Pulse
SPORTS BETTING BETCRIS
“You're right. Many look the same as they did 20 years ago, and I wouldn't say we are very different from anyone else in the market in this aspect. It is something we are working on to find an edge, but there is a balance to be struck.
“You don't want to change too much from something that is working already, and therefore you see so many look the same. We are in the same boat and there is room for innovation on the front-end side of things. All I can say is this has my attention and, for now, I can't say too much more.”
With the winter World Cup in Qatar on the horizon, Anders believes marketing and product departments should already be working closely together in the lead-up to ensure innovative products aren't lost amidst the noise of a high-spend marketing season and highly competitive schedule.
“Marketing and CRM should always be working closely with business analytics and product teams. Tis is something Betcris does on a constant basis and is always looking to improve. Finding out what promotions work requires communication between the two.
“In Latin America, the World Cup will be very early in the morning so there is a good chance our customers will be sleeping for the first game of the day. As such, we are preparing our CRM activity and being more proactive in communicating earlier than we normally would.
“Normally, bettors place bets in the hour before kick-off, but for this World Cup we will be wanting them to do this before going to bed! Trying to make placing a bet so far in advance as exciting as possible is the goal.”
SPORTS GAMIFICATION
Prior to the start of the new Major League Baseball (MLB) season in the United States last month, Betcris, as the official MLB partner in LATAM, introduced new special promotions for its Latin American users who plan to bet on upcoming games.
Te international sports betting operator offers special options for individual MLB games, be it bets on innings, first half, alternate run lines, team and inning totals, team, and pitcher total strikeouts, amongst others.
Further, users can bet on the outcome of a particular team during the season: whether their division or league will win and even how many games they will win. Some of these futures bets are regularly updated over time, based on how teams progress and respond.
“We have a combination of in-house pricing P122 WIRE / PULSE / INSIGHT / REPORTS
"Marketing and CRM should always be working closely with business analytics and product teams. This is something Betcris does on a constant basis and is always looking to improve. Finding out what promotions work requires
communication between the two. In Latin America, the World Cup will be very early in the morning so there is a good chance our customers will be sleeping for the first game of
the day. As such, we are preparing our CRM activity and being more proactive in communicating earlier than normal.”
and market price to be able to stand out from the crowd,” explains Anders. “Whilst this will attract a different clientele, is also sends a statement that we believe in our pricing and are happy to take good sized bets.
“For example, bet builder has been on the market for quite a while. Tere remains scope to add more features and the same can also be said for many of the solutions on the market. We try to engage customers in different ways - we have some plans with great potential, but I’d rather not share too much at this moment.”
Tough many of the operators looking towards Latin America have extensive experience in Europe, Anders believes it is easy to underestimate the challenge operators can face in truly understanding the nuances of the market. From official regional partnerships with NFL and MLB, the Mexican national football team, Pachuca in Mexico, Melgar in Peru , Ceará and Fortaleza in Brazil to league title sponsorships in Honduras and Ecuador, Betcris has a sizeable head start from a partnership and sponsorship perspective.
“We already have many of the most interesting partnerships in the market, and we understand the different tastes between regions. Tey often don’t react to the same promotions or live betting products as they might in Europe. You need to have, or know someone who has, experience in the Latin American market to understand and target the best marketing channels, which is difficult.
“Payments, regulations, language barriers, local team set-ups - it’s a real challenge. We have the advantage that we’ve been there for so many years, but we are also aware that other operators are looking to capitalise on the market’s potential.”
"We already have many of the most interesting partnerships in the [Latin American] market, and we understand the different tastes between regions. They often don't react to the same promotions or live betting products as they might in Europe. You need to have, or know someone who has, experience in the Latin American market to understand and target the best marketing channels, which is difficult.”
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