DIGITAL ENGAGEMENT
The return of retail
T
track or sportsbook, this presents an unrivalled opportunity for engagement and acquisition. Below, I discuss how this can be leveraged.
What we know about today’s retail customers
Not to over-simply, but we know a handful of things about retail customers. At a high level, many fans crave the energy and ritual that they have long associated with their favourite teams and players. We also know that around 80% of sports viewers are
going to have a second or even third screen going while they are watching a game, whether at home or while out in a bar, etc.
This means there are high levels of awareness and fans
in states and countries with legal sports betting will have undoubtedly seen adverts for sportsbooks throughout the year.
They will also be aware of the incentives and
promotions being offered for those that sign up to a sportsbook. Betting inclined fans have been marketed to, and hard. This includes sign-up bonuses, promotional bets, freeplay games and much more. So how can operators leverage this interest, engagement and awareness to drive acquisition?
22 JUNE 2021
Daniel Kustelski, CEO of Chalkline, says that casinos, sports bars and racetracks have an opportunity to digitally engage their in-person audience through second screen experiences
he return of retail in the US and Europe creates tremendous opportunities due to the incredible pent-up demand for shared, public social experiences. Sports will be at the core of such experiences
for the rest of the year and beyond - the next 18 months is unprecedented in terms of major sports events. This includes the Euros, the Olympics and the World
Cup as well as staple events like the NFL Season, the Super Bowl and next year’s March Madness. For venue operators, whether a casino, sports bar, horse
Start with the end in mind
Operators must have a goal for the experience they are delivering in their retail establishment. First and foremost, this will be delivering food, drink and atmosphere to patrons while they connect with each other and, usually, a sporting event. But there should be additional goals. In terms of sports betting, they should consider the
following:
• Build a database by engaging players through a game • Identify unknown patrons (capture an email address or phone number)
• Introduce patrons to sports betting and convert them to your book
The good news for operators is that the majority of patrons in their venue watching a game are bettors or at least betting- inclined and curious.
Have a sound strategy from the get go
With these goals identifi ed, it is important to have a sound strategy to ensure they can be achieved. At Chalkline, we think of activation strategy as a progression of opportunities. We recommend taking a very simple three-step approach
moving from engagement to education to conversion. Engagement: Of course it starts with engagement. The good news, of course, is that sports fans are already in the establishment because they love the teams that are playing on the screens.
At the same time, they are going to be on their phones while they are in the venue. The challenge is getting them to direct some of their attention to the operator and their book. Running a $100 Kentucky Derby
Freeplay Challenge on Derby Day will certainly do that, but it’s not Derby Day every day.
Nomad_Soul/Adobe Stock§
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