Paddy Power unveils enhanced price marketing tool

Paddy Power has launched a new marketing platform to offer sportsbook customers personalised price enhancements with a major push planned prior to the World Cup following a mobile launch.

The firm’s Enhanced Price Marketing platform is already active on desktop and will go live on mobile pre-World Cup, when Paddy Power will begin pushing it more aggressively as it moves towards a personalised marketing approach.

The software allows the Irish operator to bring special ‘Power Play’ offers to the attention of customers as soon as they log in to their online accounts, instead of relying on banner ads and email communications.

It is also able to target specific segments of customers based on triggers such as bet on one market and earn an enhanced price on another.

Head of online sportsbook Darren Lovern said the marketing platform would be an invaluable tool in both stimulating bets from existing customers as well as reactivating dormant customers.

“It’s a way of driving behaviours, it’s a way of driving loyalty, a way of encouraging people to try new types of bets as well as reinforcing our value proposition to our customers,” Lovern said.

“We can go as segmented as we like, we could give a different offer to everybody if we wanted, or based on the kind of bet they have placed. It can also be used to reinforce their current behaviour or to try and drive new behaviour, like a Power Play on a first goal scorer market if they don’t normally do that kind of thing,” he added.

Lovern said Paddy Power would be using the tool far more aggressively in the run up to and during this summer’s football World Cup.

“We haven’t used it in anger as we are waiting until it’s live on mobile as well as desktop,” he said. “You want the experience across all platforms. Our strategy is to, as much as possible, deliver all new functionality work across all platforms at the same time.”