OtherLevels, the mobile marketing and analytics platform used by major games developers, travel brands and gaming companies across the globe announced today that Betfred has chosen them to power the brand’s native mobile messaging campaigns that reach more than 100,000 subscribed players.
One of the UK’s oldest sports bookmaking companies with over 1,300 retail locations and 10,000 employees, Betfred manages tens of thousands of betting slips placed by players daily, either in location, via their website or through the company’s portfolio of gaming apps.
For gaming companies, the ability to engage players through their mobile device is becoming a top priority: Mobile technology has proven to successfully bridge the device between the online and physical worlds, uncovering new and unique opportunities for brands to reach a broad swath of their players with relevant and targeted messaging.
“In gaming, and especially sports betting, delivering the right message to an engaged user at the right time is critical for success,” said James Shaw, Head of Retention at Betfred. “Delivering a message to our players to incentivize them to make a wager on an upcoming match just before kickoff or even at half-time isn’t quite as straightforward as it may seem. In order for a campaign to be successful it requires we know what sporting categories the player likes, the events he or she follows, and their previous wagering activity.”
“For example, we can send half-time messages to recent, active bettors who may not have responded to our pre-game message, while at the same time not disturbing those who did respond. This not only increases our overall ROI in terms of real measurable results, but it is a sophisticated, customer-friendly approach that is unmatched in the UK.”
Betfred realises the importance of delivering timely offers and incentives to millions of its players—the OtherLevels platform will improve the sports bookmaker’s ability to segment and message players based on real, measurable actions, or inactions – through native targeting and retargeting features that simplify and enable retention strategies. Through deep business intelligence (BI) integration between Betfred and OtherLevels, players’ actions in other channels such as email and SMS, can be transformed into a much greater understanding of their preferences leading to more intelligent messaging and campaigns. The OtherLevels platform ideally suited to experimentation with a suite of testing tools—Betfred can now observe, catalogue and then carefully experiment with messaging to find what works and then build on it.
“Mobile is an ideal platform for sports betting and wagering, but we were tasked with helping Betfred accelerate their mobile efforts and bring them up to par with a well-established email and SMS program. So the challenge was complicated and layered,” said Ramsey Masri, CEO of OtherLevels. “. Mobile devices can deliver news that is critical to making good bets in a timely fashion. However, that insight has to be actionable and incentivized through well-tested and well-timed notifications.
As different players, in different stages of their mobile journey, will respond in very different ways to push notifications, OtherLevels provided Betfred with the ability to link message copy to outcomes and improve on their notifications as part of an iterative process.
“We now have features that are real game changers,” said Mr. Shaw. “Not only can we -geo-fence sports venues, but our retail stores can drive traffic ‘across channels’. For us, it was absolutely critical to have a clear picture of our players and how they perceive and act on offers from any channel. OtherLevels gave us the ability to do in mobile what previously have done very successfully for almost 50 years in more traditional channels. I’d say we’ve not only embraced the mobile future, we’re defining it.”