In order to face this growth, Sports Value presented a set of strategies to be adopted by bookmakers to achieve success in the market, which involves the generation of exclusive content, visibility through social networks and sponsorship of clubs and championships and other actions to acquire and retain customers.
Below are the ten strategies listed by Sports Value for bookmakers
1- Generation of exclusive content
The gambler is first and foremost a fan. Offering unpublished and qualified content is the best way to build customer loyalty and retention.
Building assets through sponsorships and agreements is the way to generate unique content.
2- Social networks
Investing in creative and informative social networks will generate effective returns. Most bettors are on social networks and seek information and entertainment on this channel.
Social networks with 52% and websites of betting companies with 63% are the most used means by bettors to get informed.
3- Sponsorships to clubs and competitions are the gateway, not the end
Bookmakers should rather invest in high impact properties such as clubs and competitions. However, relying exclusively on visibility is very little.
Recurring and creative activations are the best way to leverage brands, increase revenue and build fan loyalty.
4- Idols and influencers
Undoubtedly among the most important activations is the use of idols and influencers to increase the marketing of bookmakers. Clubs and competitions do not have the strength of idols and influencers, especially on social networks among younger people.
And the trend is for more impact from these opinion makers in the coming years.
5- More attractive services
Bookmakers can and should seek technological innovations that improve services for users. The more marketing-oriented and data-driven the user experience, the greater the return.
Differentiated analyses, crossing sports information with the data that Sports Value holds (finance, marketing and digital) will make all the difference for bettors.
6- Create a community
Bookmakers need to go far beyond bonuses for betting. The focus should be on creating a broad and active community around the brand.
Bets will only be part of the revenue generated and bettors will feel part of a large ecosystem, generating more and more audience.
7- Have purposes
Brands need to go beyond the “sports betting” business. The focus should be on expanding the brand's reach by supporting important themes.
Having clear purposes expands brand impact and attracts new revenue. The choice of purposes has to be consistent with the brand and add positive values.
8- Financial education
As the bookmaker's business is financial, it makes perfect sense for companies to contribute to the financial education of users. One of the biggest motivators for governments to limit bookmaker advertising is its harmful effect on users' financial health.
Talking about the topic is important in building the brand with different stakeholders.
9- Branding and storytelling
Just as sports equipment companies are endemic to the Sports Industry, bookmakers have conquered an important role in the digital environment. Betting needs to participate in the fan's life, far beyond betting.
Choosing the brand's storytelling and going deep into the relationship with the fan are the best paths for a betting company. Seeking influences from Nike, Adidas, Puma, Under Armor is an excellent path.
10- Become a marketplace
Bets are the core business, but they are consumed only by a portion of the population. Sports Value's strategies create a large marketplace with the company's brand at the center.
In addition to direct income from betting, it is possible to create new lines of business, many of which are even more profitable than the company's core business and which generate enormous value for the brand.
Source: Sports Value
