Join us as we map out the competitive gambling landscape. Discover the marketing tactics deployed by industry leaders like 888, Ladbrokes, and William Hill using SimilarWeb data.

1. 1
Discover the Data Behind the
Gambling Industry’s Online Marketing
@SimilarWeb

2. Dee Schechter Industry Manager and
Product Specialist at SimilarWeb
Ariel Rosenstein Senior Director of
Corporate Marketing at SimilarWeb
2

3. Putting Your Competition Within Context
…and uncovering successful marketing strategies along the way
3

4. 4
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

5. 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

6. Our mission is to be the way businesses
DISCOVER DECIDE DEPLOY
their digital strategy.
6

7. Use SimilarWeb insights to Discover, Decide & Deploy
at all levels of the organization

8. 8
We see more than 1% of all online activity
in 60+ countries - every day
Learning Set
100K+websites & apps
Crawling
2.5Bweb pages/mo.
International Panel
200M+ devices
ISP Data
200M+devices
The Largest and Most Diverse Data Set

9. 9
Our Data

10. AIRLINE & TRAVEL E-COMMERCE FINANCE &
RESEARCH
INTERNET & TELECOM
10
Selected Customers

11. Map Out Your Competitors
11

12. 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

13. Industry Overview: Gambling
Industry Analysis > Gambling > World Wide > March 2016 @SimilarWeb 13

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

15. 15
Industry Top Sites Desktop/Mobile Traffic Share
Top Sites > Gambling > Worldwide > Feb ‘15 – Feb ’16 > Multiples of 1,000,000 @SimilarWeb

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

17. Top Sites by Region: Gambling > Casino > Germany
17Top Sites > Gambling > Casino > Germany > Feb ‘15 – Feb ’16 @SimilarWeb

18. Top Poker Sites: Biggest Doesn’t Always Mean the Most
18Top Sites > Gambling > Poker > World Wide > @SimilarWeb

19. Top Sports Sites: Bet365 Almost as Big as the Sum of its Competitors
19Top Sites > Gambling > Sport > World Wide @SimilarWeb

20. 20
Top Bingo Sites: Mobile is the Way to Go
Top Sites > Gambling > Bingo > World Wide @SimilarWeb

21. 21
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

22. 22
Share of Traffic Per Country
Top 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

23. Analyzing Multi-Product Sites
One domain, many products
23

24. Standalone Domain vs. Multiple Offering Domain
@SimilarWeb 24
www.eurogrand.com/uk www.williamhill.com

25. Ladbrokes.com Traffic Overview
Snapshot for the last 6 months > Overview > Ladbrokes> UK @SimilarWeb 25
Website

26. Multi-Product Offering on One Domain
@SimilarWeb 26

27. 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

28. 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

29. Uncover your Competitors’
Mobile, Search, And Display
Marketing Strategies
29

30. Display & Referrals: Landing Page Destination
Ladbrokes.com’s most popular subdomain analyzed
30

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

32. 32
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

33. 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

34. Identifying Publisher Categories: Games
34
Display > Desktop > lp.Ladbrokes > UK > Oct ‘15– March ‘16
@SimilarWeb

35. Ladbrokes Has Potential to Grow Traffic within Category
35
WilliamHill vs. Ladbrokes “LP” Domains
Website Compare Mode > static.williamhill.com;lp.Ladbrokes > Display > UK > Oct ‘15– March ‘16
@SimilarWeb

36. Ladbrokes Has Potential to Grow Traffic within Category
@SimilarWeb 36

37. Ladbrokes.com’s Most Used LP’s for Acquisition
37
Popular Pages > Desktop > lp.Ladbrokes > UK >Feb 2016
@SimilarWeb

38. 38
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

39. Referral Traffic and Mobile Trends
Taking Over a Competitor Unexpectedly
39

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

41. 41
Casino Traffic Trends for Top Brands
Traffic Overview > Top Casino Sites > UK > Desktop & Mobile > Feb ‘15 – Feb ’16
@SimilarWeb
Let’s Inspect

42. 888 Was The Overall Traffic Leader But…
42
Traffic 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

43. 888casino.com vs. 32red.com Traffic Overview
43
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

44. 888casino.com vs. 32red.com Desktop Traffic Sources Over Time
@SimilarWeb 44

45. 888casino.com vs. 32red.com Traffic Sources Over Time
@SimilarWeb 45
No perceived significant reason for
32Red surpassing 888Casino’s traffic
share

46. Looking at the full picture: Isolating Mobile Web
46
Website Analysis > Compare Mode > Traffic Overview > 32Red,88casino > Mobile Only > Mar ‘15– Feb ’16 @SimilarWeb

47. 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

48. 48
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

49. Search
Bet365 vs. WilliamHill and Successful Search Strategies
49

50. Total Traffic 2015: Bet365 vs. William Hill
50
Website Analysis > Compare Mode > Traffic Overview > WilliamHill.com,Bet355 > Desktop > UK > Jan ‘15– Dec ’15 @SimilarWeb
Avg. Visits

51. Search Traffic 2015: William Hill Dominates
51
Website Analysis > Compare Mode > Search > WilliamHill.com,Bet355 > Desktop > Jan ‘15– Dec ’15 > UK @SimilarWeb

52. Search Traffic Peaks 2015: Bet365 vs. William Hill
52@SimilarWeb

53. Capitalizing on Major Events: Cheltenham
53
Industry Analysis > Gambling, Sports > Top Keywords> March > UK
@SimilarWeb

54. 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

55. Search Traffic: October 2015 Peak
55@SimilarWeb

56. Identifying Search Trends: October
56
WilliamHill.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

57. 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

58. 58
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

59. Regulation and Market Research
Research and understand the competitive landscape of your next regulated territory
59

60. 60
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

61. Web Traffic: Brazil Overview
61
Industry Analysis > March > Brazil >Overview @SimilarWeb

62. Sports Betting Biggest Sub Category of Gambling: Brazil
62
Industry Analysis > Gambing > Brazil > March > Overview @SimilarWeb

63. Sports Betting Market: Bet365 Has Market Leadership
63
Top Sports Operators and Total Traffic
Top Sites > Gambling > Sports/Casino > Brazil > Mar ‘15 – Mar ‘16 @SimilarWeb

64. Bet365 Significantly Growing in Traffic MoM
64@SimilarWeb

65. Competition against Bet365 is Rising
65@SimilarWeb
MoM Market Share %
Rivalo.com
Dhoze.com
Bet365.com
Betboo
Betfair
William Hill
Betsson
BetmotionApostasonline
Sportingbet

66. Mobile & Engagement Metrics
66@SimilarWeb

67. Top Betting Operators: Traffic Sources
67
Traffic Sources > Desktop> Brazil > Top 6 Sports Betting Operators > Jan 15 – Feb
16
@SimilarWeb
It looks as though operators are
already investing money in
marketing campaigns specifically in
Brazil (Referrals and Display
campaigns)

68. 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

69. Potential Outlets for Targeting Users: Top Sites BR
69@SimilarWeb
Sports Sports News

70. Potential Outlets for Targeting Users: Top Sites BR
70@SimilarWeb
Coupons Adult

71. 71
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

72. Download our FREE sports betting whitepaper
for more gambling insights.
For more information contact Webinars@similarweb.com
72