SBC News Voice of the Sports Betting Industry
Janet Brennan-Gray, Chief Commercial Officer (CCO) at 2mee, says operators need to humanise their approach to player engagement if they are to acquire and retain players at scale while ensuring compliance and KYC duties.
Online sportsbook and casino operators are being too conservative when it comes to engaging players one-on-one but with good reason.
Regulatory constraints and compliance requirements limit the scope for innovative communication tactics, while many have a natural aversion to risk due to the need to safeguard existing player bases.
Throw in data privacy concerns, tech limitations, market saturation and a focus on short-term financial goals and it’s easy to see why operators may hesitate to take more daring steps.
But this unwillingness to push boundaries is having a negative impact, with it becoming increasingly difficult to cut through the noise being made by rivals and effectively engage new and existing players.
This is because there’s almost no personalisation which, when set against the highly competitive landscape in the likes of the UK and Western Europe, muffles messaging.
It must be remembered that players are being bombarded with marketing messages wherever they turn from brands and businesses both inside and outside the industry.
Even if some messaging gets through, operators currently rely on outdated, generic approaches that fail to resonate with modern players seeking unique, tailored experiences.
This, combined with an over-reliance on bonuses, a poor UX and ineffective communication channels, further reduces engagement. Operators are also missing a trick with data.
Without leveraging the vast volumes of player data they hold, they will not be able to establish an emotional connection with their customers, further inhibiting their ability to engage and stand out.
So, what can operators do to deploy personalised communications that hit the mark with players?
The first is to understand the importance of one-to-one communication. It’s vital as it significantly enhances player engagement and loyalty.
Personalised interactions make players feel valued and respected, directly influencing their overall experience and satisfaction levels.
Personalised communication also establishes a foundation of trust and credibility between the player and the brand – something that a lot of operators still struggle to foster.
Credibility is just as important and when built through consistent and personalised communications, encourages players to make further investments and even recommend the brand to friends.
By prioritising one-to-one communication, operators gain a competitive advantage, can adapt more swiftly to market changes and strengthen their relationships with customers – all of which are essential for long-term success in a highly competitive industry.
In defence of operators, it could be argued that the AdTech sector has not provided them with the solutions needed to communicate directly with players, so they have been constrained through traditional mediums such as banner ads, push notifications and shorts.
But there are companies looking to break down these barriers to improve engagement, and 2mee is one of them.
We believe in the power of human connection and our solution allows operators to deliver personalised influencer video messages to players across their websites and apps via our patented SaaS Platform solution.
Messages can be recorded by recognised brand ambassadors and delivered at key touchpoints across the player journey including onboarding/KYC, promotions and even to encourage players to sign up to marketing channels like newsletters and social media.
William Hill recently deployed 2mee products across its website and app, and A/B testing by the operator found that compared to 31 days of traditional banner ads, a single impression of a 2mee influencer message delivered a 340% uplift in engagement.
Just to be clear, a single impression of a 2mee influencer message delivered a 340% increase in engagement compared with 31 days of a banner ad.
This stands as a testament to the power of one-to-one player engagement and how by using the latest AdTech solutions, operators can maximise its potential while still being responsible and compliant.
Indeed, one-to-one communication can strengthen the operator’s approach to responsible gambling and compliance with essential messages delivered by brand ambassadors in a way that is engaging and memorable.
This improves understanding and adherence to requirements, whether that be for the player to submit additional documents to verify their identity or to encourage them to set deposit and loss limits.
Ultimately, it comes down to operators being able to have that all-important human touch.
