It’s this opportunity to rise above the noise and develop more valuable and long- lasting relationships with


players that will differentiate an operator from the


the UK and Sweden), it’s the relationship and the personal touch, the conversation that’s important. In fact, that’s one thing we’ve noticed during lockdown - the players actually want to chat more!


So we’ve seen success in our re-activations even without the major events and the big bonuses - it just shows the immense magnetism of a simple phone call. Traditionally operators have used text and email to keep their player relationships going, and as every operator tries to rekindle activity with lapsed players following COVID-19, there will doubtless be loads of bonus offers flying around from many different brands.


In such a crowded market, it will be important to stand out and connect with players in a more personal way, instead of using SMS and email to reach them through automated means.


It’s this opportunity to rise above the noise and develop more valuable and long-lasting relationships with players that will differentiate an operator from the competition. At Enteractive, we work with operators to do


P128 NEWSWIRE / INTERACTIVE / MARKET DATA


competition. At Enteractive, we work with operators to do precisely this, opening a one- to-one conversation with players which makes them


feel more individual, cared for, and not just another email address.


precisely this, opening a one-to-one conversation with players which makes them feel more individual, cared for, and not just another email address.


How can sportsbook operators adapt their offering to customers whose betting interests have diversified to alternate verticals during the lull in sports? As long as an operator has a great CRM team in place, they can adapt their offerings to be more relevant to this changing marketplace. Te shake-up to the industry that came with COVID-19 is challenging the status quo in the sports betting sector.


What has worked in the past is now less of a


guarantee, and operators will have to work harder to keep their players interested and loyal. Te main route to player satisfaction is to ensure that each and every player is engaged on a more personal level, and successful operators will optimise the player experience for each individual.


To what extent do operators want players who previously only bet on live sport to continue betting across multiple verticals?


Everyone in the industry can now see the impact on their business that occurs when a product vertical goes down. In 2020, sports betting has seen pretty much every product vertical being negatively affected, and there was nothing that could be done to change that. Operators have realised that even their most loyal players cannot be ‘banked’ on no matter what.


Tere will be many sportsbook operators that will see a new focus on the value of their key players, and will be looking for new ways to retain or re-activate this core audience for their brand.


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