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HOW AUTOMATION WORKS FOR SPORTS BETTING PROMOTIONS? THE SMARTICO METHOD

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HOW AUTOMATION WORKS FOR SPORTS BETTING PROMOTIONS? THE SMARTICO METHOD
Reading Time: 4 minutes

 

Pass it to Maradona! It was an incredibly successful football strategy in the 1980s. Sometimes, even the God apparently lent a hand to the strategy’s success!

Similarly, ‘pass it to the machine’ must be an equally fruitful marketing strategy of our times. It basically means to automate the whole customer relationship management (CRM) process.

But how do you actually pass it to the machine?

Well, here is how it works. If you are not quite well-versed with the CRM and marketing activities, first let us quickly have a run down on how the marketing process works in a betting company’s CRM division. Then we will see how it is automated with Smartico’s platform.

A word about the platform before we begin. It has three major parts:

  1. Real time marketing application
  2. Gamification tool
  3. Real time business intelligence (BI) module

 

Sportsbook Operator’s Conventional Promotional Method

The CRM division of every major Sportsbook works super efficiently to attract maximum players to punt on the games that they promote.

Let’s take a look at how the CRM division works before a major game of European football.  The CRM division sends all sorts of promotions and intimations to players in their databases.

Promotions can be in the form of any format, mainly the following:

  • Emails
  • SMS on their phones
  • Messages on their social media feeds like Facebook or Twitter timeline
  • Push notifications to the app users
  • Pop-ups on the website

The operators have to get the text needed for emails and message notifications, videos and graphics for social media promotion for each game separately and schedule their sending on appropriate timings on CRM software.

Then there are the categories of players, or buckets as they are sometimes called. For example,

  • one bucket of regular, loyal customers,
  • another comprising occasional customers,
  • yet another having only newly joined customers,
  • another bucket comprising dormant customers and so on.

For each bucket, the promotional feature has to be customized. That is, different versions of emails, social media graphics and messages are ideally required for each category of players. Some clusters of customers will also need some kind of bonuses or offers to spur them into punt for this game. So the CRM operators have to add information about such bonuses manually too.

As you can see, it involves cumbersome manual work and there is a good chance that the intended message still may not reach the right player.

Automation can make the process easy and ensure that each player receives exactly the right kind of messages and intimations.

Inside the Automation Process with Smartico

Smartico’s three-pronged software application makes life easy for CRM operators.

The operators need to get the various kinds of creatives done as previously – text, graphics, video and all that. They have to create at least one template for each mode of communication too: for email, SMS push notification, social media posts and so on.

That’s all. The software will take care of the rest.

It uses special dynamic tags to deliver the right kind of content about the right match to the right players through the right channel by leveraging the real time BI module that churns live player data.

The CRM operators can select the games from a list of upcoming games across leagues that they want to promote. The software will initiate an automated marketing campaign at a scheduled time before each match.

One of the software’s most useful features is the Campaign flow builder, which allows the operators to create the flow and order of sending various modes of communication. For example, first send emails, then push notifications or SMS, then social media promotions and and finally show a popup when the player logs in to the website or app of the sportsbook.

Each of the communication will contain two kinds of creatives:

  1. Fixed
  2. Dynamic

Fixed communication will be the text, graphics and video that are intended to persuade the players to sign in and place bets.

Dynamic communication refers to the text and graphics that provide the information that keeps on changing from match to match: such as the names of the competing teams, the league, stadium, date and time of the match and such like. If the communication offers bonuses or special offers, the text and graphics depicting the bonus or offer are also will be part of the dynamic communication.

The software will automatically populate the dynamic elements in each communication based on the real time data of player behavior data and preferences.  For this the software makes use of something called dynamic tags.

To sum up, the work flow of the operator changes as follows:

  • Create the templates of email, messages, graphics and videos
  • Choose the matches that need to be promoted
  • Select with the targeted population of customers (That is, the operator can opt for promoting Bundesliga matches just to the players who routinely bet on Bundesliga matches only)
  • Set the starting time for the campaign – how many day, weeks or even months before the match (even if matches are postponed or get cancelled for some reason, the software will alter the communication schedule accordingly)
  • Insert bonus offers, wherever needed.
  • Pick the order of communication modes through Campaign flow builder
  • Sit back and watch the results

This way, the operators can think about improving the overall quality of the marketing campaigns and look for innovations, rather than running hurriedly to tick each boxes of the communication mix.

The software saves time, delivers better results and better streamlines the operations.

So, pass it to the machine!

 

Latest News

BINGOTON: PADDY POWER PRESENTS A DRAMA…WITH BALLS

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Reading Time: 2 minutes

 

Mischievous betting brand Paddy Power presents an eyebrow raising ‘drama with balls’ after teaming up with creative agency Octagon for their latest ad campaign. 

“Bingoton” was formally rolled out in a fashion befitting the brand’s proverbial bingo debutante today (23rd September).  

Written and art directed by Jonny Watson, Dan Harrison and Neil Richardson of Octagon UK, and directed by Jim Gilchrist of Outsider, the 30-second TVC will get its first showing on ITV this evening during Coronation Street.  

The commercial takes viewers back to the early 19th century, with Miss Bingoton and her lady-in-waiting assessing a selection of ‘gentlemen callers’, cleverly creating a humorous parallel with the perils of modern-day dating.  

According to Josh Green, Executive Director at Octagon, this was the ideal comical conduit to convey the Paddy Power Bingoproposition:  

“In the simplest terms, bingo is drama with balls. That’s how the idea of Bingoton was born.” 

Tom Muldowney, Head of Gaming Marketing with Paddy Power adds:   

“We wanted to make a ballsy ad and Miss Bingoton felt like the perfect leading lady to convey our ‘more chances’ message. That’s with the exception of the Suitor who sent her (Charles) Dickens pix. He remains on the cutting room floor.”    

The advert opens with stunning views of high society types gathering at the palatial grounds of Bingoton Manor. Centre stage is Miss Bingoton, who is joined by her lady-in-waiting and Master of Ceremonies, all of whom eagerly anticipate a parade of potential suitors for her viewing pleasure.   

Suitor Number 10 gets the (bingo) balls rolling. But he’s quickly dismissed by Miss Bingoton who instructs her footmen to “swipe left” on her behalf.   

  Suitor Number 3 is quickly dispatched in an equally decisive manner, having been judged by Miss B to be “catfishing again” after she takes in his dated and unrecognizable profile painting.  

Trying his luck next is Suitor Number 66, a handsome gentleman from Essex who only has eyes for his own reflection.   

“The only way is EXIT,” she giggles under her breath to her lady-in-waiting.  

Paddy Power’s latest campaign comes with all the easter eggs punters have come to expect from the mischievous brand, who manages to marry drama (and balls) to make it a perfect match.   

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Gaming

Turbo Mode in the Game ‘Mines’ is On – Fasten the Seat Belts

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Reading Time: < 1 minute

 

Classics are eternal, but classics with new improvements are captivating. One of the first
Turbo games has undergone visual and functional changes and has transformed into one
more game Turbo Mines.

The Head of Product at Turbo Games says:

“Visually, this is the successor to the super hit of our classic Mines. We are a young
progressive team that improves our product regularly, but not just observes what works
well. There is no limit to perfection, especially when you can change quickly and
qualitatively to open an even wider potential of Turbo hit.”

What does it mean for the players?

The rules remain the same as in Mines, but some additional features modify the perception
of the interface and the game pace.

Firstly, it is possible to change the game field size: to 3*3, 5*5, 7*7, and 9*9. Such
modification gives a player a chance to work on their strategy and choose the risk rate. So
to say, every round can be absolutely different from all points of view.

Secondly, those players who enjoy speed can experience it in Turbo Mines too. Such a
function enables a player to choose the same pattern for opening the blocks for many
rounds in a row. If a player sticks to the strategy that they believe in, they will win for sure
because dripping water wears away a stone not with its strength but with its constancy.
But there is no need to wait, do it in Turbo mode with Turbo Mines.

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eSports

Four Teams Advance to CS:GO Female Tournament at IESF WE Championships

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The International Esports Federation (IESF) concluded a groundbreaking competition for the Female Feature Division CS:GO qualifiers, which saw Indonesia, Poland, Namibia, and Argentina move forward to secure their spot at the World Esports Championships Finals in Bali, Indonesia. The qualifiers were hosted online by IESF, and the finals tournament in Bali will feature a $50,000 total prize pool. Poland and Argentina came out on top of their respective region’s qualifiers.

IESF President Vlad Marinescu said: “IESF is privileged to be able to host its first-ever Female Feature Division CS:GO tournament, a significant step forward for the world of Esports. This event is promoting inclusivity and providing female gamers equal opportunities to succeed on Esports’ biggest stage. IESF is committed to advancing and supporting the role of women in Esports through initiatives like this and our current partnerships with Women in Games and GIRLGAMER Esports Festival. “

IESF Marketing Manager Ana Karakolevska added: “Congratulations to the four female teams for giving us one of the most exciting qualifiers yet, and securing their spot at the first-ever CS:GO World Esports Tournament. IESF is proud to be making advancements in shaping the future of gaming for the entire World Esports Family. We can’t wait to see these skilled teams compete in Bali.”

World-leading Esports club Natus Vincere (NAVI) represented Poland in the qualifiers and will bring some of the world’s best Esports players to Bali to compete for the ultimate prize. The 14th WE Championships will take place from December 1 to 12 with Indonesia, Poland, Namibia, or Argentina looking to be crowned the first female CS:GO tournament winners.

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