QiH Group expands into sports betting affiliation with Podium Bets
New platform expected to add 15% in revenue over next financial year after successful soft launch during Euro 2024
QiH Group has expanded into sports betting affiliation with the launch of its latest brand, Podium Bets.
The new platform will focus on football, boxing, horseracing and the NFL, and will sit alongside the group’s existing casino affiliate brands.
QiH Group already operates sites including StrikeWild, SlotsWise and Free Spins Wizard.
The official launch of Podium Bets came after a soft launch of the product during Euro 2024 this summer.
The Podium Bets site claims to direct customers only to Gambling Commission-licensed operators, with the platform also featuring a ticker for ‘offers claimed’ and a pop-up for what promotion is the most popular at any given time.
Podium Bets also places an in-house rating on a scale of one to 10 against each of the bookmaker offers listed on its site.
The affiliate said it successfully executed 350 campaigns across paid channels during Euro 2024.
In turn, this delivered a prospect list of more than 25,000 potential sports betting customers with roughly 7,500 successful conversions.
Management added that Podium Bets will sit across a host of digital marketing channels, including Google, PPC, SEO, programmatic, Facebook, Snapchat and X.
Bosses are also expecting the new sports betting division to deliver a 15% spike in revenue across full-year 2024-25.
The product’s full launch comes as the Premier League season kicks off on Friday, 16 August, as Manchester United host Fulham at Old Trafford.
David Murphy, QiH chief marketing officer, said: “The Euros were the launchpad of a long-held ambition for the company to expand into sports and it has been a fantastic success.
“It is a strategic goal for QiH to deliver not just volume, but also quality, by targeting sports enthusiasts in quality channels while ensuring that our partners can jointly prosper in our vertical expansion.”
He added: “We are committed to providing sports fans with the same level of excellence and innovation that has defined our market-leading casino offerings.
“I am incredibly proud of our team’s efforts to expand into sports betting. This is just the beginning, and we have a lot more in store for end users and crucially, our operator partners.”
James Dominique, Lottoland affiliate manager, added: “We’ve recently launched with Podium Bets and have seen some fantastic results so far. Our account manager has been outstanding in onboarding our unique brand, which isn’t a typical sportsbook, and finding a way to make it profitable for us.”
UK-based QiH Group came 16th in this year’s edition of the EGR Power Affiliates rankings, up from 21st in 2023.