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

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. These features enable SBTech operators to achieve true differentiation, enhance customer engagement and increase brand loyalty, especially on mobile. In hugely competitive territories such as the UK, our emphasis on fast development and regular iteration of new features is a rare quality that sets the company apart from the rest of the field. Deep dives into customer data allow us to define and reach our target audiences more effectively. World Cup players have distinctive patterns: traditionally they make lower deposits and churn more, lowering expected lifetime value. The way to break down the data is by investigating customer behaviour according to criteria such as win/bet http://jackpotszdk.pacificpeonies.com ratio, activity and bet preferences in order to maximise value. This segmentation into different customer personas enables SBTech to suggest the right action to the right player at the right time. This might involve a strong offer on the second deposit for a one-time depositing player, or increasing the value of a highly engaged football bettor by suggesting crossover bets to other sports or products. These educated, data-supported decisions enable SBTech’s teams to drill down into the player database and decide which layers of segmented players to invest in.

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