Tech talks: Beyond the Euros – automated engagement the key to retention

Perhaps more eagerly anticipated than ever, this summer’s UEFA European Football Championship has proven to be hugely popular, both as a sporting spectacle and as a multi-channel betting phenomenon.

As the dust settles on Euro 2020, a big question remains: how can operators retain and further engage with players after the tournament?

It’s common knowledge that the majority of newly acquired sportsbook customers sign up for some entertainment and a fun wager. It is also widely understood that once that initial buzz has subsided and the tournament is over, customers need to be directly incentivised if they are to be retained.

The very best way to engage customers is to know what they want to bet on. To achieve this, to segment the customer base and work out who likes what, operators need data. That data forms the foundations of new offers that are based on personal profiles.

But to retain customers in a world as fickle as sportsbook is a different sort of challenge altogether. To hold and maintain a player’s interest, operators need a higher level of visibility. They need to know exactly what it is that those customers want to have as entertainment and second-guess that delivery.

Harnessing the true value of data

This is where the true value of data is revealed. Once the player base is segmented and personal preferences identified and categorised, marketers can offer precisely that.

Coming off the back of a festival of sport like the Euros, which has seen tens of thousands of new customers sign up for the first time, this is more important than ever.

With the new football season upon us, Silicon Valley thinking is exactly what’s needed – and the next generation of engagement needs to be all about customising messaging to engage with each customer in precisely the right way.

For example, those that placed outright bets during the Euros can be offered bespoke packages for similar markets with leagues from abroad such as Latam, or at other upcoming tournaments.

This kind of personalisation is especially relevant for customers identified as having a preference for multiple sports, such as those betting on football at Euro 2020 but also on more niche areas such as Formula 1 racing and chess – offerings can be tailored to provide an incentive to bet across perhaps a particular Premier League weekend and a specific F1 Grand Prix, as well as Magnus Carlsen’s next showdown.

Perfecting personalisation

In this way, understanding established behaviour based on data from the Euros can directly inform new, highly personalised offers.

Personalisation is the crucial ingredient as it means offering a tailored UX to each and every customer. We are all now familiar with the ‘made for you’ customer experience that is part of daily interactions with platforms such as Netflix and Spotify. Delivering bespoke entertainment content to customers through their home or handheld screens has quickly become the norm, so why shouldn’t betting be do the same?

Key to the success of this strategy is AI. If marketers have a clear view of the relevant data, it will not only underpin a more personalised strategy but also reveal nuances and even new customer demographics altogether. Couple this insight with a strong brand identity, and customers will not only feel engaged – but they will also feel that their specific needs are being met, and that your brand resonates with their values.

Of course, the use of AI is already widespread in betting, and, for many, it is not an alien concept. Flags for gambling-related harm, KYC protocols and other player-monitoring measures are already powered by AI and machine learning – and that’s not to mention what it can do for pricing and traders.

Indeed, in those areas mentioned above, it is already acknowledged that AI can offer tremendous value. But we’re only just starting to scratch the surface in terms of the extent to which it can underpin automated engagement and retention.

It’s easy to understand just what the thought process is for many operators. After all, overhauling entire sportsbook operations from the ground-up will likely require a significant amount of investment. And, in a world where customers only stick around if they feel what is being offered resonates with their personal needs and values, it can seem like a complex challenge.

Thankfully, the next generation of CRM is here to make that journey simpler and quicker – and with even better results.

With Euro 2020 behind us and the new season in full swing, highly personalised, AI-driven marketing is the missing link that will retain and revitalise customers into 2022 and beyond, giving punters every reason to stick with your brand and stay for the long run.

Alex Kornilov is the CEO and founder of Betegy. His company provides global betting operators and media outlets with analytics and data visualisation by generating high-quality personalised content using machine learning algorithms. Betegy’s clients include the likes of ESPN, Yahoo Sports, Bwin, PariMatch, Tipico and Sportsbet.io,