SiGMA Market Report: Social media giants and market dynamics

Shirley Pulis Xerxen 2 weeks ago
SiGMA Market Report: Social media giants and market dynamics

In the latest market report published by SiGMA World, the focus is on marketing strategies that are driving the industry forward, with particular emphasis on social media engagement, search engine optimisation (SEO), and affiliate marketing in the Asia-Pacific region, specifically the Philippines, India, Japan, and Australia.

In this final article of a three-part series presenting the data and analyses of the third SiGMA Market Report published earlier this month, the focus is on market dynamics, and social media platforms X and Instagram benchmark analyses. The first article presented the results relating to affiliate benchmarking while the second summarised the report’s SEO benchmarking analysis.

Social Media Insights: Instagram and X

The report’s social media section reveals that PokerStars is leading the global race on Instagram with an impressive 911,120 followers. The platform also saw Tipsport achieving the highest growth in followers at a staggering 78.3%. On the other hand, DraftKings Sportsbook leads with a 19.3% increase in the number of posts, indicating an aggressive content strategy.

market dynamics 01
Number of followers of online gambling operators’ X/Twitter pages – May 2024.

The report also highlights the average number of followers for online gambling operators in Asia, which stands at just under 30K. Parimatch India leads the pack in the region with 108,135 followers on Instagram and has also seen the biggest increase in followers at 13%.

Turning to X/Twitter, ESPN Bet stands out with a commanding 5,424,419 followers globally, while Stake has shown the highest growth in followers and posts, at 3.7% and 24.1%, respectively. In Asia, Sportsbet takes the crown with 126,466 followers and the highest number of posts, while Dafabet India has experienced the most substantial growth in followers at 6.1%.

Market dynamics 02
Number of followers of online gambling operators’ Instagram pages – May 2024

Market Dynamics: Valuations and M&A activity

In terms of market capitalisation, Flutter Entertainment tops the list with a valuation of GBP 28.7 billion, followed by Evolution and Entain. The average market capitalisation among the analysed companies is GBP 3.7 billion, showcasing the substantial financial weight of the industry. The report also lists significant M&A deals, such as Super Group‘s acquisition of sportsbook technology from Apricot for approximately EUR 140 million, which could rise to EUR 210 million if certain revenue targets are met by 2035. This move is set to enhance Super Group‘s global sportsbook management capabilities.

Another notable M&A deal is BlueBet‘s merger with Betr‘s wagering business, which is expected to significantly boost BlueBet‘s market share and profitability. The merger brings together a combined customer base and a projected EBITDA profitability by 2025, with significant operational synergies on the horizon.

The SiGMA Market Report for May 2024 provides insights into the online gambling industry’s social media engagement and market dynamics. With detailed analyses of follower counts, growth rates, and market valuations, the report is an essential read for industry stakeholders looking to stay ahead in the competitive landscape of online gambling.

The focus of the current SiGMA Market Report is on the Asia-Pacific Region, aligning with the upcoming SiGMA Asia Summit, happening in Manila from the 2 to 5 June.

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