“ Even in a general election year , the Euros can end up dominating the news . It ’ s very much at the forefront of people ’ s minds ”
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SPORTS BETTING
“ While the Euros has previously been the clear number one , our recent expansion into Latin America means it should be much closer this year ,” he says .
While the Euros “ takes the cake ” for Flutter , Kane says the operator will pay close attention to the array of other events this summer .
“ That ’ s not to say we won ’ t have one eye on everything ,” she says . “ If we see an opportunity arise that feels right for our brand , we are always ready to jump in with both feet . We pride ourselves on being slick , agile , reactive and precise .” The raft of new customers will be a huge bonus for operators and suppliers this summer , but once the final whistle blows on some of the higher-profile events , the ability to retain those customers will be the next battle .
It ’ s a challenge Kane believes Flutter is up to , even with the wide array of betting options available to customers .
“ The industry has become a bit like Tinder ,” she says . “ We ’ ve got nothing against a summer fling , but once they ’ ve swiped right on Paddy Power , we want our customers to feel they ’ ve hit the jackpot , found their perfect match in our brand , fallen head over heels with us and want to get married on a beach in the Bahamas .”
PRODUCTS CRUCIAL FOR RETENTION
Kambi has enjoyed previous success in maintaining the activity of customers acquired during major tournaments , with 76 % of first-time bettors from Euro 2020 using the supplier again according to its in-house data .
Hurst cites delivering a top product as being key to boosting operators ’ own retention strategies .
“ This includes ensuring that any new bet offers launched specifically for big tournaments like the Euros and Copa América are also available for bettors
“ Even in a general election year , the Euros can end up dominating the news . It ’ s very much at the forefront of people ’ s minds ”
Mark Pearson , Betfred
once the events are over and the new domestic seasons start ,” he explains .
“ It ’ s also important to showcase excellence across the whole sportsbook , not just soccer . For sportsbooks to retain players they must ensure bettors also
enjoy the rest of the sportsbook , where retention rates can be even higher , during and after the tournament .”
Pearson agrees the ability to retain customers comes from Betfred offering the best experience through the tournament to hopefully entice users back – especially the non-major bettors .
“ That ’ s the key for all online businesses , isn ’ t it ?” he says . “ To give good offers , good customer service , good experience and then hopefully they ’ ll come back .
“ Some will only be football punters , so hopefully they ’ ll come back when the Premier League starts in August .”
PRIORITISING THE PUNTERS
Aside from its betting offering , Flutter ’ s Paddy Power has become known for its tongue-in-cheek marketing . It has kept true to its nature this summer , with a new campaign featuring Danny Dyer humorously playing on the reputation of England ’ s football fans in Europe .
That tone of voice is key to Paddy Power ; Kane believes the operator ’ s irreverent sense of humour sets it apart .
“ The guardians of our brand do an unparalleled job in ensuring Paddy ’ s unique tone of voice remains a consistent source of razor-sharp wit ,” she explains . “ We seek out those lovely topics making sparks fly among fans . Once we ’ ve identified them , we douse them in petrol , strike a match , throw it and run away as fast as we can to admire the blaze from a safe distance !”
Alongside its marketing strategies , Kane says one of the keys to Paddy Power ’ s success is making consumer
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