With 2020 now squarely upon us, all sports betting operators’ Q1 focus is (or should be) on Acquiring new, valuable customers at as low a cost as possible – and ones that they can retain.
Free-to-Play (FTP) games can now be considered a must-have Acquisition tool – and are fully compliant, even in highly regulated markets. Here’s how FTP fits into the full Acquisition funnel and broader Sportsbook marketing strategies:
Awareness
Brand Awareness is driven by:
- Advertising
- PR
- Content/Social
- Digital Marketing (SEO, PPC, etc.)
Key Metrics: Share of Voice & Site Visitors
Acquisition
Site visitors are incentivised to register their details via:
- Free-to-Play (FTP) Games are almost a standalone mechanic in converting visitors to new registrants
- The industry mainly relies on conversion means as covered below
Key Metric: New Account Registrations
Conversion
There are 4 main means by which new customers are enticed to place their first bet:
- FTP Games with contextual and personalised bet prompts
- Free Bets – the mainstay of the industry
- Deposit Bonuses
- Enhanced Prices
Key Metric: First Time Bettors
Retention
There are a myriad of methods employed to retain a loyal and highly engaged base:
- FTP Games are the newest, fastest growing, least costly and most responsible and compliant means of fostering loyalty amongst an active customer base
- Pricing and Place Terms
- Money Back Offers
- Targeted CRM Offers and Bonuses
- Rewards Programmes
Key Metrics: Repeat Visitors & Lifetime Value
Referral
Cultivation of brand evangelists is usually achieved through:
- FTP Games allow operators to organically drive players into the top of the funnel via Private Leagues, social sharing and innovative new playing mechanics
- Holding a market leading position in price or offers
- Refer a Friend schemes offering free bets to both parties
Key Metrics: Cost Effectively Acquire New Customers
See how SportCaller’s games are already helping leading operators worldwide to exceed their Acquisition targets.
