DIGITAL ENGAGEMENT
Education: People learn through play. Simple, freeplay engagement or quick quizzes about the game on TV provide a really gratifying feedback loop for a patron as the game progresses. They also act as a low risk way to learn something new,
such as getting familiar with moneylines or spreads, understanding betting markets and playing around with player props. Conversion: This happens in the course of the
conversation and we often have to remind operators about the value of the entire event lifecycle. Some players will sign up with an offer before the
event starts, some will prefer an in-play option and some newbies will engage during the “afterglow”. Freeplay games engage fans throughout the game; they
are part of the anticipation before, what happens on the field during the game and in the end result. Each phase of the event lifecycle provides operators with a unique conversion opportunity with different types of players.
Retail programs and tactics that yield results
Once an operator has their strategy in place, there is an entire tool-box of time-tested retail activations to choose from. This starts with the engagement methods they will
need to get into a patron’s phone. Using mobile as part of the retail experience -
accessing menus, ordering food and drinks - has now been completely normalised and operators need to leverage this.
These are tactics that work:
• Text back campaigns: Prompt players to send a quick text message that lets them engage with a freeplay game or an offer. Just make sure that the engagement warrants the information share.
These are tactics that work:
• Offer freeplay games for what’s on TV now. Allow patrons to be part of the game by giving them a way to play along with their favorite teams, sports and athletes.
• Coordinate promotions around big betting events. If you’re broadcasting UFC 264, for example, you might
consider offering a freeplay game to build your database and identify every patron in the bar. Once players are engaged and playing, there is an added opportunity to drive social sharing. Social virality may be a buzzword but it is a compelling factor for many social media users. In this case, it quantifies the chances that players will
share a freeplay game with their friends. But why would patrons share freeplay games? First, players are ranked on a leaderboard and
everyone likes to see their name and picture towards the top. If they are there, they will likely share with their friends.
The game - on mobile or on TV - is close. Real-time scoring gives us a similar rush to the scoring in the actual game that is being watched. Finally, if they win they will want to share with their friends - nobody wins quietly, right?
How to improve the chance of conversion
Conversions are hard for many reasons but here is what we know helps improve rates. Localisation - give customers state-level/city level offers. Personalisation - give players the offer they care about. Understand passion points and ensure incentives are created around them. Timeliness - Micro-moments are real so use the power of now to deliver something that a player can use immediately.
Get started right now
Operators can use digital experiences to leverage the return of retail right now. With retail activation, there are several simple, low-tech things that work. First, run a text-back campaign to predict the home
• QR codes with retail location tracking: This allows operators to better understand exactly how patrons
engage with the operator, and helps them better serve the customer. Once an operator is inside a patron’s phone, the next
step is to engage and educate. Again, freeplay games do a terrific job of combining the “power of now” with a deeper connection to what is happening on the TV.
team’s margin of victory - bets are off if they lose. Second, add tabletop QR codes that connect players with freeplay games. Finally, run a freeplay game in your next UFC Fight Night email and social promotion campaigns. There are so many ways for operators to get started and once up and running they can layer on complexity when they are ready for it. In the meantime, fans are heading back to their venues and they are ready to be entertained.
JUNE 2021 23
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