Coingaming targets ‘mature and emerging’ markets with SportCaller linkup

Coingaming Group’s Sportsbet.io sportsbook has announced a partnership with SportCaller, aimed at expanding its long-term presence in mature and emerging markets in untapped territories.

The partnership aims to combine Sportsbet.io’s multi-currency capabilities with SportCaller’s international scope and localisation operations in order to diversify fan engagement around targeted free-to-play sports games.

“SportCaller’s highly-focused, and collaborative approach to game-ideation, together with their consumer analysis from a host of worldwide data sets, gives them a competitive edge when it goes to both game-delivery and strategic planning,” said Joe McCallum, Director of Sportsbook at Sportsbet.io.

“Whether it’s acquisition or retention-focused games, we now feel confident of keeping our players engaged with the Sportsbet.io brand in a fun, fast and fair way – enhancing the existing experience, and minimising churn, wherever we set our scene.”

Two new exclusive games will be launched as a result of the announcement – 4-3 free and bet free 6-6 – both built to reignite familiar FTP formats with jackpots mechanics and designs around mainstream sports such as football and cricket.

The first game will see players answer a series of questions to win a realistic jackpot, whilst in the second game users must correctly guess six predictions, but will still earn points for consolation prizes.

McCallum added: “Their new games embrace player-education and enhanced activity at their heart, and are already demonstrating their huge worth at a time when responsible engagement and retention rightly demand adaptable solutions. We look forward to extending this progressive partnership with more games across our other premium properties over the coming years.”

Sportsbet.io intends to use the products to ‘flexibly press engaging games into the service of any event’ and enhance its marketing approach, incorporating education and entertainment elements for customers in both the mature and emerging markets it is targeting.

Meanwhile, SportCaller aims to drive engagement via acquiring and retaining customers at low costs whilst remaining compliant with sports betting regulations across the various regions in which it operates.

The firm intends to offer a ‘strategic solution’ to Sportsbet.io based on a territory-by-territory basis, with the long-term goal of educating uninitiated audiences with fully-integrated games that organically track underlying sportsbook markets.

Sportsbet.io will work to leverage SportCaller’s extensive international network in both mature and emerging markets, with the latter having launched 44 games in the last months, whilst to date it has rolled out over 100 games across 47 countries and in 20 languages in Europe, Asia, Africa, Latin America, Oceania and North America.

Cillian Barry, Managing Director at SportCaller, added: “Coingaming and Sportsbet.io are led by some of the great innovators and disruptors in the sportsbook space, always striving for innovation and pushing the limits of new technology. So, we’re thrilled to align those values with our own, on a watershed journey into unexplored markets where both crypto and fiat currencies are vying for position.

He continued: “I’m pleased to report that initial engagement has been incredibly positive, so we can’t wait to see how games like 4-3-free and Bet free 6-6 continue to perform across varied regions which, in some cases, represent new markets for us. The free-to-play vertical is clearly bringing the fun and familiarity for both new and regular customers.”

The agreement with SportCaller represents an extension of Coingaming and Sportsbet.io’s fan and player engagement marketing strategy, also demonstrated by its ongoing front-of-shirt sponsorship arrangement with Southampton FC of the Premier League.

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