The World Cup | A Punter's Paradise Part I
I recently attended the iGaming Supershow in Amsterdam, with a view to educate and also learn about not only one of the most exciting industries around (egaming), but also one of the most anticipated tournaments on the planet, the 2014 World Cup in Brazil.This is part one of the blog highlighting the key takeaways from the event, read the second part here.
Having presented the opening session at the show “For Googles eyes only” I was then able to enjoy the remaining events and talks surrounding multiple channels of marketing and the online gambling arena.
The one topic close to my heart was the execution of successful marketing strategies for the World Cup. The initial tagline that stuck for me during the session was the description of the World Cup as being ‘A Punter’s Paradise’ within the gambling space.
Initial discussions covered some of the top offers key bookmakers were using ahead of, and during the World Cup with the aim of enticing the football punter into betting earlier. Some clever initial opening offers discussed included:
- Coral: Moneyback if Brazil or Argentina win the World Cup. They also used opening gambit of what colour Brazil will wear in the first game, the view here being the approach to entice people to set up an account and pretty much guarantee a win, with a hope to retain them for the rest of the tournament.
- Paddy Power: Focused on presenting engaging imagery around the Brazilian rainforest cut outs and also the treble bets discussed below.
- bet365: Penalty shootout refunds – tailored towards England’s inability to win a penalty shootout but also allow international users if your team lost on a penalty shoot-out.
Each bookmaker will be reviewing the success of such offers in the coming weeks, but we can confidently say that these offers will have enticed users in their droves and ensured that the abovementioned bookmakers held strong starting positions ahead of the tournament.
A panel discussion with Boylesports, Titanbet and Football Pools followed, discussing strategies for acquiring customers before and during the tournament. Here is an overview:
- They were limited by their licencing reach to UK and Ireland only.
- They tailored their offering by doubling their odds for any team to win the World Cup. The focus here was to run campaigns two weeks before the World Cup to try and acquire the notoriously more valuable early bettors.
- Since the start of the tournament, another focus has been to offer ‘Price Boosts’ for certain bets and teams.
- Titan launched a pre-tournament competition for ‘The best job in the world’ that included an all expenses paid trip to Brazil to cover the World Cup for the brand. The winner selected was a journalism student who won a trip to Brazil to watch various games, tweet and share his experiences via social media and write blogs on the games and tournament. In summary, he truly was given the job of a lifetime, which also resulted in some healthy PR for the brand.
- Titan also price boosted the top four favourites at the early stages to again ensure they enticed the early bettors ahead of their retention strategy.
- Titan’s focus evolved as they started with outright winner offers and then turned towards the in-play bet during the tournament, to aid retention.
Although operating in an entirely different space to Titanbet and Boylesports, Football Pools advised their tailored approach focused on:
- The simplicity of the offer and product
- Promoting combo bets to ensure a reason for users to return to the site
Check out part two here with key updates and takeaways from the event.