Interactive
AFRICAN GAMING MARKET INCENTIVE GAMES
Tey also saw an increase in players playing virtual soccer and these players have been on average placing more wagers per active player. Tis means that a lower number of overall active players have been responsible for the same amount of wagers compared to when there was still a full offering of live sports.
Most discussions during this pandemic start with questioning the potential of esports, live casino and virtual sports. Towards the end of the discussion the question that usually remains is how much potential these products have when live sports come back. We now know what the maximum potential is for virtual sports due to these unique circumstances and we will now focus on maintaining as much as possible of this potential when live sports come back.
In an industry currently
looking for a short-term fix, virtual sports provide a long- term solution best suited to the future of sports betting.
constructed product, which has the capability to service non-JavaScript enabled browsers, such as Opera Mini Extreme, is the perfect solution for capturing the imagination of players in emerging markets like Africa.
Tis genre of product has been successfully implemented across a number of sectors and now has a proven track record of generating significant results for operators in those areas, none more so than the current interest being directed towards the virtual betting scene because of the ongoing global situation. Forced into the limelight, virtual sports betting is not only filling the gap left by live sports wagering, but in many areas there has been a serious upturn in new fans created for non-traditional betting markets, with the prospect of them staying popular long after normal sports wagering returns.
Te popularity of virtual sports and virtual sports betting is not something which has happened by chance. Key suppliers in this gaming category employ highly skilled and
deeply considered methodologies in the creation of their Free-to-Play (FTP) and Paid- to-Play offerings, engaging customers with sophisticated gamification practices to ensure operators receive the very best opportunity to maximise conversion rates and monetise their activities.
Incentive Games not only caters for the end- users data and handset limitations, but have added their proprietary gamification techniques, previously used for their free-to- play games, to the virtual products, giving the end user new features never seen before on virtual sports. Firm gamification favorites such as: Easter Eggs – the random player rewards and bonuses system, the Facebook integrated Brag Button and Social Share features, and Unlockable Content.
After an initial drop in overall number of wagers in mid-March, Incentive Game’s operator clients saw an increase in virtual wagers in April that compensated completely for the loss of wagers of live sports. Although the total number of wagers in April was the same as in January, we have seen a 15 per cent to 20 per cent lower average stake amount resulting in a lower monthly turn over.
Catering for this breed of user is not as easy as it may seem at first. Although consumers often prefer betting via mobile devices, the infrastructure within the varying regions is extremely diverse, as many lack the high-level telecommunication networks enjoyed across Western areas. Tis key metric means products must be specifically designed, enabling customers operating low tech devices, in low data consumption communities the opportunity to engage with the betting product in a user-friendly manner.
FTP products, actioned correctly, can compound traditional industry problems regarding failing acquisition strategies, a lack of brand loyalty and difficulties in driving traffic to higher value verticals. Te cross-sell opportunities from a well-developed FTP betting product, utilising advanced user interface, UX design and the latest gamification philosophies can propel the conversion rate of acquired registered users to acquired depositing users.
Te ever-changing rocky terrain of online gambling will almost certainly return to a standard pattern upon the resumption of live sporting events, but with one rather large exception. Virtual sports, especially across Africa, will have found a secure foothold amongst the betting slips of the passionate punters. Leveraging major advantages over its live attendance sister format, virtual sports is a 24/7 provider, where any sport can be played at any time, over any duration.
Gone are the days of waiting for the season or a tournament to commence, a week for the next crucial match or 90 minutes for the result. Virtual sports offer complete flexibility and adaptability to furnish any market with a betting scenario live sports cannot contend. In an industry currently looking for a short-term fix, virtual sports provide a long-term solution best suited to the future of sports betting.
NEWSWIRE / INTERACTIVE / MARKET DATA P89
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