Analysis: How effective are mobile-exclusive offers?
Fred Motley, marketing executive at Oddschecker, discusses the performance of mobile exclusive special offers at this yearâs Cheltenham Festival
Oddschecker monitored two primarily mobile offers during the course of the festival and identified whether or not these promotions helped the respective operators to any increase in their share.
Sky Bet â Offered money back on the first race of each of the festivalâs four days if the favourite had won.
William Hill â Offered money back on backed horses if it finished second in any race during the entire festival.
Neither William Hill nor Sky Bet recorded any marked increase in their share over the festival, and the mobile offers didnât appear to cause any major increase to their share throughout the entire month of March.
Sky Bet achieved 4.7% of bet slip clicks on the opening races at each day of Cheltenham, but William Hill managed to record almost double that with their share for the entire festival reaching 9%, indicating that their offer resonated with the target audience more effectively.
Overall mobile traffic surged on the festival though, and Oddschecker revealed that more than 23% of traffic for the entire Oddschecker group for the festival was on mobile devices, up from the 18% figure recorded in 2013. Horse racing bet slip usage on the side was up 9.3% on last yearâs figure.
Although most operators looked to grab mobile market share throughout the festival remained the primary channel of engagement, reflected in the affiliateâs results for March.