Interactive
FREE-TO-PLAY MARKETING SPORTCALLER
For a major event like next summer’s rescheduled Euros, it’s important to release in good time to allow the base to build – but, just as importantly, to garner the data points on players to allow for highly personalised comms, both in the run-up to and during that event.
We do offer standardised reporting on our platform, which doesn’t touch on client reporting but allows them to get a proper sense for the performance of each game. Tis measures weekly players, weekly new players, week-on-week returning players, returning players for each of the past three or four weeks, clicks on upsell prompts and total lifetime unique players. Tis is available to all clients, regardless of the levels of integration, as all the data is stored on our side.
In October, SportCaller launched Free Or 4 with William Hill. How significant is release timing with FTP games?
It is less around calendarised release dates and more so around the lead-in time for major events and the frequency of ongoing games.
One of the more difficult factors concerning free-to-play cited by operators is balancing a return on investment with marketing budget, whilst definitions of 'retention' and 'acquisition' vary between different companies and products. What are the KPIs for FTP? Is there a right or wrong? For example, should acquisition be defined as a sign-up or an active player?
Tis is a great question, and one where we aim to take the lead with our clients. As previously stated, we look to establish the key goals for each game and use our knowledge and experience to advise on the most efficient and effective methodology for each game journey.
Tat goes to determine the KPIs on each game which have to be aligned with client-reporting. However, we do aim to help define what a FTP player is. As an example, for acquisition purposes, we would suggest that this should be determined by a player’s first action after registering - if the player bets then plays our game, we don’t get the attribution on that player.
Ultimately, there would be no longevity to our games, or our business, without a positive return for the client. So, it’s vital for us to help the client understand the value that each game brings and drives. As a result, the KPIs are always defined by conversion, especially if the end goal for acquisition is a new depositing customer.
For retention-focused games, this is somewhat less the case, as FTP becomes increasingly important in terms of keeping a player engaged with your brand and minimising churn. It therefore becomes as much a product designed to offer an enhanced experience for active players as it is a driver of bets from them.
Are data points being logged and measured correctly? Should there be a uniform industry- wide measurement, or does it ultimately depend on individual operator strategy?
As discussed, we do aim to guide on this – and, as the FTP market-leaders, enjoy a good vantage point from which do so. However, ultimately it must be the client that determines what success looks like.
For a major event like next summer’s rescheduled Euros, it’s important to release in good time to allow the base to build – but, just as importantly, to garner the data points on players to allow for highly personalised comms, both in the run-up to and during that event.
For ongoing games, it’s all about habit- formation. Players should know when to expect the game to go live, when it usually closes and how quickly it will settle after the event. We find that games which adhere to strong principles around reliable timeframes will become a gateway to the client site, whereby the FTP game acts as a means of defining thought-processes around real-money bets.
Longer term, how important is having a content roll-out plan with operators?
I can’t speak to individual operator plans, but I can say that we already have a detailed roadmap for 2021 with all our major clients, while the pipeline has never looked busier for new clients. Tis involves improvements on existing games, and new-game plans around specific events, all ably abetted by collaborative discussion around innovative ideation to foster progressive game-types.
NEWSWIRE / INTERACTIVE / MARKET DATA P103
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