The World Cup is the biggest sports betting event on the planet. This year’s tournament is just a matter of days away and presents operators with the opportunity to welcome new customers.
With the tournament taking place in Russia, European and Asian operators will benefit this year due to the scheduled kick-off times. In contrast to the tournament in 2014, where the later games took place during unsociable hours late at night, which will have obviously impacted both viewing and betting figures.
The competition to reach and win new betting customers will be fierce and unrelenting, meaning that the cost per acquisition is driven up. Therefore, gaming operators need to think creatively to attract new punters, through innovative betting options and bonus offers, but ones that do not encourage reckless behaviour.
In many ways, that’s the easy part. The real challenge is to retain new customers beyond that initial bet, to keep them engaged and secure that second and third deposit.
What to expect at World Cup 2018 from a betting perspective
A few key points to be considered:
• It will be a mobile-first World Cup
• There will be more choice than ever before - not only will consumers be able to choose from a larger pool of betting operators than any previous World Cup, the range of different types of bets available will also be unprecedented
• Some matches are bigger than others, enabling the creation of planned betting scenarios in the Group Stages
• Quick reactions are key - history shows that betting activity drops sharply in a country when their nation’s team gets knocked out.
This is where operators need to stand out from the crowd by offering genuinely innovative, compelling and unique bets in order to keep punters interested
• Speed is the name of the game. That means fast deposits, and rapid settlements
A great example of an operator that is using innovative new products as a way to stand out and drive revenue in a competitive World Cup market, is BetVictor. Here’s more on innovation in this space from Eoin Ryan, Head of Product from BetVictor.
The crucial moments before kick-off
The World Cup is a massive event and we’re all starting to feel the excitement. Operators should be focused on final preparations, to make sure their payments systems are fast, flexible, robust and fully optimised. Operators are to add the finishing touches and they’ll be primed to enjoy a winning World Cup.
About Chris Smart
Chris Smart is SVP Gaming and FX markets at emerchantpay. As a gaming and FX subject matter expert, Chris Smart partners with operators to increase their online conversions and optimise their payment efficiencies.
In addition to his passion for online gaming, Chris is a keen sports fan, supporting his beloved Philadelphia Eagles and Coventry City. Outside of work, he loves spending time with his family.
Contact us now to find out how we can help you optimise your payments and to boost your conversion rates.
Read the full article in the paypers & iGamingBusiness.