Sports activities betting isn’t one thing new within the Australian market. Nevertheless, COVID-19 and the proliferation of internet-enabled units, particularly smartphones, are pushing on-line betting firms each giant and small to work at breakneck speeds to adapt to the brand new regular of as we speak. Extra Australians are inserting bets on-line and utilizing cell apps to take action, as apps are the best and most handy manner for betting at any time when and wherever.
Multiple in ten Australians (11%) wager on-line within the first six months of 2021, up from 8% in 2020, in keeping with the Australian Communications and Media Authority (ACMA).
We anticipate Australia to proceed being one of many hottest areas for the sports activities betting trade in 2022. For cell entrepreneurs trying to drive clients both into retail shops or on-line, there are greatest practices we suggest for sports activities betting apps to enhance the consumer expertise. For example, deep linking out of your cell web site into your app in addition to personalization throughout touchpoints within the buyer journey will assist drive increased cell app installs.
In an ultra-competitive area like sports activities betting, it’s essential to discover the nuanced loopholes or gaps that exist in your consumer expertise. Missed alternatives—equivalent to reaching out to the appropriate buyer on the proper second with a customized provide, or guaranteeing they attain the correct content material in your cell app—can dramatically impression your campaigns’ efficiency.
For instance, let’s contemplate the app onboarding course of. If a consumer clicks on a Fb advert, are they redirected to a touchdown web page? Or are they precisely redirected to the very same product web page of their cell app? Do you’ve information to grasp the variety of customers that truly find yourself utilizing the app long run, fairly than simply for a single obtain interplay?
Let’s take a look at how Australia’s greatest sports activities betting app drives consumer acquisition and precisely measures attribution.
Tabcorp: The most important Australian sports activities betting firm
Tabcorp hosts 1000’s of gamers and gives all kinds of betting providers together with sports activities betting, race wagering, and machine gaming, primarily in Australia. Their wagering parlors embrace greater than 2,500 retail betting amenities and on-course betting at greater than 260 race tracks. Tabcorp additionally offers and displays almost 13,000 gaming machines in additional than 260 licensed lodge venues and golf equipment throughout Victoria.
Whereas the corporate began out within the retail channel, they has grown their channel presence dramatically. Now you can place bets by way of satellite tv for pc TV service Sky Racing, Sky Sports activities Radio community, and on-line. This multi-channel method has allowed Tabcorp to ship participating betting experiences for Australian gamers. Even for gamers who used to wager on racing sports activities in retail, Tabcorp has supplied digital betting experiences permitting them to take part in main betting occasions together with the World Cup and F1 Australian Grand Prix.
As Tabcorp expanded their choices, the staff shortly realized they wanted an modern resolution that ensured a seamless consumer expertise for his or her gamers. As well as, superabundant quantities of uncooked information had been coming in from numerous channels which wanted to be correctly attributed so Tabcorp may measure the efficiency of their campaigns. Tabcorp knew there was room for enchancment and targeted on three key targets:
In an trade as fragile as sports activities betting, it’s vital to focus simply as a lot effort on retaining clients as on buying new clients. Right here’s how Tabcorp did simply that.
Give customers the pliability of a digital and retail expertise
One of many greatest challenges for Tabcorp throughout COVID was the elevated demand by customers for a digital-first expertise. Shoppers wished a seamless expertise when betting on-line by their cell units.
Tabcorp provided digital promotions that complemented their retail choices, equivalent to particular gives on the consumer’s cell app that had been solely accessible in retail areas. This mixed the perfect of each worlds, the place customers may get pleasure from the advantages of being in a retail setting and get alternatives on-line for a holistic expertise.
Improve personalization for a greater consumer expertise
For Tabcorp, it was important to have a scalable development instrument that might assist them drive customers to their app and personalize the consumer expertise. They carried out Journeys, good banners from Department that drive natural internet site visitors into a really efficient supply of app installs by delivering focused app obtain call-to-actions (CTAs) to customers who land on a cell web site.
To ship a greater consumer expertise and enhance conversion and retention charges, firms like Tabcorp migrate natural site visitors from cell internet, social media, and e mail on to their cell app. That is essential since cell app customers are 3x extra prone to convert and spend 20x extra time in cell apps.
In lots of channels, customers are continually interrupted by pointless pop-ups that aren’t related to their shopping for intent. In a cell app, customers are in an ecosystem the place they will get pleasure from personalised content material, related gives, and general a focused expertise that matches their shopping for intent. Subsequently, shifting them to your cell app is among the best methods to accumulate high-value, loyal clients.
Being an Australian sports activities betting app, one of many greatest consumer acquisition occasions for Tabcorp is the Melbourne Cup. Tabcorp leverages event-specific promotions to focus on their potential clients. For instance, they’re able to customise their good banners to match the occasion’s context and entice customers to obtain their app whereas offering gives particular to the match.
Within the above instance, Department deep hyperlinks customers from Tabcorp’s cell web site and redirects them straight in-app from the good banner or to the app retailer if the app isn’t put in. Utilizing the Department cell linking platform (MLP), Tabcorp leverages their natural site visitors by providing seamless app onboarding and a customized consumer expertise all through the client journey.
Why correct attribution is so essential
As an alternative of stepping into the weeds of natural and paid channels, Tabcorp’s staff straight tracks consumer conversions from their authentic digital sources. They’ve full visibility of their consumer acquisition pipeline within the Department dashboard, which in flip, presents a consolidated view of their monitoring information in an easy-to-read format.
Information from cell attribution and measurement is essentially the most treasured asset for a marketer. The extra the info assortment, group, and evaluation course of might be automated, the sooner you’ll be able to draw insights and soar on to implementing higher processes. For this, you want a dependable cell measurement platform (MMP) that precisely offers highly effective insights and captures exercise like what number of installs come from paid channels, which platform drives the very best consumer acquisition, what’s the lifetime worth of a consumer, and what number of repeat customers have interaction together with your cell app.
To make sure they’re precisely capturing information and insights, Tabcorp makes use of Department’s cell measurement platform to seize key metrics together with the variety of installs, conversion fee, set up to registration, turnover, and general lifetime worth (LTV).
Ultimate ideas
In a mature trade like sports activities betting, efficient cell retention methods are key to development. They drive increased lifetime worth and income development, particularly once you’re long-term worth from customers. With Department’s cell linking and cell measurement platforms, Tabcorp has a full spectrum view of consumer acquisition, engagement, and retention.
If you wish to study extra about how one can drive every day app consumer engagement, watch our sports activities betting apps webinar the place Department specialists share a deep dive into essentially the most profitable sports activities betting apps together with the strategic processes behind their success.
Department is able to help you in any of your digital development methods and show you how to meet your targets.
