Ready for kick-off: anticipation grows for 2017/18 football season

Ready for kick-off: anticipation grows for 2017/18 football season

Wednesday, August 2, 2017 Posted by James Walker
Bookmakers need to be creative to ‘cut through the noise’

The much-anticipated start of the European football season this month has the potential to be one of the most prosperous periods of customer expansion for bookmakers, industry insiders have agreed.

However, in what is a saturated retail and online market, it’s important that bookmakers utilise the opportunity by standing out with unique marketing approaches and offers.

Robin Hutchison of UK PR and marketing firm, Square in the Air, told “There is a lot of noise at the start of the football season, as it is obviously one of the principle drivers of customer sign-ups during the year.

“Bookmakers need to be creative to cut through that noise, as punters are not short of betting opportunities these days. You only need to look at Oddschecker to see the myriad options available.

“Marketing and PR needs to be spot on as a result, with good creativity and original offers. The days of queuing up the ‘bet 10, get 10’ offers and seeing the new accounts roll in are long gone.”

With less than two weeks until the English Premier League season begins, the outpouring of offers and marketing from bookmakers is about to begin. However, balance is vital, as priority on expansion shouldn’t lead to disregard of customer retention.

“I think most punters have multiple accounts these days, so retention is obviously a big part of it too, as well as acquisition,” Hutchison said.

“Bookies need to be far cleverer with their data, tailoring offers to existing customers based on previous betting patterns. Their CRM needs to be spot on and they could do far worse than look at some of the more sophisticated solutions on the market, such as those on available from the likes of OtherLevels and Beehive.”

Furthermore, the importance of the start of this season is elevated by the lack of football that has taken place over this past summer.

Sebastian Bucher of German bookmaker Mybet told “As we are in a summer without European or World Cup tournament, the start of the new season is a very important timeframe to acquire new customers during the year – so we are pretty much looking forward to it.”

Totally Gaming says: Bookmakers enter the 2017/18 football season with a captive audience. However, given the highly competitive nature of the market, they need to ensure the maximisation of their CRM if they want to achieve fulfil their highest possible profitability. This can be done with new marketing approaches, fresh offers and unique markets throughout the season.

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