“There is an 80% increase in the numbers of bets placed during the UEFA European Championship”

According to estimates, how many bets will be made on the UEFA European Championship this year?

There is an 80% increase in the number of bets placed during the event compared to the regular season. However, we can't really predict a number.

How can sports betting companies maximize their profits?

Our advice is to focus on retention after the event and not during the event. During the event acquisition rates will grow either way organically - the hard part will be to retain the customers who came specifically for the event. Our agenda is to put more weight and efforts into converting the customers who came for the event to active customers, and less into using the event as an acquisition source for new clients.

How and why do betting patterns change during big tournaments such as the UEFA European Championship?

Events of this magnitude give many “non-punters” a reason to place a bet and enjoy the thrill of sport betting. They also create added value for fans and bring them closer to the competition.

What piece of advice would you give to companies looking to capitalize on this opportunity?

First of all think about you churn customer base: pick customers with high value and try to bring them back do to the event. In addition, build a plan for the customers you are going to reactivate and acquire during the event.

The data shows that during the event more customers place bets on casino products as well as on other sports. Try to leverage this fact using gamified campaigns and offers during the event. Days on which there are no games can be a good opportunity for this.

What can they do in order to turn statistics into a retention advantage?

Do not over-analyse the data. Try to build a simple and out of the box plan for the customers.

Read more about Customer Marketing Kickoff for EUFA Euro 2016.