Troy Paul, CEO and co-founder, founded SGG Media, an influencer marketing specialist, with his father after graduating from university during the Covid-19 pandemic. Recognizing the potential in the sports betting industry, Paul aimed to be a part of the booming market after the repeal of PASPA.
Traditional media forms like television and billboard advertising dominated the sports betting marketing landscape, but Paul saw an opportunity in using social media as a cost-effective alternative for tracking results. He believed in the future of influencer marketing and decided to focus solely on social media for SGG Media.
With major operators spending millions on traditional advertising, the market is now seeking more innovative methods to reach the right audiences. Social media provides a cheaper solution, and SGG Media’s strategy revolves around micro-influencers who create custom content for specific sports or areas.
Paul emphasizes the importance of focusing on specific niches for influencers to build a loyal audience and generate engagement. Influencers and their followers form communities bonded by their shared love for sports teams, and this community aspect sets social media marketing apart from traditional advertising.
Operators are now adopting the “Barstool method”, where content production and online fan interaction are considered as valuable as the sportsbook itself. Increasing fan participation through interactive experiences, educational content, and live streaming drives engagement and retention.
Paul predicts that the industry-wide focus on content and direct engagement will continue to grow, with big operators investing in interactive content and creating communities for fans. He believes that social media campaigns offer a lower cost and higher return compared to traditional advertisements.
As the sports betting market evolves, sportsbooks and apps will undergo significant changes in the coming years. Paul expects big operators to continually produce ads and attract new signups through their investments in social media and content. The instantaneous nature of social media aligns well with the industry’s trend of micro betting and in-play bets, where users engage with different media and apps simultaneously.
