Case Study: Driving Increased Engagement with Video Clips from Owned Media

Case Study: Driving Increased Engagement with Video Clips from Owned Media

Engaging Customers with Video

Typically, around 60% of sportsbook customers are not on site or in App, even on busy days filled with sport. Engaging those customers and bringing them back into session and into an in-play environment by using owned media such as email, push notifications and SMS is an effective strategy to maximise revenue from your existing customer base. This study illustrates how dynamic rich media featuring targeted and relevant live video clip replays enabled a marketing team to automate messaging at scale across 100 football leagues and 35 basketball leagues.

Introduction

Dynamic push messaging has come a long way and marketing teams can now use the power of video as an alternative to static text and images. OtherLevels has built a dynamic content management system that enables us to work with suppliers like Sportradar to include licenced video clip replay with push messages. Customers receive a real-time highlight clip, such as when a goal is scored.

Results and Success Metrics

  • A 170% increase in bet volume.  Measured across a single month, customers that received video clip replays, increased engagement to the extent that they bet an average of 62 times, compared to those not receiving the clips, who only bet on average 23 times.

  • A 90% increase in GGR per customer per month. Customers that received video clip replays bet on average 90% more per in total bet value per month compared to customers who did not receive video clip replays.

  • 14m messages per month and with 21,000 unique variations. During the football and basketball seasons over 14m messages per month with 21,000 different variations, were delivered for live bet notifications and video replays updates.

  • Reduced churn from 26% to 9%. Customer who received video clips, churned at a lower rate of 9% compared to customers who did not receive video clip replays.

The Challenge

Sportsbook operators have a unique opportunity to reach their customers with compelling sporting content. Equally, operators have the ability to reach opted-in customers using app push, web Push or SMS. The constraints on marketer’s time and resources frequently results in narrow promotional activity around marquee events. This ignores the real dynamics of their customers — namely the many exciting micro moments that occur during a wide range of sporting events.  As a result operators miss opportunities to engage customers at the right time with the right content.

By automating the process of creating content and delivering highly personalised content in real time to relevant segments of customers based on prior customer behaviour, OtherLevels was able to help the operator to scale messaging based on customer’s real interests. This provides the customer with a real reason to engage with the messaging and return to the site.

Success Metric 1

Few CRM teams can manually build 21,000 different dynamic templates each month to cover the full range of leagues in football, NFL, basketball, NBA or all horse races in the UK and Ireland. OtherLevels monitors each and every one of those games and races and dynamically creates personalised content, matched to exciting micro moments within the sporting event.

Real time automation is required to do the heavy lifting.

CRM platforms are not capable of combining mulitple data feeds such as game state, live odds and content such as video in real-time to produce personalised content. Additionally they cannot perform the segmentation in real-time at scale, to deliver the content to relevant customers. By using the OtherLevels Sports Engagement Platform, the operator was able to engage more customers across more micro moments with more relevant content leading to more return sessions, more bets placed, a richer customer experience and resulting in higher GGR.

Success Metric 2

Customers do not always need bonus incentives to engage with a brand. Relevant content delivered at the right time based on genuine customer interests is far more effective in generating more bets and increased bet value.

Success Metric 3

Customers who receive relevant content churn less than customers who receive a diet of lifecycle marketing. Tapping into the real sports interests of customers is more effective than treating customers as journeying methodically through lifecycle(s). Bringing micro sporting moments to life is a core part of what makes a fan and a bettor into a loyal high value customer. Only with real-time, sports powered automation can operators bring this vision to life.

Overall Results

Scaling sports engagement across the full breadth of an operator’s data and content, creates a better experience for customers, resulting in increased GGR by enabling all customers to receive an experience as if they were a marquee bettor. This reinforces brand value, creates deep loyalty, grows revenue and brings operators closer to real sports led customer engagement.

Contact us and we will be happy to explore how we can help you scale real time automation without needing to alter your existing CRM platform.

Find out more. Get in touch with the team to discuss