Daily Archives: August 22, 2022

Storytelling, when done right, sells.

In the sports wagering space, ad spend is scrutinized because, other than revenue, customer acquisition cost is the financial metric arguably most obsessed over by operators. If an operator keeps ad spend in check, it offers the chance to increase profit margin.

There is no tried and true method for mobile advertising campaigns. After all, the publics taste is as fickle as the weather. Todays great-tasting chocolate ice cream may be tomorrows bland vanilla.

Some operators have large ad budgets to saturate radio and TV airwaves for an impending launch market. Some opt for name recognition and put athletes and celebrities front and center. Some have substantial social media reach, providing an upstart feel that resonates with certain demographics.

Caesars Sportsbook launched its We are all Caesars ad campaign slightly more than a year ago Aug. 2 marked the first anniversary of the first 30-second spot following its rebrand from William Hill. With actor/comedian J.B. Smoove starring as Caesar, the ads provided instant and lasting brand recognition for Caesars Sportsbook. The Caesars universe has expanded in ensuing seasons to include Academy Award-winning actress Halle Barry as Cleopatra and the Manning family of quarterbacks, Archie, Peyton, and Eli and non-QB Cooper.

The ad campaign is firing on all cylinders in starting its second year, with Cooper taking center stage in the debut of Season 4 unveiled Friday. But getting to this point required a sprint to launch that Caesars CMO of Digital Sharon Otterman recounted at last months SBC Summit in New Jersey and elaborated on further during interviews with Sports Handle.

Otterman did not get the chance to directly interact with Caesars until April 2021, following the completion of its acquisition of William Hill, since rules do not permit American and British-owned companies in potential mergers to talk. Otterman was coming to Caesars from William Hill, which was still better known for being Englands top sportsbook than as an entrant in the nascent U.S. marketplace.

We had just launched the William Hill brand, so we were like, Whew, we launched a brand! and now were like, Great! she said sarcastically of the takeover timing.

During the SBC Summit, Otterman compared the compressed timetable of 99 days for the Caesars rebrand to her once-favorite television show 24, complete with the metallic clock-ticking sound that drove home the urgency of the situation. Lacking direct access to Caesars, Otterman focused her team on consumer interaction to gauge the strength of the Caesars brand.

We did spend a lot of the time prior doing the research without being able to talk to Caesars during that acquisition period, she explained. Its a blank slate. Were launching a new sportsbook, what are all the things we wanted to learn from the brand and the consumer so that when we did get acquired, the last piece of the puzzle internally was what was the mission and the vision, and how do we bridge all that together?

What they learned was sobering. Caesars casino brand and brick-and-mortar sportsbook were known; Caesars online sports wagering product was anything but. Surveys revealed a 2% unaided brand awareness, which caught Otterman off-guard.

It really is one of those moments of holy s**t,' she said. As a consumer that lives in New York, goes to Atlantic City, I love betting on sports and gambling, I always revered the Caesars brand, loved the days of Muhammad Ali and Evel Knievel. It was so jarring to see in this space that we werent considered.

That limited awareness, though, also brought a silver lining. Otterman noted her team went from, Oh my god, Im nauseous, to a sense of oh my god, I can get this goal, because all I have to do is make you aware. The data didnt come back and say We cant picture Caesars being there. It was we werent top of mind because we werent there.

Image courtesy of Caesars Entertainment

Otterman leaned on Caesars history when it came to brand positioning. She recalled the days of founder Jay Sarno, who opened Caesars Palace in Las Vegas in 1966 and deliberately left the apostrophe off Caesars because he wanted the venue to be everyones palace.

The idea of We are all Caesars was born, and Otterman recounted staff high-fiving and deploying road shows to getting everyone aligned. They recruited Smoove, whom Otterman labeled the perfect person for our Caesar and one of the hardest-working guys in show business. The challenge then became finding an agency that could turn around the concept in 66 days.

Enter Ten6, a relatively small London-based ad agency. Otterman had known founder and CEO Spence Kramer from their ESPN days in the early 2000s. Otterman had concerns that the project could be too much for Ten6 on such a tight schedule, but Kramer put those fears to rest during an unconventional agency pitch, which came minutes after the ceremonial ribbon cutting for Caesars sportsbook at Capital One Arena in Washington, D.C., in late May.

We had the insane notion, considering that Caesars had virtually no time between the pitch and trying to launch, to actually bring the head of the production company to the pitches, as if to say, If you like our work, we can be in production by the end of this week,' Kramer said in a recorded segment shown at the SBC Summit. The combination of our hunger, a pretty good idea, and the idea that we were practically in production once the creative got greenlit made for a very interesting and, thankfully, successful pitch.

That was the story, and were thrilled to continue working with Caesars Sportsbook to this day.

There were other moves Otterman and her team made ahead of the initial ad launch to promote brand awareness. You might have seen them if your state has legal sports wagering: Uber cars wrapped with chariot skins, goblets for use at Caesars brick-and-mortar locations, re-skinning the mobile app to tie in the Caesars Rewards program, NFL jersey promotions. All of this came about, as Otterman noted, because of the power of having all the employees really understand the brand positioning because we could go parallel paths and help build the brand.

The We are all Caesars campaign launched successfully and did its job in raising brand awareness, with subsequent spots sustaining the created momentum. That proved crucial because Caesars aggressively went into New York with deep pockets for ad spend and the most audacious launch promotion of any sportsbook, matching initial deposits up to $3,000. That haymaker combination continues to have aftereffects, as Caesars Sportsbook is a clear No. 3 in the Empire State, behind only titans FanDuel and DraftKings.

With new ads there will be four for this season come new challenges. Caesars will be cutting back on national ad spend as the NFL season start looms, instead looking to target specific markets. One focus likely will be Ohio, which is expected to have a universal Jan. 1 launch.

Caesars Sportsbook has positioned itself to be a prime player, and its emperors tales have been a vital part of that positioning. Otterman does not expect that to change simply because the medium conveying the message may change from traditional media to newer forms of social media.

We know we can be very, very efficient about getting a clear narrative across, she said. And when youre spending less dollars in media and youre segmenting more and targeting more, you have to be more precise in your messaging. Now that weve built and introduced this story, its much easier to get a little bit more specific and deep down into the story line.

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How Caesars Created The Emperor's Sports Betting Groove - Sports Handle

Numbers recently released by the Michigan Gaming Control Board show the state's retail and online sportsbooks took almost $225 million in bets during July, down around 23% compared to June.

Last Updated: Aug 19, 2022 12:03 PM ET Read Time: 1 min

Baseball alone just isnt cutting it for Michigan sportsbooks, although operators in the state are churning out a solid amount of revenue from a weaker level of wagering.

Numbers recently released by the Michigan Gaming Control Board show the state's retail books and online sports betting websites took almost $225 million in bets during July, down around 23% compared to Junes $292.4 million in wagering.

Online sports betting accounted for $206.1 million of Julys total, with about $18.9 million in wagering at Detroits three downtown casinos making up the remainder of the handle.

The weaker wagering for the month has been par for the course in July for every state with some form of legal sports betting. No NFL football and no more playoffs for the NBA and NHL left bettors with MLB and less-popular sports, which wasnt enough to drive an increase in handle.

Still, gross sports betting revenue last month in Michigan was about $22.9 million, giving operators a hold of almost 10.2% for July. Both figures were greater than Junes take for the books, when operators registered gross revenue of about $15.9 million and a win rate of 5.4%.

The leading online sportsbook for the month by handle was FanDuel, which took $60.1 million in bets. Second was DraftKings, with $57.5 million in wagering, and then BetMGM, with about $44.6 million in handle. The busiest retail sportsbook in the state last month was the Barstool Sportsbook at Greektown Casino, which took $9.6 million in wagers.

Fifteen online sportsbooks were licensed to do business in Michigan during July. After deducting around $7.6 million in free bets and other promotions, mobile operators owed $815,409 in taxes for the action they took during the month.

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Michigan Sports Betting Slows in July, but Books Reap More Revenue - Covers

The multi-channel deal includes the provision of Kambis sportsbooks directly to the Oaklon property in Hot Springs, Arkansas.

Press Release.- Kambi Group plc has signed an agreement with Oaklon Racing Casino Resort to provide its online and on-property sports betting solutions directly to the leading Thoroughbred racecourse and casino. in the US state of Arkansas,

Under the agreement, Combi will support Oaklon in launching its online sports betting operations under the Oklon Sports brand through the provision of best-in-class digital betting solutions, which include the bet builder, the award-winning Multiple Combi Bet.

Oaklawn will also continue to offer Kambis retail sportsbook within its Oaklawn Racing Casino Resort. Through a partnership with operator Churchill Downs Incorporated, Kambi has provided its retail sportsbook to Oaklon since 2021And todays agreement replaces this agreement for Kambi to have a direct contract with Oaklon for an extended period.

Additionally, Oaklon plans to expand its retail sports betting operations, creating an exciting experience for its customers during Thoroughbred racing.

christian nielyCombi CEO and Co-Founder said, We are very excited to strengthen our relationship with Oaklon Racing Casino Resort and will soon expand our partnership into the mobile space. Combining Combis advanced technology and Oaklons Americas The reputation as one of the leading excellent tracks and casinos in the U.S. makes this an attractive sports betting proposition.

Wayne SmithOaklon Racing Casino Resorts general manager said, Ocalon has been one of the most trusted brands in Arkansas for over 100 years and we are now excited to offer our loyal customers yet another great service with our much-anticipated mobile service. Betting Platform We look forward to providing you with the best online sports betting experience in Arkansas.

Kambi recently published its financial results for the second quarter of the year 2022 and reported revenues of 34.7m for the second quarter of 2022 and 71.5m for the first half of 2022.

The company also reported an operating profit (EBIT) of 4.9m for the second quarter of 2022, with a margin of 14.1 percent, and of 12.2m, with a margin of 17.1 percent for the first half of 2022.

Earnings per share for the second quarter of 2022 was 0.109 and the first half of 2022 was 0.286. Cash flow was 0.1M in the second quarter of 2022 and 5.6M in the first half of 2022.

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Kambi Group Signs Sports Betting Deal With Oaklon Racing Casino Resort - Nation World News

This article is part of our MLB Picks series.

RotoWire.com's Kevin Payne has dug into thebest sports betting sitesacross the country to identify his MLB bets and MLB player props to target today.

Ugh, I'm coming off a 0-3 week and it was really unlucky taking a look at the numbers. I went over with Joe Musgrove at 5.5 strikeouts and of course, he got stuck on five. Josiah Gray went over 16.5 outs by one out and the game between the rookies saw 12 runs, just none of them were in the first inning. However, this happens and easily that week could be 3-0 and I'd be here beating my chest if that happened. But a loss is a loss and it's a new Monday. By the slimmest of margins I still have a winning record on the season so let's see if we can put some space between the wins and losses.

Last Article's Record: 0-3

Season Record: 25-24

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Cincinnati Reds at Philadelphia Phillies

The Reds are going to give Luis Cessa a shot at starting and there's little chance he last more than four innings. This means the Phillies will get a shot at middle relief which should bode well for the hitters. I like Kyle Schwarber a lot in this spot and he's coming off a weekend with two singles, a double and a home run. He appears completely healthy from being a bit banged up earlier this month so I shopped around a few of his lines. The one I landed on is for him to record 2+ bases and I found it as low as -105 but as high as +110. By the time I was finished that +110 had moved to +105 but I'll take it there. On one site his anytime home run odds is only +210 so I think the safer move is to grab the +105 and be happy even if he hits a home run.

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Atlanta Braves at Pittsburgh Pirates

While I barely have a winning record, I haven't incorporated the odds although I try and throw in something at plus-odds and today I'm going to have multiple wagers with those. One advantage I think bettors might have is that they're aware of the ability of players being called up or players who are suddenly getting playing time who weren't. I think in those cases it sometimes takes a bit for the books to catch up and there's an opportunity to take advantage of lines until they do. Vaughn Grissom is a good example of that considering the kid has done nothing but rake since being inserted into the lineup. Grissom has a 1.121 OPS since getting called up with three home runs, nine RBI, 12 runs and two stolen bases. Whenever I'm looking at betting a player to record an RBI, I usually head for DraftKings as they typically have the best odds. Today is no exception and I found that Grissom on some sites was +155 to record an RBI and +195 on DraftKings. He's got a good matchup against Roansy Contreras and hitting in the middle of the lineup he should get RBI opportunities. In case you're looking for some home run action on him, Grissom's anytime home run odds on Caesar's is +650.

For users in Kansas, use theDraftKings Kansas Promo Codefor special deals when you sign up.

Milwaukee Brewers at Los Angeles Dodgers

Julio Urias has been outstanding this season and he's gotten even stronger in the second half with a 0.87 ERA backed by a 0.84 WHIP. He's won six straight starts and 10 of 11 dating back to the middle of June. This is an outstanding home matchup against the Brewers who have a team .294 wOBA (sixth-worst) and strike out 25.7 percent of the time (third-worst) against left-handed pitching. I don't love the game odds of -255 to -270 but I do like the Dodgers -1.5 runs. That number can be found for -132 but on Caesars it can be found for only -115. I'm not worried about Eric Lauer taking the mound for the Brewers as Los Angeles has many capable right-handed bats in their lineup.

Sign up at Caesars Sportsbook using our Caesars Sportsbook promo code for your $1,250 First Bet on Caesars plus tier and reward credits.

Visit RotoWire all season long for exclusive sports betting picks from our group of handicappers with their expert MLB picks each day of the campaign. Remember that betting apps vary in terms of odds and available player props, so we have an easy-to-use odds page that allows you to shop for the best lines at DraftKings, FanDuel, BetMGM and PointsBet.

Before you place your bets, be sure to use all of RotoWire's MLB resources, like ourMLB Lineups page,MLB Weatherpage, and the bestbatter vs. pitcher stats.

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MLB Picks Tonight: Expert MLB Bets and Player Props for Monday, August 22 - RotoWire

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Here is the schedule for NFL Week 1:

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FanDuel Promo Code: Bet $1,000 Risk-Free on Any Week 1 NFL Game! - The Action Network