OtherLevels is a sponsor for Betting on Football 2017, the fourth edition of the largest international football and betting trade conference at Chelsea FC’s Stamford Bridge.
Ahead of the 3-5 May event, we spoke to OtherLevels’ Katie Corcoran (Digital Marketing Consultant) and Lance Standing (EMEA General Manager) about how OtherLevels can stand out from the competition, engage with its users and leverage digital messaging to drive higher revenues.
SBC: Using new technology, how can companies stand out and get ahead of their competition?
OtherLevels: The evolution of betting is a testament to how technology can impact a company and catapult them ahead of their competition. Going back a few years, a bet was placed ahead of a match for the outcome, now we have in play betting, cash out functionality, live price boosts, acca insurance, real time in play messaging, the list goes on…
There is still plenty of opportunity for innovation and experimentation when it comes to new technology; the question is, who will get there first and how soon will the rest follow?
SBC: How can gambling companies better engage with their users?
OtherLevels: Good user engagement is all about knowing your customer. It’s as simple as that. If you know what your customer is doing and how they are behaving, you can begin to connect with them in an efficient and relevant way.
This insight helps build a picture of your customer base and allows you to identify trends and critical paths. Once you know that, you can layer on a variety of different message types across multiple platforms to ensure you get maximum engagement.
Communicating with users from the get-go with a strong onboarding strategy helps form that relationship from the very start and be critical in helping users break the barriers of registration, verification, first deposit and first bet.
SBC: How can companies leverage digital messaging to drive higher revenues per user?
OtherLevels: Digital technology has fundamentally changed the structure of consumer behaviour over the last decade. The gambling industry was transformed by the introduction of online betting and now, even more so with the tremendous growth in mobile. The result? Customers are multi-platform.
From a messaging point of view, while ESP’s paved the way during the early years of digital marketing and provided a powerful way for marketers to engage with their users, communication has since become savvier.
A message is no longer a channel specific message. Instead a message should be a set of message parts, each of which may be applicable to one or more channel, depending on the need.
High value can be seen from customers who are present across multiple platforms of a business. Interacting across desktop and mobile web and native app has been proven to result in a higher LTV.
SBC: What are the opportunities to bring offline and online users into the same betting space?
OtherLevels: With the ability to track users via both offline and online channels, companies can bring that data together to form one single customer view. As we know, customers interact with brands in various ways and quite often the link between the channels isn’t made.
Location technologies, data collection and behavioural tracking now means that the gap between offline and online users is narrowing, allowing brands to be more savvy with their marketing efforts. This creates exciting opportunities for both the marketers and the customers.
SBC: What key agenda, debate or discussion do you want to hear at BOFCON 2017?
OtherLevels: As a vendor, it is always most interesting for us to learn about what the various operators are looking for in new technologies. Quite often, there are problems that need solving or interesting developments that are happening, especially in new markets such as the US and LatAm.