![]() But adding the two-week analytics period means the company isn’t just optimizing campaigns toward apps or publishers that drive installs, but to media that drives new users who of their own volition will make bets and use the app consistently. Performance channels like Facebook, Apple and Google are paid on downloads, regardless of Hard Rock’s 14-day analytics window. Tracking installs and account sign-ups are important too, he said. Hard Rock keeps a 14-day analytics period between when a new user signs up and when the company assigns a lifetime value estimate to that user. “We’ve worked really hard with our analytics team and Within to take that a step further.” “That is as deep as they go from a KPI standpoint,” he said. Anyone who installs the app, sets up an account and connects to a credit card or bank might qualify for huge promo incentives or get free credits to begin their betting. One major differentiator for Hard Rock’s approach is that other gambling apps focus heavily on adding raw sign-ups, according to Maloney. For now, though, Maloney said that “we don’t think that is currently an efficient investment for our business.” But with so few states with legalized gambling, Hard Rock Digital isn’t placing national buys, as other sports gambling apps have done to raise their overall brand profile.Īt some point in the future when Hard Rock Sportsbook has wider scale and the category is broadly accepted, the company will make national campaigns. Hard Rock’s betting app is live in Virginia, Arizona and New Jersey, with more states coming online this year, he said. The most expensive medium, TV ads, is out, except for New Jersey (where Hard Rock has had an online casino business for years because that state was the lone sports gambling holdout). Hard Rock Digital recently added performance marketing agency Within to help it set tolerable acquisition rates and target potential users, he said. “We think we can acquire qualified users profitably and build a brand at the same.” “The category over the past 24 to 36 months has at times behaved irrationally,” said Ryan Maloney, VP of digital and creative at Hard Rock Digital, which launched its Sportsbook app late last year. But not every gambling app is in a grow-now mode regardless of marketing costs. ![]() Like the heated CTV streaming service market, where Netflix, Disney, Amazon, etc., are in a pitched battle for market share heedless of the cost, sports betting apps put crazy-high premiums on new users that they hope to make up in lifetime customer (gambler) value. They each offered hundreds or thousands of dollars’ worth of free promotional incentives to download their app and make a few initial bets. In New York, where sport betting apps became legal in January, apps like Fanduel, Draftkings, Ceasar’s Sportsbook and BetMGM Sportsbook took over billboards, the TV ad market and social media feeds. Legalized sports gambling is flooding the market with betting apps, which are becoming powerhouse spenders as they seek to gain a foothold where gambling is now allowed.
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