Araz Heydariyehzadeh, Chief Commerical Officer, Scout Gaming


BENEFITS BEYOND CROSS-SELL


Of course, the benefits of offering fantasy sports go beyond cross-sell and include adding huge value to acquisition campaigns and bonuses, as well as allowing operators to stand out from their rivals with a more comprehensive and differentiated product offering.


We have recorded cases where the addition of a targeted fantasy bonus such as a free entry ticket being added to a CRM email reactivation campaign has resulted in a click-through rate that is 25x the average – and these numbers run down the rest of the funnel, too.


In one instance, 2,000 inactive customers were reactivated within 24 hours of the campaign being rolled out. Tese campaigns can also be used to engage players that signed up to the sportsbook but that the operator has been unable to convert into a paying customer.


Once the player is engaged with fantasy, operators can then look to cross-sell them to real-money sports betting. In that regard, fantasy provides a huge opportunity for


“We have recorded cases where the addition of a


targeted fantasy bonus such as a free entry ticket being added to a CRM email reactivation campaign has resulted in a click-through rate that is 25x the average – and these


numbers run down the rest of the funnel, too.”


operators to re-engage audiences they paid to acquire but were never able to drive revenue from.


THE CHALLENGES


Despite these upsides, operators often believe that launching a fantasy sports product requires tremendous resource. And in such a competitive industry where efficiency is linked with success, this can deter many from embracing the product.


But this is a challenge that can easily be overcome. In our experience, all that is required is an account manager that owns the project from the operator’s side. Tis has been a critical success factor in the majority of our partnerships.


Tis person does not need to be a dedicated account manager, but someone for whom the project is a responsibility. With that in place all of the challenges associated with cross-sell, acquisition and promotion are really easy to clear.


UNLOCKING THE FULL POTENTIAL


Getting value from fantasy sports is not complicated. Ultimately, it comes down to having a firm understanding of the operator’s audience and incorporating the right fantasy sports products that will appeal to those players.


Tose that combine this with targeted marketing campaigns will be in the driving seat to not only drive cross-sell from fantasy to sports betting but also unlock additional upsides the product brings.


WIRE / PULSE / INSIGHT / REPORTS P77


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