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HOW AUTOMATION WORKS FOR SPORTS BETTING PROMOTIONS? THE SMARTICO METHOD

Published

2 years ago

May 20, 2021

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:

Real time marketing application
Gamification tool
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:

Fixed
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

BLAST teams up with Fortnite for third year and will operate the entire 2023 Fortnite Champion Series

Published

2 mins ago

March 22, 2023

George Miller

Reading Time: 2 minutes

BLAST has teamed up for a third consecutive year with Fortnite, and this year will produce and deliver the entire 2023 Fortnite Champion Series (FNCS) with a combined prize pool of $10 million on the line.

As part of the collaboration, BLAST will work with the Competitive Fortnite team to deliver three Majors and bring FNCS to an epic conclusion for the year when the Global Championship takes place in-person from Copenhagen, Denmark in late 2023 with an eye-watering $4 million on the line.

The new FNCS format consists of three Majors played across February and March (Major One), April and May (Major Two) and July and August (Major Three). All three Majors will see the European and North American regions produced and broadcasted from BLAST’s Copenhagen studios with broadcast talent on-site and players playing remotely.

The announcement strengthens and deepens the esports entertainment company’s relationship with Competitive Fortnite, after having delivered the entire 2022 FNCS schedule and the long-awaited return to Fortnite in-person events in Raleigh, North Carolina last November for the FNCS Invitational.

BLAST first teamed up with Fortnite in 2021, when delivering the FNCS All-Star Showdown and FNCS Grand Royale events.

Leo Matlock, MD of Development at BLAST, said: “Extending and expanding the BLAST and Competitive Fortnite partnership into a third year is testament to the brilliant progress that has been made with FNCS over the last few years. We are really proud of the journey we’ve been on with the Competitive Fortnite team and how we have been able to support them in elevating the FNCS fan experience by focusing on player-led storylines and fan-first production techniques. 2023 is turning out to be another thrilling year, Major One has already been completed from the BLAST Copenhagen studios and we’re excited to deliver the remaining three FNCS events with a combined prize pool of $8 million on the line.

“We look forward to building on last year’s unforgettable return to Fortnite in-person events for the FNCS Invitational in Raleigh, North Carolina by bringing the year-defining FNCS Global Championship to our hometown of Copenhagen, Denmark for fans and players to enjoy later this year.”

Latest News

TVBET enters distribution agreement with Golden Matrix Group

Published

1 hour ago

March 22, 2023

George Miller

Reading Time: < 1 minute

The live games provider TVBET has signed a partnership with Golden Matrix Group, a deal which sees the company incorporate the provider’s top-notch live games into its offering.

TVBET is a provider which offers easy and smooth API integration of TV games based on odds. Its games are a perfect product for casinos and bookmakers, both online and offline. TVBET games are well-known card games and lotteries adapted for online streaming format. Since its launch in 2016, TVBET’s major idea has been to create and then maintain top-shelf and up-to-date content for partners that will literally «glue» any player to their computer’s, tv’s, or smartphone’s screen.

The partnership with Golden Matrix Group strengthens TVBET’s position in the igaming arena and delivers its content even wider.

Golden Matrix Group is an established gaming technology company that develops and owns online gaming IP and builds configurable and scalable white-label social gaming platforms for its international customers. The gaming IP includes tools for marketing, acquisition, retention, and monetization of users. The provided platform is unparalleled in both mobile and desktop website deployment, proving compatible throughout all major operating systems and web browsers.

Utku Sarper, TVBET Sales Lead, states: “We are entering a new win-win deal with a strong igaming representative — Golden Matrix Group. It is proud to welcome the B2B company among our partners, and we are sure the synergy of our companies will bring us mutually beneficial results!

TVBET will enhance Golden Matrix Group’s content offering, and for us, this deal will bring new growth opportunities in the market.”

Latest News

Hacksaw Gaming Signs Content Agreement with Sisal

Published

2 hours ago

March 22, 2023

George Miller

Reading Time: < 1 minute

Leading iGaming studio Hacksaw Gaming has entered into a partnership with Italian-facing online casino operator Sisal.

Under the terms of the deal, Sisal players will gain access to a selection of popular Hacksaw Gaming titles, beginning with March 2020 release Cubes. Cubes was Hacksaw Gaming’s first 3D-styled release, proving so popular it went on to spawn a sequel with Cubes 2 arriving in February 2021.

Several Hacksaw Gaming games are scheduled to follow over the proceeding weeks, including slot favourites Hand of Anubis, Hop’n’Pop, and Aztec Twist, plus instant win games Mines and Coins, which recently turned one year old. Designed to reinvent non-traditional gaming, the Dare2Win series puts a modern twist on beloved arcade games and offers alternative casino entertainment for players everywhere.

Hacksaw Gaming’s latest partner, Flutter-owned Sisal, is a leading force in Italy with a number of product verticals among its portfolio. In addition to online slots, Sisal players can wager on sports, poker, and lottery games. Sisal’s wide range of lottery titles includes SiVinceTutto, Vinci per la vita – Win for Life, Eurojackpot, VinciCasa, and SuperEnalotto – Italy’s leading lottery title offered exclusively by Sisal since 1997.

Today’s news represents another step forward for Hacksaw Gaming as part of an ongoing strategy to bolster its footing in regulated markets.

Remarking on the partnership, Gabrielle Star, Hacksaw Gaming’s CCO, said: “Hacksaw Gaming goes from strength to strength in Italy following our market entry earlier this year.

“This deal represents a signal of our intentions as we continue to broaden our horizons in regulated markets. Sisal is a household name in Italy, and we’re delighted its players can finally get a taste of our award-winning games.”