sportsbook marketing teams deploy formula that will deliver impressive levels of player acquisition and retention, and a return on their substantial investments in promotional campaigns, writes John Bamidele.
A combination of free-to-play games, programmatic re-targeting and aholistic social media strategy can help operators achieve more of their goals during the tournament. Operators are starting to launch prediction-style, free-to-play games that drive meaningful engagement in their acquisition campaigns. The added benefit of greater loyalty and higher player value is achieved by this tactic.
There are strategies that can be used to make the best of the World Cup inQatar.
There are free-to-play contests.
Daily engagement has been built by free-to-play contests. Free bet incentives and odds promotions can be used to convert players to real-money betting markets with high conversion rates.
Programmatic re-targeting has shown great results. Using personalized creative based on individual user profiling, marketers can re-engage dormant players like those who abandoned their bet slip and haven't deposited in a week.
Good social media strategies.
A paid and owned social media strategy works well. Operators need to be top of people's feed with relevant live data and odds-driven content as big moments occur - be that team news or a goal being scored
There is a strategy for predicting the game.
Predictor games are popular at the World Cup because they attract new and casual audiences that can be successfully cross sold into the betting markets. Operators have found that this approach increases their new customer conversion rates. The games range from contests that allow players to predict the first goal scorer across the next six matches, to more daily predictors that combine outcomes like who will win the match, which player will score first and the total goals in a single fixture
Advertising space for the world Cup can be very loud. In the run up and throughout the tournament, it's important that your creative executions are relevant to your customers. Dynamic data like live scores, odds, match statistics and kick-off clock are the keys. This data can be embedded into your creative to capture fan attention and make connections.
A lot of new players will bet for the first time, so they are more likely to bet before the game starts. Operators can use this to educate players as to the other exciting betting options available to them and to encourage customers to try in-play for the first time. Cash out, live markets and other fast-paced betting products could be highlighted. Operators will want to reward this kind of behavior through other bonuses and offers, however, it must be done with care and caution.