OtherLevels CEO Brendan O’Kane on how delivering sophisticated in-app and mobile in-play messaging in a responsible manner can help operators discover new revenues during the World Cup and beyond.
The changes in the sports betting industry since the last major tournament mean operators need to work harder to differentiate and create a responsible, engaging customer experience.
Bettors are seeking value and engaging customer experiences across the 64 matches taking place this summer. The in-play betting experience from operators will be a key differentiator in both driving revenues across the world cup and also in terms of who gains and retains market share post World Cup.
Operators would like to compliment the in-play experience this summer by delivering more personalised messages directly to bettors during live matches. This is a highly effective way to engage with the end user, provided you can promote live odds tied to real time events and segmentation.
However, for most operators, existing in-play messaging is not linked to real time triggers in matches, such as a goal scored or player receiving a red card, nor does it combine with live odds for these markets. In addition, the lack of segmentation tied to an individual bettors previous betting behaviour means all bettors receive the same message regardless of applicability to their interests and behaviours.
This limits engagement levels and positive revenue impact. The industry often talks about personalisation, but we have yet to maximise the potential in this area and provide a truly personalised sports betting experience.
Product innovation has swept across online sportsbooks, however customer engagement innovation has lagged behind. It’s clear that more sophisticated customer engagement requires operators to communicate across their customer base in real time, using multiple data inputs to mirror advancements elsewhere.
For instance, OtherLevels’ solution automatically sends out messages across the long-tail of all live sports and matches. These types of modules, which address the above challenges, can quickly and efficiently be deployed, resulting in operators sending in-play messages across a wide-range of sporting events, in real time, with personalised content, increasing engagement, conversion rates, and revenues.