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Opinion: World Cup marketing - from sign-ups to long-term customers

http://livebettings8v.nanobits.org align='left' /> Opinion: World Cup marketing - from sign-ups to long-term customers The FIFA World Cup is a massive marketing opportunity for betting operators. Ian Bradley, chief product officer at SBTech, explains how they can they ensure offer-driven sign-ups become long-term customers. Personalisation, CRM and data all play key roles, alongside a powerful sports engine to follow up on the momentum generated by the world’s most widely viewed sporting event. With the World Cup getting underway in Russia today, betting operators have been busy marketing their products across all leading media and platforms. As with all major sporting events, operators will attract large numbers of new players by promoting generous sign-up or first deposit bonus offers; but the perennial problem of ensuring that these offer-driven sign-ups become long-term customers will be one of the main – if not the main – topic under discussion as sportsbook heads debrief their teams after the tournament. The question has never been more relevant, due to the increasingly prominent roles played by personalisation, CRM, user http://casinobingo2dl.wickforce.com experience and customer journey, along with ‘simpler’ technical issues such as load-time, site speed and responsiveness. These considerations add to the pressures http://wagertoptvkyc.sojournals.com produced by price comparison and the financial targets that must be hit in markets where regulatory costs and intense competition create highly challenging environments. All these factors strongly influence how SBTech analyses the sports betting market and how it works to create a sportsbook and casino platform that meets all requirements and delivers across all metrics. The company’s twin focus on mobile betting and on combining online, mobile and retail products into consistent and coherent omni-channel experiences enable it to design bespoke offerings that power profitability in some of the world’s most dynamic and demanding markets. The majority of today’s players are comfortable with the principle of data collection and are highly receptive to betting suggestions based on their behaviour, chiefly when such recommendations relate to previous wins. Meanwhile, as the industry looks to attract fresh demographics, focus groups comprising younger players have enabled SBTech to apply ideas drawn from gaming to its latest innovations, including bet recommendation engines like Action Betting and next- generation cash out functionalities such as Add2Bet, as well as Pulse, the company’s latest live betting innovation.

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