America. How does your marketing approach change depend on both the market and client, and where are you seeing the most growth?
Te only real differential is whether the desired game outcome is retention or acquisition. Again, our focused strategy, ideation and broad data from a host of worldwide partners gives SportCaller a competitive edge when it goes to advisory services.
After all, SportCaller offers nearly 100 games across 47 countries and in 20 languages (via multilingual API) in Europe, Asia, Africa, Australasia and North and Latin America. In the last year, we’ve rolled out around 50 new games, more than doubling the total number offered over the past three years, with similar two-fold increase in active and ongoing operator partnerships.
Unsurprisingly, there is a focus on acquisition and lowering CPAs in the US, while in the UK and Europe FTP is being used to improve retention and increase customer value. In all regions, we are seeing positive signs with cross- sell from casino and poker into sports betting through our games.
What are the main challenges for operators moving into the free-to-play space? To what extent should operators adapt their marketing strategies and business models to maximise the impact of FTP games?
Operators need to have a clear strategy and expected outcomes for offering FTP games. Tese should be defined at the outset, measured meticulously and continuously, and flexibly adapted to optimise ROI. We are also seeing many operators wanting to innovate in this area but being limited by internal resource, so they need to turn to external suppliers.
A great case study for this is Paddy Power Betfair’s Beat Te Drop, a product which we’ve been running for the client since the 2018 World Cup. In the two-plus years since the product was launched, there has been a continuous, and busy, roadmap which has evolved thanks to agile collaboration. Te core product remains the same, but the delivery and promotional mechanics have progressed and improved based on ongoing detailed analysis.
We’re proud to say that the product is now a leading retention tool for Paddy Power in local
Operators need to have a clear strategy and expected outcomes for offering FTP games. These should be defined at the outset, measured meticulously and continuously, and flexibly adapted to optimise ROI. We are also seeing many operators wanting to innovate in this area but being limited by internal resource, so they need to turn to external suppliers.
markets and a go-to-market acquisition tool for Betfair internationally (including a recent roll- out across almost all Latin America countries).
How should distinct game formats, such as predictions and quizzes, be marketed differently?
It’s not so much how they are marketed but how they are pressed into service by the client. Predictions are the core of our business and, given their organic proximity to gambling markets, that will always remain the case. It is that sense of enhancing the enjoyment of watching sport, or indeed any event, that
NEWSWIRE / INTERACTIVE / MARKET DATA P101
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