsbooks names and logo deals with college athletes.
Ad campaigns the solution?
Using a product such as Sportradar ad:s, coupled with a social media platform like Snapchat, could help sportsbooks meet the challenges of their diverse regulatory environment while reducing acquisition costs.
Ad:s strength is its ability to connect the right ad campaigns to the right customer base. Even while using anonymous data, Geheeb explained, ad:s can “enable operators to target their audience more precisely with customized messaging which is proven to increase engagement with an advert and deliver a reduction in cost per acquisition.”
Meanwhile, Snapchat’s advanced age and location technology could help ensure ads meet regulatory requirements. Ross Hartnett, Snap Inc’s Real Money Gaming Manager, said, “This partnership will provide the real money gaming operators the opportunity to dynamically reach millions of sports fans of legal gambling age in legal location with unique creative real-time gam states, betting odds and more."
