Expect the unexpected – that’s the mindset most operators adopt for major football tournaments.


Major sporting events such as the World Cup always throw up unique trends when it comes to betting behaviour and that’s why, as a tier- one operator active in multiple global markets, we must ensure we deliver a superior player experience regardless of wagering activity.


We can and do look back to get a steer on what we can expect from certain markets – for example, Scandinavians often bet with their heads while those from South America bet with their hearts, backing their home teams even when the odds of winning are quite low.


But aside from this, it’s almost impossible to predict betting behaviour during major sporting events. Tat’s because there are so many things that can influence it, from how teams progress to economic factors that the world is currently experiencing.


Regardless, operators must make sure they are prepared for major tournaments and at Betsson, we have a special team that has been dedicated to this since the start of the year. Tat’s because something like this touches nearly every department within the organisation.


From analytics to IT, marketing to facilities and commercial, all departments need to be in sync and aligned so that the operator is fighting fit for when the whistle is blown on the first game of the tournament and the surge in player volumes and betting activity hits.


From infrastructure to promotions, everything needs to be stress-tested beforehand so that operators can be 100 per cent certain their platforms and systems can handle the significant increase in new players and betting activity expected.


But ensuring platform stability and the quality of the user experience is just one of many challenges that operators face in their quest to leverage the huge potential that such a tournament has to offer.


Te incredibly high level of competition in markets across the world means that operators must be at the top of their game. From promotions to payments, they must deliver a superior experience to that of their rivals – all it takes is a generous free bet offer to tempt players to switch brands.


Localisation will be key, especially for operators that are active in multiple markets. In each, they must understand player expectations and provide a betting experience that not only meets but exceeds these expectations.


Timothy Hill Senior Project Manager Betsson Group


“The incredibly high level of


competition in markets across the world means that


operators must be at the top of their game. From


promotions to payments, they must deliver a superior experience to that of their rivals – all it takes is a


generous free bet offer to tempt players to switch brands.


Localisation will be key, especially for operators that


are active in multiple markets. In each, they must understand player expectations and


provide a betting experience that not only meets but


exceeds these expectations.”


focused heavily on our acquisition campaigns and are particularly proud of Te Betsson Million promotion which is available in most of Betsson Groups core markets. Players are credited with €1min cash, and they can use any amount of that money to predict the outcome of 20 football match questions.


Whatever money remains after the match is taken to the next question, and so on. Whatever cash players have left after 20 questions is theirs to keep without any wagering restrictions or requirements. We are combining this with localised offers, hitting the right balance between bonuses (where these are accepted) and more tailored promotions aligned with specific market preferences.


We have also put significant resources behind our retention activity during such tournaments including football themed games, incentives for trying casino and live gaming and even a Football True or False online contest where players try to answer their way to a share of €1,500.


In short, we want to welcome new players looking to bet on the World Cup and then show them the incredible entertainment and betting experience they can enjoy across our brands.


Due to the high costs of acquisition, it’s important for operators to retain players and mitigate churn as much as possible and for as long as possible. Tat’s why the quality of the player experience offered once they have signed up is vital.


At Betsson, we have dedicated teams for each market, and we give them the freedom and flexibility to tailor their marketing plans and campaigns as they know their audiences better than anyone else.


Another challenge for operators is making sure they do not drop the ball when shifting focus to major tournaments. Tis is easily done, especially if it’s a large organisation with multiple brands in multiple markets. Te team’s ability to multi-task is often key to success here.


Betsson has been through plenty of World Cups and over the years we’ve learned that preparation is vital. Tat’s why we have been working on our World Cup strategy for almost a year now, fine-tuning our player proposition and ensuring we are ready for what the tournament has in store.


As is the case for most operators, we have


When it comes to ensuring that players remain loyal, we do this via on-going promotions, the availability of markets and value of odds, a lobby stocked with a wide range of slots, casino and live dealer content, localised payment options and the best customer support in the business.


In a way, operators have an added advantage in that this World Cup is taking place in the middle of regular football and sports seasons across the globe. Tis should help with retention so long as operators nail the player experience and keep them engaged over Christmas.


Tis is certainly the case for US operators; for many, this will be the first World Cup where sports betting is legal and regulated. It comes at the perfect time for US sports, with NFL playoffs not taking place until after Christmas and the World Series would have finished


Indeed, given the rollout of regulated online gambling in markets around the world since the last tournament, this looks set to be the biggest yet from a betting perspective. And that’s why more than ever before, operators must expect the unexpected.


WIRE / PULSE / INSIGHT / REPORTS P23


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