SBC News Voice of the Sports Betting Industry
As the biggest European national football tournament knocks on the door, iGaming Daily sat down with Optimove to discuss the right approach for the sports betting industry towards customer retention.
Ahead of the Euros 2024, Ted Orme-Claye, Editor of Insider Sport, was joined by Jonathan Inbar, Director of Strategic Services, and Jon Collins, Strategic Services Team, both of Optimove, to focus on the anticipated competition.
Inbar started off by emphasising how much of a big opportunity “mega tournaments” like the Euros can be for the industry, generating a surge of interest in participation from both seasoned bettors and new bettors.
He added: “During [Euro 2020] there was a 150% increase in first-time depositors from some benchmark research that we did. Operators can really capitalise on this by launching targeted promotions and different bonuses, and really leverage the excitement around the tournament to convert new fans into becoming active betters.”
Collins touched upon trends from previous tournaments that saw players place bets on their own national team. Therefore, he recommends that operators focus their marketing efforts on national team games.
The discussion then turned to how to reactivate dormant customers and according to the pair the key is to look at who was active during previous tournaments and build special promotions to rekindle engagement.
Looking ahead to what we might see from a marketing perspective during the event, Collins shared that he expects operators to lean into the ever-growing live betting market.
He commented: “Since the last Euros we’ve seen an explosion in the proportion of overall bets being placed in the live since and I think this is really going to be important for brands to take account of when they’re building their marketing plans.”
Finally, Inbar was given the chance to talk about Optimove’s new product iGaming Pulse. He explained how the tool can be used by operators to compare their statistics to the overall market in order to identify their strengths and also what they need to work on.
To hear the full interview, click here.
