SBC News Voice of the Sports Betting Industry
William Hill has partnered with tech platform 2mee to boost engagement and the way it connects with players.
The new deal will see the operator leverage 2mee’s proprietary HoloMessage solution to deliver video messages from its team and brand influencers at strategic points, directly to customers across its website and app as a clickable pop-up.
Matt Baulk, Head of Personalisation & Product at William Hill, commented: “We’ve achieved remarkable success with our initial deployment of HoloMessage, leading us to expand its usage across various touch points in the customer journey, from compliance messaging to sportsbook offers.
“The technology’s simplicity, from recording to deployment, makes it incredibly user-friendly.”
William Hill also described the link as ‘transformational’, having tapped into the benefits of HoloMessage to scale engagement among reachable customers from its active player base and create awareness of personalised bonuses and offers.
Moving forward, William Hill will begin deploying HoloMessage at what the company described as critical decision points throughout the customer journey.
Meanwhile, influencers will be ‘empowered’ to record messages directly from their smartphones and deploy them via the 2mee platform.
“We are thrilled to be working with such a high-calibre operator and for William Hill to have enjoyed such a significant uplift in engagement, sign-ups and ultimately revenues from the very first deployment of 2mee’s HoloMessage,” added James Riley, CEO of 2mee.
“This is of course just the start of our partnership and we have already identified many other areas in which HoloMessage can strengthen engagement, foster brand loyalty and ultimately provide a significant boost to customer lifetime value and revenue.”
In its debut campaign with William Hill, the operator targeted a segmented audience with a HoloMessage aimed at driving players to opt-in to marketing campaigns. The results saw a single influencer HoloMessage impression outperform 31 days of a persistent banner ad by 340 per cent.
Furthermore, the campaign achieved an average engagement rate of 55% with a peak of 64.9%, leading to an increase in customer opt-ins.
