Daniel Corcos, Marketing Director at 10Bet, explains how putting the company’s revamped app at the heart of its acquisition, retention and cross-sell efforts has been a major factor in the bookmaker’s outstanding mobile success.
Over the past twelve months, 10Bet has witnessed an unprecedented surge in mobile betting, as the momentum we’ve picked up in recent years has gone exponential. Mobile (app and non-app) now accounts for over 75% of our total deposits, bets placed and turnover.
Last year we initiated an aggressive multi-pronged mobile strategy, encompassing our commercial, product, payments and marketing teams, among others, capitalising on this opportunity to create the best app in the iGaming business.
Key tech hires enabled us to roll out an entirely revamped mobile app in April, well ahead of schedule, with the new product incorporating a faster withdrawals process, a new VIP support service and the ability to show a player’s full account history and activity record.
Delivering Something Different
Differentiating the app and mobile product from desktop has been a priority. Our bonus engine capabilities allow us to restrict certain offers to app players, providing them with a better user experience as all offers are immediate and fully automated. And by promoting our newest mobile-exclusive betting features, we’ve driven overall mobile activity – and particularly app downloads – through the roof.
Pulse Bet, our gamified in-play betting option, gives players the chance to bet on when the next goal will go in during a live football match and watch their potential payout rise in real time. Inspired by casino gaming, it’s already proving to be a massive hit. Create Your Bet, meanwhile, is our take on the bet editor class of features. Fully automated with instant pricing, it’s designed for those games where you know the form inside out and reckon you can call all the shots and cover all the angles.
We’ve also enabled Action Betting, our bet recommendation system, which is the perfect way for app players to place lightning-fast selections when they’re watching the big game in a social setting, without wasting a second searching for that next goalscorer market.
As leaders in the in-play arena, we’ve also worked hard to ensure that our full and partial cash out notifications, as well as event-based pushes, are perfectly timed and based entirely on previous behaviour.
In the last couple of months, we’ve started to invest more in terms of marketing the app. As Official Principal Sponsor of Blackburn Rovers and Official Betting Partner of West Brom, this messaging is at the core of our efforts.
Learning & Leading
After conducting extensive research into exactly what our players are looking for in a mobile application, we’ve positioned the app at the centre of our acquisition activities. We carefully selected the right partners for bringing the best value mobile traffic, and our on-site, social media, offline communications and new customer onboarding cycle revolve around the advantages the app offers.
Ease of use was by far the most important aspect, followed by security, speed, and unique offers. Reliability was given as the primary factor by only a tiny fraction of users, not because it’s unimportant, but because it’s something they take for granted. For that reason, we’ve made a big investment in bug eradication – even the most loyal player will bin you if you let him down at a critical moment.
How does all this translate into results? Not to put too fine a point on it, we’ve been killing it on the app. Player Value for customers who use the app in conjunction with other platforms is 10 times higher than for those who don’t. The proportion of players we’ve cross-sold to Casino is twice as high on the app, as are our numbers for second-month retention. The average deposit amount is almost three times higher and GGR is well over 300% larger for app players.
With figures like these to shout about, we’re now going full steam ahead on developing the app even further with exciting new features and promos in the pipeline. And as the UK 10Bet profile grows, we’re confident that our best-in-class app will drive acquisition and retention sky-high for years to come.