SBC News Dorothy Creaven - Element Wave - Brazil 2014 focusing & valuing player engagement

Dorothy Creaven – Element Wave – Brazil 2014 focusing & valuing player engagement

Dorothy Creaven – Element Wave

The FIFA World Cup is the largest international sporting event on the planet and smartphone-owning football fans everywhere will be using their mobile devices to play an important role in their World Cup experience.

According to a new international study released from the IAB, “2014 World Cup: A Global Mobile Perspective,” over 48% of World Cup audiences will follow the matches on their mobile devices, and one in five indicated that mobile will be their primary device when it comes to following the World Cup, second only to television. This is, of course, a significant revenue opportunity for mobile-focused operators as well as their players.

It is a universal event that will attract a significant number of new mobile customers to an app who don’t normally wager but want to engage in World Cup fever. However, these new customers are highly unlikely to bet ever again after the World Cup finishes unless operators and brands make efforts to actively retain them as customers for the future.

A clear player retention strategy and CRM solution with a focus on mobile must be in place. Integration of mobile relationship management tools like push notifications and user analytics packages are crucial to success in retaining players over longer periods of time, and the World Cup is no exception. As push notifications increase player retention up to 200% and user engagement by up to 350%, it is a highly effective way to get through to mobile app users in a way that benefits them. And, as push notifications are permission-based, operators can also be 100% confident that their mobile users have allowed them to send messages.

However, operators need to ensure that they are not sending generic, one-size-fits-all push notifications. This is a sure-fire way to miss the opportunity they are looking to maximize. Sending messages based on historical behaviours in the app, as well as engagement rates, interests, preferences and even live location can greatly increase mobile revenues for brands. These highly targeted push notifications can have open rates of up to 95% so they can be sure that their mobile messages are being read.

For example:

  • Which teams individual users are interested in?
  • Which matches users have bets on?
  • What is a player’s bet history?
  • Where are players locations?

By understanding mobile audiences and knowing what makes them tick, mobile app publishers can clearly see what interests players most in order to send them the most relevant content via push notifications that is helpful to your players. This is the key.

Push notifications will also play a key part in communicating with mobile audiences on the fly. Out of those countries surveyed Colombia, UK and Mexico have the highest interest in receiving play-by-play analysis through push messaging including red card alerts, player information and live score updates.

Some key points of the IAB survey also included:

  • 37% of sports fans in the survey sample (11 countries) click on a mobile ad daily.
  • Mobile will be the second most popular method of keeping track of World Cup games after television.
  • Dual screening will be popular: 37% will use their mobile device at half time, while 35% will use it throughout the game.
  • 68% of consumers are willing to pay for World Cup video content.
  • 90% of consumers intend to share their World Cup experience via social media and otherwise.

For push campaigns to have maximum effectiveness in terms of generating deposits or bets, push notifications need to be actionable. This means that content must deep-link into a push message, leading players to specific content within the app.

For example, if an operator is sending a push message related to a goal scored, then ensure the push notification directs the user straight to the live scores page of the app. Or, if a push notifications offers a special bet, the push should open directly to the bet page with a pre-populated bet ready to go.

Having a clear mobile marketing strategy using push notifications will lead to significant revenue generation via your mobile app. As Betfair have proven, push notifications have led to dramatically increased mobile revenues – over 38% of their mobile players place bets immediately after receiving a push notification.


Dorothy Creaven, Chief Executive of Element Wave

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Link to IAB study here:


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