Interactive
FREE-TO-PLAY SPORTCALLER
latest to offer this breed of FTP, which is essentially an HQ Live-style game with an embedded stream, showcasing a familiar host asking the questions in real-time.
Do you see the boom in FTP plateauing as the live sporting calendar returns?
I actually believe that the opposite will be true. Tere will be a scramble for players’ attentions with a cavalry charge of sports and operators aiming to claw back some of the missed opportunities and revenues from Q2. FTP allows operators to offer attractive incentives to engage with a brand without the need for bonus-heavy advertising.
Te latter strategy is losing its credibility - not only because it’s very expensive but also because of the negative publicity it’s heaped on the industry, especially during these unstable quaran-times where social-responsibility advocates have justifiably cautioned against such bonusing.
Moreover, there’s also an innate demand from players for FTP, which is encouraging to see. A recent survey of regular gamblers from one of our clients reported that 81 per cent considered FTP either “slightly or very important” to them as a part of their preferred product portfolio. Some 43 per cent of that audience also ticked switching accounts to access an operator’s FTP game.
How do quiz and trivia-type products encourage responsible gambling during this heightened time?
FTP has allowed our clients to maintain consistent player engagement with their brand without the need to push towards unfamiliar markets or products. Tey have delivered light- touch entertainment on events which are central to sports bettors’ interests, while also allowing them to compete against others via concurrent leaderboards.
Te fact that Kindred were able to launch a new game in Sweden, at a time when their regulations are tighter than ever, is an eloquent case in point. Indeed, it speaks volumes for the strength of FTP as a means of responsibly engaging players.
In the US, how does FTP sit in the space between DFS and sportsbook verticals? Will it get squeezed or flourish?
In many ways, especially in a wider US sports media market whose popularity is fuelled by granular statistics on every sports and player, it was long-anticipated that the daily fantasy sports (DFS) offerings of FanDuel and DraftKings would lead the way for a mass
P140 NEWSWIRE / INTERACTIVE / MARKET DATA
FTP allows operators to offer attractive incentives to engage with a brand without the need for bonus-heavy advertising. The latter strategy is losing its credibility - not only because it’s very expensive but also because of the negative publicity it’s heaped on the industry, especially during these unstable quaran-times where social-responsibility advocates have justifiably cautioned against such bonusing.
migration to sports betting. However, DFS and sportsbook are two very different products, which is another reason why FTP is proving an effective stepping stone between the two, schooling existing DFS players in the nuances of betting on their favourite sports, while also improving education and lowering costs-per- acquisition in a patchwork territory where many operators have cited CPA rates spiralling to over $500 per player.
SportCaller have opened up a raft of popular FTP games to FanDuel’s DFS and sportsbook players since October last year. Since then, all their new game launches have allowed for dual- registration or login from either DFS or Sportsbook gateways. On the evidence of the incoming data, FTP is playing a pivotal role in transitioning players from one vertical to the other.
Engagement levels with FTP are also higher in DFS audiences than Sportsbook, with a higher registration-to-game-completion ratio (90 per cent) and similar returning-player proportions. Which goes to show that free-to-play’s innovative, responsible and engaging methodology is carving out its own niche of utility stateside.
How has free-to-play helped fill the sporting void for US partners like MGM and FanDuel?
Both clients have been very proactive in getting games out there in the past couple of months. Each began by running different game types on the NBA 2K Players Tournament - BetMGM using a championship-bracket game, whereas FanDuel employed a daily FTP. BetMGM then swiftly followed that with a daily quiz game of their own around the major US sports, on which daily returning players averaged over 60 per cent. Te game offered a daily prize of $500 with weekly prizes pools in excess of $5k.
FanDuel took a slightly different approach to the quiz idea in their WFH (Win From Home) game, asking players to make mainstream binary predictions around topics as varied as the winner’s gender on Top Chef, how high would the mercury rise in New York, and over-under
on a ramping Amazon stock price. Tis tailored game offered players a share of a weekly $2.5k prize for any achieving a 60 per cent pass-mark for questions posed across the course of a week.
Does the Flutter Entertainment merger dilute or improve your ongoing FTP relationship with PPB, pitting your products against competitors?
To give you a potted history, we’ve worked with Paddy Power Betfair since 2016 and the relationship has developed strongly across all Flutter territories and brands, both locally and internationally. At the same time, we were already working with some of the TSG brands, and have known the Sky Bet gang since the early days of SportCaller - notably joining forces with them on Pick 6 and then ITV7.
All indications are that the merged group views
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