live betting

Xtremepush: Why real-time messaging is key to maximising revenue from live betting

Xtremepush will emphasise the importance of real-time, personalised and automated messaging to maximise revenue from live betting at this week’s Betting on Sports.

The firm’s multichannel engagement and analytics platform has been driving conversion during live events for sports betting and gaming clients such as Paddy Power Betfair, Oddschecker, Fortuna Entertainment, NetBet, Rush Street Interactive, 888 Holdings, SportPesa and Parimatch.

Commenting ahead of his speaking slot at Olympia London, CEO Tommy Kearns highlighted the impact that its real-time capabilities are having on its substantial portfolio of recognised brands.

“Live betting engagement requires two things; a central repository that is pulling all of the different data sources into one place and the ability to deliver real-time odds to the right players instantly,” he said.

“Xtremepush’s platform acts as both the data warehouse and the actual engagement hub across all of a sportsbook’s channels; website, mobile app, SMS, email.

“It’s clear that live betting is only going to grow in importance for the foreseeable future. The US market is particularly exciting in this regard because of how their major sports are structured and the abundance of in-game statistics to leverage.”

Kearns went on to outline the key elements of the platform that its clients use to create real-time engagement campaigns.

Instant data-streaming

In-play campaigns are only possible if the flow of data is instant. Xtremepush uses high-speed data-streaming platforms like Apache Kafka to ensure that clients can deliver the most accurate odds to their players.

Real-time event triggers

Automated campaigns are set up with real-time triggers to send messages as soon as a particular event occurs. For example, during a soccer match you might send messages at half-time, after a goal has been scored or when a red card has been issued.

Dynamic content

In order to engage players at scale, a campaign needs to be able to pull in dynamic content. This ensures each message is relevant and personalised to the recipient, with real-time odds, match statistics and details from the player’s CRM profile.

Intelligent segmentation and personalisation

We work with sportsbooks to develop detailed customer segments, based on attributes such as a player’s typical bet-type, spend and frequency and even their preferred engagement channel. This level of targeting leads to increased engagement rates and ROI.

Campaign automation

It simply isn’t practical to hire the number of people required to manually send in-play messages. That’s why a sophisticated campaign builder is essential. Xtremepush has a best-in-class solution that allows a small team to create cross-channel campaigns quickly.

  • Xtremepush’s sports betting and gaming experts will be exhibiting from Stand I1 at Betting on Sports. To book a meeting, click here.
  • The company’s Head of Global Partnerships Robbie Sexton will also be speaking on Thursday 19th September (15.50-16.35) in Conference Room 3. The topic is ‘Live Betting – The Next Steps’ – as part of the Technology in Focus track.

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