Free-to-play predictors drive World Cup acquisition for SportCaller

Free-to-play predictors drive World Cup acquisition for SportCaller

Thursday, May 10, 2018 Posted by Joseph Streeter
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We caught up with the group's MD, who gave us a greater insight

SportCaller has unveiled a progressive portfolio of games, which add a new dimension to player acquisition and retention for operators and media owners at this summer's World Cup.

These free-to-play World Cup “Predictors” offer players the opportunity to forecast the outcomes of the World Cup by predicting the winner of every tournament match. Combining various individual match, stats and player-performance markets into accumulator-style propositions, these predictor games cover every angle of the event to drive deep user-engagement.

We caught up with SportCaller MD, Cillian Barry, who described to us why this World Cup is perfect for the launch of the group’s new portfolio, and why it can provide a significant boost to an operator's acquisition ambitions.  

TotallyGaming: How well suited to the World Cup is your free-to-play product, given that this World Cup is likely to be the mobile based yet?

Cillian Barry: As you suggest, the worldwide escalation in smartphone adoption rates continues to get steeper ahead of this year’s World Cup. More specifically, in the UK and Ireland, a recent report found that over 30% of people claim to use their smartphone to gamble – and that trend is only running in one direction, especially among younger generations who expect any mobile product to deliver an engaging and rapid-fire experience.

At SportCaller, although our free-to-play games are also available across desktop, our mobile-first approach has kept us ahead of this trend, also affording the most seamless integration on the market when customising our partners’ apps (via Google Play and the App Store). The free-to-play prediction games themselves provide an experience that is totally organic to the excitement of World Cup, with big jackpot prize funds to match. These contests are aligned with every stage of the tournament, from the groups to the knockout phase.

TG: How important a consideration is new account acquisition and retention at Russia 2018?

World Cup performance typically defines revenue and customer relationships every four years. Not only in short-term revenue from the actual outcomes of the event, but also in the long-term for new accounts and customer retention moving forward into the 2018/19 Premier League season and beyond. Get it right at the World Cup, and the derivative rewards can follow for years to come - rather than a one-off sign-up offer which engenders no loyalty and limited-time engagement.

On the other hand, our free-to-play football games have already boosted new-account acquisition and increased betting activity for partners like William Hill and Paddy Power Betfair, with strong cross-sell potential into other sports. The optimisation of our conversion-rate drivers has provably augmented acquisition and generated a higher return and value from customers playing the game than those who have yet to.

TG: Can you reveal any future innovations that SportCaller has ahead of the World Cup?

We’d like to think our new free-to-play game CRM is marketing-leading in this domain. Operators can now enjoy access to all their user data via a secure API from which they can easily run email campaigns alongside other push communication. Indeed, we have implemented the latest “push” technologies to enhance the user experience by dynamic, real-time score and event updates. All opt-ins are up-to-date and everything is GDPR compliant which provides complete peace of mind to our partners in an unforgiving regulatory landscape.

We can also fully adapt to any single sign-on (SSO) system to ensure our game players the most effortless journey available. As for the near future, we are expanding the reach of our games via wrapped apps or interactive widgets, and are also beta-testing with Facebook Instant Games.

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