Paddy Power Betfair renews FTP drive with SportCaller

Cillian Barry – SportCaller

Free-to-play industry games developer SportCaller extends its two-year partnership with FTSE100 betting group Paddy Power Betfair (PPB) announcing the launch of a new ‘Beat The Drop’ game.

SportCaller and PPB had previously launched the ‘Beat The Drop’ FTP game during World Cup Russia 2018, with the title receiving great acclaim whilst beating partnership expectations.

With the new European football season underway, PPB launches a new promotion giving every player 30 days of free games.

“Every player is given a starting pot of £1k, which they must try to hold onto over the course of answering 10 simple Yes-or-No questions.

This free-to-play contest turns the tables on the customary operator-customer relationship by giving the customer their winnings up front. Players can “split the pot” or “bet the lot” by backing their footballing judgement across a series of coin-flip questions” details SportCaller in its corporate update.

Updating the market, SportCaller MD Cillian Barry said: “It’s so rewarding for our games to have been integrated by such a renowned name as Paddy Power Betfair, and it’s great to see that Beat The Drop is already proving its worth, breaking new thresholds for trackable engagement and activity.

“Beat The Drop has been a significant new field of development for SportCaller, taking a very strong idea from Paddy Power Betfair and bringing the concept to life. It’s just the latest star striker from our ever-expanding squad

Stephen McMeel – Paddy Power Betfair

The arrangement sees PPB extend its partnership with SportCaller, detailing that its FTP games have proven vital to developing new audience dynamics, whilst improving vital operating dynamics such as retention, customer lifecycle and product engagements.

Stephen McMeel, Acquisition & Emerging Products Manager at Paddy Power Betfair, said: “Beat The Drop was an instant hit with our customers. Discernible spikes in activity levels and retention have already followed, with Beat The Drop’s simple format and engaging gameplay giving players an interest in all their preferred matches alongside the chance to win £1m.

“We found that all subsequent paid-for entries also surpassed our expectations. Retention will be at a premium over the current Premier League campaign. So, it’s great to be working more closely with SportCaller’s proactive team to better unpack conversion rates and understand true customer value.”