CASE STUDY:
Superfeed In-play
Overview:
Superfeed In-play provides real-time insights based on on-field events across the key betting markets for 90 football competitions in over 70 languages.
The customisable content engine is delivered through game-changing APIs and ‘plug-in’ front end solutions.
To test the product, SSG put the In-play portion of the content engine through a month-long independent study, conducted by Lean Convert, an independent optimisation agency, through a bookmaker in the UK.
Independent Study Objectives:
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Objective 1
Determine if the content generated would increase customer engagement on a bookmaker platform
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Objective 2
Increase the amount of In-play insights provided to the betting audience to improve bettor knowledge
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Objective 3
Discover how useful the In-play insights are to regular bettors
Independent Study Outcome:
The study received conclusive results that Superfeed In-play certainly leads to a betting increase in multiple ways.
Firstly, 20% of users added bets to the betslip after seeing the prompts.
In addition to this, the research showed an 8% increase in bets placed when the in-play analysis was on display.
Secondly, over the course of the study, there was a 4.5x increase in customer engagement from launch to end of season.
The final data point derived from the study was that repeat bettors wagered more than an additional £20 on a monthly basis.
These successful results indicate that the Superfeed In-Play insights allow bettors to place more educated bets. The statistical data-powered insights allow bettors to make a better-informed decision by delivering new information, making the overall experience more enjoyable to audiences and in the long-term.
"We were delighted to work with Spotlight Sports Group. As an optimisation company that is constantly iterating to drive improved customer experience and improved bottom-line performance. The results are really encouraging and showcase that premium content delivered in the right place at the right time can have a huge impact on customer interactions.’’
LeanConvert Managing Director, Tim Axon