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BtoBet: Attract – Engage – Retain


BtoBet founder, Alessandro Fried, sees the return of international major sporting tournaments – the Olympics, Euro 2020, the Copa America – as a major boost for sportsbook operators looking to harness heightened levels of fan excitement.


Operators need to enhance engagement and create revenue through a broad sports calendar, especially after a three-year hiatus from the last major international football tournament.


Without doubt, Euro 2020 is set to steal the limelight. Summer football tournament time has always been one of the most important moments for bookmakers and we expect this to be further magnified this year due to the way in which the Covid-19 pandemic has disrupted the sports calendar throughout last year, resulting in the postponement of the Olympics and the Euro tournament to this year.


Tus, it comes with no surprise that bookmakers are really looking forward to and hinging on maximising these opportunities to make up for the lost ground during the past months. Fan interest from across the globe is expected to be extremely high, especially in Europe due to the unique format of the Euro tournament, which is set to be played all over the continent. One should also not forget the return of fans to the stadia, albeit in a limited capacity.


Tese are critical tournaments for bookmakers, after a very difficult year, to attract, engage and more importantly to retain customers over a long term.


MAXIMISING ENGAGEMENT


But in order for our partners to meet their targets, after taking stock of the situation, we have to breath and understand how the punter, the end-consumer, behaves. Tat’s how we can really help and drive value by mobilising customer bases and improving acquisition and retention efficiency.


Operators must be provided with a full end-to- end platform delivering advanced AI and ML customer acquisition and retention services, like AI driven bet recommendations, and detailed player information that provides


bookmakers with in-depth analysis of the player lifetime value.


Tis involves the harnessing of the player’s initial data – and we are talking about data gathered during the initial first days and not weeks as is the standard trend for the majority of BI tools – to establish to a high degree of accuracy the player’s long-term value. Tis is especially important for bookmakers to integrate this data into the CRM services and focus their efforts on those high value players which ultimately will account to a significant amount of their generated turnover.


It is with this in mind that we are gradually introducing innovations which are exclusive to our partners, such as the bet recommendation tool which has set the standard in the industry. By holistically analysing the bets placed by a player, we are able to allow bookmakers to suggest bets and markets based on this activity.


Tis bet recommendation can also be made in real-time and not based on the player’s bidding history. For example, a player can be suggested the bets placed on different markets by another player who is in profit, thus adding another level of entertainment and engagement.


In the coming weeks we are also set to launch sports betting tournament products that bring together the fun and the social element. And in tandem with this we will also be launching an FTP product which will serve as the ideal platform to educate players on how to interact and engage themselves with the tournament product without the need of spending any actual money, all whilst providing bookmakers with a tool that is very effective in terms of player acquisition.


Whilst operators know well enough that they have to focus on the core markets – such as the more traditional three-way bets – for their turnover, they are also aware that they need special markets to drive player engagement. Terefore, we ensured a broad product differentiation to ensure that our partners meet their engagement targets.


An example of these particular special markets are player markets which enable your punters to bet on an extensive range of performance-


Alessandro Fried, Founder, BtoBet


Operators must be provided with a full end-to-end platform delivering advanced AI and ML customer acquisition and retention services, like AI driven bet recommendations, and detailed player information that provides bookmakers with in- depth analysis of the player lifetime value.


related events, with the markets based on player statistics such as goals, and shots. Tese are especially important for bookmakers since they are considered as gateway markets, with punters signing up and placing bets on these novelties, and then subsequently engaging on the core markets, or placing bets on other sports.


Just like FTP tournaments are not revenue drivers in themselves, these markets are arguably a key marketing tool, with a high emphasis on acquisition and retention.


THE LOOMING TEST FOR RETAIL


Te coming weeks will also be key for the retail arm. Te Covid-19 pandemic has certainly accelerated the digital transition curve, so even if retail betting shops were to re-open across the whole world, one should still expect a lower than usual retail turnover. Tere are punters that were previously placing their bids only through the retail shops who were forced to move and adopt the online channels during the past year.


Tis speaks to the need for operators to adopt a mobile-first approach in order to maximise the opportunity and drive revenue. With this in mind, we have invested heavily on our platform in order to better assist those retail operators opting to expand their business model to also include the digital channels in an interlinked environment, where the player receives an outstanding betting experience whether it’s on retail, mobile or desktop.


Te pandemic has undoubtedly brought about a digitalisation reform, and this is reflected in all those industries which featured retail as part of their business model. Players who have entered the digital age of wagering may shift some of their spending to more traditional forms of entertainment channels – namely retail casinos – but many of them will undoubtedly continue sharing their wallet with the digital channels.


NEWSWIRE / INTERACTIVE / MARKET DATA P107


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