Interactive
SPORTS BETTING SIS
Watch and Bet holds the key to retention and acquisition
Paul Witten, Product Director at SIS, assesses an increasing trend towards offering a “Watch and Bet” model for customers, and the benefits for engagement it brings to operators
Over the last few months there has been a growing discussion around content distribution models as many operators are starting to move from Bet and Watch to Watch and Bet as the latter gains more traction and technological advances make it a more viable option to operators globally.
Paul Witten Product Director, SIS
Watch and Bet has the ability to recruit and educate new bettors, familiarising them with the nuances and visual excitement of the live betting product, not to mention cross- selling to other sports the short-form betting opportunities that horse and greyhound racing present. In fact, a key feature of our new 24/7 Live Betting Channels is that the next race is never more than a matter of minutes away.
P92 NEWSWIRE / INTERACTIVE / MARKET DATA
It’s long been known that visual content online drives betting revenue as it increases customer engagement and makes it more exciting for the bettor, as it taps into our brain, which processes visual information 60,000 times faster than text. So, even at a time when technical innovation and comprehensive data visualisation appears at its peak, delivering authentic pictures in the most compelling way remains central to the success of any sports product.
At SIS we have continued to focus on optimising the presentation of horse racing and greyhound racing for over 30 years to help maximise operator margins and revenue, including the use of on-screen graphics, commentary, harnessing the latest streaming technology (which includes multi-angle or split-screen viewing) for better visual impact. Fundamentally, as live pictures become a progressively pivotal acquisition and retention tool for operators worldwide, suppliers would benefit from effort providing bettors with the ultimate experience 24/7, delivering live pictures and data at ultra-low latency.
More specifically, the Watch and Bet model which SIS offers operators worldwide is helping to increase betting turnover by improving customer retention and supporting customer acquisition. Traditionally the inverse Bet and Watch format - whereby a minimum-stake bet qualifies a bettor to watch the live action – has been used successfully by many UK operators and has been a useful tool for retaining
experienced bettors, but bettors must be aware of the content before they place a bet.
However, Watch and Bet has the ability to recruit and educate new bettors, familiarising them with the nuances and visual excitement of the live betting product, not to mention cross-selling to other sports the short-form betting opportunities that horse and greyhound racing present. In fact, a key feature of our new 24/7 Live Betting Channels is that the next race is never more than a matter of minutes away.
Te increasing traction amongst operators worldwide for Watch and Bet is no surprise. It puts the needs of the customer first, and it can also help drive more traffic to operators’ sites. Increased engagement has been seen from Watch and Bet in other sectors, for example, the casino sector has benefited from live streams on table games, with the live casino vertical now constituting 29 per cent of all European casino
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