Leadster: US Online Market Needs Work On Image And Awareness

There is still room for improvement on both legal sports betting brand and public awareness in the US finds Leadstar Media, an agency now licenced and fully operating in both New Jersey and Indiana.

The Stockholm-based firm, which boasts 12 years of industry experience, has an active presence in 16 worldwide gambling markets.

Nonetheless, Eskil Kvarnström, CEO and co-founder of Leadstar Media, said that his eyes are firmly set on the ‘burgeoning’ US market, adding that becoming completely operational in New Jersey and Indiana is only “the first step for our expansion in the US.”

He said: “We know that with all our experience in the industry we can be the best betting affiliation business in the US.”

The company has already released two different goods for the US public. The first was UnitedGamblers, a platform that rates and reviews online sportsbooks and casinos in the U.S., until the second, BettingScanner, followed quickly to provide up-to-date state-by-state sports betting status statistics.

Jacob Ljunggren, Director of Products at Leadstar Media said: “It was important for us to have everything ready before we got licensed.

“With our wealth of experience, we could already bring value to our customers by helping them manoeuvre the complicated situation at the moment.”

The Garden State is home to the largest number of online sportsbooks in the United States, which now challenges Nevada regularly for sports betting handle and revenue.

Ljunggren added: “NJ has been a frontrunner since 2018 but Indiana is catching up; it’s an exciting market with loads of potential. The Hoosier state is now home to five sportsbooks – FanDuel, DraftKings, PointsBet, BetRivers and BetMGM.”

BettingScanner of Leadstar recently conducted a study of how the American public views gambling online. It was created in partnership with Pollfish research firm and each respondent was an American over age 21.

The survey showed some predicted findings, including that currently DraftKings (44 percent) and FanDuel (41 percent) have the highest level of brand recognition.

“This is down to their history as fantasy sports operators,” explained Ljunggren. “As the market matures, other brands will start to gain some ground.”

This also reported, however, that 59 percent of Americans were unaware of the lifting of the federal sports betting ban – more than 18 months after the case.

Perhaps more interestingly, this lack of understanding is not limited to states that need to legalise sports betting yet. In fact, 36 percent had missed this federal law reform in states where online sports betting has been legal since 2018, such as NJ and Pennsylvania.

Finally, it also found that more Americans find owning a gun (six in 10) more morally appropriate than online gambling or using single-use plastics (four out of 10).

Ljunggren commented: “Online gambling is relatively new to the US, so it comes as no surprise that there is a level of reticence towards the industry. However, we were surprised to see how it compares to other habits such as owning a gun or drinking alcohol.”