OtherLevels' Dynamic, Personalised Sportsbook Offerings Revolutionise Customer Experience
OtherLevels CEO Brendan O’Kane discusses how OtherLevels’ richly personalised betting offers enhance on-site and in-app customer experiences. The piece discusses the limitations of traditional content management systems, the value of dynamic interstitials, and OtherLevels’ groundbreaking, efficient, and painless solution for operators. This article, written by Charlie Horner, was initially published in SBC Journal.
OtherLevels: Death of the widget – Taking key sportsbook offers to the next level
Brendan O’Kane, CEO of OtherLevels, explains how sportsbooks can utilise a third-party plugin to present their customers with a new wave of rich and highly segmented on-site and in-app offers.
Hard-coded widgets and inflexible content management systems have been the essence of sportsbooks for years, but the time has come for change.
While effective at presenting generic, static betting propositions to a customer, these widgets are nonetheless blunt instruments. The presented propositions don’t necessarily line up with the betting preferences of the end user and there is often a level of friction between clicking on the offer and placing the bet.
Especially when compared to other highly sophisticated solutions employed by other forms of entertainment that are vying for the attention of the customer, on-site and in-app widgets offer a user experience that is sub-optimal.
However, a new and superior solution promises to reshape the way current widget-based offers are presented by operators.
Dynamic Interstitials
Powerful, sophisticated dynamic Interstitials allow operators to control a range of superior options to put in front of end users.
This new style of solution produces segmented, personalised betting offers, which are presented to the customer at exactly the right time. Instead of comprising a single, static image or rudimentary carousel, these dynamic frames can incorporate media formats that include voice and video as well as text and pictures.
As well as being more entertaining – and now what customers have come to expect from other entertainment channels – this richer experience provides the end user with a much more compelling experience by drawing on previous behaviours to deliver offers that are both timely and personally relevant to their interests.
Superior Solution
Automated continuous storytelling across the digital space is the next logical step for marketing teams seeking to elevate their brand to establish a lasting, personal connection with players.
The only limit to potential use cases is imagination. From endlessly refreshed and relevant content in an affiliate channel, to personalised on-site video that resonates with every customer on a genuinely one-to-one basis, it is all about driving on-site and in-app activity by addressing individual appetites.
Hyper-personalised CRM content can combine player behaviour with live odds, trending data and recommendations. Take horse racing, for example. A marketing team can use Gen AI to deliver a near-live video CTA to a potential new customer ahead of day one of Cheltenham, describing enhanced odds of 50-1 for a selection to win the feature race. That autogenerated piece of content can utilise a racing ambassador – a celebrity with a known interest in the sport, for example – before being served to customers at scale to power an acquisition campaign that runs across the entire four-day festival.
We have already seen the effect of personalised content when automated and delivered to players in real-time, across an entire NFL season. Working with one US operator, we saw a revenue lift of 30% during live NFL action. Automating personalised content for sportsbooks based on bet history and live sporting events creates an unrivalled customer experience. This is further enhanced by video, enabling customers to access compelling content in real time.
Rich, highly scalable, hyper-personalised and engaging, Gen AI content is quite simply a better way to communicate content, in a world awash with TikTok and video, meaning customers increasingly expect to be presented with more sophisticated forms of marketing. Operators can leverage this change in communications modality to embrace the universe of possibilities it offers for communicating with customers at every stage of the customer life cycle.
About OtherLevels
OtherLevels enables sportsbook operators to activate out-of-session customers by creating personalised pre-game and in-game real-time experiences. Using live odds, betting behaviour, and match context, OtherLevels connects to the operator’s existing CRM platform for the delivery of real-time content.
OtherLevels is a leading supplier of real-time multi-channel experience platforms for live sport and iGaming. It works in the sports betting, fan engagement, casino, and lottery sectors. OtherLevels is headquartered in Australia and has offices in Europe and the U.S.
Don’t wait for the future. Experience it today with OtherLevels.
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