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soon as another operator offers a better deal.


What can operators do now to prepare for these events to make sure they maximise the potential on the table?


At this point they are very limited; we advise our clients to have a plan in place six months in advance of any major sporting event. Tis ensures that all channels and marketing efforts are in sync, which in turn allows operator to maximise their return on investment.


Te reason that this is important is that operators need to follow up with their acquisition efforts to make sure they retain any new players they can onboard off the back of a major sporting event. If they do not have a plan in place to keep these new players engaged, they will likely lose them.


What role can freeplay games play in all of this?


Freeplay games can be used in different scenarios. Tey can be used to draw a lot of attention by using big (insured) prizes, or they can be low entry and have a more educational purpose and be used to make people comfortable with making predictions without risking money.


Tey can also be used to reward existing clients or to cross-sell to other verticals, for example by


I don't think a lot of people in iGaming realise this, but there is no one-size fits all when it comes to free-to-play.


Incentive Games offers 17 different games that can be adjusted in sports, leagues or gameplay to fit the individual purpose of the operator.


giving away free spins to sports players. It all depends on the goals of the operator.


I don't think a lot of people in iGaming realise this, but there is no one-size fits all when it comes to free-to-play. Incentive Games offers 17 different games that can be adjusted in sports, leagues or gameplay to fit the individual purpose of the operator.


Depending on what region and culture they are active in, what type of player they are targeting and what behaviour they want to achieve, a specific game will be required. If these factors are not in line, games will likely not be as successful as they could be.


Acquisition is just one part of the equation – how can operators retain players after these major events?


Yes, retention is a big part of getting the most out of these events, but operators will not get the optimal return on their efforts if they do not have a plan in place. Te same with handing out bonuses; if the operator acquires a player through a freeplay game they expect to be engaged in a similar way once they have signed up and deposited.


Tis is because operators will have created brand expectations through the freeplay game. What is lesser know is that the same game that helped the operator acquire this player does not automatically retain that player.


Take a predictor game with the big prize, for example. A player quickly realises that it is as hard to win as the lottery jackpot, so the operator will need to offer additional games to ensure the player’s expectations are met.


Te ecosystem works much better if the operator also has a retention platform. We recently joined forces with Captain Up to create games that tie-in with the gamification tools they offer, like earning badges, trophies and leaderboards that are used across all product verticals. Tis ensures players have a reason to keep returning to the operator and the freeplay games they offer.


NEWSWIRE / INTERACTIVE / MARKET DATA P109


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