creating a daily narrative and a connection between games and days that players feel a part of. Tis can be enhanced with a quality content offering that helps to educate players – this can be a comprehensive content hub packed with news, analysis and explainers or real-time stats and data that can help players make informed bets on players and teams they may not be completely familiar with. Canada v Morocco anyone?
How significant will the omni-channel experience be?
Retail has bounced back post-pandemic and is thriving. Te World Cup provides retail operators with a tremendous opportunity to further engage customers and provide a place for the community spirit that emerges around major sporting events to thrive within their shops. Te fact all games will be covered by terrestrial TV in the UK means that all shops will be showing games on TV and so will act as a natural hub for fans and retail bettors to congregate, socialise and wager on the action taking place on the pitch.
But it is important for these punters to also be made aware of the online and mobile betting experiences available to them, and for bookmakers to make it as easy as possible for them to connect their retail and online play. Tere is an education piece that needs to be played here with some retail bettors but delivering an omni-channel experience is crucial to ensuring success during the World Cup and beyond.
What does a cutting edge omni-channel experience look like?
It looks like strong, consistent, contextual communication across each touch point regardless of whether the player is on desktop, mobile or in the retail betting shop. Te experience offered across each channel must be connected and familiar. Our retail Companion App has been designed to allow operators to do just that. It is incredibly intuitive for the anonymous cash bettor. Once they have received their printed bet slip from any selected FSB partner self-service betting terminal, they simply scan the barcode on the back to transfer the bet or bets to their mobile device.
Bettors can transfer an unlimited number of bet slips to their smartphone, and once a bet has been transferred the paper bet slip becomes void. But once the wager is on their phone, they can access a wide range of features that enhance their betting experience. Tis includes tracking bets, scrolling back through their bet history and even being able to cash out early if they so wish. Bettors are offered a cash-out price and if they are happy to accept it, they are taken to the Winning Bets section of the app where they can begin the withdrawal process.
Players are required to return to a retail betting shop where they can transfer Winning Bets back to the SSBT terminal by scanning a QR code. From here, they can either opt to place another bet or claim their winnings by printing a ticket and cashing out at the counter.
P30 WIRE / PULSE / INSIGHT / REPORTS
“Retail has bounced back
post-pandemic and is thriving. The World Cup provides retail operators with a tremendous opportunity to further engage customers and provide a place for the community spirit that emerges around major sporting events to thrive within their shops. The fact all games will be covered by terrestrial TV in the UK means that all shops will be showing games on TV and so will act as a natural hub for fans and retail bettors to congregate, socialise and wager on the action taking place on the pitch.”
“Bettors are offered a cash- out price and if they are happy to accept it, they are taken to the Winning Bets section of the app where they can begin the withdrawal process.
Players are required to return to a retail betting shop where they can transfer Winning Bets back to the SSBT
terminal by scanning a QR code. From here, they can either opt to place another bet or claim their winnings by
printing a ticket and cashing out at the counter.”
How can operators retain players after the World Cup?
Operators are in a great position to retain players after the World Cup with the Premier League resuming just eight days later on Boxing Day – one of the biggest football days of the year in the UK. Ordinarily, the World Cup finishes in mid-July and operators are then marooned in this quasi-sporting no-mans-land for five weeks until European club football kicks off again. Tat’s why UK operators must be aware of the importance of Boxing Day this year. It is their key day to really retain new customers acquired during the World Cup and keep hold of them for the rest of the season.
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