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Discover the Data Behind the

Gambling Industry’s Online Marketing

@SimilarWeb

Dee Schechter \ Industry Manager and

Product Specialist at SimilarWeb

Ariel Rosenstein \ Senior Director of

Corporate Marketing at SimilarWeb

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Putting Your Competition Within Context…and uncovering successful marketing strategies along the way

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In This Session We Will Learn:

@SimilarWeb

How to uncover your competitors’ Mobile, Search,

and Display marketing strategies

How SimilarWeb can help with entry into new or

regulated markets

Plus, a lot of cool data insights along the way!

How to systematically map out industry

competitors

Using SimilarWeb’s competitive Intelligence Tool

EVERY WEBSITEEVERY MOBILE APP

The Digital World at your Fingertips

RATING

ENGAGEMENT

APP STORE

CATEGORY

KEYWORDS

TRAFFIC METRICS

TRAFFIC SOURCES

AUDIENCE

INDUSTRY

CONTENT

EVERY COUNTRY

Our mission is to be the way businesses

DISCOVER DECIDE DEPLOY

their digital strategy.

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Use SimilarWeb insights to Discover, Decide & Deploy

at all levels of the organization

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We see more than 1% of all online activity

in 60+ countries - every day

Learning Set

100K+ websites & apps

Crawling

2.5B web pages/mo.

International Panel

200M+ devices

ISP Data

200M+ devices

The Largest and Most Diverse Data Set

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Our Data

AIRLINE & TRAVEL E-COMMERCE FINANCE &

RESEARCH

INTERNET & TELECOM

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Selected Customers

Map Out Your Competitors

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Benchmark Yourself Against the Right Competitors

• Industry Level: discover leading players within a specific category based on overall traffic volume

• Product Level: find leading players focusing on your specific product (poker & casino)

• Region Level: find leading players within your geographical market of interest

@SimilarWeb 12

Industry Overview: Gambling

Industry Analysis > Gambling > World Wide > March 2016 @SimilarWeb 13

Top Sites by Industry: Gambling

SimilarWb.com > Top Sites > Gambling > World Wide @SimilarWeb 14

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Industry Top Sites Desktop/Mobile Traffic Share

Top Sites > Gambling > Worldwide > Feb ‘15 – Feb ’16 > Multiples of 1,000,000 @SimilarWeb

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Top Sites by Product: Gambling > Casino

Top Sites > Gambling > Casino > Worldwide > Feb ‘15 – Feb ’16 > Multiples of 1,000,000 @SimilarWeb

Top Sites by Region: Gambling > Casino > Germany

17Top Sites > Gambling > Casino > Germany > Feb ‘15 – Feb ’16 @SimilarWeb

Top Poker Sites: Biggest Doesn’t Always Mean the Most

18Top Sites > Gambling > Poker > World Wide > @SimilarWeb

Top Sports Sites: Bet365 Almost as Big as the Sum of its Competitors

19Top Sites > Gambling > Sport > World Wide @SimilarWeb

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Top Bingo Sites: Mobile is the Way to Go

Top Sites > Gambling > Bingo > World Wide @SimilarWeb

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Geography Matters: No Two Markets are the Same

Top Sites> Gambling > Sports Betting > Germany vs UK > Jan ‘15 – Jan ‘16 @SimilarWeb

German Market UK Market

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Share of Traffic Per CountryTop Sports Sites

Website Analysis> Bet365;WilliamHill;Bwin;Ladbrokes > Oct ’15 – March ‘16@SimilarWeb

Poland 13.75%

Spain 13.42%

Germany 6.87%

UK 6.34%

Brazil 6.22%

Bet365

UK 42.83%

Russia 4.37%

Ukraine 4.26%

Vietnam 3.96%

Indonesia 3.24%

WilliamHill

Germany 57.32%

Poland 4.21%

Switzerland 3.70%

UK 3.24%

Austria 3.23%

Bwin

UK 78.23%

Germany 6.02%

Sweden 3.28%

Ireland 1.95%

Netherlands 1.41%

Ladbrokes

Analyzing Multi-Product SitesOne domain, many products

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Standalone Domain vs. Multiple Offering Domain

@SimilarWeb 24

www.eurogrand.com/uk www.williamhill.com

Ladbrokes.com Traffic Overview

Snapshot for the last 6 months > Overview > Ladbrokes> UK @SimilarWeb 25

Website

Multi-Product Offering on One Domain

@SimilarWeb 26

Ladbrokes Traffic Distribution

Popular Pages > Desktop > Ladbrokes> UK > Sept.‘15 – Feb‘16@SimilarWeb 27

Exporting to excel, we can see 12%

of Ladbrokes’ total traffic went to

casino-related pages

Searching for Competitors, the Right Way

@SimilarWeb 28

Knowing your competitors “by name” is not enough

Systematically mapping out the competitive landscape helps

you understand the traffic for which you are competing

Remember to compare “apples to apples”

- Geography

- Product

- Platform (desktop, mobile, download, instant play)

Keep an eye on the right competition for the right market to

stay ahead of the game

Uncover your Competitors’

Mobile, Search, And Display

Marketing Strategies29

Display & Referrals: Landing Page DestinationLadbrokes.com’s most popular subdomain analyzed

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Ladbrokes.com Traffic Sources and Distribution

Traffic Overview > Desktop > Ladbrokes.com > UK > October – March>@SimilarWeb 31

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Lp.Ladbrokes.com gets the bulk of Display & Referral Traffic

Traffic Overview > Desktop > lp.Ladbrokes > UK > Sept – Feb @SimilarWeb

Display is the

biggest traffic

source

Analyzing Traffic Trends Over Time

In October 2015, Display overtook

Referral traffic in volume, with most

traffic going through DirectREV within

time period examined

Traffic Overview > Desktop > lp.Ladbrokes > UK > August ‘15 – March ‘16@SimilarWeb 33

Identifying Publisher Categories: Games

34Display > Desktop > lp.Ladbrokes > UK > Oct ‘15– March ‘16

@SimilarWeb

Ladbrokes Has Potential to Grow Traffic within Category

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WilliamHill vs. Ladbrokes “LP” Domains

Website Compare Mode > static.williamhill.com;lp.Ladbrokes > Display > UK > Oct ‘15– March ‘16 @SimilarWeb

Ladbrokes Has Potential to Grow Traffic within Category

@SimilarWeb 36

Ladbrokes.com’s Most Used LP’s for Acquisition

37Popular Pages > Desktop > lp.Ladbrokes > UK >Feb 2016

@SimilarWeb

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Finding Opportunities Within Display

@SimilarWeb

lp.ladbrokes.com is the subdomain that gets the most traffic

Using SimilarWeb we took a look at which traffic sources

Ladbrokes uses to acquire traffic

We can also uncover landing pages that get the most traffic to

help with planning our own campaigns

Referral Traffic and Mobile TrendsTaking Over a Competitor Unexpectedly

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Casino Traffic Trends for Top Brands

Traffic Overview > Top Casino Sites > UK > Desktop & Mobile > Feb ‘15 – Feb ’16 @SimilarWeb 40

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Casino Traffic Trends for Top Brands

Traffic Overview > Top Casino Sites > UK > Desktop & Mobile > Feb ‘15 – Feb ’16@SimilarWeb

Let’s Inspect

888 Was The Overall Traffic Leader But…

42Traffic Overview > Top Casino Sites > UK > Desktop & Mobile > Feb ‘15 – Feb ’16@SimilarWeb

888casino.com has the biggest

share of desktop traffic (amongst

the top sites surveyed)

32Red.com nevertheless dominates

mobile traffic

888casino.com vs. 32red.com Traffic Overview

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Desktop & Mobile

Website Analysis > Compare Mode > Traffic Overview > 32Red,88casino > Desktop & Mobile > Mar ‘15– Feb ’16@SimilarWeb

888casino traffic drops,

32red takes the lead and

remains steady

888casino.com vs. 32red.com Desktop Traffic Sources Over Time

@SimilarWeb 44

888casino.com vs. 32red.com Traffic Sources Over Time

@SimilarWeb 45

No perceived significant reason for

32Red surpassing 888Casino’s traffic

share

Looking at the full picture: Isolating Mobile Web

46Website Analysis > Compare Mode > Traffic Overview > 32Red,88casino > Mobile Only > Mar ‘15– Feb ’16 @SimilarWeb

How is 32red.com Winning in Mobile Traffic?

47@SimilarWeb

53% of mobile traffic

to 32red & 888 combined

is from Adult sites

32red.com dominates:

- Mobile traffic volume

- Amount of publishers

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Conclusion

@SimilarWeb

Unraveling traffic sources may not always tell us why a brand

overtook another brand

We must look at the full picture, and isolate mobile web vs.

desktop traffic

Having uncovered 32red’s success in overtaking a competitor,

we can now discover new sources of traffic

SearchBet365 vs. WilliamHill and Successful Search Strategies

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Total Traffic 2015: Bet365 vs. William Hill

50Website Analysis > Compare Mode > Traffic Overview > WilliamHill.com,Bet355 > Desktop > UK > Jan ‘15– Dec ’15 @SimilarWeb

Avg. Visits

Search Traffic 2015: William Hill Dominates

51Website Analysis > Compare Mode > Search > WilliamHill.com,Bet355 > Desktop > Jan ‘15– Dec ’15 > UK @SimilarWeb

Search Traffic Peaks 2015: Bet365 vs. William Hill

52@SimilarWeb

Capitalizing on Major Events: Cheltenham

53Industry Analysis > Gambling, Sports > Top Keywords> March > UK

@SimilarWeb

Cheltenham Search Strategy Summary

54@SimilarWeb

William Hill drove over 50% more traffic

using Cheltenham keywords than Bet365

William Hill invested in more Cheltenham

related keywords in paid search

Google was not the only source of traffic,

with Yahoo driving some of the

Cheltenham related search traffic

Search Traffic: October 2015 Peak

55@SimilarWeb

Identifying Search Trends: October

56WilliamHill.com > Traffic Sources > Search > UK > October 2015

@SimilarWeb

In October, William Hill saw a huge increase in

searches for e-Sports betting

% change from

previous month

William Hill Finds a Niche

57@SimilarWeb

In October, the LoL World Championship took place

William Hill was the biggest site capitalizing on fans wanting to bet on the

event

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What have we uncovered?

@SimilarWeb

The “underdog” is not always the underdog: a brand may not

have the biggest share of traffic, but still dominate a specific

traffic channel

Zooming in on traffic peaks (seasonality) can help uncover

useful insights

Knowing search trends driving traffic can help plan for the

following year

Regulation and Market ResearchResearch and understand the competitive landscape of your next regulated territory

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Preparing for Regulatory Changes and Opportunities: Brazil

@SimilarWeb

Understand who are the current players in the market

Discover who’s experiencing signs of growth already

Explore and benchmark traffic sources within the market

Gain insights from search metrics

Target publishers and websites relevant for your future market growth

Web Traffic: Brazil Overview

61Industry Analysis > March > Brazil >Overview @SimilarWeb

Sports Betting Biggest Sub Category of Gambling: Brazil

62Industry Analysis > Gambing > Brazil > March > Overview @SimilarWeb

Sports Betting Market: Bet365 Has Market Leadership

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Top Sports Operators and Total Traffic

Top Sites > Gambling > Sports/Casino > Brazil > Mar ‘15 – Mar ‘16 @SimilarWeb

Bet365 Significantly Growing in Traffic MoM

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Competition against Bet365 is Rising

65@SimilarWeb

MoM Market Share %

Rivalo.comDhoze.com

Bet365.com

Betboo

Betfair

William Hill

BetssonBetmotionApostasonline

Sportingbet

Mobile & Engagement Metrics

66@SimilarWeb

Top Betting Operators: Traffic Sources

67Traffic Sources > Desktop> Brazil > Top 6 Sports Betting Operators > Jan 15 – Feb

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@SimilarWeb

It looks as though operators are

already investing money in

marketing campaigns specifically in

Brazil (Referrals and Display

campaigns)

What Can Search Teach Us?

68@SimilarWeb

Top Keywords This data is based on SimilarWeb's index of 100 websites in this category

Keywords with the most share

of sports betting traffic in last

12 months

Trending keywords,

February

Potential Outlets for Targeting Users: Top Sites BR

69@SimilarWeb

Sports Sports News

Potential Outlets for Targeting Users: Top Sites BR

70@SimilarWeb

Coupons Adult

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Preparing for Regulation Summary

@SimilarWeb

Spend time researching the existing competitive landscape

Examine the traffic highs and lows of your competitors and

understand who is already gaining momentum

Uncover successful acquisition traffic channels and sources

Get some insights about the market through understanding

search metrics

Start planning your growth strategy by looking at 3rd party

websites and potential partners

Download our FREE sports betting whitepaper

for more gambling insights.

For more information contact Webinars@similarweb.com

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