Mohegan and LiveRamp form inaugural Casino Media Network, aiming to amplify advertising strategies in the gambling sector

Living life on the edge, Grant Mitchell - a former athlete, now a renowned sports betting industry reporter - is here to bring you the downtime scoop. Getting his start in 2021, Grant's work has graced the pages of prestigious publications such as Forbes and VSiN, earning him a reputation as a reliable go-to-guy in the field. When he's not working, you'll find Grant pumping iron, strolling around town, or catching the day's big game.

This time around, we're talking about the potential data-sharing partnership between casino and entertainment operator, Mohegan, and LiveRamp, a data collaboration platform. Although there's no official press release yet, such partnerships usually involve third-party data integration to elevate customer targeting. So, what happens when Mohegan's customer preferences align with LiveRamp's Identity Resolution tools?

The answer lies in creating more pin-point accurate advertising campaigns for customers. In this hypothetical arrangement, Mohegan might gather and pass anonymized customer data, like their gaming preferences and spending habits, to LiveRamp. LiveRamp's Identity Resolution tools would then link this first-party data to a broader third-party dataset, resulting in vivid customer profiles that advertisers can tap into. Marketers gain access to enhanced audience segments, ready for personalized ad campaigns.

Let's dive into the potential impacts on targeted advertising in sports betting:

Refined Audience Segmentation: By combining Mohegan’s casino/event attendee data with LiveRamp’s cross-channel data, we're talking about ultra-specific targeting, such as users who bet on MLB games and attend in-person events. Sportsbooks could also target high-value casino customers with tailored offers, like free bets for VIPs.
Boosted Attribution: LiveRamp's identity graph helps track users from digital ads to in-person visits at Mohegan properties. Advertisers can measure the ROI of their ad spend more accurately, correlating it with conversions like app sign-ups and deposits.
Compliance & Privacy: Data is anonymized via hashing or pseudonymization, adhering to privacy laws like CCPA and GDPR. Users can opt-out via LiveRamp’s Privacy Center, ensuring ethical consumer targeting practices.

Industry implications include a competitive edge for sportsbooks partnering with casinos, as they gain access to precious offline behavioral data (a rarity in digital-first betting markets). In addition, personalization at scale becomes a reality, as ads leverage real-world activity to predict betting interests. However, these partnerships may encounter increased oversight regarding data consent, particularly in states with stringent gambling ad laws, like Ohio and Colorado.

The details of a potential LiveRamp-Mohegan deal are still somewhat hazy, but stay tuned for updates as this dynamic reflects broader trends in sports betting advertising. Always double-check recent filings or announcements for confirmation of such partnerships.

Remember: Welcome to the evolving world of sports betting advertising, where offline-online data fusion is becoming essential for customer acquisition and retention.

Keep it locked, sports fans! 🚀🏆🙌

Grant Mitchell, a former athlete and sports betting industry reporter, is investigating the possible data-sharing partnership between Mohegan and LiveRamp, a data collaboration platform.
If this partnership materializes, it could lead to an improvement in customer targeting, combining Mohegan's gaming data with LiveRamp's Identity Resolution tools for more pin-point accurate advertising campaigns.
This could mean ultra-specific targeting for sportsbooks, such as users who bet on MLB games and attend in-person events, and they could offer tailored deals to high-value casino customers.
LiveRamp's Identity Graph can track users from digital ads to in-person visits at Mohegan properties, allowing advertisers to measure the ROI of their ad spend more accurately.
Data privacy is ensured through anonymization via hashing or pseudonymization, with users able to opt-out via LiveRamp’s Privacy Center.
Sports betting operators partnering with casinos may gain a competitive edge in digital-first betting markets due to access to offline behavioral data.
Personalization at scale may become reality as ads leverage real-world activity to predict betting interests, but these partnerships might face increased oversight in states with strict gambling ad laws.

Mohegan and LiveRamp form inaugural Casino Media Network, aiming to amplify advertising strategies in the gambling sector