FEATURE
Richard Moffat, CEO
at sports betting community OLBG Oshri Kostiner, CMO
at sportsbook 10Bet Gavin Moore, head of traffi c
and brand at Better Collective
Richard Moffat: Using an attractive
welcome offer ahead of a World Cup
makes absolute sense. In fact I would argue
that the run-up to the World Cup 2018
will be the best time ever, in the history
of online gambling, for operators to be
generous with their welcome offers.
But the structure of offers is key. With
64 matches to bet on, tailoring an offer to
reward loyalty throughout the tournament
would be attractive to customers and
operators. Our experience shows that each
operator has specific points where it sees
customers drop off. The smart operators
know their points very well and will use
their welcome offers to help get players
through those barriers.
Gavin Moore: I think that the problem
definitely lies in how bonuses are used.
The issue with bonuses is that they are
predominantly built for user activation
– not retention. The World Cup already
aids activation as a concept, so massive
activation bonuses may not be the ideal
strategy in the long run.
The general attitude from operators
toward bonuses at the moment can be gauged based on the smaller amount of
bonuses offered for this year’s Cheltenham
Festival. Plus, you could see that bonuses
were not as creative as they had been
in the past, most likely because of the
recent compliance issues. This shows
that operators are shying away from their
reliance on big activation bonuses in their
overall marketing, at least in relation to
how they have been used in the past.
The way to get bonuses back on track
would be to focus them more on facilitating
customer retention rather than activation.
Operators have access to users and their
betting preferences with the