'Bet Now' and 'Play Now' features on Twitter set to be groundbreaking for UK

In an analysis on how Twitter’s latest feature should be harnessed for maximum effect by the industry, Shortt explains that these two “seemingly innocuous details” could in fact turn out to be “disruptive game-changers”, while social media giant Facebook has also "constrained paid-for tactics by affiliates on the grounds that they don’t hold gambling licenses themselves”.

As Twitter now offers far-reaching marketing opportunities in the form of promoted accounts, tweets and trends all fitted into users’ timelines, Shortt revealed that in the UK a ‘Promoted Trend’ delivers on average “260% more reach on the day of the trend than the prior seven-day average”.

Shortt added that the new functionality enables punters to decide on whether “to bet or play immediately at the advert level”.

The range of context signals for targeting existing and new clients has also been broadened: from the football team they follow to a keyword they have tweeted about or a device type they have engaged with.

“Taking the TV audience example a little further, affiliates can reach particular audiences based on specific shows or matches, channels, sporting events or even program genres,” added Shortt.

“The depth of targeting is endless, and in a hugely competitive marketplace which has so many obstacles, the premise of one-to-one, individual marketing is no longer a luxury, but rather a necessity.”