Personalisation is going to become increasingly
important, especially for smaller brands looking to take share away from the established power
players. Tese guys are far less likely to innovate around the area of personalisation, opening up a huge opportunity for those who are.
ALLAN STONE CEO Intelitics
Online Sportsbook Personalisation A Retail Blueprint
Allan Stone, CEO at Intelitics, says land-based operators have cracked the code for
personalised player experiences and sets out what online sportsbooks can do to emulate their success.
Te casinos that sit on the Las Vegas Strip have a very clear understanding of who their customers are and this in turn allows them to provide a deeply personalised experience. Understanding the core audience is the key to delivering true personalisation and while the land-based casinos are doing this really well, their online counterparts have some catching up to do. Why? Because most online brands are trying to be all things to all people. Tere is some logic to this – by going after the largest addressable market you are more likely to build the significant player base required for success. But this impacts the experience you can offer players and ultimately harms acquisition and retention.
A very small number of online sportsbooks get this and have built their brand and proposition to appeal to a niche audience. Betty comes to mind here – this is the first online sportsbook aimed purely at female bettors. Tis in itself is personalisation – talking directly to a niche audience segment and providing them with the specific betting experience they are seeking, which, in the Betty example, will be very different to what male bettors are looking for.
Personalisation is a very broad term and covers everything from your 86
brand down to the marketing messages you send to players. While it’s a very complex area with huge opportunities to explore, for me, it really comes down to providing each player with the experience they are seeking based on their own preferences. Tose who can provide this will strengthen brand equity and boost loyalty.
Personalisation should start during the acquisition phase – so prior to a player engaging with the online sportsbook. Tis part is a little more limited as the player has yet to share data and preferences with the operator. But this is where targeted marketing comes in. What do I mean by that? Sending specific messages to specific audiences on specific channels at specific times. For example, the ads pushed to a female bettor on Instagram with be very different to those to male bettors on Facebook.
Congruency is also important at this stage. If a hockey fan is targeted with a specific promotion for the next NHL game, if they click the ad but arrive at a landing page where the bonus is a football free bet then the personalised offer suddenly becomes not personalised at all. In this instance, the player is highly likely to drop off simply because the operator and its marketing team had dropped the ball on the
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