1
Average live viewers
20000
+
Impressions Generated
10
+
Influencers Engaged
The Challenge
There’s a growing concern that the sports betting consumer base lacks quality video content. Many podcasts consist of the same format, with the same types of hosts, yelling the same things. Our partners at ParlayMax wanted to build a new type of show, centered around parlay betters, that would aggregate quality traffic for operators and other online affiliate brands.
The challenge for XCLSV was completely producing and distributing an innovative show concept, then effectively proving the value of the traffic generated at low costs to ParlayMax’s partners.
- Video Production
- Content Creation
- Social Media Marketing
- Influencer Marketing
- Brand Partnerships
Step 1: Build a Sports Betting Parlay Show
The First Step was conceptualizing a new show concept that provided some character to sports betting content, while maintaining the goal of driving quality traffic through the conversion funnel. Once the concept was finalized, XCLSV sourced and trained on-air talent to build the foundation for the show.
We used StreamYard to livestream the content across multiple social channels, and hired an entire production / distribution team to manage the backend and quickly distribute to different audiences.
Step 2: Influencer Promotion & Mass Distribution
To amplify the reach of the show, we knew we needed to tap into our influencer network of sports betting creators. We worked with over 30 micro-influencers to promote Fade or Tail across X, often generating over 3,000 live viewers per show. Most of these influencers then became brand advocates for the show because they loved the concept which naturally increased engagement of all of our content moving forward.
To maximize the life span of the show, we distributed various clips across TikTok, YouTube, and Instagram. We then supported this auxiliary content with a paid media budget to extend our reach even more at extremely low costs per clicks.
Step 3: Data Capture & Retargeting
Understanding the end goal of generating quality leads for conversion, we collected emails from viewers who wanted to Tail our parlay. We then launched email drip campaigns highlighting new sportsbook offers and special promotions to encourage reengagement and nurture conversions.
Over time we saw that these engaged users regularly came back to the show, interacted in our comments, and tagged new users who they believed would be interested in the concept.
Results
With XCLSV’s partnership, the Fade or Tail show has generated over 3 million impressions and brought their Cost Per Click Out’s down to around $1.15. The proven show concept has brought about new distribution partners who want to attract similar audiences and have a system of converting viewers into customers.
A fully produced and live show which continues to improve each week has helped the ParlayMax group bring further attention to their offering. The XCLSV team is actively shopping the show around to their extensive of leading companies in the iGaming network for distribution deals and acquisition opportunites.