22.03.2019

How to become world-class Bookie

Coverage is key

An extraordinary online sportsbook requires a wide range of markets on all the biggest events around the world, from the top sports like football, tennis, and basketball to niche interests like winter sports.

Think Global, Act Local

A great-looking site will draw in bettors of all ages and backgrounds, but it’s important to remember that these days, a one-size-fits-all approach isn’t the best way forward. Firstly, your sportsbook should be carefully localized for each of the different regions you target. On the basic level, that means translating the main content into the local language. You don’t need to translate everything, of course. English is the world’s lingua franca, and team names, for example, are best left alone. However, key elements of the site, such as section headers, CTAs, banners and other content promoting specific offers, should always be translated.

Speaking of offers, here are the most important promotional categories that virtually all operators provide:

Give to Receive

First of all, it’s worth bearing in mind that the most effective promotions are those which are tied to specific events in the sporting calendar. Big games like the Champions League final demand big offers and massive events like the FIFA World Cup require a series of promotions, often presented in the form of a bonus calendar, with unique offers for each day of the tournament.

Sign up bonuses: the players receive a bonus the moment they join a betting website

Deposit bonuses: the players get a bonus when they deposit to their account, either for the first time or on an ongoing basis; the bonus is usually expressed as a percentage of the deposit amount and often has rollover conditions, meaning the player must bet the combined deposit and bonus amount a certain number of times before withdrawing.

No-deposit bonuses: as the name implies, the player gets a bonus without depositing, although winnings from bets placed with this type of bonus are often capped.

Free bets: free bets can be given out on a “no-strings” basis, in return for a deposit, as a bonus for a winning bet or as cashback to cover a losing bet. However, free bets are often “non-stake returned” meaning that the player receives only the winnings from a wager placed using a free bet.

Frequent Player Points (FPP): This kind of loyalty program is imperative, not just as a little something extra to reward players’ activity, but as an integral part of their experience. We all like to feel appreciated and creating a sense of stability is a key dimension of enhancing loyalty.

VIP loyalty programs: make sure your high-value players know they’re getting an enhanced level of service, in terms of a dedicated account manager, exclusive high-percentage bonuses, expedited withdrawals, and even gifts.

Maintaining an open channel of communication with your players goes a long way toward creating loyalty. Be proactive about it. Reach out to new players via their preferred channel (whether email, SMS phone or onsite inbox) and tell them about the features, resources and offers you’ve designed for them. Building trust is vital. Bettors know that bookmakers want their money – that’s the name of the game – but by being as open and transparent as possible about the terms of your promotions, you’ll be able to create eye-level messaging that engages them as equals.

Follow these basic guidelines and you’ll have the foundations of a solid strategy for achieving sportsbook success.

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