Minneapolis-based SharpLink Gaming announced Tuesday that fantasy and sports game content provider SportsHub Games Network has integrated its C4 Sports Betting Conversion technology with its NFC High Stakes and Fanball Daily Fantasy Sports gaming websites.
The technological solutions and experienced-based services company, which focuses on the U.S. online sports betting industry, developed the technology to “proactively engage and convert” fantasy game players into sports bettors in states where online betting has been legalized, according to a press release.
The conversion solution was developed from the ground-up especially for the emerging U.S. sports betting market. It aims to replace generic banner ads and buttons to serve sports fans personalized betting offers that are based on user behavioral data and intelligence captured and analyzed by the C4 engine.
In a one-year internal study conducted in collaboration with NFC High Stakes, SharpLink compared standard banner ad performance against C4 integration performance, finding that personalized betting offers resulted in 59.31% user engagement versus only 8.86% for banner ads. Ultimate conversion rates for SharpLink’s C4 technology outperformed banner ads by over 300%.
“Our network attracts 1.89 million visits from game players annually, and we are very excited about the opportunity to actively provide them with online sports betting through our partnership with SharpLink,” said Christian Peterson, President of SportsHub. He further remarked the integration proved to be “very simple and hassle-free.”
The company distributes real money fantasy sports games and contests through its SportsHub Games Network. The Fanball gaming site sees users compete in draft, auction and salary cap style daily fantasy contests, while its NFC High Stakes web property hosts high stakes fantasy football, baseball and basketball contests, featuring live drafts in Las Vegas and New York.
By integrating the C4 platform with Fanball and NFC High Stakes, SharpLink provides gamers linking with real-time bet offers from sportsbook partners in legal sports gaming states. SportsHub and SharpLink have signed a revenue-share agreement providing for the division of affiliate marketing services fees generated by conversion of players to bettors on the sportsbook partners platform.
“Given our close working ties to SportsHub, a major shareholder in SharpLink, it provides SharpLink with an ideal proving ground from which to gain real-time, actionable insight on the operation and performance of our C4 Betting Conversion platform,” said SharpLink CEO Rob Phythian.
Moreover, SportHub’s fantasy gaming properties provide SharpLink with direct access to “a large and growing audience” of fantasy game players from which to glean deep behavioral data and user intelligence.
This can then be leveraged and applied in marketing strategies “to educate sportsbooks and sports media operators on the underpinning value proposition inherent in our game-changing C4 technology,” added Phytian.