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Pulse


SUMMER OF SPORT INCENTIVE GAMES


Incentive Games: maximising the


player acquisition opportunity


Victor Pronk, Commercial Director at Incentive Games, offers a player


acquisition perspective ahead of this summer's major sporting events. Victor explains why the key is to find ways that do not structurally cut into profits and there is no one-size fits all when it comes to free-to-play.


Tis is especially the case when it's an event where national teams compete in a sport that is normally played by club teams. Tese events allow a complete nation to rally behind their team and in particular a team that is comprised of the best players that would usually play against each other.


Victor Pronk, Commercial Director, Incentive Games


Major sporting events like the Super Bowl, Euros and Olympics surpass regular matches, games, and tournaments by getting attention from a much wider audience. Consumers that would not normally engage with sports become focussed on these big events due to their broad- scale appeal.


For operators, this is the perfect time to acquire first-time casual bettors or to re-engage bettors that have not played in a while. Of course, this is also a time where they have to compete with their rival operators for the attention of fans. Unless they have unlimited funds, this means being smart with their marketing and acquisition efforts.


What do operators need to do to leverage these events and drive new customer acquisition?


It's hard to say, as it's probably different for each operator. It depends on their position in the


If an operator is catering to first time casual bettors,


for example, then the educational aspect should play a part in their efforts. They need to make it easy and fun for these players. If they are catering to expert players, then I would advise them to focus more on the competitive aspects that can be added to campaigns. Expert players want to show off their knowledge and skills.


P108 WIRE / PULSE / INSIGHT / REPORTS


market, but the approach taken needs to fit with their existing strategy and brand. Tat being said, it must engage the type of player the operator is seeking to target and acquire.


Whatever approach they take, they will need to distinguish their brand and proposition from the competition in a positive way. Tis could be achieved through their messaging (eg. how PaddyPower speaks to recreational players) or on product and pricing (eg. Pinnacle and how it prices for seasoned bettors). Of course, the best approach will ensure a point of difference across all areas.


As most operators market heavily around these events, how can brands stand out from their rivals?


If an operator is catering to first-time casual bettors, for example, then the educational aspect should play a part in their efforts. Tey need to make it easy and fun for these players. If they are catering to expert players, then I would advise them to focus more on the competitive aspects that can be added to campaigns. Expert players want to show off their knowledge and skills.


Te key is to find ways that do not structurally cut into profits, like offering bigger bonuses. Once players choose an operator for a bonus there is always the risk that they keep expecting them or that they will switch allegiances as


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