OtherLevels: Death of the widget – Taking key sportsbook offers to the next level

Brendan O’Kane, CEO of OtherLevels, explains how sportsbooks can utilise a third-party plugin to present their customers with a new wave of rich and highly segmented on-site and in-app offers.  

Hard-coded widgets and inflexible content management systems have been the essence of sportsbooks for years, but the time has come for change.

While effective at presenting generic, static betting propositions to a customer, these widgets are nonetheless blunt instruments. The presented propositions don’t necessarily line up with the betting preferences of the end user and there is often a level of friction between clicking on the offer and placing the bet.

Especially when compared to other highly sophisticated solutions employed by other forms of entertainment that are vying for the attention of the customer, on-site and in-app widgets offer a user experience that is sub-optimal.

However, a new and superior solution promises to reshape the way current widget-based offers are presented by operators.

Dynamic Interstitials

Powerful, sophisticated dynamic Interstitials allow operators to control a range of superior options to put in front of end users. 

This new style of solution produces segmented, personalised betting offers, which are presented to the customer at exactly the right time. Instead of comprising a single, static image or rudimentary carousel, these dynamic frames can incorporate media formats that include voice and video as well as text and pictures.

As well as being more entertaining – and now what customers have come to expect from other entertainment channels – this richer experience provides the end user with a much more compelling experience by drawing on previous behaviours to deliver offers that are both timely and personally relevant to their interests.

Superior solution

To move beyond hard-coded widgets and towards that superior solution, operators require a level of flexibility, speed and automation. While it might be imagined that this entails a painful, resource-heavy operation by back-end developers, in fact the delivery of this technology can now be achieved quickly, efficiently and cost-effectively through third-party integration.

By utilising OtherLevels technology, operators can integrate dynamic interstitials that allow their customer to seamlessly progress straight through to bet placement with a single click. The solution also allows operators to track and report on success, informing the direction of future campaigns.  

Integration through a third-party supplier does not require development legwork and it puts the solution into the hands of the marketing team. Instead of one size fits all, marketing strategies can be formulated that cater for a huge range of bettors and betting behaviours. Plugging in a third-party solution comprising dynamic interstitials can be a game-changer, bringing rich content to life and completely changing the face of the offering operators present to their customers.