Ali Masterman

Canada's Top Sports Betting Apps: Insights from the Last 12 Months 1. bet365 put the nitro boost on Last time I wrote about Canada, DK & FD were making serious ground on the global leader. But the Coates family have flicked the NOS switch & look to have number 1 sealed up for at least a few years. 2. theScore are sliding Penn's $2B media company is hard to figure out. The product gets excellent reviews, the brand is known, but it's sliding like a 1970's dance move. Not a great sign for ESPN optimists, as it runs on the same tech & has as similar media/brand model. 3. Fanduel, Bet365 & DraftKings dominate the Apple rankings The Big 3 run the trifecta for organic searches on almost every relevant term. If I'm looking for sports betting, why would I scroll past the first three search results with stronger brand awareness and better products, to download OLG Proline? Because I don't love myself? 4. 1xBet / BetVictor WTF Somehow, someway, these incredibly limited apps received 120k+ collective downloads annually. 5. Betway Group at #4 Another surprising result. However, at least these guys have compelling screenshots, assertive Apple Search Ads & a localized marketing effort. 6. BET99 Love their Canadian authenticity with GSP & Auston Matthews, but you'd love to see them challenge for #4. The data is from AppTweak and the column on the right shows the growth from July '22-June '23 to July '23-June '24. #sportsbetting #appgrowth #marketing - - - Enjoyed this? Follow me (James) &, hit the 🔔 You'll get notified on my next post.

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Premium price point games on mobile. Robert Fahey does a great job of breaking down the woes of paid games on mobile and why RE7 fell flat on its face. It's not just because mobile gamers balk at price points and are trained to prefer and download free-to-play games (but one can't deny how big this factor is). Alongside his thorough analysis and reasonings, I'd like to add the elusive task that developers and platforms have of wooing the tastemakers and first adopters in games. With more mature platforms in PC and console, they've simply had more time (years more) to hone in on who this important demographic slice is, how to "talk" to them and develop some pretty sophisticated programs and strategies. When I was at PlayStation, they were masters of this (and still are). On mobile, this is still not fully understood, and is a different beast when you're dealing with billions of people in your ecosystem, as opposed to hundreds of millions. Why do tastemakers and first adopters matter in the bigger picture? Because these are the folx that are spreading awareness and convincing their friends to play the next cool game, or better yet, play the new hotness of multiplayer games, WITH them. Good old word of mouth still reigns. Even in the world of PC and console, this can still be tricky. No one REALLY knows what that perfect critical mass is of winning over this coveted gaming group that will spark the brush fire of adoption and break out hit. There are so many variables at play and when it all comes down to it- despite how sophisticated we think are with our fancy metrics- we will most likely never be able to fully capture- and measure- word of mouth. And for the record, I love premium games and still think there's a place for them on mobile, despite the challenges.

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I recently created a section on my site, called One Pagers – https://lnkd.in/eR9EbsKB The idea is to capture big and important areas of my life into one page. I’ve kicked things off with a one pager on How to Invest – https://lnkd.in/eKjpCa-v This has been a ten + year journey for me, with many twists and turns. I’ve finally settled on something straight forward, which will help me achieve my long term financial goals. And importantly, is right for me. I’m not saying this is the only way to invest, or that it will work for you. But, I do think it’s a pretty solid medium risk strategy for how most people might want to think about investing for the future. And in any case, it’s not a bad place to start thinking from. P.S. A gigantic thanks to my friend Paraskevas Avraam. He has been a HUGE help in evolving my own thinking on investing, and helped me become more self aware of my tolerance for risk over the last ten years or so. P.P.S The next one pager I will write will be bringing together my stance for how to train and exercise. Watch this space.

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🚨 AK BETS - COMMENT 🚨 Great to see the Labour government recognising the UK gambling industry is highly regulated and highly taxed and the 22.5 million customers who play safely and responsibly aren’t further shunted towards illegal markets by operators absorbing yet more tax. Problem Gambling rates will never be 0 but legislators working with legal operators to help reduce harm is the way forward. Our own view is that services such as GamStop shouldn’t just be a blocker for customers. The data captured should be used to help pinpoint those experiencing problems and the industry tax revenue generated directed at their treatment. Don’t penalise the 22.5 million with one-size-fits-all policy. Derek Webb’s ROI from Lobbying against the legalised gambling industry isn’t looking great. A good day for the legalised industry. A bad day for useful idiots with agendas. #PleaseLobbyResponsibly #Budget2024 #Budget24

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🎮 Interesting article from Newzoo - Newzoo lowered its forecast for the Gaming Market in 2023 💰 Revenue 📉 The market volume forecast has been lowered from $187.7 billion (+2.6% YoY) to $183.9 billion (+0.5% YoY). 📉 The mobile market in 2023 declined by 2.1% instead of the previously reported growth of 0.5%. 📈 The console segment grew by only 0.3% YoY instead of the previously reported 7.4%. 📈 The PC segment in the new version increased by 8.4% YoY instead of the initial 1.6%. 🌍 The re-evaluation affected regional statistics 📉 The Asia-Pacific region, as a result, declined by 0.2% instead of growing by 1.2%. 📈 North America grew by only 0.3% instead of 3.8%. 📈 The growth in the MENA region (Middle East and North Africa) of 6.9% turned into 4.6%. 📈 Europe grew by 1.3% YoY instead of 3.2%. 📈 Latin America increased by 2.2% instead of 3.8%. 👨‍👩‍👧‍👦 Users 📉 The number of players worldwide in 2023 was lowered from 3.38 billion to 3.3 billion. 📉 The growth forecast has been reduced, with Newzoo now expecting 3.68 billion players in 2026 instead of 3.79 billion. (source: https://lnkd.in/eaRGnTET) #data #gaming

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Day 1 of London Tech Week is complete and what a day it was! Interviewing some of the most brilliant minds 🧠 in tech and innovation, globally was an incredible experience. #LTW24 kicked off with Carolyn Dawson, the Founder of Tech Week, followed by Sadiq Khan, the Mayor of London, who spoke about the unique strengths of the UK and how tech can help us build a better, fairer, greener future. Today's theme was AI; focusing on how AI can advance business development and drive innovation in all areas of our lives. It was an honour to interview some of the most incredible people, naming a few: Starting with Alex Kendall from Wayve who is an inspiration to all and has raised 1 billion for his end-to-end deep learning for his autonomous driving using AI similar to humans. Nicola Hodson, Chief Exec at UK and Ireland IBM - who is an experienced tech leader driving innovation and digital transformation. Saul Klein from Phoenix Court, a visionary investor known for his strategic guidance of early- stage start-ups, driving innovation and positive change in many industries. Howard Dawber - Deputy Mayor for business and growth in the UK, who spoke eloquently about UK SMEs being the engine for British economic growth. The day was packed with over 20 interviews, conducted by myself and my co-hosts Oli Barrett and Sasha Qadri. With a buzz of energy that soared through the halls, the aisles were packed with people from all over the globe that have flown in for the days ahead, to listen to these talks and meet other people who are doing incredible things worldwide. If you are a business, investor or tech entrepreneur that is wanting to be part of the most incredible buzz for the next week, then come to #LondonTechWeek tomorrow and Wednesday! You'll hear from amazing speakers and meet many leading the charge in tech innovation. Here's what coming up in the next two days: Tuesday is Sustainability Day Wednesday is Leadership Day (which I will be opening and MCing throughout the day) There are also many fringe events taking place in and around the week. I look forward to seeing you at London Tech Week. Come by and say hello! Linzi x

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Playbook Fusion 🚀 https://lnkd.in/eHask_rU How to engage the audience of tomorrow is a constant challenge across the industry, particularly with how differently the modern generation of players engage with sports. In this article I talk about how Playbook Fusion is looking to help operators solve that challenge

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Why iGaming companies are missing out by ignoring talent outside the industry When it comes to building a winning team, many iGaming companies focus on hiring from within the industry. But here’s the truth: some of the best talent may come from completely different sectors. I’ve seen firsthand how hiring outside iGaming can fuel growth and spark innovation. Here are some reasons why this approach works: 💡 fresh perspectives challenge old ways of thinking 💡 diverse backgrounds lead to creative solutions you wouldn’t normally consider 💡 bringing in talent from tech, finance, or marketing can introduce best practices that push your business forward Hiring from outside the industry isn’t just about filling a position. It’s about driving your company into new, unexplored territories. Have you seen the benefits of bringing in talent from other industries? If you want to learn more, check out my latest newsletter, "Why iGaming businesses should hire outside the industry." You might find it interesting! (Link’s in the comments).

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Brand marketing is NOT a cost centre. It's the most powerful growth weapon for iGaming operators who understand how to use it: There's a pervasive myth in iGaming that brand marketing is an expense, not an investment. The thinking goes: "If it doesn't drive immediate revenue, cut it when times get tough." I couldn't disagree more. Operators dominating their markets know brand spending is key to long-term growth and profitability. How? Market share reflects brand strength. And brand strength is built through smart, sustained investment - not knee-jerk budget cuts. Example: One brand in India is pouring massive resources into branding. The result? They're now the country's fastest-growing operator. Strong brands understand that true competitive advantage comes from persistent, calculated brand building - not just short-term direct response hacks. Curious about which brand I'm talking about and how they're doing it? Stay tuned. I'll detail their brand strategy so you can apply it to your business. For now... Which brand do you think I’m talking about?

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Bit longer summary this time, a whole 1,7 billion tracked in investment: GameSquare Holdings Inc. announced the sale of Complexity Gaming for around 10,36M - essentially back into the original hands. Something interesting to observe and how it'll go from there. The Saudis announced another fund of 120M with the goal of investing into esports and gaming as a whole. BITKRAFT Ventures announced their 3rd fund over 275M to be deployed and truly becomes a household name. Given the confidence into new funds it seems the existing portfolio isn't performing too bad, despite current climate. Playtika has 1,2B to spend over the next few years with a focus on M&A which is mainly for gaming, affiliated industry and potentially also some esports crossover Lots more investment into studios, existing and new. A lot of tectonic shift in the gaming industry - check out our overview. #gaming #esports #saudi #investment #merger #acquisition #investor #vc #fund #sales #studio #gamedevelopment #news #overview

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A bit of UK market data news. Fallout 4 was comfortably the UK's best-selling game in April (GSD figures), and was one of three Fallout games in the Top Ten. Overall UK game sales in April were down 7% year-on-year, but there was a lack of new releases (in 2023, we had Star Wars Jedi: Survivor and Dead Island 2), so that seems like a pretty good result. There were no new games in the Top Ten for April, with PlayStation's Stellar Blade coming in at No.12. The action game was only on sale for one week when this data was counted. The console market continues to have a horrible year (GfK figures). Sales of games machines are down 30% in the UK this year. Xbox Series console sales are down just under 25%, PS5 sales are down just over 25%, and Switch sales are down 38%. Elsewhere, 530,000 accessories were sold over April, a drop of 28% over March but up 7% over April last year.

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🎰🎰 Aggregators are fast becoming key elements for successful online casino business, both from the operator and slot developer side. But how do you know you are asking the right questions to make sure you have the right partner? 🎰🎰 The good news is Tuesday 3 September at 3PM UK (10am ET), we're hosting a webinar in partnership with Hub88.io focusing on what operators look for, or should be looking for, when they identify and choose an aggregation partner. How does a studio differentiate itself? How can they ensure the relationship runs smoothly? What do the discussions look like between an operator and a game studio? How can the right partner help an operator when entering a new market? This looks like a really interesting discussion, and we've got a fantastic expert panel of Andrew Jurgielan, Natasha Giorgio, Mikael Forslund and Aleksandr Lilik, along with CasinoBeats Editor Joe Streeter to deliver insight. Register here to guarantee your place https://lnkd.in/eSwq_U7d

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This week's Video Games Industry Memo - sponsored by Sumo Digital Ltd - hit over 2000 inboxes earlier today with an article exploring the economic impact of Roblox creators on the American economy. Between 2017 and 2023, experience makers have added $1.2bn in GDP, supported nearly 18,000 full time equivalents (jobs) and contributed more than $300m in tax. But while the headline figures may be a little less impressive than they sound, the trends driving those figures suggest the UGC economy could be a force for genuine economic value in the years to come. Along with the deep dive into Roblox, VGIM also contained: 📰 News about Russian intelligence agents targeting US gamers for misinformation campaigns 💼 All the big job moves and some great open roles at major games companies 📅 Forthcoming conferences including Nexus in Dublin, Tokyo Game Show and Game Connect Asia Pacific in Melbourne 🎮 Funko Pop Fusion heading up the round-up of the week's releases You can read Video Games Industry Memo now by searching for it on Substack, Google or by clicking the Newsletter link in my LinkedIn profile. And if you're not subscribed, make sure to sign up ahead of next Thursday's edition where we'll take a look inside a building described as the Large Hadron Collider for the Mind...

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Esports viewership has 3x over the past five years. The buying a franchise model for esports that became prominent over the past 6ish years is evolving and quickly becoming a thing of the past due to the revenue challenges of operating a competitive team in the current climate. Teams were able to justify losing money due to the increases in their valuations and ability to raise capital. We saw Riot make changes earlier this year and now we have Call of Duty making similar adjustments to their model. Better economics creates a more lively and fun ecosystem. You see that with CSGO and the energy behind their competitive ecosystem. The key in my opinion is the in game merchandise and sharing the revenue that these teams are delivering to the publishers. Teams can also promote these bundles and we are going to see increased marketing around these digital items. It was mind blowing to me that certain publishers kept that revenue when it was the IP from the teams generating that money. You are seeing improved revenue share of digital merchandise come from Halo, CSGO, now COD, and Rainbow Six. This is the way to support a healthy ecosystem for fans, publishers, and teams.

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Fallout 4 launched in 2015. Today, it's the #1 game in Europe. To achieve that, it had to hit a 7,500% week over week gain. There were also THREE other Fallout games in the top 10. Transmedia, FTW. #1 - Fallout 4 #2 - Helldivers 2 #3 - EA Sports FC 24 #4 - GTA V #5 - CoD MW3 #6 - Red Dead 2 #7 - Hogwarts Legacy #8 - Fallout 76 (2018) #9 - Fallout: New Vegas (2010) #10 - Fallout 3 (2008) ...people who were born when Fallout 3 came out...are driving now. ...and, not to be overlooked: Fallout Shelter (mobile, 2015) hit #7 on the US iOS free games chart (highest ranking since 2018)...and showed dramatic increases: Revenue: $80,000/day (up from $20,000 pre-TV series) Downloads: 60,000/day (up from 20,000 pre-TV series) Quick History: One of the many reasons that transmedia didn't work so well in the past, is because all too often, there was a belief that the game and the movie/show needed to be released at the same time in order to maximize impact. That's not what happened. What happened: The movie/show had a hard, immovable premier date. Someone printed posters...therefore, it was locked. This was often way sooner than a good game could be built...so either an existing game would get re-skinned, the scope of the game was massively reduced, or the game got launched before it was fully baked...and you got runny brownies. The most recent (full) Fallout game was launched in 2018...yet here we are. Last of Us 2 came out in 2020...but HBO's brilliant series launched in 2023. League of Legends came out in 2009...Netflix posted Arcane in 2021. Btw...lest anyone forget, Arcane's first two episodes premiered on Twitch...to over 7MM viewers. Over 5,000 channels co-streamed it. Transmedia done right...is not about tying day-and-date launches. It's about ensuring quality production at both ends, knowing (and truly caring about) your source content...and knowing (and truly caring about) your audience. Congrats to Prime Video & Amazon Studios...congrats to Bethesda Game Studios...congrats to gamers and viewers. Now...when is Season 2...and when is Fallout 5? ...hopefully, not the same day. https://lnkd.in/gqw-PnKY

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Election betting. Yet another tragic indicator that elements within the iGaming industry simply aren't up for the task of leading this industry to more sustainable pastures. The impact betting can have even on such a naturally insulated (everyone's pretty well off) environment as professional sports is there for all to see. Now let's take those risks and apply them to an hyper contentious system like voting. Have we announced measures to help secure the voting process so that it becomes even more resistant in order to mitigate the risks? No. But who cares, right? It's only an expression and function of one of our most - if not the most - precious rights. So what if it enables the sowing of seeds of irrational distrust that we already know can be sown even without betting. Easy gamble for a few $.

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Player acquisition is important, but maximizing on the players you already have is even more crucial in this market. CleverTap Gaming comes to the rescue!I I had an engaging conversation with Randy Malluk & Stacy E. from Besitos - KashKick last week on how they've managed to 3x retention and 4x player stickiness (DAU divided by MAU) in just a few months. How'd they do it? Check out the full recording of our live stream: https://lnkd.in/eyQe4gBQ #gaming #gamingindustry #playerretention #playerengagement #playerstickiness #inappengagement #customerengagement

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I've been saving some of this for an upcoming industry conference presentation about what it actually means to be an #entertainment focused brand in the #iGaming space, but since Guy Harding calculated the below metric for slots I figured I'd open the lid on the topic. If you see yourself as being in the entertainment space, then inevitably you're going to have to compare your entertainment offering with other forms. Cost per hour is one such metric. And based on Guy's calculations we can conclude that slots play is comparably very expensive. 4x as expensive as going to the cinema. 5x as expensive as reading a 250 page book 7x as expensive as playing through the main story line in GTA: San Andreas. >100x as expensive as a Netflix subscription if you're an average subscriber. A relevant and comparable cost per hour of entertainment calculation for mobile games is hard to make for several reasons but a rough attempt lands at $0.35 an hour for Western markets. So that again (probably!) demonstrates how comparatively expensive playing slots is. So in order to stand up to that competition as a form of entertainment - which the high usage suggests that it does - it has to deliver something the other forms of entertainment don't. And what is that? And should that something be classified as entertainment?

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