Sports activities betting isn’t one thing new within the Australian market. Nevertheless, COVID-19 and the proliferation of internet-enabled gadgets, 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 at this time. Extra Australians are putting bets on-line and utilizing cell apps to take action, as apps are the best and most handy method for betting each time 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 finest practices we advocate for sports activities betting apps to enhance the person 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 house like sports activities betting, it is advisable to discover the nuanced loopholes or gaps that exist in your person expertise. Missed alternatives—similar to reaching out to the precise buyer on the proper second with a customized supply, or guaranteeing they attain the correct content material in your cell app—can dramatically affect your campaigns’ efficiency.
For instance, let’s contemplate the app onboarding course of. If a person 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 gotten knowledge to grasp the variety of customers that truly find yourself utilizing the app long run, reasonably than simply for a single obtain interplay?
Let’s have a look at how Australia’s greatest sports activities betting app drives person acquisition and precisely measures attribution.
Tabcorp: The biggest 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 embody greater than 2,500 retail betting amenities and on-course betting at greater than 260 race tracks. Tabcorp additionally gives and screens practically 13,000 gaming machines in additional than 260 licensed resort 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 strategy has allowed Tabcorp to ship partaking betting experiences for Australian gamers. Even for gamers who used to wager on racing sports activities in retail, Tabcorp has offered 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 progressive answer that ensured a seamless person expertise for his or her gamers. As well as, superabundant quantities of uncooked knowledge had been coming in from numerous channels which wanted to be correctly attributed so Tabcorp might measure the efficiency of their campaigns. Tabcorp knew there was room for enchancment and targeted on three key objectives:
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. Customers needed a seamless expertise when betting on-line via their cell gadgets.
Tabcorp provided digital promotions that complemented their retail choices, similar to particular gives on the person’s cell app that had been solely obtainable in retail places. This mixed the perfect of each worlds, the place customers might get pleasure from the advantages of being in a retail atmosphere and get alternatives on-line for a holistic expertise.
Improve personalization for a greater person expertise
For Tabcorp, it was important to have a scalable progress instrument that may assist them drive customers to their app and personalize the person expertise. They applied Journeys, sensible banners from Department that drive natural net 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 person expertise and improve conversion and retention charges, firms like Tabcorp migrate natural visitors from cell net, social media, and electronic 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’ll get pleasure from customized content material, related gives, and total a focused expertise that matches their shopping for intent. Subsequently, shifting them to your cell app is without doubt one of the only methods to accumulate high-value, loyal clients.
Being an Australian sports activities betting app, one of many greatest person 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 sensible 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 instantly in-app from the sensible banner or to the app retailer if the app isn’t put in. Utilizing the Department cell linking platform (MLP), Tabcorp leverages their natural visitors by providing seamless app onboarding and a customized person expertise all through the client journey.
Why correct attribution is so necessary
As an alternative of moving into the weeds of natural and paid channels, Tabcorp’s staff instantly tracks person conversions from their authentic digital sources. They’ve full visibility of their person acquisition pipeline within the Department dashboard, which in flip, presents a consolidated view of their monitoring knowledge in an easy-to-read format.
Information from cell attribution and measurement is essentially the most valuable asset for a marketer. The extra the information assortment, group, and evaluation course of will be automated, the sooner you may draw insights and leap on to implementing higher processes. For this, you want a dependable cell measurement platform (MMP) that precisely gives highly effective insights and captures exercise like what number of installs come from paid channels, which platform drives the best person acquisition, what’s the lifetime worth of a person, and what number of repeat customers have interaction along with your cell app.
To make sure they’re precisely capturing knowledge 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 total lifetime worth (LTV).
Remaining ideas
In a mature trade like sports activities betting, efficient cell retention methods are key to progress. They drive increased lifetime worth and income progress, particularly whenever you’re taking a look at long-term worth from customers. With Department’s cell linking and cell measurement platforms, Tabcorp has a full spectrum view of person acquisition, engagement, and retention.
If you wish to be taught extra about how one can drive day by day app person engagement, watch our sports activities betting apps webinar the place Department consultants 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 assist you in any of your digital progress methods and assist you meet your objectives.
