Football is the most popular sport in the world. Part of the success is explained by the few barriers between the fan and the practice, which only requires a ball and an open space. While the essence of the game remains, ways of consuming it have been largely impacted by technology. In addition to the effect of new media platforms, the centuries-old tradition of betting on the favorite team has also been transformed.
Today, more than 450 bookmakers operate in Brazil and all of them are looking to attract the attention of customers. With the end of the World Cup and the start of a new year, it is necessary to take stock of what has been done and what we can improve even more. There are no limits to the passion of the Brazilian people for football and it is on this unbridled passion that betting companies bet when directing their marketing. But imagine if we add business research elements to this melting pot, capable of generating insights for the campaign creation process?
The customer acquisition cost, famous CAC, for this type of business is extremely high. We see a movement that involves hiring influencers, sponsoring clubs and events, among other actions responsible for ensuring exposure and increasing brand recognition. But there is a universe of information generated in an accessible way by the system itself and that can be an arm to make these actions even more strategic and successful.
At Zenetpay, through the dashboard itself, the company can learn more about the behavior and interests of its customers. From our information, it is possible to view the ranking of bettors, peak betting times, transaction graphs, weekly and monthly balances, all in an intuitive, easy way. This data is capable of making the marketing and research team more efficient. Instead of just having its name recognized among customers, the company that bets on data as a business guide can reach the place of strategy, trust, reputation and identification that the big brands already dominate.
Consider the love of football as marketing heaven. There are few spaces in society that offer such a strong cultural connection and a public that is as diverse as it is loyal. As a product that was born out of the emotion of the sport and the desire to interact, betting companies can delve deep into the culture to produce campaigns that are more creative, authentic and in line with football's unifying purpose. With the betting entertainment industry just in its infancy, there's still room to step out front and position yourself as a love brand.
Founded in 2022, ZenetPay is a fintech focused on digital payment solutions for online entertainment channels. The company's platform facilitates the routine of customers and partners from deposits, payments abroad, transactions via PIX and transfers in a practical, fast and secure way.
Thiago Rocha
CEO, Zenetpay
