SBC News Voice of the Sports Betting Industry
Industry strategic marketing and brand development consultancy Brand Architects has launched its new ‘Operator MOT’ appraisal service, which will deliver a ‘zero BS assessment’ of player engagement practices, marketing and operations.
Providing ‘MOT reports’ to operators, Brand Architects will independently evaluate a customer’s experience in relation to key services.
Core operational disciplines reviewed by Brand Architects MOT will include brand assessments, channel marketing, bonus strategies, player journeys, conversion funnels, promotions and CRM.
Clients who request the MOT service will receive an itemised report of findings and recommendations on critical components.
The appraisal service is led by Brand Architects Managing Director Harry Lang, former marketing lead for WMS Entertainment, bwin.party, Rank Plc and Pinnacle.
Lang launched the consultancy’s new service at a time when industry staff have been forced to work from home, abiding with national lockdown restrictions as a result of the ongoing global COVID-19 crisis.
Harry Lang, MD of Brand Architects, said: “In the current circumstances, there’s a great opportunity for B2C operators and B2B gaming brands to upgrade everything across their customer-facing assets.
“My clients appreciate the brutal honesty I bring to the table, so these one-day appraisals will take a customer view and suggest ways in which the journey could be improved to enhance CTRs, reduce CPAs, reduce bounce rates, enhance conversion and retention, thus increasing LTVs.”
