execution of the personalisation effort. Te signup phase, and in particular the KYC aspect, is where the most friction occurs but where personalisation can have a significant impact. Players often don’t like having to provide things like their social security numbers and bank account details. Most operators actually don’t explain why they need this information, but operator Jackpocket does in a way that adds a sport of personalisation.
When players are required to provide their social security number, a message appears to say Jackpocket needs this to verify their age, not steal their identity. Tis is a fun, human and ultimately personalised approach to KYC and onboarding.
For me, phase two is where things get really exciting. Tis is once the player has signed up to the sportsbook, claimed the bonus, made a deposit and started betting. Tis process gives the operator tremendous insight into what the player likes. As the player continues to wager with the book, the operator receives large volumes of data that can be used to further personalise the experience they are offered. Tis can be something as simple as pushing bonuses and incentives that align with the player’s behaviour. Perhaps the data
shows they prefer free bets over deposit bonuses, so offer them the former and not the latter. But the sky really is the limit here and I’d love to see more operators going down the route of a personalised lobby for each player. Tis means pushing odds, markets and offers based on the sports, teams and players the bettor has previously wagered on. Operators will want to ensure the lobby doesn’t become too personalised, missing out on the opportunity to cross-sell bettors to other sports and verticals. But Netflix does a really good job of promoting content based on user behaviour alongside recommendations so operators could look to the streaming giant for inspiration.
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. It’s up to each operator just how far they want to go with this, but the likes of Betty and Dabble – a real pioneer in this area with social interaction at the core of its offering – have taken inspiration from how retail approaches personalisation and used it to hit the ground running.
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