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SportCaller launches Free Or 4 with William Hill to ramp retention on UK football

George Miller

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SportCaller launches Free Or 4 with William Hill to ramp retention on UK football
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Free-to-play specialist is recruited to help drive engagement with intuitive “easy-trigger” game prizes for players of Leeds-based operator

SportCaller, the leading free-to-play (FTP) sports-game provider, has rolled out its latest game, Free Or 4, for Tier-1 operator William Hill, debuting the new football FTP last weekend to an immediate and appreciable spike in engagement.

Free Or 4 simply asks players to select six games in which they reckon three or four total goals will be scored from the Saturday long-list of 3pm UK kick-offs. Make six successful selections, and all correct entries will receive £200 in free sportsbook bets. However, there are also smaller, easy-trigger consolation prizes up for grabs for any customer picking just five, or even four, matches correctly.

The weekly game represents William Hill’s first return to football free-to-play since its Football21 game in 2018 which offered a £10k jackpot each week. Free Or 4 demonstrates an important change in FTP focus, moving away from low-probability prize pots as a means of mass-market acquisition to a far greater level of sophistication and appeal via attainable prizes as a robust method of retention.

Free Or 4 has been built in partnership with William Hill and SportCaller to promote retention, boosting the user experience on a sport whose domestic UK leagues always have a strong bearing on annual revenues. SportCaller continues to innovate new ways in which to acquire and retain repeat-customers at low cost, optimising William Hill’s dynamic customer-base, as the football season rebounds with a digital vengeance from behind closed doors.

The Dublin-based supplier allows its partners to launch a wide range of FTP prediction, jackpot and more hyper-casual game formats with seamless speed across any sport, language or territory via web, iOS, Play Store, Facebook Instant Games or Twitch extensions.

Liam Barbour, Head of Customer Product at William Hill, said: “It’s fantastic to broaden our ongoing collaboration with SportCaller and get back to free-to-play on football, sportsbook’s perennial revenue-driver. We took our time developing Free Or 4, working in tandem with numerous focus groups, customer research and testing so that we could establish a straightforward concept whose intuitive playability instantly resonated with our thriving client-base.

“The results have been both immediate and encouraging and I look forward to seeing how our customers engage with the game throughout the domestic football season. As ever, SportCaller’s gameplay finesse has helped enhance brand loyalty and digital dwell-time, proving themselves versatile masters in the competitive “attention economy” of modern engagement.”

Cillian Barry, MD at SportCaller, said: “Flexibility in the ideation and deployment of FTP games came to the fore during the sporting shutdown, but we’re seeing that trend extend in sync with the new normal. William Hill understand these shifting sands of engagement, so it was a great experience to work alongside their dedicated team, coupled with some illuminating focus-group feedback, to create a game with simplicity, universal appeal and a core retention mechanic at its heart.

“The early engagement levels have been impressive, while the conversion rates to active users speak directly to the trust and brand recognition which these simple “winnable” games can readily foster.”

Industry News

Gaming Realms Signs Licensing Agreement with Pragmatic Play

Niji Narayan

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Gaming Realms Signs Licensing Agreement with Pragmatic Play
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Gaming Realms has signed a licensing agreement with Pragmatic Play to produce Pragmatic Play-themed Slingo games.

Under the terms of the agreement, Gaming Realms is to license market-leading brands from Pragmatic Play’s expansive game portfolio, including Sweet Bonanza and Wolf Gold, to create Slingo games.

Michael Buckley, executive chairman of Gaming Realms, said: “This licensing partnership with Pragmatic Play opens up a range of cross-sell benefits to both parties. The collaboration between two organisations with a key focus on content innovation in the digital space is truly exciting.

“Pragmatic Play creates engaging and immersive gaming content that fits perfectly with Slingo; we’re hoping this announcement should excite both operators and players.”

Yossi Barzely, chief business development officer at Pragmatic Play, said: “Creating memorable gaming experiences is a priority for us and Gaming Realms has an excellent reputation through its Slingo portfolio.

“We have an extremely positive feeling about the potential for Pragmatic Play-themed Slingo games and are eager to see this partnership realise its potential.”

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Latest News

Betway and Surrey CCC announce partnership

George Miller

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Betway and Surrey CCC announce partnership
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Global online betting and gaming company Betway and Surrey County Cricket Club are proud to announce their new partnership agreement.

As one of the leading counties in English cricket, Surrey showcases some of the best international and English cricket talent at the globally renowned Kia Oval. Producing the likes of Rory Burns, Ollie Pope and Jason Roy, this announcement will see Betway gain access to Surrey CCC talent.

The agreement will also see venue branding at all domestic and international matches, as well as the bookmaker’s logo on all Vitality T20 Blast shirts.

Joining Betway’s impressive cricket portfolio which already includes Cricket South Africa, Cricket West Indies and Kevin Pietersen, this announcement solidifies the brand’s status as the leading online bookmaker within cricket globally.

Anthony Werkman, CEO of Betway said: “We are extremely happy to be announcing our partnership with the Surrey County Cricket Club. It enforces our continued commitment to cricket and we can’t wait to watch the team compete in the Vitality T20 Blast, LV= Insurance County Championship and Royal London One Day Cup.”

Kevin Pietersen, Brand Ambassador for Betway said: “It’s great to see Betway and my old county Surrey going into partnership. I had a great time at the Oval. The atmosphere there is fantastic and always helps to make the cricket an exciting spectacle.

“Surrey are competing for three different county titles, as well as hosting the fourth match of a blockbuster Test series between England and India. It looks set to be a memorable summer of cricket.”

George Hampson, Head of Corporate Sales at Surrey County Cricket Club and The Kia Oval, said: “As we look forward to a hugely exciting season at The Kia Oval we’re very happy to be partnering with Betway, one of the UK’s most exciting and innovative betting companies.”

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Australia

Star Entertainment Submits Proposal to Merge with Crown Resorts

Niji Narayan

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Star Entertainment Submits Proposal to Merge with Crown Resorts
Reading Time: 2 minutes

 

Australia’s Star Entertainment Group has submitted a conditional, non-binding, indicative proposal to merge with Crown Resorts.

According to details released via the ASX, the proposal values Crown’s shares in excess of AU$14 per share – exceeding the value put forward by competing bids in recent weeks which value Crown at closer to AU$12 per share.

Those competing bids include a revised offer from American multinational private equity and hedge fund giant The Blackstone Group, received over the weekend, which increases its bid from an original AU$11.85 per share to AU$12.35 per share.

US global asset management firm Oaktree Capital Management L.P. has also proposed a AU$3 billion offer to acquire the 37% stake in Crown currently held by James Packer’s Consolidated Press Holdings.

However, Star has outlined its case for a merger, with the offer representing a share exchange ratio of 2.68 The Star shares per Crown share with a cash alternative of AU$12.50 per Crown share for up to 25% of Crown’s issued share capital.

“Based on recent trading values of The Star and the substantial value that would be unlocked by a merger, The Star estimates its pro forma share price to be more than AU$5 per share, implying potential value of the Scrip Consideration in excess of AU$14 per Crown share,” it said.

The Star said it believes a merger represents a “compelling value proposition for all shareholders by creating a national tourism and entertainment leader with a world-class portfolio of integrated resorts with enhanced scale and geographic earnings diversification, significant balance sheet strength and free cash flow generation.”

It would also allow for AU$150 million to AU$200 million in cost synergies per annum with an estimated net value of AU$2 billion.

“A merger of The Star and Crown would result in significant scale and diversification and unlock an estimated AU$2 billion in net value from synergies,” Star Chairman John O’Neill said.

“With a portfolio of world-class properties across four states in Australia’s most attractive and populated catchment areas and tourism hubs, the combined group would be a compelling investment proposition and one of the largest and most attractive integrated resort operators in the Asia Pacific region.”

According to Star, a merger would also open the door for potential sale and leaseback opportunities on some of the group’s enhanced property portfolio – leaving the door open for the likes of Blackstone and Oaktree to acquire assets in the future.

Crown said it has not yet formed a view on the merits of the proposal and will commence an assessment process on its merits.

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