There is no doubt that COVID-19 has changed the world forever. Even with the development of a vaccine and the potential for everything to go back to “pre-COVID-19” times, the global health crisis has generated trillions of dollars in losses across multiple industries. One of the verticals that has suffered the most has been sports betting because all major athletic leagues around the world halted operations, at least temporarily.
With the above in mind, many sports leagues have already resumed activity in 2021, painting a much better picture than last year. However, affiliates need to prepare to launch sports betting campaigns like never before, so it’s crucial to identify the adjustments they need to make and ensure that all the right processes are in place to make the most of them.
Let’s take a look at the state of sports events in 2021 and how this will affect the overall sports betting industry.
Sports Betting Events in 2021
The year 2020 saw almost every major sports event postponed, rescheduled, or canceled. With a few exceptions like the Superbowl, most leagues around the world entered a temporary hiatus that affected viewership, and of course, revenue. In the US alone, the NBA, NFL, and NHL are suffering more than 13 billion US dollars in losses during 2020. And, this statistic doesn’t include global sports like rugby, football, or cricket.
While billions in losses are being reported by some of the top sports leagues, it’s also important to note that many teams and individuals are resuming sports activities in 2021. In many cases, these events are being organized with minimal or no live audiences inside of the event location. This is great news for affiliates as it means that more people will be turning to online publishing platforms to catch exciting events.
Top Sports Betting Verticals
Today, there are hundreds of sports and leagues across the world you can follow. From the UFC and its gladiators to cricket tests occurring in all corners of the world, the sports betting industry has a little something for everyone. But, remember that not all sports leagues are resuming activities in 2021, so you need to work with the disciplines that have a higher chance of success.
Some of the top sports verticals in 2021 include:
- Football (soccer)
- American football
- Mixed martial arts
- Rugby and hockey
- Golf and tennis
- Racing (F1, NASCAR, and rally)
How to Choose the Best Sports Betting Offer in 2021
Choosing a sports betting offer in 2021 is extremely tricky because you need to consider the elements that will affect the performance of your campaign. Unlike other years, this goes beyond consumer trends and the dates when these sports events will take place. Affiliates need to prepare to make last-minute adjustments and be ready to create emergency content that reflects any changes in the offer or event itself. In other words, you need to stay as flexible as possible in order to be successful.
Additionally, some of the elements you need to pay close attention to when selecting a sports betting offer include:
Type of Traffic (Mobile vs. Desktop)
Mobile and desktop traffic are like two sides of the same coin. Mobile users stream sports events on their devices, so you need to adjust your ads for smaller screens.
That said, there are fewer users watching sports events on mobile, so you need to be extra creative to generate a significant amount of conversion. Desktop users, on the other hand, have much bigger screens and they are easier to convert in sports betting offers, but remember that their payout is usually smaller so you need to get more conversions.
The location of the offers you’re evaluating will affect the performance of your ads. As a general rule of thumb, countries from lower tiers tend to have a higher number of mobile traffic, but the commissions won’t be huge. Tier-1 countries may be harder to covert, especially if you’re working with a desktop offer, but you’ll generate more money for each conversion you achieve.
There are many different ad formats to choose from, but not all of these go well with sports betting offers. Traditional banners don’t always produce the best results, but push notifications and pop advertising can help you reach these audiences with more ease.
Publishing Platform Type
Lastly, you should pay close attention to the platforms you’re allowed to use. In addition to paid ads, you should also verify that you can drive traffic through social media and alternative channels that can help you generate more engaged traffic.
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