Mobile betting customers could be the key to player retention and maximising revenue in a commoditised U.S. sports betting market, according to Jeff Laniada

Highlighting phones, the Optimove Director of Sales said the number of mobile bettors has increasingly gone up and that it’ll continue to rise in the future. 

It has become a much swifter process, given most people have their mobile phone to hand at all times of the day. Data remains is the key to identifying those who prefer to bet in that way. 

Laniado said: “The timing of the player and also understanding who prefers mobile. That all goes back to data and really having that deep understanding of who your customers are and what they prefer.”

With the rise, there are strategies that can be planned and initiated to take advantage of high-volume periods such as the NFL season. 

One example includes sending out messaging in and around the kick-off time for the match, or even identifying players’ locations at a stadium, both of which are times when players are more likely to be open to betting. 

“More sophisticated mobile capabilities come into play; one of the luxuries that we have is location services are enabled for mobile users. The really sharp and advanced CRM marketers in the online gaming space are using that as an opportunity to engage with that customer.

“We know I’m at the game, there’s probably a higher likelihood that I would bet on that game being at the event. As soon as I enter this specific geofence, target me with a mobile push notification for this game.

“The really sophisticated marketers are leveraging location services to be able to target players and have personalized content based on where they are and what their propensities may be at that moment.”

Personalisation is key 

In terms of personalisation, there are many areas to consider in sports. For example, someone’s favourite team or favourite player and then the type of bets, player props, over or under betting, parlays or accumulator bets. 

All of this customer data is key to knowing what messaging to push and all of it can make small differences that result in long-term success. 

“When you combine everything together, you really get a multi-dimensional look at who that customer is and what their preferences are, what they would like to bet on. “

“Over time, doing all these little steps and all these practices, will increase your KPIs and your retention metrics. Over time, it can have a meaningful difference.”