SBC News Voice of the Sports Betting Industry
Sports betting platform provider BtoBet has strengthened its international marketing capabilities via the launch of promotions covering the UEFA Euro 2020 and the upcoming Copa América tournament.
Both promotions are free to play, and are being marketed to operators as a means of widening their customer basis whilst retaining existing users.
The offer functions as a basic correct score prediction game, and can feature ‘prop bet’ style options such as top goal scorers, qualifying teams, number of corners, cards or fouls, among others.
Additional elements include jackpots and leaderboards, the latter of which gives operators the option to enhance prizes and bonuses on individual game rounds. BtoBet intends for this aspect of the product to drive player engagement and acquisition for its clients.
“Free-to-play games allow operators to find a more reasonable acquisition cost per player,” remarked Sabrina Soldà, Chief Marketing Officer at BtoBet.
“Nowadays many operators allocate vast budgets in promotional play and bonuses, with the CPA per player reaching prohibitive levels.
“On the other hand free-to-play options not only offer bookmakers with a highly customizable tool in terms of content and localization, but can simultaneously yield a much lower CPA.”
The UEFA Euro 2020 – originally due to be held last year but postponed as a result of the global pandemic – will be held between 11 June and 11 July later this year, and will be hosted by 12 different nations. Meanwhile, the Copa América will take place in Columbia and Argentina, concurrently with its European counterpart.
Danny Thomas, Founder of Imprexis Gaming, added: “Following a disruptive year for all live sporting events, bookmakers are keen to make up for lost ground and should be maximising the potential of these major sporting events.
Free-to-play games are nowadays key to acquiring new customers. Even players who do not usually follow and are not enticed by sports can be convinced to engage in new verticals.”
BtoBet’s product will be made available to a range of operators, with the platform provider maintaining numerous different companies as clients. The firm recently enhanced its position in the Nigerian sports betting market via separate agreements with Soloti Gaming and Oatbet.
Aspire Global, the holding company which operates BtoBet, has made extensive use of the brand in its international expansion strategy, having established a presence in four different continents. Aspire noted last month that the consolidation of BtoBet had added €2.2 million to its revenues in the fourth quarter of 2020.
