The Challenge
After many years in the sports betting affiliate market, our partner identified the lack of a parlay centric platform for the sportsbooks’s most valued players – the parlay betters. If done correctly, such a platform could aggregate this audience and be an integral part of their betting process leading to a lucrative revenue-generating business.
The founder called on XCLSV to help design a Go-To-Market strategy and lead the digital marketing across multiple platforms to drive awareness and conversion to the eventual product, which later became ParlayMax.
- Brand Development
- Go-To-Market Strategy
- Webpage Development
- Project Management
- Social Media Marketing
- Influencer Marketing
- Affiliate Management
- Paid Media Management
Step 1: Brand & Site Development
XCLSV’s past work in sports betting allowed for us to connect with past partners to conduct thorough market research and identify the right brand positioning and brand partners to get ParlayMax up and running. We partnered with a team of webpage developers and designers to build the brand’s identity and build a site that could host the client’s proprietary software.
We decided to use Webflow to host the platform and worked with the apps developers to effectivel. XCLSV was responsible for managing the project from initial concept to launch while building the foundation for it’s marketing strategy across social.
Step 2: Amplification Across Social
Once we launched the site, the real magic began. We began by building organic social strategies across Instagram, Twitter (X), and TikTok to raise brand awareness and to identify our early adopters. As we learned more about our audience, we reached out to sports betting and parlay specific influencers across all platforms to get their feedback on the product and promote the tool on their account – generating interest in an already existing engaged audience.
To round off our organic amplification, we tapped into Reddit and Discord channels where we knew our avid sports betters spent most of their time. These channels are already populated with daily sports betting tips and picks, so we trained community managers to seamlessly and organically introduce the ParlayMax calculator to this audience to build our first round of brand advocates.
Step 3: Paid Amplification
Despite the success of our organic efforts, we knew that in order to compete with our affiliate competitors we would have to have an extensive Paid Strategy across Meta, Google and Yahoo. XCLSV has worked with Meta and Google in the past to receive special clearance to launch sports betting ads on their platforms, and worked with ParlayMax on a similar approval.
Once approved, we worked with our sports betting paid partners to manage upwards of $25,000 in ad spend across all platforms and generate low enough CPC’s to build a successful strategy for sustained growth.
Results
After only 3 months, ParlayMax and XCLSV were able to launch a completely new website, launch content on social, and get approval for paid ads. The speed and effectiveness in which we did so speaks to our ability to quickly pivot and build a team to execute such a vast vision. Using our extensive ties across the sports gambling industry, we were able to identify the right product that fit our client’s criteria and expertly market and brand the product to stand out in the competitive sports betting marketplace.
XCLSV has an ongoing partnership with ParlayMax as business consultants and sports betting industry experts. We are continuing to build out the marketing funnel for ParlayMax and hone in on their brand identity so they can better meet the needs of their customers.