Chapter 4: Customer engagement
harder than ever before to stand out from the crowd.
Differentiation can be achieved through website design, app design, geographic focus, tactical
marketing offerings, cash out features or niche offerings (such as virtual horseracing, in-play betting,
live video streaming of sports and bets on unusual sports or events).
The cleaner that operators make their sites in design, the simpler they are to use – bettors want a fast,
reliable, clear and intuitive experience. “People can give up very quickly when opening a new account
– particular people who have never gambled online before,” said one operator. “If they don’t get what
you are offering straightaway and how it all works they can give up very quickly and leave.”
Clever marketing also helps digital sportsbooks stand out from the crowd. BetFred is an example
of an operator that has fully embraced integrated marketing in order to differentiate itself from its
competitors. Besides including various social media logos throughout its online and offline advertising
campaigns, the operator has used QR codes to attract customers.
Irish bookmaker Paddy Power is well-known for engaging customers through campaigns that are
often controversial or fun. These have included taking bets on the next Pope after the death of Pope
John Paul II, taking to the skies above the Medinah Country Club (USA) to deliver the world’s first
‘sky tweet’ campaign in support of Team Europe at the 2012 Ryder Cup tournament, running a much
complained-about advert featuring ‘blind’ footballers, and posting a tweet depicting a lorry at Dover
bearing the words: “Immigrants, jump in the back! But only if you’re good at sport.”
4.2.3 Building trust
The signing-up process for new customers to a digital sportsbook needs to be as simple as possible
but at the same time ensuring that new customers feel that a site is safe and secure.
Gaining and building trust is extremely important to the long-term future of a licensed digital
sportsbook. In essence, a digital sportsbook would not have a business without robust security
functions. These tend to be outsourced in the digital gaming world, although this is usually disguised
from the customer. Encryption and server logs are staples of a secure digital sportsbook site.
Digital Sports Betting 99