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NMPi Appointed by Draftkings to Lead Google Strategy and Media Buying

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The digital marketing specialist will launch Sportsbook and Daily Fantasy Sports products via Google Ads for the US sports entertainment, daily fantasy and betting operator

Digital marketing agency, NMPi by Incubeta, announces that following a competitive pitch, it has been appointed by DraftKings, sports technology and entertainment company, to launch its Google advertising strategy. NMPi will be delivering campaigns globally across paid search, display, YouTube and Universal App Campaigns (UAC).

Out of DraftKings’ main product offerings, NMPi will be taking the lead on Daily Fantasy Sport and Sportsbook promotion, utilizing its significant experience in the building, management and execution of sports brands and iGaming operators across Europe.

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Strict US gambling laws meant that Google advertising has been unfamiliar territory for betting operators in that market. Google has only been allowed to advertise services such as DraftKings’ Sportsbook betting since July 2019. New Jersey was the first state to open its doors to these advertisers, followed more recently by West Virginia, and it is expected that more states will follow in the next few months.

Since the end of August 2019, Google has made Daily Fantasy Sports advertising available in 19 states. As a verified Google Marketing Platform Partner, NMPi has been tasked with targeting new customers via a range of digital channels to coincide with the NFL season.

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Charlie Rowe, Head of Industry – iGaming, NMPi said: “DraftKings is a forward-thinking, ambitious company operating in a space we’ve had huge success in across the EMEA market. We are delighted that we will be able to bring this experience together with our cutting edge digital capabilities to drive performance and help DraftKings achieve market dominance.”

Stephanie Sherman, Vice President of Marketing, DraftKings added “We are excited to be working with NMPi as we expand our offering across the US and beyond. NMPi has a deep understanding of Google’s advertising technology as well as a wealth of expertise in the sports betting arena so it felt like a natural choice for us and we look forward to getting started.”

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