Global sporting events are clearly a tremendous opportunity for the entire industry to make critical headway, which could be key in staying ahead of ever increasing competition.
One such example sees an expanded FIFA World Cup looming in the horizon, and it is imperative that work begins immediately to capitalise on the riches offered by the globe’s most watched sporting event.
There’s a multitude of strategies that can be deployed to achieve your desired result, Head of Business Operations at SOFTSWISS Sportsbook, Iren Kuznietsova, explains, but not before detailed what has laid the foundation for the company to soar during the month-long extravaganza.
Laying the foundations
A slight shift in outlook and strategy is often necessary when looking to maximise an ambitious assault of expansion upon such a vast global ecosystem.
The gambling industry is not averse to witnessing such actions, and SOFTSWISS Sportsbook has quietly gone about altering its own plans with a specific approach.
This has seen the group switch from seeking fast growth to being more of a strategic partner, with a primary goal of putting more processes in place to be a more structured and mature business for long-term partnerships.
“We are dealing a lot with licenses for white markets” Kuznietsova says. “Regulators raise a lot of issues and questions. We’ve got new markets where we have succeeded, such as Africa and Brazil, where we have strong relationships.
“We’re becoming more of a strategic and technical partner moving forwards. We’re also trying to provide them the tools to become trend setters. That’s seen great growth and we’re aiming for more.”
How to maximise opportunities?
The answer is a simple one, prepare, prepare, prepare.
“We have a lot going on as it’s such a big deal,” she continues, with a viewpoint that is likely to be echoed with many workspaces as such a significant opportunity draws ever closer.
With all of the world getting ready and marketing strategies the point of much discussion, SOFTSWISS Sportsbook is progressing with a multi-pronged tactic.
“What we’re doing to get ready is going mobile first to give as smooth an experience as possible,” she comments. “Mobile is key because users will be watching matches or be in the stadiums and will be willing to bet.
“We want to make it as easy as possible. We are preparing a number of features that will be in high demand during that period. We also have special retention programs for our partners, especially those that don’t have a sportsbook yet and are more casino oriented.”
With ease the aim of the game from a user perspective, a warning is also issued to those that do not possess sports betting capabilities. It is critical to launch immediately, in addition to ensuring a smooth onboarding process as people get to grips with the offering.
The time is now
Advice will form a central component of SOFTSWISS Sportsbook’ roadmap during the coming months as clients seek to magnify the results of such a prestigious spectacle.
However, this differs greatly depending on which side of the fence specific partners fall. This sees a visible divide become evident between those that possess sportsbook capabilities, and those are seeking to make this addition.
Regarding the latter, Kuznietsova proclaims that now is the time to act in order to prevent players from selecting an alternative that could also offer complementary, and attractive, casino bonus offers.
“There is a risk of losing around 20 per cent of your players,” she explains. “Go ahead and launch your own sportsbook. You’ll give them your all and get back even more.
“Second of all, you need to launch at least a couple of months early. You need to give yourselves enough time to set up bonus, gamification and retention systems. Everything you need to be ready when any big event comes.
“The more time you have to get ready, the more successful you will be during the event and when it is close as they will be familiar with your players.”
Furthermore, effective retention and bonus systems must be personalised to regional and personal interests, while gamification and marketing must retain interest post event.
On the other side of the fence sits those that already have a sportsbook, and the steps that must be taken to ensure that those are correctly prepared come mid-June.
“They must start engaging casino players,” Kuznietsova notes. “They must start introducing them to this system and prepare.
“Good retention is everything when it comes to players. For example, we have a network jackpot that is helping players to become more interested, and taking part, in betting.”
“They need to use retention, deal with players, and introduce them.”
You’re in safe hands
Keeping one eye on the future is crucial to maintain a consistent upwards trajectory, with any roadmap having to reflect and capitalise on those trends that have been identified to achieve such ambitions.
In a general sense, SOFTSWISS Sportsbook is plotting to add new markets, licenses and features, with a more concentrated focus on mobile reasserted.
“We’re seeing that there’s almost no players with computers left,” Kuznietsova concludes. “It’s 90 per cent mobile.
“We have made our own native mobile application that can be downloaded from the App Store or Google Play.
“We’re also making new gamification features, because nowadays people are not interested in the long game. We’re thinking and short events, quick betting and fast results.
“We’re trying to become, and this is my own name, a soft service blanket for our partners. You can just cover yourself up and feel cozy and warm in our good hands.”