The United States gambling industry has drastically evolved over the years. Casino operators are competing to broaden their young clientele by introducing interesting gaming products. Renowned operators such as BetMGM and Penn Entertainment are keen on developing relationships with experienced social media influencers to attract more young bettors.
BetMGM has signed a contract with Almost Friday Media, a firm that resembles Barstool Sports to increase its presence in the country’s gambling market. Besides, Barstool helps Penn Entertainment promote its products.
Young Players in the Country
Some players spend more than a day in casinos while searching for traditional bookmakers. Modern gaming venues have different features unlike those of traditional operators.
Circa Resort & Casino was the first land-based casino to be built from scratch on the Las Vegas Strip in 1980. Yet, it has modern amenities and retains an “Old Vegas” touch.
Casino operators such as Penn Entertainment reach their clients on the phone. They no longer bombard prospective customers with adverts such as bonus codes and free bets. Even so, they hold live events and form clickable content such as celebrity parlays and podcasts.
This helps them engage better with clients on a social level before registering them. Penn started this movement in 2019 when it signed a contract with Barstool Sports. Some people initially viewed it as a reckless move but the combination has developed into a successful deal that has significantly reduced Penn Entertainment’s advertising and marketing budget.
Social Media and Betting Brand Partnerships
BetMGM recently signed an agreement with Almost Friday, a comedy content network. The deal has some similarities to Barstool Sports.
The two companies have a huge following on YouTube, TikTok, and Instagram. Besides, both of them offer sports gambling content.
Almost Friday is a lifestyle brand that has sketchy comedy and merchandise. Still, casino operators are using new techniques to attract clients.
Some of them use online entertainment to catch players’ attention. They have amenities such as Instagram image ops, swim-up bars, and beer taps that make players visit them frequently.
It Will Boost BetMGM
BetMGM is keen on leveraging Almost Friday’s 7 million followers. Matt Prevost, BetMGM’S CRO, released a statement saying that the gaming operator values elevated and organic content as it helps its customers identify it as a premium iGaming platform.
The executive added that Almost Friday Media is a vital partner. It has fictional personalities such as Dr. Locks with over 80,000 Instagram followers. Thus, BetMGM will easily integrate online casino content and sports betting into Almost Friday’s portfolio.
Andrew Kenward, Almost Friday’s COO, stated that sports are a crucial pillar in its content ecosystem while describing the National Lampoon for 2022. He added that new bettors can feel intimidated signing up on online bookies. Even so, Almost Friday is glad to collaborate with BetMGM to form new content that demonstrates how players can enjoy online gambling.
Almost Friday’s customers will get unique co-branded promotions, exclusive merchandise, more gambling opportunities, and live sporting events. They can access the BetMGM Sportsbook app in Colorado, Illinois, Arizona, Indiana, Iowa, Mississippi, Iowa, New Jersey, New York, Nevada, Tennessee, Pennsylvania, Wyoming, Louisiana, Virginia, Washington, DC, and West Virginia.
Kenward stated that Almost Friday’s scale and structure resemble Barstool’s. But it has a different comedy, point of view, and tone. His company focuses more on social media while Barstool concentrates on podcasts.
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