BetGames: Twain Sport is delivering “true content innovation” for the casual bettor

We’ve all been in a situation where you’re unable to focus on just one device. You might be watching Netflix on your TV, flicking through TikTok on your phone and even maybe have an online shopping site open on your laptop.

But with the rise of shorter, more attention-grabbing content, it is becoming increasingly difficult to engage with bettors – especially when a sport lasts longer than a few minutes.

This was something that Twain Sport kept in mind when developing its latest product, T-Basket. With games lasting just 60 seconds, the basketball-inspired game aims to keep that TikTok generation of bettors engaged.

Andreas Köberl, CEO of BetGames, began discussions by telling us why Twain Sport opted for a more “fast paced, action-packed” approach to the sport.

He said: “Our target audience is those aged between 18 and 35. But actually, we’re targeting Generation Z. I would say that this product is fast, easy to consume and is one match per minute – there is a full head-to-head tournament every single hour.

“It’s almost like repackaging something like a World Cup tournament into a one- hour setting, right? And I think that is something that is helping us reach that audience of casual bettors.

“I think the reason that we are targeting this audience is because when you look at the market and you look at these larger operators, and tighter regulations that are being introduced, companies are forced to pivot away from their more high roller-driven strategies [and focus more on] the casual player.

“You see a lot of innovation in the background; when we speak about segmentation, marketing tools, player protection and also within the product and feature space. But true content innovation is really quite thin. So that is where we saw an opportunity.

“We see this as a first for the industry and the market is looking for that entertaining content for the casual player. That is where Twain Sports is perfect, I think, It’s a perfect product, and fits in great with the player journey for operators.”

Joining Köberl in the interview was Ian Catchick, Chief Product and Business Development Officer at BetGames.

Reflecting on how T-Basket has been received by operator partners over the last few months, it’s safe to say that he was extremely pleased with the results.

Catchick said: “Since our preseason started in mid-July, we’ve had over 10,000 competitive games. We’re seeing our average stake at four times higher than we initially expected. Our players are very, very engaged with Twain Sport!

“Players are watching and engaging with about five games per session, which is exactly what we were looking for [when creating Twain Sport]. We want these players to have an overall enjoyable experience. Our retention rates are higher than our existing traditional BetGames portfolio.

“We’ve also found that the average age of our player is around what we would expect. So we thought this might be a product that appeals to the more tech-savvy player. The product has been really well received so far, and we are super excited by the early results that we have seen so far!”

Watch the full interview HERE

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