Sportsbooks can’t afford to lose out on Euro 2016

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England football fans are all too familiar with the sense of disappointment that follows their team’s ineffective performances at international football tournaments.

But sportsbooks plotting their fortunes and those of the other 23 sides at next month’s Euro 2016 tournament in France cannot afford to take an early bath. In their case, that means making the most of their customers and encouraging newcomers to have a go not only on their football markets but other product offerings as well. In-play markets will be even bigger than ever this time round, with customers glued to the live action, so they need to react quicker than ever when customers have money to spend. Price boost technology, which we can now offer at FSB, will be a big tool in an operator’s arsenal for this. So too will cash-out facilities and the ability to persuade customers to try markets they might not ordinarily consider. The trick to boosting retention rates will be presenting these other relevant markets both on the football matches and other sports.

On a number of days during the Euros there will be other high-profile sporting events such as horseracing, tennis, and cricket. Again, price boosting will be a big incentive to implementing an Amazon-style ‘customers who liked this also like this’ approach. It is a question of tailoring offers to customers and maintaining their attention through
relevance.

All our licensees, including our newest ones like Toals and 21bet, will also have access to casino products from Microgaming and Realistic Games for the Euros. These open up further possibilities for increasing player yields.

RNG products obviously offer a greater return than sportsbook, so getting the cross-sell right here will be the key to exploiting the tournament on a larger, business-wide scale. Behind all of these cross-sell opportunities is need for a sophisticated CRM system that recognises the likes and interests of each individual customer. This is trading-led CRM which takes into account the vast amount of information intelligent modern platforms like ours can gather on behalf of our clients. At FSB we’ve always felt our traders are the best people to recognise what will capture the imagination of customers. That’s why we’ve ensured the technology and a comprehensive selection of date feeds is in place to do the heavy-lifting, freeing up our traders to present customers with the right opportunities.

Utilising customer data thoughtfully allows a good platform like ours to create bespoke sign up and loyalty offers rather than the blunt, database wide ones of some of our rivals. While we can’t guarantee that England will surprise us all and arrive home after the postcards this time, therefore, we can make sure our licencees enjoy a successful tournament.

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