There is a massive opportunity in Brazil, but it is vital that bettor education forms a fundamental part of the acquisition and
retention strategy from the beginning. Localised FTP game mechanics can educate early on as the regulated market
emerges, eventually converting players to pay-to-play across sports betting and casino.
We have a saying at Xtremepush which is ‘show me you know me’. Te more data you have on player behaviour, including how they interact with free-to-play (FTP) games, the richer the profile of that player becomes. Tis means that when you address them via their preferred channels, it is from a position of strength and influence, and you can give generously where appropriate to keep them engaged.
Xtremepush has been active in Brazil, launching with Vibra Gaming. How important is your offering within a newly regulated market like this one?
Our experience and traction across the US over the past couple of years is helping us massively as we enter this very large and exciting new market. Te US is a country where delivering to players is made complex by the fact that each state has a unique set of regulations.
While there is undoubtedly still huge potential within the US to deliver relevant localised content, when you consider Brazil, you are looking at a country of 214 million people operating under a single set of rules.
Tere is a massive opportunity in Brazil, but it is vital that bettor education forms a fundamental part of the acquisition and retention strategy from the beginning. Localised FTP game mechanics can educate early on as the regulated market emerges, eventually converting players to pay-to-play across sports betting and casino.
Operators can take players on a journey, gamifying and rewarding the educational aspect and from there, they can predict other elements of the gambling & iGaming landscape they may be interested in and present them with options. Done correctly, this feels to a player that they are valued.
As we have already seen in the US, there will come a point in Brazil where operators will need to think beyond acquisition, and CRM & Gamification will be an invaluable tool to keep players on their sites and not those of their rivals. We all know that Brazil is a football-mad country, but what happens to sports bettors when the season ends? Tis is where FTP fills a
void and keeps players engaged on a daily basis, whatever the time of year.
In relation to your acquisition of Thunderbite, what is the value of a unified solution of FTP games and the data insights they provide for operators?
We believe that FTP should sit firmly within any forward-looking CRM strategy to present a unified solution, and this is the reason why we joined forces with Tunderbite. By combining Tunderbite’s gamification expertise with our real-time data, in alliance with our AI and Omni-Channel activation, we can turbocharge highly personalised acquisition, retention and growth strategies for our partners. We want to see operators adopt a mindset where they can visualise the extraction of player data, personalising content for that player based on real-time rewards and real-time actions.
How do you see FTP offerings in general evolving moving forward?
Te key to gamification in sports betting and casino lies in evolving our understanding of how gamification strategies work to best effect for the player and operator. It's not only about acquiring new bettors through gamified FTP experiences. It's about operators using the gamification tools to help further understand the players and enrich the experience on an ongoing basis with new, sophisticated campaigns that can retain, reactivate, and reward players, and keep them loyal.
Free to play games are evolving from simply being a reason to return to site every day to now turning into real-time rewards based on real-time user actions. Tese still need to be personalised to allow the individual user to consume the content best suited to them which is driven by their behaviours, likes and interests.
New game types will emerge, and as major markets mature there will be a drive to bring in players from outside the current ecosystem. Fresh features will continue being added to the structure of gamification but underpinning everything is the idea of presenting customers with compelling propositions.
Free to play games are evolving from simply being a reason to return to site every day to now turning into real-time rewards based on real-time user actions. These still need to be personalised to allow the individual user to consume the content best suited to them which is driven by their behaviours, likes and interests.
NEWSWIRE / INTERACTIVE / MARKET DATA P155
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