The final part of the series features Russell Karp, Senior Vice President of DataArt, discussing how personalization can be improved by tapping into the latest technologies in the industry.
You can use emerging technologies such as AI or real-time intelligence to analyze data from bettors and gain valuable insights that you can use to personalize communications.
Chalkline sports, for instance, analyses the passion points of each user for its games. This includes the games they play and the time they spend each game. The information is then used to tailor messaging.
This means that campaigns should be most closely aligned to users’ tracked activities. These technologies can be integrated into your app to provide insights that will help personalize your messaging, and make it more engaging for users.
We had a great conversation with Daniel Kustelski, CEO and cofounder of . He explained that collects a lot data on behalf of clients. On a weekly basis, this report looks like this: How many games were created, which types of players played, and how many times each player played which games.
These data can be used to help users understand their betting patterns and encourage them to place more bets.
Kustelski stated, “We know the value of everything the client does on this site.” “[For instance,] fifty per cent of real money players will be playing a free game for different reasons.”
What are some games that might be used to entice people into depositing money? What are some passion points we can use to say “Hey, these campaigns work for different personas and registrations into the funnel?”
Another excellent example of technology being used to personalize communications with bettors is Optimove’s Mapping CRM Solution. The solution uses statistical and algorithmic techniques to segment the bettors using historical and transactional data. As individuals’ preferences and behavior change, this process continues and evolves continuously.
Operators can analyze this data to identify patterns and predict future betting actions. They can also tailor communication according to these patterns. Personalized communication is a powerful tool for building relationships with customers. It can also be integrated with a sportsbook’s CRM strategy.
Epoxy AI is another example of personalization technology. Epoxy AI was originally a voice-driven tech product. However, Epoxy AI developed a platform technology that allows customers to personalize their experience.
Their Audience Cloud product allows sports and betting industry players build precise customer profiles to provide tailored content to their customers. Operators can use this technology to gain valuable insight into customers’ preferences and create more personalized experiences.
Tapping into in-play betting opportunities
Micro-betting has seen a lot of success in the last two years, with operator preferences and consumer interest trending in this direction.
For those who aren’t convinced, Chris Bevilacqua (CEO of Simplebet) said late last year that “As marketing becomes a priority for operators and user experience around Micro-betting becomes a priority, I would expect micro-markets will make up the majority in-play volume; and specifically for MLB I believe this will happen as soon as 2023.”
Voice assistance technology
Companies like Amazon and Google are leading the charge in voice assistance technology.
Voxbet, a UK company, has taken advantage of this trend to create a product that allows users to navigate apps with voice commands, and place bets using verbal interactions.
Voxbet CEO Jonathan Power stated that there is only one way to navigate content currently. You have no space for anything else when you do this. If you speak […], and can navigate the entire sportsbook, you’ll be able to free up almost 90% of the real estate […].”.
You can give users more customization options and interactive features by freeing up digital space in your app. This can be done by allowing users to place wagers using voice commands. This is becoming more popular with younger generations, who are used to using voice technology.
This will allow your app to remain in the forefront of technology and appeal to a wider audience.
Personalization is 101 for user engagement
Customer retention and user engagement are closely connected. Sportsbook operators must improve the user experience and customer retention after the initial rush to market.
Operators can easily implement the solutions they need thanks to mobile technology’s constant advancements and cross-platform adaptability.
App users today expect personalized digital experiences. However, most sports betting apps don’t meet their expectations. Operators must provide these capabilities in order to stay competitive and increase market share. It’s that easy.