example, we can see Harry Kane is in your fantasy team, and he is 4/1 to score the first goal in the next match.
Although we do have the industry's greatest conversion rate from using this mechanic, it is a little bit short-sighted because over time, the customer will retain on the platform much longer if you give them regular FTP content. It's not just about the one conversion, but about changing the lifespan of the customer from three to six months. You can then measure from the six months of all the users playing free-to- play games, how many of them converted into a depositing player? You'd be surprised by the results. Most of the time it is over 50 per cent. On the initial upsell piece, it is between 10-20 per cent.
It is all about creating a hub of enjoyment and entertainment by offering bespoke products and original content. Tis gives players longevity on your site and keeps them brand loyal.
Another metric we use is the bounce rate. A lot
of what we do is about making our games user friendly. If your bounce rate is too high, it's not easy enough for the user to understand. Te key thing we have found is what we call the 'internal trigger'. 80 per cent of users who played one of our games for four weeks continued coming back to play it for an entire football season.
In other words, by the fourth time they play our game, the user will most likely stay for the nine or so months. You then don't need to market to these customers because they develop this internal trigger in their head to come onto the site.
Whilst the cost of recruiting players via local advertising remains low in the African market, are FTP games being marketed correctly? What is the correct approach?
Obviously, this is something which is down to the clients we provide our software to, but we have marketing techniques within our games. For example, if you enter a dream team or fantasy game, we use a social growth technique
that incentivises players to invite five others to join their league in return for, say, 200 Kenyan shillings going to the winner.
Players are then motivated to sign up their friends as whoever comes top of the league wins the free money. Our client has just acquired five new players for 200 Kenyan shillings, which is extremely cost-effective. FTP game's in Africa with good usability will always get great traction, no matter what the channel is.
2020 saw virtual sports take on a new importance, particularly in African markets where the format was already popular. What can operators do to maintain the popularity of virtuals and increase the revenues they attract?
Virtuals are phenomenally popular and, of course, last year's suspension of major sporting activities saw a significant spike. It was like every operator was clambering to sign up for our content. Te reason it is so popular in Africa is probably its jackpot nature – the chance to
WIRE / PULSE / INSIGHT / REPORTS P101
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