Promoted feature: How operators can score big with marketing and tech during March Madness

Each spring, legions of fans gather around to watch and wager on the National Collegiate Athletic Association (NCAA) Division I men’s basketball championship tournament, dubbed ‘March Madness’ by American sportscaster Brent Musburger. As of February 2020, 21 US states have legalized sports betting an increase from 2019 that points to a wider consumer pool.

According to GamblingCompliance’s US Sports Betting Outlook 2020 report, an additional five to 10 states are projected to go live with sports betting this year. The upcoming NCAA event offers stakeholders an opportunity to leverage advancements in marketing and technology to enhance their overall approach to March Madness.

Marching into social media

In 2019, Statista reported that 10.5 million people tuned into the NCAA tournament. That year, the American Gaming Association (AGA) also estimated that 47 million Americans would wager a combined $8.5bn on the event. With the evolution of the US egaming landscape, this figure is expected to rise in 2020.

Currently, players can legally wager on March Madness online and offline in eight states. In states preparing to launch, such as Michigan, the latest to legalize sports betting, regulators are moving to implement rules for the procurement of operating licenses for commercial and tribal casinos. Land-based casinos within the state could begin offering sports wagering in time for March Madness. The Michigan Gaming Control Board (MCBG) projects mobile sports betting to be available in 2021 via native apps or branded partnerships, in instances where operators sign deals with licensed casinos.

Stakeholders with an established presence in their market(s) should utilise new technology and employ marketing tactics designed to expand audience acquisition and retention. The NBA, for example, acquired access to an AI chatbot platform, built to connect fans to the league through Facebook Messenger, by partnering with GameOn Technology in November 2019. The chatbot, NBAChat, delivers game highlights, news updates, scoring alerts and more. In integrating GameOn Technology’s ChatOS feature, NBA fans are treated to the ultimate fan experience right at their fingertips. Another way to interact with loyal consumers is through a system like the NBA Sacramento Kings’ crypto token product.

Similarly, on the mobile front, running social media campaigns on platforms like Instagram and Snapchat increase stakeholders’ chances of reaching a broader audience. The 2019 Bond Internet trends report revealed that 88% of Americans use a second device, like a smartphone or tablet, while watching TV, with 71% performing research on the content being watched. Capitalizing on this trend, restaurant chain Subway ran a 2019 NCAA-themed Snapchat campaign, which elevated both ad awareness and brand affinity, according to research firm Kantar.

Another way to ensure maximum audience reach is through podcast advertisements. Popular among adults between 18 and 54, according to data from Statista, 51% of US consumers listened to audio podcasts. Host-read ads and sponsored series are potential marketing investments for operators to explore.

Opportunities in DFS

Sportsbook operators can look towards daily fantasy sports (DFS) advertising techniques for inspiration on implementing personalized marketing strategies. When stakeholders combine creativity with customized ads and extra incentives, engagement can soar.

March Madness is a good opportunity for brands to rethink their pay-per-click advertising campaigns. By observing what competitors within the DFS space are doing in the current advertising landscape, keyword strength can be determined. If a competitor suddenly stops using certain terms, operators should consider revisiting their strategy through A/B testing.

The tests help stakeholders refine the selection and grouping of keywords with the goal of outperforming competitors. Additionally, A/B testing can be used to improve incentivization efforts, such as sign-up promotions.

 Now, more than ever, marketing teams must be conscious of creating an omnichannel consumer experience for veteran and novice players alike. What better time than March Madness to diversify and amplify future marketing initiatives?

Geoffrey Smorong focuses on the daily operation and management of all Income Access client-facing activities. In addition to ensuring clients have access to responsive and reliable support, he is also a strategic leader in identifying market growth opportunities as well as product development and project management.