2022 World Cup: Get to know your future new players
With the tournament just months away, Optimove explores what to expect from casual bettors and how you can make them stay
1.More new and reactivated players to consider: In years without a big sporting event, you’ll mostly find the player type breakdown (see pie chart below) skewed more in the active players’ direction. However, big events like the World Cup bring many first-time and newly reactivated depositors. This means you should put the focus heavily on reactivated and new players and should dictate the allocation of resources to keep them engaged.
2.Low in value, so numbers matter:
Don’t stop acquiring new players and build reactivation plans based on past bettor behaviour to bring back as many players as possible.
   What happens if theirs didn’t qualify or were eliminated? To avoid a dip in activity, try to find “adoptive team programmes” to anchor your marketing plan (the same goes for non-participating countries) at a 26% clip.
   Consider gamification to help you achieve this goal; for example – bet on all your national team matches and get a free bet in the final (that gives you all the stages leading up to the final with their attention). Look at logins and email openings to measure how engaged those players are.
5. That all-important second bet: 6. Bet and flee players:Let’s just call them pre-churn
What if instead of calling them new players, we called them “pre-churn”. Would that generate the necessary sense of urgency required to retain them? We’re not sure. What we do know is that operators will see new players arriving in significant numbers during this coming World Cup. From that point on, it’s up to each operator to tweak their strategy and targeted segments to accommodate. Are new players elusive, complicated and require a more thoughtful approach? Sure. Are they retainable and represent a huge opportunity for growth? You bet.
Optimove is the leading CRM marketing platform, empowering brands to personalise CRM journeys at scale with customer insights, AI-led orchestration and all the channels they need in one place. With a CDP at its core, Optimove leverages AI to autonomously surface valuable customer segments, orchestrate self-optimising CRM journeys and accurately deliver the marketing interaction of highest incremental impact across email, mobile, web and more.