SPORTBETTING
Fincore software to offer ‘Deeper connection’ with customers
On the subject of bridging the relationship between operators and their consumers, GIO’s Rory Kuypers spoke to John Chyriwsky, Head of Marketing at Fincore, about the advantages of using trustworthy technology and the importance of being transparent for their customers.
F
incore has been providing more than 25 years of service to the sportbetting software community, delivering the latest technology to attribute their platform. They have introduced three core components to offer a host of benefits for operators that want to take control of their technology and deliver a superior and more efficient player experience. This includes Sportsbook and Gaming, as well as a TRI Hub, which is an end-to-end range of modular software, including a full sportbetting suite, remote game server and a player account management system.
I ask John how Fincore are you maintaining and strengthening customer relationships through recent software additions: “At Fincore, we believe in developing a deep understanding of customer needs, what they are trying to do, their pain points and what would delight them. We then use these insights to create software solutions that really fulfil the customers’ needs.
“You can try and keep customers by spending more and more on bonuses and rewards, which in our view is not an effective long-term strategy. Or you can strengthen the relationship by giving the customer an experience that feels like it was made for them. “Our insights show that the customer clock is always ticking. Operators have a limited time frame to give the customer exactly what they want, at the exact moment they want it before they leave and go to a competitor brand.”
Fincore has just launched TRI, its new modular range of software and micro-services for operators which includes its next-gen Sportsbook, RGS, PAM, bonuses, payments, and data science modules. “The core philosophy of TRI is to beat this ticking clock by knowing the customers next move, even before they do,” explains John. CEO at Fincore, Mateja Popovic, adds, “Operators running on legacy platforms
36 MAY 2024
simply cannot keep pace with those using modern solutions, while white-label brands find themselves in long development queues. “TRI Software has been developed to overcome these pain points, putting the power in the hands of the operator. It is truly modular and highly customisable and leverages the power of data and automation to allow operators to beat the customer clock and drive better engagement and retention.” John continues: “TRI thinks quickly, using data science, Artificial Intelligence and Machine Learning to turn real-time data into actionable insights, so the operator knows the next step to keep the customer engaged. We then use automation to ensure that next action happens at exactly the right time for the customer. It is about shifting the analytics from a reactive to a predictive state and this enables the operator to provide a personalised experience that feels like it has been curated uniquely for that customer. “The advantage of bridging strong relationships with customers lies in the creation of a trusted brand experience that customers want to return to and share with others,” says John.
He also explains: “With TRI’s real-time, actionable insights and automation, operators can deliver personalised experiences that resonate on a deeper level. This is not just about meeting expectations; it is about exceeding them, creating memorable, enjoyable experiences that build emotional connections and loyal customers. “We live in an age of increasing instant gratification, and vast entertainment options all vying for the customers attention. Even if we just consider the sportbetting and gaming industry, it is so easy for customers to move brands or head to something that looks shinier. Subsequently, the only way to hold onto customers in the long term is to develop a strong relationship with them. You need to be able to move from a transactional relationship to one with a deeper feeling of connection.”
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