Reaching an audience beyond the typical sports fan

Reaching an audience beyond the typical sports fan

Wednesday, June 15, 2016 Posted by Andy McCarron
Klaus Saurugger believes that the betting industry can appeal to an audience beyond sports

A sports betting brand has relaunched its offer with the ambition to ‘go beyond the ‘traditional’ sports offering of football and basketball’.

Klaus Saurugger, CEO of Lopoca, believes that the betting industry can appeal to an audience beyond sports enthusiasts. “I think the stereotypes that have been created around betting are a thing of the past,” he told TotallyGaming.com.

“The audience that it appeals to has broadened greatly. It no longer is confined to horse-racing or football. The ability to bet online has made betting more accessible to people from all walks of life with varying interests and of all ages. By offering a great variety of bets we aim to reach all our customers.”

Lopoca has a licence in Malta, with headquarters in Cyprus, and targets the German-speaking markets, but the firm is now targeting further afield.

“Our key markets currently are Austria and Germany but we are currently looking beyond these markets and assessing how best to deliver our offering to other countries too. It is an exciting time for us as the legal framework is changing in several jurisdictions.”

Lopoca has reached a six figure member base by relying heavily on word of mouth, but has a different focus than many operators. Saurugger explained: “Our player acquisition strategy is less about acquisition and more about retention. Once our customers join, we making it our absolute priority to deliver on our promises.

“We are also a very tight knit and close community. That is what makes us stand out from other entertainment platforms. Gaming is social and that is something we bring to the forefront at Lopoca via our Partner Programme.”

Lopoca’s Partner Programme is a much more personal affiliate style scheme, where players get commission for recommending other players, with the added bonus of getting access to Lopoca’s exclusive IQ game for partners.

The company is pressing ahead with expansion plans after relaunching on a new platform from BetConstruct.

“We wanted a solid partner that was well-established and who thoroughly understood the market,” Saurugger commented. “The company has seamless and user friendly software that is maintained by over 300 professional traders. Their software has enabled Lopoca to build a platform that offers over 61 sport and cultural events helping us create a premium offering to our customers.”

TotallyGaming Says: "Lopoca’s plans to put more emphasis on political markets for example is a good way of differentiation in a crowded sports betting market. UK bookmakers have been using political markets for publicity for some time, but these days betting on politics is big business, with many observers using the betting markets ahead of opinion polls to predict outcomes.”

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