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ESA Gaming: persuading sports bettors to try casino-style titles
Predicting one of the busiest periods we’ve ever seen in the betting industry, Thomas Smallwood, Head of Marketing at ESA Gaming, says sports bettors need to be offered something they can resonate with to try out casino-style titles.
Players need to be offered something that they can
Tomas Smallwood Head of Marketing ESA Gaming
How significant is the cross-sell opportunity for the upcoming World Cup?
It’s an enormous opportunity. It’s the same with any major sporting event, attracting an increased number of bettors to the platform creates a significant occasion to cross-sell, something operators will be focusing heavily on in the lead up to the World Cup.
Tis is exactly what we are providing for our operator partners, ensuring they get the most out of the tournament by offering effective cross-selling opportunities with our lightweight non-traditional content offering.
Our EasySwipe portfolio sits perfectly in the sportsbook, offering super-fast performance and open sessions which allow players to swipe in and out without disrupting the sports betting experience. Tis is the ideal set-up for the World Cup as it allows players to experience new games during downtime in, or between, a match by easily swiping.
What more can igaming providers be doing to tap into the World Cup betting fervour and convert traditional sportsbook punters into casino players long term?
Te experience needs to be as seamless as P42 WIRE / PULSE / INSIGHT / REPORTS
resonate with and that is why we have a number of sports- themed titles in our portfolio, as they effectively persuade the target audience to try out casino-style titles. In order to make them long term players you need to offer a variety of high-quality casino games without disrupting the overall sports betting experience.
possible, the easier it is for traditional punters to play casino games, the more likely they are to do so. If you can interest a bettor while they are on the sportsbook and simply invite them to swipe, that’s as straightforward as it gets.
Players need to be offered something that they can resonate with and that is why we have a number of sports-themed titles in our portfolio, as they effectively persuade the target audience to try out casino-style titles. In order to make them long term players you need to offer a variety of high-quality casino games without disrupting the overall sports betting experience.
Can operator partners do more? Is there room for improvement in the positioning of football themed casino titles and promotional casino tie-ins?
Obviously, if there is ever a moment to do more it has to be at the biggest sporting event of the year. Tis winter period has the potential to be
one of the busiest periods we’ve ever seen in the industry, with the unique scheduling of the World Cup providing a situation not seen before.
Operators are going to be heavily focused on creating engaging campaigns to try and get as many bettors involved as possible with the end goal converting them into long term customers.
I think we will definitely see an effort to promote casino titles, but also to try and retain the bettors who are only there for the one-off tournament to regular sports bettors when the second half of the European seasons kick off, once the tournament is over. It’s going to be interesting to see how it all unfolds in the new year.
What products and features have you launched ahead of the event?
We have introduced a wide range of exciting new games to our portfolio, with the EasySwipe library now boasting eleven high-performing titles. Ahead of the World Cup we have released Goal Mine World Edition, a special edition of our classic title, Goal Mine.
Te game features a higher RTP than the original, at 96 per cent, offering a greater win potential and it provides players with the chance to select the colours of their chosen national team, to really build the excitement and engagement around the biggest sporting event of the year. We have also recently released our first ever crash game, Rocket Racers - a futuristic instant win game in which players have the opportunity to choose their rocket powered race-ships and have a chance to win up to x2,500 their bet. It’s a vertical that has seen growing popularity in recent times and we are excited to be able to deliver crash-style content for the first time ahead of the World Cup.
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