Lucrative in different ways

Can you tell us a bit about your company and what you would say your USP is in this ever-growing market?
MediaTroopers is a digital media marketing agency that specialises in the regulated US sports and casino markets. One of the most significant factors in our success is the amount of time we have spent in the industry. After entering the sector in the early 2000s, we have been involved in many regulated markets in Europe and beyond, and were involved in the UK market that grew into one of the largest markets in the world. Being able to take this knowledge and experience and translate this into the US market has been vital. 

We work with the major US advertisers in the market and are the number one affiliate for most of them! MediaTroopers is a mobile-focused company. Coming into our fourth NFL season as a company, we know the importance of mobile apps and providing suitable offerings to app users. 

Media Troopers is now licensed and operational in 16 states across the US, and we work in more states that have online gambling legalised but do not require a provider licence. As we love to focus on advertising and promoting our customers, we do not have our own gaming brands. 

How much of your focus is on sports betting, and how much casino?

We are very much involved in both sports betting and casino, but it really depends on the time of year. Our focus is greatly shifted by sports season, and when the NFL season starts, we concentrate on driving high-quality users in sports betting. Yet, later in the year, we switch our focus more to iGaming and the online casino market. This agility and wide range of expertise is something we feel gives us an advantage over other companies.

In general, what is most lucrative for affiliates? Is it a case of sports betting having far lower margins but far more engagement and other benefits?

As more states in the US are open to sports betting than online casino gambling, sports betting is by far more lucrative than casinos on a per player basis. But sports betting is seasonal. So we get crazy volumes during the regular season of the NBA, NFL, NHL, MLB, college sports and international sports like soccer etc. But the casino vertical is more steady and less susceptible to changes and seasons. It allows us to plan ahead of time. So both markets, in very different ways, are important and lucrative for us. 

Since sports betting is also such a young market, it is hard to say what is most lucrative. However, it is essential that affiliates provide a great offering to potential players, including: a good product, user journey, branding, marketing, and customer service alike. Ultimately, the better the value proposition is for the player, the better it is for the affiliate.

How do MediaTroopers’ methods differ across different states?

Not all states have the same interest when it comes to casinos, sports and online gambling. While everyone loves the NFL, some states may prefer college basketball, for example. Others may prefer college football. Others may prefer Nascar. Since each state is so varied, it is essential that we adjust our method from state to state to be fully dialled into each location. It is very interesting to see the exposure and following of sports teams in each state. 

According to a recent study based on Google Trends and survey data, the NFL’s Seattle Seahawks are the most popular sports team in Alaska, NHL’s Las Vegas Golden Knights is the most followed team in Nevada, and NCAAF’s Razorbacks are the most popular team in Arkansas. We follow data and research very closely and design the strategy and campaigns for every state in a different way that will target local audience. Understanding every market in detail is the key to success.  

How do you view the M&A scene in US iGaming and online marketing at the moment?

It’s no surprise to us that the M&A scene is growing, as since Covid-19 and the start of the pandemic, online e-commerce and marketing firms have been booming. After being halted due to regulations, online sports betting, casinos, and iGaming have recently opened and broken records month on month. 

We do not doubt that any deal happening in the market today will be considered a bargain two years from now and will generate excellent results for almost all investments. Yet we believe that we will see a slowdown in the coming months, as bigger players discover there might not be a whole bunch left to buy. 

Finally, what are your company’s goals for 2022?

Ultimately, our goal is to continue to expand and battle for our partners’ market share. MediaTroopers would love to sustain its position as the market leader in the US in the affiliate business and assist newly regulated states, and others who would love to establish a successful marketing plan and execution.

While we have seen remarkable growth in a short time, our biggest challenge is to continue this prosperity. We have some new and exciting things lined up to help propel MediaTroopers even further into the future. Thankfully, we have strong partners on the ground like SCCG that are helping us cover turf, and explore new territories and states as they legalise; even before they officially launch.