SBC News Voice of the Sports Betting Industry
LBO broadcaster SIS is trialling a new series of short promotional videos on its FACTS service in an effort to help bookmakers boost the popularity of key bet-types. The collection – called ‘My Favourite Bets’ – feature two bet-types which are seen as fun for punters, have potentially high returns and offer a better margin for operators.
The bet-types – Tricast and Lucky 15 – have been around for years, but bookmakers can now promote them to shop customers, with the SIS trial aimed at giving them an easy guide to how to use them.
The clips, each of which lasts less than a minute, feature two of SIS’ high profile commentators – Errol Blyth and John Blance. They explain how the bets are compiled, walk customers through filling in a slip for each one, and highlight the possible outcomes and benefits. Each commentator also outlines his particular favourite and gives his reasons for it.
The idea was aired to some operators at one of SIS’ Customer Forums, at Ascot, and received positive feedback. Nigel Boardman, Major Account Manager, SIS Betting, said: “Part of our reasoning is that the FACTS channel these days is primarily a generic service for Independent bookmakers, as the majors all have their own channels. We were thinking of ways we could help Independents via FACTS and this was one of the ideas.
“We selected two simple but fun bet-types which punters enjoy, which can deliver high returns, but which are also higher-margin for the operator. This is just a starting point and we will run them in shops for a trial period to see what the response is like. We hope it will get operators and their customers engaged. Certainly, the initial feedback at Ascot was very positive.”
