Social engagement tools like Virtual Stadium allow
customers to ‘react’ to a comment with an emoji or interact with a fan poll, while ‘cheer-meters’ highlight how fans are
reacting to a particular in-game occurrence. But where these social engagement solutions drive real world value for operators is in the bet sharing functionality.
Sportradar Customer Empowerment
Blaz Zitnik, SVP, Betting Entertainment Tools at Sportradar, says providing customers with depth of choice is an extremely powerful retention tool for operators to leverage.
Why is building an online community that extends the betting experience beyond the point of transaction beneficial for operators?
Our industry is so focused on customer acquisition that there’s a tendency amongst some operators to completely overlook or underserve their existing customer base. It’s an odd approach given that it costs more to acquire a new customer than it does to retain an existing one. In today’s hyper competitive marketplace operators need to nurture their existing customer base to realise their growth objectives. Te introduction of social engagement solutions, like Sportradar Virtual Stadium, are putting a firm focus on retention and giving operators the tools they need to develop an online community that they can forge deeper relationships with. Creating a shared space to cultivate engagement and foster ongoing interaction provides customers with an immersive and increasingly social betting experience. Tis allows operators to differentiate their offering from the competition, while creating a ‘self-sustainable’ system that enhance users retention and drives organic growth.
Building an online community requires a full understanding of who your community is. How should operators pool their players together?
Certainly, operators have the insights to engineer those personalised betting experiences for their customers and while I fully understand the benefits of personalisation technology, building a community needs to be more organic – it’s got to feel authentic, or customers are unlikely to engage. As operators double down on customer experience, we’re witnessing a shift towards what I call ‘customer empowerment’ – whereby customers have the resources and options that allows them to
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determine the kind of experience they have with a brand. Today’s social engagement tools, and Virtual Stadium in particular, are sport agnostic and scalable. Tis allows operators to deliver a social betting experience across every sport and every match. Te match specific set-up connects customers with peers who share an interest, rather than connecting a football bettor with, say, a baseball one. What’s more, the versatility of the technology allows operators to apply this solution across a significant number of betting categories and verticals, including casino. Providing customers with this depth of choice is an extremely powerful retention tool for operators to leverage.
Who should be responsible for managing the community?
Whichever business function has responsibility for community management, I’m sure there will be colleagues across the industry who view it as something of an operational burden. Overseeing the conversation within a chatroom, for example, can be particularly time consuming if done manually. Tankfully advances in technology and increased use of artificial intelligence (AI) allow operators to automate this process. Tere are AI models that analyse and score the sentiment of each message posted in a chatroom, with functionality that allows operators to set a ‘toxicity’ threshold that filters out inappropriate content. What’s more, these AI models are always learning and updating in real- time to ensure future effectiveness and efficiency. With such a great focus on customer experience right now, operators can use this technology to create a safe space for their customers to engage and interact with each other. Tat’s a key part of building a community that people want to belong to and be part of.
BLAZ ZITNIK SVP, Betting Entertainment Tools, Sportradar
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