The key to achieving this ‘online home’ is to offer the most complete experience, both during the tournament and beyond, covering everything from the most intuitive user experience and widest possible range of events to live statistics, special markets, themed loyalty programmes and attractive odds to deposit bonuses, price boosts, and cashback promotions.
But amid the marketing frenzy, it’s easy to lose sight of the most important aspect: functionality. Above all, bettors – whether seasoned veterans or casual punters – just want to make their selections and enjoy the game.
And while time on site and engagement are commonly used metrics, the ultimate measure of success has to be long-term loyalty, which is best achieved by streamlining the player journey.
The sheer number of apps competing for a player’s attention inevitably leads to shorter sessions. The priority for both player and operator, therefore, is to get the best value within the shortest time frame.
As one of the industry’s true in-play leaders, 10Bet is now among the first online bookmakers to offer “Action Betting”, a new mobile-first feature built around the fastest selection-to-settlement flow in the sector.
In a nutshell, it’s the best UX in the in-play football arena. Powered by a proprietary machine learning algorithm, Action Betting triggers instant bet suggestions based on related real-time events, whether a free kick, red or yellow card, corner or dangerous attack.
A dynamic market is displayed, enabling players to ‘quickbet’ on outcomes directly from the widget, with the selection added to the bet slip instantaneously.
In the case of a free kick, the bet type will often be “Next Team to Score”. For a corner, possible markets displayed include the ever-popular “O/U Corners”. A dangerous attack, meanwhile, might prompt the “Next Goalscorer” market for the lowest priced player from the attacking team.
Crucially, Action Betting suggests not only the markets on which the player has previously placed bets, but those from which they’ve previously enjoyed significant wins, an approach which is the result of a wide-ranging R&D process aimed at understanding the psychology of younger bettors and, in particular, their attitudes towards personalisation.
One of the main conclusions was that younger demographics, especially millennials, view the feature as integral to delivering a quality tailored on-site experience. They understood the value of being instantly presented with the most relevant market in the context of a live match, saving precious seconds that would otherwise be spent on searching for that bet.
The second key finding related to the unique dynamic of the World Cup itself. Since players are far more likely to watch matches in crowded public places, Action Betting is ideally suited to the second screen experience.
In other words, when a player is watching the England game in a pub, bar or on a giant screen in a town square, he or she wants to place in-play bets on their smartphone quickly and effortlessly, with as few taps as possible.
Once again, this speed and simplicity is at the core of creating brand loyalty. It also leads to enhanced levels of turnover, with players twice as likely, on average, to place further bets on the same event, and that proportion doubling again in the event of a win.
Looking beyond the World Cup, it’s also important to consider the value of the feature in terms of longer sessions. With leading operators such as 10Bet looking to drive engagement by offering the most all-encompassing player journeys, Action Betting means there’s always something for them to bet on, creating convergence between the first and second screen through the definitive in-play experience.