Interactive
FREE-TO-PLAY MARKETING SPORTCALLER
Sportcaller: clinical
finishing
The online industry is in transition, not just in terms of business models, distribution platforms and products, but how those products are
promoted and marketed. G3 speaks to Cillian Barry, MD at SportCaller, who explains why understanding Covid-influenced behaviour, release timing and analytics are key to successfully marketing free-to-play games.
premised on pent-up demand.
Cillian Barry, Managing Director, SportCaller
How has Covid-19 changed and influenced consumer behaviour?
Potential systemic changes to consumer behaviour were always the burning issue with this pandemic. Where were the short-term spikes (e.g. poker and virtual sports), and which trends would prove catalytic in accelerating the way the industry was already evolving such as the move towards digitised entertainment). Speaking generally across the industry, where a raft of Q3 results have now been reported, we can see a reversion to type, with products like poker declining rapidly in the face of a rise from casino and a massive rebound from sport,
P100 NEWSWIRE / INTERACTIVE / MARKET DATA
However, what Covid-19 did expose was how ill-prepared many operators were to cope with a sudden disruption to BAU. Pushing sports betting players into casino games and more obscure sports, like table tennis, was not a good look and the industry rightly took some flack in the media. Consequently, curbs were imposed by various jurisdictions to protect players.
All of this accelerated the growing importance of FTP to the industry. Our games allowed our clients to offer a soft and responsible means of keeping players engaged with their core products of interest. As a result, it should come as no surprise that most of our current games with leading operators in mature European markets are aimed at player retention in a sustainable and responsible way. Tis should become another enduring and positive legacy effect from Covid-19 for both consumer protection and education.
What is the best strategy to effectively market FTP games?
External marketing of our games, of course, lies
with our individual clients. However, this is not to say that we do not provide a valuable service in terms of approach which will naturally speak directly to the remit of any given marketing team.
We are very clear that FTP games are only as successful as the traffic that is driven to them. As for our specific suite of games, we know that more than 70 per cent of all visitors will complete a game entry and an average of 87 per cent of those that register a new account will do likewise.
Leveraging our experience across hundreds of games and dozens of clients and countries we are well-placed to advise on the strategy, and at the heart of this sits the desired outcome from running the game – acquisition, retention, re- activation, cross-sell, or otherwise requested. Tis is the first question we ask when talking to new clients. Te answer accordingly informs and ensures that best practices are hard-wired in the command centre of all our game mechanics.
SportCaller works with clients in the UK, Europe, Asia, Australia, LatAm and North
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