iGaming Business magazine Futures Report 2019 | Page 13

FUTURES REPORT
I
PERSONALISATION
AND CUSTOMISATION
GET THE COMPETITIVE EDGE
t is widely agreed that to achieve the ultimate
customer experience you need to deliver
on three key areas: the basics (ease of use,
convenience, trust); going the extra mile (taking
proactive steps to make a difference); and added
value (cross-sell, achieving the ‘wow’ factor).
The same applies to building betting and
gaming applications and platform solutions,
where exceeding customer expectations will
increase customer satisfaction and revenues and,
in turn, boost player loyalty and advocacy.
Achieving cut through isn’t easy, with
consumers’ attention spans diminishing while at
the same time being increasingly bombarded
with instant marketing messages. There is,
however, a solution to increasing your chances
of capturing those all-important seconds and
ensuring players spend more time, and ultimately
more money, on your offering instead of your
competitors’: personalisation and customisation.
Here are five ways operators can personalise
and customise their offering to gain that crucial
competitive edge and a higher share of wallet.
1. INNOVATE: Introduce a series of
personalisation tools and features to allow your
brand to differentiate and your players to both
re-engage in the excitement of betting and take
more control of their experience. In 2018 we
unveiled a series of products designed to do just
that, enabling players to custom build their own
bets (YourBet Betbuilder); bet in-play within a
defined time period with the payout increasing as
the timeline progresses (Pulse Bet); and receive
real-time mobile bet recommendations complete
GREGORY
KARAOLIS
is head of innovation
at SBTech. He has
spent more than 10
years in the online
gaming sector and
is passionate about
building platforms,
interfaces and
experiences that excite
and engage sports
fans and punters.
with a quickbet widget to make instant decisions
on their preferred markets (Action Betting).
2. STAND OUT FROM THE CROWD: In a highly
competitive and often saturated market you need
something new. API-driven differentiation enables
you to choose from a host of configurations
based on the markets you operate and want to
operate in, the types of players you are looking
to acquire and your brand vision.
3. CREATE YOUR OWN IDENTITY: API-driven
differentiation offers vast choice across navigation
style, betslip layout, mobile configuration, front-
end layout, widgets, and design and trading
strategies, resulting in further differentiation, low
upfront costs and speed to market.
4. CONTROL AND CONFIGURE: An advanced
platform should allow you to adapt and optimise
your offering to fit your brand, markets and player
types, and above all give you complete control.
Each block in our CMS, for example, can be
ordered based on demographic and enabled
based on a specific segment.
5. PERSONALISE PRICING: We offer partners
the choice between a fully or semi-managed
trading and risk management strategy, enabling
them to compete in their local market without
being held back by supplier pool-based risk
management. This allows for price differentiation,
creates unique betting limits and payouts and
provides customised content, while controlling
liability, exposure, odds and payouts in real-time.
Get it right, and a fully personalised and
customisable offering can make your brand stand tall
and become a revenue-driving game-changer.
COMPANY PROFILE
•NAME SBTECH •FOUNDED 2007•SECTOR SPORTS BETTING SOLUTIONS
•WEBSITE SBTECH.COM •TWITTER @SBTECH_
JANUARY - FEBRUARY 2019 • ISSUE 114 • 41