The Gambling Files

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you. 

In this episode, Jon, Fintan, and their guest Björn Nilsson explore options for companies that have no operations or legal footprint in particular regions of the world, yet can still earn revenue related to traffic exchanges between brands in different markets.

With over 20 years in the online gaming industry, Björn is the CEO of FTDx, a platform that converts visits from regions outside your business scope into revenue.

In a nutshell:

* Björn’s background and involvement in currency trading and gambling ventures, including smaller casinos and poker sites. 

* The challenges of normalizing data and using AI tools. 

* Björn's work at Triggy, a hub for development for the interactive betting industry. 

* What is Grace Jones' song "Pull Up to the Bumper" actually about?! 

* Björn's difficulty in getting clients onboarded to FTDx, a company that wants to help businesses earn revenue from regions of the world that are outside their normal operations. 

* Watching “Cobra Kai”! 

* FTDx’s technology and solutions that address unutilized traffic from non-legal jurisdictions. 

* Potential benefits of sending traffic to competitors and learning from their data. 

* The practical aspect of traffic exchange and revenue generation. 

Choice banter #1 between your hosts: Jon started saying, “There was a documentary on Fox where a simple, working-class family in America got their hands on an autodialer. Somebody—” At that point Fintan interrupted and said, “That was an episode of The Simpsons.” 

Choice banter #2 between your hosts: “All songs are about sex,” Fintan said. “No, some songs are about sex and money,” Jon said. 

Choice quotes by our guest:

* “If you send traffic to 4 or 5 different brands [that aren't in your market], and one of them converts much better than the others, then you can dig down into why it converts much better.” — Björn Nilsson. 

* “We've done a proof of concept [of FTDx] in Finland and Brazil, and we converted about 2% of all the visitors. That was much higher than expected. I expected it to be sub 1% or around 1%.” — Björn Nilsson.

Thanks to Björn Nilsson for being on the show! 

Unlocking new revenue streams with FTDx: https://www.ftdx.io/ 

Connect with Björn on LinkedIn: https://www.linkedin.com/in/bj%C3%B6rn-nilsson-2a98789/ 

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.

Website: https://www.thegamblingfiles.com/

Get our newsletter: https://thegamblingfilestldr.substack.com/

Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF 

Subscribe on Spotify: https://spoti.fi/4cs6ReF 

Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast 

Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/ 

Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/ 

Sponsorship enquiries: https://www.thegamblingfiles.com/contact/ 

This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com 

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you. 

In this episode, we chat about important stuff, like Dutch clogs, James Bond, secret super yachts, and knitting. Occasionally, we even talk about gambling. Oh, and we’ve also got two guests on today’s show—Paul Sculpher and Harry Lang. 

Paul is a consultant who works on existing and proposed casino projects all around the world. 

Harry is a marketing guru who transforms digital B2C, D2C, and B2B brands. 

In a nutshell: 

* Discussion on layoffs in the gambling industry's marketing sector and their revenue impact.

* Challenges of short CMO tenures and job changes, with advice for job interviews.

* The rise of so-called fractional CMOs and consultancy roles.

* Discussion on ageism in marketing and the need for older professionals to stay updated.

* Lessons for the gambling industry in influencer marketing and in-app advertising.

* Miss Shilling's orifice

* Paul's roles at Gaming Recruitment Solutions (GRS) 

* Harry's positive approach to unemployment.

Choice quotes:

“In offline gaming, there's something yet to be achieved, from the influencer side of things. Somewhere, there's a way of making it work, but  no one's found it yet.” — Paul Sculpher.  

“With sports betting apps and casino apps, there's a huge opportunity for advertising within those kinds of apps.” — Harry Lang.  

“For a marketing leader, you're never the expert. Your team are the experts. You know the benefits, opportunities, costs, and KPIs. But the people [on your team who] execute it are the subject-matter experts.” — Harry Lang. 

“I read David Ogilvy’s book [Ogilvy On Advertising], and he was doing A/B testing with print catalogs. And I'm like, there's nothing new here. I can just do it faster.” — Fintan Costello. 

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Thanks to our guests for being on our show! 

Paul Sculpher on LinkedIn: https://www.linkedin.com/in/paul-sculpher-4054436/ 

Paul’s website: https://www.paulsculpher.com/ 

Gaming Recruitment Solutions (GRS; where Paul works): https://www.grs-recruit.com/ 

Harry Lang on LinkedIn: https://www.linkedin.com/in/mrharrylang/ 

Harry’s website: https://www.marketingbook.co.uk/ 

Get Harry Lang’s book, Brands, Bandwagons & Bullshit: How marketing, advertising, media and PR work - the essential guide for career planning and professional understanding. 

Amazon UK: https://amzn.to/4cD3q52 

Amazon US: https://amzn.to/3S6yDoU 

The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.

Website: https://www.thegamblingfiles.com/

Get our newsletter: https://thegamblingfilestldr.substack.com/

Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF 

Subscribe on Spotify: https://spoti.fi/4cs6ReF 

Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast  

Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/ 

Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/ 

Sponsorship enquiries: https://www.thegamblingfiles.com/contact/ 

This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com 

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you. 

This episode opens with tales of accidentally sending very personal messages to colleagues. Oops. 

That silliness out of the way, Jon and Fintan get into the heart of the episode—a chat with Christina Cook, a compulsive gambling addict who is living in recovery and is three years gambling-free.

In a nutshell:

* Christina shares her personal story of being a gambling addict in recovery, starting with occasional visits to a nearby casino, which later became a coping mechanism during a mentally and verbally abusive relationship.

* She criticizes the gambling industry's response to the harm caused by creating a Responsible Gambling Council and discusses the Gambling Recovery Investment Treatment Act (aka the GRIT Act). 

* Christina started the Broke Girls Society podcast to share her story, which received positive feedback from women worldwide.

* There’s a stigma surrounding gambling addiction for women that still needs to be addressed. 

* There’s a need for more resources for addressing gambling harm.

Choice quotes:

“Gambling became a coping mechanism for me.” — Christina Cook.

“I decided I'm going to have to fight for myself.” — Christina Cook. 

“Domestic abuse is one of the primary drivers for women developing gambling issues, which makes perfect sense [when you think about it], but people don't necessarily join those dots.” — Jon Bruford. 

“How did something [gambling] that was supposed to be fun and entertaining become so harmful? For me, the addiction was a symptom of my internal issues.” — Christina Cook. 

“Gambling addiction is a comorbidity. It's a symptom of another ill.” — Jon Bruford. 

“Gambling needs more safety rails.” — Fintan Costello.

Thanks to Christina Cook for being on the show! 

Listen to Christina’s podcast, The Broke Girl Society: https://thebrokegirlsociety.com/ 

Watch Christina’s show on YouTube, The Bet Free Life with Brian and Christina: https://www.youtube.com/@thebetfreelife/ 

This podcast is presented by Optimove, the gaming industry's CRM of choice. Don’t believe us? It’s used by a whopping 56% of the EGR Power50 to personalize player experiences. Visit Optimove for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.

Website: https://www.thegamblingfiles.com/

Get our newsletter: https://thegamblingfilestldr.substack.com/

Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF 

Subscribe on Spotify: https://spoti.fi/4cs6ReF 

Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast 

Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/ 

Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/ 

Sponsorship enquiries: https://www.thegamblingfiles.com/contact/ 

This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com 

We bring The Gambling Files Podcast to you thanks to our tremendous sponsors Optimove and Clarion Gaming.

As we gear up for the complete sexification of the podcast (next week!), we thought we would do a news roundup episode because there was quite a lot of interesting news going on. Unsurprisingly, Fintan and Jon disagree about it. Oh well.

Anyway, discussion in the episode includes Jon’s birthday cake, a national ad framework for sports betting advertising in Canada, a pub closing in Vegas, The Mirage closure, jackpot mechanics, whether properties closing should affect room rates, and the business acumen of Tony Hawk and Michael Jordan. Oh, and the importance of investing in new content in the gambling industry.

In a nutshell:

• Cake – exciting!
• They discuss the potential nationalization of sports betting advertising in Canada and the opposing views on the matter.
• The closure of a British pub in Vegas with cultural significance is mentioned, along with the story of how Brandon Flowers of The Killers wrote 'Mr. Brightside' after witnessing infidelity at the pub.
• The hosts mention their podcast sponsors and joke about potential sponsorship opportunities for themselves.
• The Mirage resort in Las Vegas is closing, leading to speculation about the impact on room rates in the city.
• The mechanics of hitting jackpots in casinos depend on the type of jackpot and can vary.
• The appointment of a new gambling minister in the UK and the response of the betting and gaming council.
• The SBC Summit in Lisbon is investing in content by inviting Tony Hawk as a keynote speaker.

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We bring The Gambling Files Podcast to you thanks to our kind, generous and loving sponsors Optimove and Clarion Gaming.

We kick off with Jon and Fintan joined by Naomi Barton, portfolio director at Clarion Gaming. They discuss the upcoming iGB Live! event in Amsterdam and the plans for the event in London in 2025. They also talk about the importance of face-to-face networking in the iGaming industry and the various activities and parties that will be taking place at the event. The conversation also touches on running as a way to balance a busy life and the anticipation of Jon's upcoming school reunion. IGB Live is the biggest event in the iGaming industry and is expected to be even bigger this year with a 30-40% increase in pre-registrations. The event will feature new areas such as the Launch Pad for tech startups and the Sustainable Gambling Zone to support operators earlier in the player journey [0:00 – 27:53].

"Regulate the product, not the player."

Then we’re joined by the eminent Sarah Ramanauskas, of the Game Safety Institute, who has had even more brilliant ideas about how we can change our approach as operators and suppliers to ingrain a more effective and relatively invisible level of RG and player protection. The conversation revolves around the idea of incorporating safety features into gambling games to promote responsible gambling. We discuss the concept of providing players with more information and warnings within the game itself, rather than relying on external responsible gambling measures. They suggest incorporating features like health bars, bet limits, and prompts to help players make better decisions. The conversation also touches on the challenges of implementing these features in the gambling industry and the need for long-term thinking and player-centric design. The conversation covers various topics including the appeal of jackpots in slot games, the need for clearer explanations of jackpot odds, the role of regulators in product safety, the potential of psychedelic substances for mental health treatment, and the value of a broad education.

In a nutshell:

• Incorporating safety features into gambling games can promote responsible gambling.
• Providing players with more information and warnings within the game itself can help them make better decisions.
• Features like health bars, bet limits, and prompts can be incorporated into games to enhance player safety.
• The gambling industry should prioritize long-term thinking and player-centric design.
• Implementing these features may face challenges due to short-term financial considerations and the need for industry-wide adoption. Clear explanations of jackpot odds can help slot players make more informed decisions.
• Regulators should focus on regulating the product rather than the player.
• Psychedelic substances like mushrooms and ketamine show promise in treating mental health issues.
• A broad education that includes the humanities can provide valuable skills for any career.

Choice quotes:

"Why don't we try something different? Like actually put stuff in the product to make the product safer – rather than saying put your seatbelt on, why don't we just build airbags?"

"Incorporating more things into the actual play model makes far more sense than just doing your regulatory stipulation, meeting your license requirements and putting the onus on the player."

"Regulate the product, not the player."

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We bring The Gambling Files Podcast to you with the benevolence of our virile sponsors Optimove and Clarion Gaming.

No intro this episode, so no need to press that 'skip' button! We dive straight into the action with this special episode.

We have joined forces with one of our beautiful sponsors Optimove to talk stats, the Euros, and what operators can do during this crazy summer of sport. And we’re not even doing it because they’re sponsors, but because IT’S INTERESTING. I know, right!

Jon Collins, Optimove’s strategic services team leader, discusses the betting patterns and trends during the Euro 2024 tournament. We talk about the rise of underdog teams like Austria and the potential marketing opportunities around them, the betting behaviour of fans supporting national teams and the strategies operators can use to maximize engagement and revenue. The conversation touches on topics such as player numbers, gamification, retention, and the unpredictability of the tournament.

In a nutshell:

• Underdog teams like Austria can create marketing opportunities and attract bettors
• Fans tend to bet more on their national teams during major tournaments
• Gamification and promotions can help retain and engage bettors
• Operators should focus on mobile and live betting offerings
• The start of the domestic football season can be a challenge for retention

Choice quotes:

• "Austria has scored more goals than England and France combined."
• "Austria is playing some of the best football at the tournament."
• "40% of bets were made before the tournament, the rest were live in-match."

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

As ever we begin by thanking our benevolent sponsors, who are not only more handsome than their competitors, they also spend more time with elderly relatives, and petting animals. We are talking about the legendary Optimove and Clarion Gaming, and their loveliness and fluffiness is what makes podcasts like ours possible. Oh, and of course iGB Live! is right on the doorstep. Get on it!

This episode, we have Fintan and Jon talking a bit before the guests arrive [0:00 – 24:27], then they’re joined by the excellent Angel Espino and Colin Feindt from Casino Gaming Development (CGD). The chaps discuss the process of developing new table games for the casino industry, the importance of clear communication and quick training on new games for both players and dealers. They also talk about the role of mathematics in game development and the need for games to hit certain key performance indicators (KPIs) to be successful in casinos. The conversation touches on the challenges of monetizing new game ideas and the potential for adjusting pay tables based on different market conditions. They also mention their success in winning the Best Game of the Year award at the Table Game Protection event. Casino Gaming Development has created a new game called Three Shot Poker, which combines elements of different games to create a unique and exciting experience. The game involves players trying to make three independent three-card poker hands using their two hole cards and three community cards. The game has been well-received and is currently being trialed in several properties, including the Flamingo and Harrah’s properties in Las Vegas. The company is also planning to launch the game online, as well as explore opportunities in the Asian and cruise ship markets. The game's simplicity, high hit frequency, and potential for longer player engagement make it a promising addition to the casino industry [24:28 – 1:34:58].

In the shell of a nut:

• Clear communication and quick training are crucial for the success of new table games in casinos.
• Mathematics plays a significant role in game development, and games must hit certain KPIs to be successful.
• Adjusting pay tables based on market conditions can be beneficial, but frequent changes can lead to confusion and mistakes.
• Developers should build relationships with dealers and involve them in the game development process.
• Winning awards and receiving positive feedback from industry professionals can boost the reputation and success of a game.

 Choice quotes:

"Dealers are the deal breakers when it comes to a game."

"If a dealer can't communicate how to play a game in about 30 seconds or less, they're on to the next."

"The math has to dictate everything because we could have a great idea, but if the math doesn't work, it's not a viable game."

"Our first game we just signed with Oddsworks and we're about to launch; we're in the final phases of launching Three Shot Poker, we think this is our strongest game so far."

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Special thanks as always to the two Euro 2024 finalists, Optimove and Clarion Gaming. It’s fair to say that no matter what the outcome, football is the only true winner today.

We kick off with Fintan and Jon doing that thing they do [0:00 – 10:48], then we’re joined by two guests: Herd Capital’s Jason Ziernicki and Kyle Scott, to talk turkey. Well, affiliates. And other stuff.

The conversation covers the recent changes in Google's newspaper partnerships and the impact on media publishers and affiliates in the gambling industry, the impact of Google and SEO on affiliates and gambling operators, the challenges faced by traditional newspapers and the rise of sports blogs. The conversation also delves into the future of search and the potential fragmentation of Google's dominance.

We get into the role of influencers in the gambling industry, highlighting the value they bring in driving top-of-funnel awareness and building brand loyalty. The conversation concludes with advice for college students starting an affiliate business, emphasizing the importance of building an audience on platforms like TikTok and Instagram and leveraging first-party data through newsletters and messaging platforms. The conversation explores the evolution of platforms and the role of influencers in capturing niche audiences. It discusses how platforms like TikTok and Facebook have expanded beyond their initial target demographics and how influencers can leverage algorithms to reach specific niche markets. The conversation also touches on the potential of Twitter as a platform for live content and affiliate marketing.

Our esteemed guests share their experiences with investments and their plans for Herd Capital, a business focused on sports media, sports gambling, and affiliate marketing. 

In a nutshell:

• Jason and Kyle share their backgrounds in the gambling industry and their experiences as partners of Herd Capital.
• The conversation highlights the need for media companies to adapt and invest in their own content creation to maintain visibility in search results. Google's dominance in search and SEO has a significant impact on affiliates and gambling operators.
• Sports blogs and influencers play a crucial role in driving top-of-funnel awareness and building brand loyalty in the gambling industry.
• The future of search is uncertain, and there is a potential for the fragmentation of Google's dominance.
• College students starting an affiliate business should focus on building an audience on platforms like TikTok and Instagram and leverage first-party data through newsletters and messaging platforms.
• Twitter has the potential to become a platform for live content and affiliate marketing.
• The top of the funnel for casinos is more fragmented compared to sports, making it challenging to capture and retain audiences.
• The importance of having opinions and being brave enough to express them, even if they are occasionally wrong.

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Special thanks as always to our two top of the league sponsors, Optimove and Clarion Gaming. Both utter legends and, funnily enough – total coincidence, too – Optimove’s CEO and founder is on this episode!

First up there is a short intro, in which both Jon and Fintan completely lose it because of some inappropriate comments [0:00 – 6:05]. And they’re comments for which Fintan certainly apologises.

Then we meet Pini Yakuel, of Optimove CEO fame. Our conversation covers a wide range of topics, including the OptiMove Connect event, the concept of the positionless marketer, the impact of AI and no-code solutions, and the evolution of skills in sports and marketing. The discussion also delves into the benefits of a positionless approach and the challenges faced by traditional marketing departments, the democratization of decision-making, the art of boxing, and hunger for success. We also discuss the challenges of maintaining hunger and motivation after achieving success. I say ‘we’, but Jon can clearly not contribute to that discussion [6:06 – 1:06:26].

In a nutshell:

• The concept of the positionless marketer is a key focus, emphasizing the impact of AI and no-code solutions on marketing roles and processes.
• The conversation explores the evolution of skills in sports and marketing, highlighting the benefits of a positionless approach and the challenges faced by traditional marketing departments.
• The conversation provides insights into the changing landscape of marketing, the role of technology, and the potential for greater efficiency and innovation in marketing processes. The impact of self-service capabilities on democratization and decision-making
• The challenges of maintaining hunger and motivation after achieving success
• The impact of democratization on growth and scale in organizations

Choice quotes:

"The game of basketball has become positionless, emphasizing versatility of play and velocity, which wasn't the case in the past."

"The future of marketing is positionless, steering towards greater efficiency and innovation, leveraging AI and no-code solutions."

"Good communication solves most problems."

"I'm still waiting for mine."

This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Fintan and Jon take to the stage in Amsterdam to interview Frank Kastelijns of Circus.nl, an online and land-based operator, to discuss the doom and gloom surrounding the country's industry following several knee-jerk decisions from those in power. Frank doesn't hold back… And this is our first-ever live performance with the podcast, so it was interesting. 

Feedback always appreciated. Enjoy the episode.