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OtherLevels CEO Brendan O’Kane: Targeting users with second-generation messaging tools

Ahead of Betting on Sports 2017 (12-15 September), OtherLevels CEO Brendan O’Kane, part of the ‘CRM – Digital identity and marketing’ session at next month’s event, spoke to SBC News about what he’s looking forward to at #boscon2017, where operators and affiliates can work better together and what sports partnership has stood out over the last 12 months.

SBC: Why is it important for you to speak at Betting on Sports?

BOK: Betting on Sports is the perfect platform to speak with like-minded people about the challenges and trends which are impacting our businesses directly. From an OtherLevels perspective, I’m particularly keen to discuss how operators can capitalise on the power of data along with second-generation messaging tools to target their users with relevant content and maximise their reach.

Acquiring new users is costly for sportsbooks, but by converting more site visitors into known users, operators can reduce acquisition costs and avoid the need to re-target with paid media.

SBC: What are you looking forward to at Betting on Sports?

BOK: I’m keen to hear the latest thinking in terms of how operators will evolve their product for their users, plus of course what impact industry consolidation is having on the users. Also, I’m always keen to discover new ‘challenger’ operators, who are innovating and bring new products to market.

OtherLevels has recently partnered with artificial intelligence (AI) marketing company Amplero, hence this is top of mind for us. I’m particularly interested to learn how others are using AI to improve reach as well as player content. We firmly believe that AI and machine learning will redefine the way that operators approach player engagement and marketing automation, in the same way that robotics has transformed manufacturing.

The operators that embrace this now, and build deep expertise, will have a massive advantage over those that continue to use first generation marketing platforms.

SBC: Where can operators and affiliates work together more closely?

BOK: I believe football clubs can learn from the way in which operators engage with their audience. A lot of the services we provide, such as web push on desktop and mobile, can maximise a club’s reach when sending content to the fans about the latest ticket details, club shop offers and news.

SBC: What sports betting partnership has stood out in the past 12 months?

BOK: It’s interesting to see how betting companies now dominate the shirts of so many football clubs, not only in the Premier League but across Europe and the lower divisions. A decade ago, only a handful had sponsorship deals in place, but now half of England’s top tier clubs are partnered with an operator.

Online casinos have now realised the benefits of how these deals can help to increase brand awareness and acquisitions, with LeoVegas and Grosvenor Casino striking partnerships to cross sell their casino offering and sportsbooks.

SBC: Describe your perfect sporting event

BOK: I have been lucky to be a spectator at the Olympics and other great sporting events, but the standout for me must be two from opposite ends of the spectrum. The 2003 Rugby World Cup Final in Sydney was an epic match, with all the tension and drama of extra time, and England were fine and deserving winners (and I say that as a proud Australian!).

At the other end, nothing was better than joining my daughter and sleeping out in The Queue at Wimbledon this year, then watching a glorious day of tennis. Priceless. Next up is day one of the 2017/18 Ashes at Brisbane starting November 23rd. I’ll be there for the first ball.

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