Poll: What is most vital for sportsbook success at Euro 2016?
Major football tournament is set to see heavy spending on acquisition, product and branding
At last week’s EGR Breakfast Briefing in London a panel of experts discussed the key marketing and product challenges ahead of the tournament, with representatives of Ladbrokes and Unibet pointing to product differentiation and mobile as vital areas to get right.
Unibet’s head of UK marketing operations Ed Nicholson said the opportunity was huge, citing the fact that 13 of the operator’s 15 highest-staking football matches ever occurred during the 2014 World Cup.
Ladbrokes’ UK marketing director Dan Staples revealed the firm was launching a new TV marketing campaign in the build up to the tournament and “would be involved” in the expensive but necessary ITV advertising packages.
But Staples also said Ladbrokes had invested fresh resource into personalised communications – both in an attempt to drive turnover during the tournament itself but crucially to retain punters into the new domestic season.
Given the timing of the games and the presence of for home nations (for the British bookies at least), huge amounts of punters will no doubt be placing their bets from the pub or when watching on outdoor screens.
This means, perhaps more than ever, having a slick and efficient mobile product is paramount and operators are working hard behind the scenes to get theirs up to scratch.
Meanwhile several sportsbook brands appear to see the tournament as the perfect time to stand out from a busy competitive field with the launch of new and innovative betting products.
But as Euro 2016 draws closer and strategies are rolled out, which of these key areas do you think will be the biggest driver of success for operators? Have your say on the right hand side of the page.