game statistics, match events, team line-ups, player performance, anticipated outcomes, and betting odds. Te bot also recommends personalised betting markets based on user queries and enables users to place bets directly through the chat interface.
Tere’s growing trust in AI assistants amongst consumers and for new bettors wagering on their first World Cup, these tools provide a level of confidence in the betting decisions being made. Two unique ways to engage with the World Cup with one overarching message - allowing customers to choose how they experience the tournament is extremely powerful and will prove beneficial when it comes to retention.
We know that a World Cup dominates news headlines and social media timelines. We’re months out but there are compelling narratives forming already – the final time Cristiano Ronaldo and Lionel Messi will grace the world stage. Tere will be hundreds of moments over the course of the tournament that dominate conversation. And that’s why I believe operators will benefit from offering their customers a social betting experience where they can engage and share the World Cup experience with other bettors.
Betting has traditionally, in Europe at least, a been a social pastime with customers visiting retail outlets to get their bets on. And the introduction of social engagement solutions, like Sportradar’s Virtual Stadium, represent a shift towards an increasingly social betting experience. Te integration of resources that allow bettors to connect with their peers and share the live sports experience by participating
in conversation and friendly debate on betting content, pre-match build-up and on the pitch action, will become more prevalent.
Rather than leave the operator’s betting website to express an opinion about a sports match via social media, customers can share those views with other bettors in a chatroom on the operator’s website. Tis provides operators with some obvious benefits, such as increased website dwell time and customer engagement, but more importantly these social engagement features allow operators to build a community that customers want to be a part of and visit again.
But where these social engagement solutions add real value for operators is in the bet sharing functionality. If one customer has a bet selection that they’re particularly keen on, they can share that information into the chatroom for others to copy. Tese organic interactions between customers stretch the bet discovery process, drives authentic engagement with betting.
One of our clients with the Virtual Stadium solution reports that for every bet shared, there are five reshares amongst its customers. Tis speaks to influence developing within the community being developed. We see in other forms of ecommerce ‘social media influencers’ promoting goods and services on behalf of brands. It’s something that we see here, although on a much smaller scale.
As the industry readies for the biggest World Cup in history, those operators who are brave and take a calculated risk on creating a unique offering that stands out in a crowded market can win big.
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