Sun Bets strengthens in-play offering with OtherLevels partnership

Sun Bets strengthens in-play offering with OtherLevels partnership

Monday, March 12, 2018 Posted by Joseph Streeter
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The sportsbook can deliver contextual messages with its in-play odds

Multi-channel messaging platform OtherLevels has launched its innovative in-play messaging module with Sun Bets, bolstering the operator’s engagement and scalability with bettors during live sporting events.

OtherLevels’s In-Play Messaging solution automatically sends out messages, triggered by a live event such as a goal or red card, to a target audience based on previous betting preferences.

As a result, the operator can now send in-play messages across a wide-range of sporting events, providing bettors with personalised content that is set to increase engagement, conversion rates and revenues.

Brendan O’Kane, CEO of OtherLevels, told “The World Cup presents a huge opportunity for operators. Engaging customers with in-play betting will be a key battleground as it is such an important revenue driver. However, the saturated sports betting market means it is becoming increasingly difficult for operators to differentiate.

“Therefore, the key for operators to engage customers with their in-play offering is, in our opinion, delivering the personalized, real time experiences that bettors are demanding to drive better engagement and retention through and beyond the world cup.”

Outlining the challenges that operators face at the World Cup, he added: “However, delivering this is complicated. To do so operators need to be able to combine live odds and events feeds with real time bettor behaviours, segmentation and digital messaging in one solution. While operators have all the individual components, getting them all working together is a significant and complicated undertaking.

“Our new in-play messaging offering solves these challenges for operators, enabling them to scale the delivery of the real time experience customers desire across the long tail of all sports and matches.

“This is critical. Bettors are demanding real-time contextually relevant content based on real time events and their individual behavior. They get this digital experience elsewhere in their lives and have come to expect it.

“However, because of the technical complexities involved in doing this for operators, most in-play messaging is scheduled ahead of a match, covers limited events and is not personalized. The messaging that is created in real time cannot be scaled as it is a manual process for trading and marketing teams.”

Further detailing how the deal will benefit the offering of Sun Bet, he continued: “The result of all of this this is sub optimal experiences for the customer which impacts engagement rates for operators. Sending real time, relevant content to the appropriate audience will lead to greater revenues and engagement, as bettors will take more notice of these personalised messages.

“With the OtherLevels in-play messaging solution, customers get the personalized real-time experience they’re wanting and operators can dynamically deliver real-time messages to the relevant audience in a sophisticated manner, scaling this across sports.”

Totally Gaming says: At the World Cup, customer engagement will be key for operators looking to stand out in the crowd. Therefore, this partnership with OtherLevels can elevate the way Sun Bets promotes offers and attracts punters in-play, giving it a headstart heading into this summer’s competition.

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