Growing your Free-to-Play player base with Social Media

In a previous post we looked at how some of SportCaller’s client-operators are effectively promoting their Free-to-Play (FTP) games using video. Here we will focus on their use of their Social Media (Social) channels to do the same.


There is a natural tie-in between FTP play, mobile devices and – by extension – Social.


Mobile is king

SportCaller’s games overindex in relation to the proportion of bets placed via mobile. That is to say, that on average, 84% of all our game play is mobile, while on average 64% of all UK and Ireland sports betting revenue is derived from mobile betting – with the industry-leader Sky Bet seeing 82% of their sports betting revenue coming from mobile. So, with these percentages of FTP players and live betters being mobile, and most Social platforms being overwhelmingly mobile-led, it makes good sense to target them via targeted Social content.


Additionally, the age profile of FTP players is more naturally aligned with Social – which points to the fact that FTP and social are a natural fit, and a tool that operators are currently sensibly using to target that younger and highly mobile demographic.


Below we can see some examples of how some of our operators are currently using Social – with Twitter currently being the most effective platform – to promote their FTP to an engaged audience:


Paddy Power Betfair’s Twitter audience is massive – with 646K Followers. Their bespoke Beat the Drop game has been a great success. Here we see how they used video content in a tweet to educate players in the playing mechanics of Beat the Drop – offering players the chance to win €1,000,000 during the 2018 FIFA World Cup.


But they are really known for serving up their content with a side of “Mischief”. Here they employ that, and offer free bets for referring a friend – again for Beat the Drop.


Coral are no slouches on the Social front either – with 335K Twitter Followers. Here they employ veteran tipster Mark “the Couch” Winstanley to give his Cheltenham 2019 predictions, as part of their multi-sport Smart Money Series prediction game.


Next up is an example from US horse racing network TVG. Their weekly Super 5 and Super 8 prediction games enable players to track their prediction results via TVG’s live television broadcasts. Which ties us in nicely to the next piece in this series, focusing on operators’ use of TV to promote their FTP games. Which is handy if you have your own sports broadcasting TV network…