Pulse
FANTASY SPORTS & SPORTS BETTING SCOUT GAMING
Scout Gaming: Debunking the fantasy sports myth
Joakim Renman, CCO at Scout Gaming, believes the assumption that players don’t engage with fantasy when real money betting is an option is wrong and details how operators can leverage the potential to product offers when it comes to cross-sell.
Tere is sometimes an assumption among operators that players won’t be interested in fantasy sports products when real-money sports betting is available. But our data tells a very different story and cross-sell is actually one of the primary drivers for integrating fantasy into a sportsbook.
Sportsbooks can expect anywhere between 10- 30 per cent of their player base to engage with fantasy sports which in turn can significantly move the needle in terms of turnover and GGR without the need, expense and risk of having to acquire new bettors.
We have measured 45 per cent increases in turnover and over 20 per cent increases in GGR on our partner’s sportsbook users that engaged with our fantasy sports products compared to those that didn’t. Fantasy can also be used to acquire new customers and re-engage those that have become dormant.
Before discussing how operators can leverage the full potential of fantasy sports, it is
important to understand the demographics that engage with fantasy sports and sports betting, and to highlight the similarities and differences between the two.
THE SAME BUT DIFFERENT
Tere is considerable overlap in the demographics of fantasy players and sports bettors which is why there is a strong argument for operators, and especially those looking to offer differentiated products for user acquisition and/or increase yield from existing players, to reconsider fantasy.
But there are some differences and these need to be taken into consideration if operators are to ensure the most effective uptake and make the best use of the available marketing channels. Tis requires taking a close look at the player segments most likely to engage with fantasy.
For example, the type of user that bets small to medium stakes, and generally looks for a combination of lower stakes with higher odds
“There is considerable overlap in the demographics of fantasy players and sports bettors which is why there is a strong argument for operators, and especially those looking to offer differentiated products for user acquisition and/or increase yield from existing players, to reconsider fantasy.”
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for the potential of a huge return, will be drawn to a fantasy contest with a £2 entry stake and a £20,000 top prize. On the other hand, a high stakes player that backs odds on favourites with much larger sums will be less interested in the same promotions.
DRIVING CROSS-SELL BETWEEN FANTASY AND SPORTS BETTING
Tis understanding will help operators effectively drive cross-sell between fantasy players and sports bettors as the approach taken for each segment will differ.
Sometimes it may be a case of integrating fantasy within a specific section of their existing digital properties, in others it might be a case of launching a standalone brand. It’s not rocket science, though, especially when working with an experienced partner.
In most cases, it just boils down to picking out the marketing, exposure channels and product sets that are most effective for that operator and then communication with their users through those channels and incentivising them to try fantasy.
Let me explain by way of example. As part of a launch event with an operator partner, we might determine that a CRM email targeting active football bettors coupled with a social media promo is the best way forward.
From this, we can then set up a dedicated fantasy tournament based around a key event – say the Champions League final –, offer a massive prize pool for it and provide a free entry ticket for any user that meets certain criteria such as engaging on social media or making a qualifying deposit.
In our experience, so long as users are aware that fantasy sports products are available via the sportsbook operator, they will flock to it.
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