iGB industry insight: personalisation and customisation get the competitive edge
By Greg Karaolis, Chief Product Officer at SBTech
Published in iGaming Business Magazine, Issue 114
It 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.
- 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 with a quickbet widget to make instant decisions on their preferred markets (Action Betting).
- 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.
- CREATE YOUR OWN IDENTITY: API-driven differentiation offers vast choice across navigation style, betslip layout, mobile configuration, frontend layout, widgets, and design and trading strategies, resulting in further differentiation, low upfront costs and speed to market.
- 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.
- PERSONALISEPRICING: 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.