200 days until the World Cup: Integrated content vital for tournament retention
LONDON, UK (May 5, 2022) – It’s just 200 days until the first winter World Cup kicks off in Qatar. With more action-packed into a shortened tournament, it’s critical operators have prepared their event pages to engage customers and provide actionable insights to help convert before the game kicks off.
Head of UK and Ireland sales, Daniel Smith analyses how vital integrated expert content is to the success of a sportsbook during a tournament.
Tournaments like the upcoming World Cup, provide a huge opportunity to acquire customers but in such a competitive market should sportsbooks be looking at retention and engagement strategies as well?
The UK market is arguably the most competitive in the world at the minute. We’re seeing a large diversity in retention strategies but there is no doubt there is significant importance being placed on them and the trend throughout is content is a key cog in these strategies.
We’ve learned from our racing content being a key pillar across the UK market for over a decade what the customer wants and we’ve amplified those learnings in our sports products. The appetite for our sports content has become even more in-demand because of this experience.
As the Superfeed product and the Spotlight Sports Group brand continue to gain momentum in the marketplace, I’m excited to see the impact they will have on the industry as we move towards the World Cup and into 2023. We’re progressing some pretty exciting conversations and are encouraged by the positive impact our content is having on customer engagement Our recent independent research with Lean Convert survey showed that our content generates more engagements by at least 20% and this is only positive news for our partners.
How should these operators be engaging their customers prior to this year’s World Cup?
We’re seeing traction in the market for integrated and event-specific hubs, as a way to retain users on-site. These are built, hosted and managed in an i-framed solution by Spotlight Sports Group and are then filled with a range of content options and interactive tools, in the run-up to and during events. The hubs are integrated seamlessly into a sportsbook with integrated odds and add to bet slips functionality throughout.
We know that in-house product roadmaps are longer and product resource is not always available so we manage the tech side of integrations for operators. This gives them the opportunity to innovate and create distinctive customer experiences by outsourcing their technology needs. We’re excited to showcase both Superfeed and these event-specific hubs in the coming months and we have further expanded our offering for the upcoming World Cup.
Spotlight Sports Group pre-play Superfeed will cover every game at the 2022 World Cup, however, it’s packed with content for 20 sports in 70 languages. How important is it to have uniform content across a sportsbook?
We have seen through the success of our racing product, just how much customers love consistency and Superfeed provides consistent content across all sports in a range of languages making that customer journey seamless for the end-user.
Our heritage lies in expert hand-crafted editorial content, combining that with our tech expertise we’ve been able to produce a product that delivers a Verdict on 50,000 events that are proven to engage a sports betting audience. The Superfeed content engine is proven to increase turnover and bets placed due to our superior editorial and integration options which sets us apart from the competition. Our experts will have your customers covered for Qatar vs Ecuador on that first Monday afternoon, don’t worry!
How can Superfeed’s pre-play content be used outside of operators’ event pages?
Recognising your customer trends is a huge driver for all sportsbooks. Once you’ve cracked that segmentation, integrating Superfeed gives operators a unique opportunity to innovate and deliver a truly one of a kind personalised betting experience. Superfeed is dynamic and can be used across your marketing mix.
The content is creative, it’s designed to support betting decisions. Integrating across your marketing channels like push notifications or CRM emails means your user feels more connected to your platform. If you know a certain player prefers the first goalscorer market, the customisable Superfeed allows you to filter by market, which in turn allows you to serve only the most relevant and compelling first goalscorer insights, at the right time, to the right user. We’ve A/B tested this theory with some of our audience and the results are extremely encouraging and are an exciting end goal proposition for operators.
Lastly what impact do you think a tournament in the middle of the domestic season will have on sportsbooks?
Each major international tournament gets more popular from a betting perspective and I don’t think a November start date will impact this trajectory. It’s a unique opportunity to retain customers throughout the domestic season, an international competition and then keep them during the busy festive period when the Premier League resumes on Boxing Day and into the ever-reliable Champions League knockout rounds.
Of critical importance to operators is their bet builder products. These will be optimised throughout the World Cup to keep customers engaged. Our Superfeed product produces interesting player and team-specific content to help support the customer when they come to build their bet.
This enhances the investment operators are making into bet builder which means their customers do not have to leave their platform for this information. This can add a real competitive advantage to an operator’s event page. We’re all looking forward to World Cup 2022 and with Superfeed it can be a truly great tournament.
Superfeed powers on platform engagement with impartial, expert betting insights before and during events. To find out more on how Superfeed can transform your platform visit: https://www.spotlightsportsgroup.com/superfeed/