SBC News Voice of the Sports Betting Industry
Paddy Power Betfair (PPB) Australian subsidiary Sportsbet (Sportsbet.com.au) has launched a host of tailored ‘free-to-play (FTP)’ sports games developed by SportCaller studios, designed to broaden the bookmaker’s audiences and improve retention.
Sportsbet expands its existing partnership with SportCaller games development, which saw the bookmaker launch its NBA mobile game as its first FTP game property.
PPB’s Australian sportsbook has recommissioned SportCaller to develop a further ‘localised games portfolio’, tailored for the Australian sports market.
In its update, SportCaller details that it will deliver Sportsbet new FTP games for popular domestic sports including Australian rules football and rugby league.
Updating the market SportCaller MD Cillian Barry commented on the partnership extension: “Having pioneered the free-to-play jackpot model with football and racing, it’s rewarding to see our games’ core values of outstanding gameplay and bet-conversion export so effectively into other sports. Cracking a new continent in partnership with Sportsbet’s was a no-brainer, as they have the expertise and ambition to invest and grow market share Down Under.“
Developing mobile games, which can easily be integrated alongside bookmakers app inventory, SportCaller rewards FTP players with real money jackpot prizes. Furthermore, SportCaller aids a bookmaker’s retention, by developing an ‘organic cross-sell’ channel to live sports betting markets.
Ryan O’Callaghan, Head of Sports Product at Sportsbet, added: “We were pleasantly surprised with the performance and retention rates when we first enlisted sports callers FTP expertise on the NBA.
“The performance gave us the confidence to contract them to create new FTP games for our users across additional sporting codes. The chance to back their favourite players to score first for a huge jackpot has been taken up by both casual and regular punters.”
