The FIFA 2022 World Cup in Qatar promises to be a festival of football as well as a global betting bonanza.
Sportsbook operators who plan ahead can make the most of this exciting opportunity, delight their existing players and also look to recruit a whole new group of customers, possibly inspired to open an account and have a bet on their national teams.
Failing to prepare, is preparing to fail – so here’s our 7 Top Tips for having a successful World Cup Tournament.
Lock it down
Ensure that everything on your site, mobile or otherwise, is working to maximum effectiveness. Expect to see record traffic, especially in the group stages when players can bet on four lives games per day, so your sportsbook needs to run like a well-oiled machine. Make sure all your teams are fully staffed and absolutely focused on the user experience being delivered. Have a development / release freeze at least a week before the tournament and ensure no planned changes are made to the operation and the technology.
Content IS king
Make sure you “signpost” daily the key matches taking place, as well as the key betting opportunities. Expect to see registrations from more recreational players, driven by the TV and media coverage of the event.
Bets on the Group Winners and to Win the Tournament are often driven by patriotism, and some good results, so make sure these can be found easily.
As well as providing lots of betting events, give players additional, added-value content to enhance their experience. Information such as squad and team selection, live updates and real-time animations: perfect for a mobile first audience.
Sell the sizzle…
The tournament is a great opportunity to recruit new players to your platform. Your marketing strategy needs to be planned well in advance, focusing on activities where you are strongest. Look to drive recruitment through attractive odds, free bet offers and compelling, professional daily (if not even more frequently) communication
2022 – the first proper “social media” World Cup?
The potential for positive social media impact on your revenues for World Cup 2022 is huge. It is worth having full-time representation on the key channels locally, monitoring activity, responding to player questions and promoting exciting betting opportunities. Develop and deliver a strategy, don’t wait until the day to decide. Twitter, Instagram, Facebook or Pinterest – whichever you choose, make sure you have a plan and deliver with enthusiasm and creativity.
Bonuses and promotions work
Don’t forget your loyal players. Make sure you plan for activity to retain and to reactivate these important segments of your database. It is always more effective to successfully get a player to re-engage with the brand, than to recruit a brand-new customer.
Betting tournaments are a great way to drive and reward loyalty, so make sure these are part of your plans.
Once again, frequent, useful communication with your customer base, highlighting reasons for them to re-visit, must be planned and executed with skill and flair. Use bonuses and free bets to encourage return visits.
It matters more when there’s money on it!
There will be so much competing activity in your market for the FIFA 2022 World Cup – operators will need to stand-out. Be different, resist competing solely on the odds you provide and consider the overall player experience you deliver.
At Digitain we have developed some unique betting markets to help our operators stand out in the local regions. Offer some of these great offers, such as Goals Ahead Early Payout, Odds Booster, and other special markets, to engage, delight and drive loyalty.
Engagement tools, such as a World Cup predictor, is another marvelous opportunity to promote your brand and both recruit and retain valuable players into your business.
Go big, or go home…
You’re in the betting business, so make sure you have an unbeatable range of pre-game and live betting events on this fantastic tournament. Where you can, promote your local international teams competing. Settle bets accurately and speedily – this aspect of the service is a real “moment of truth” for players, whether established or new.