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HOW AUTOMATION WORKS FOR SPORTS BETTING PROMOTIONS? THE SMARTICO METHOD
Pass it to Maradona! It was an incredibly successful football strategy in the 1980s. Sometimes, even the God apparently lent a hand to the strategy’s success!
Similarly, ‘pass it to the machine’ must be an equally fruitful marketing strategy of our times. It basically means to automate the whole customer relationship management (CRM) process.
But how do you actually pass it to the machine?
Well, here is how it works. If you are not quite well-versed with the CRM and marketing activities, first let us quickly have a run down on how the marketing process works in a betting company’s CRM division. Then we will see how it is automated with Smartico’s platform.
A word about the platform before we begin. It has three major parts:
- Real time marketing application
- Gamification tool
- Real time business intelligence (BI) module
Sportsbook Operator’s Conventional Promotional Method
The CRM division of every major Sportsbook works super efficiently to attract maximum players to punt on the games that they promote.
Let’s take a look at how the CRM division works before a major game of European football. The CRM division sends all sorts of promotions and intimations to players in their databases.
Promotions can be in the form of any format, mainly the following:
- Emails
- SMS on their phones
- Messages on their social media feeds like Facebook or Twitter timeline
- Push notifications to the app users
- Pop-ups on the website
The operators have to get the text needed for emails and message notifications, videos and graphics for social media promotion for each game separately and schedule their sending on appropriate timings on CRM software.
Then there are the categories of players, or buckets as they are sometimes called. For example,
- one bucket of regular, loyal customers,
- another comprising occasional customers,
- yet another having only newly joined customers,
- another bucket comprising dormant customers and so on.
For each bucket, the promotional feature has to be customized. That is, different versions of emails, social media graphics and messages are ideally required for each category of players. Some clusters of customers will also need some kind of bonuses or offers to spur them into punt for this game. So the CRM operators have to add information about such bonuses manually too.
As you can see, it involves cumbersome manual work and there is a good chance that the intended message still may not reach the right player.
Automation can make the process easy and ensure that each player receives exactly the right kind of messages and intimations.
Inside the Automation Process with Smartico
Smartico’s three-pronged software application makes life easy for CRM operators.
The operators need to get the various kinds of creatives done as previously – text, graphics, video and all that. They have to create at least one template for each mode of communication too: for email, SMS push notification, social media posts and so on.
That’s all. The software will take care of the rest.
It uses special dynamic tags to deliver the right kind of content about the right match to the right players through the right channel by leveraging the real time BI module that churns live player data.
The CRM operators can select the games from a list of upcoming games across leagues that they want to promote. The software will initiate an automated marketing campaign at a scheduled time before each match.
One of the software’s most useful features is the Campaign flow builder, which allows the operators to create the flow and order of sending various modes of communication. For example, first send emails, then push notifications or SMS, then social media promotions and and finally show a popup when the player logs in to the website or app of the sportsbook.
Each of the communication will contain two kinds of creatives:
- Fixed
- Dynamic
Fixed communication will be the text, graphics and video that are intended to persuade the players to sign in and place bets.
Dynamic communication refers to the text and graphics that provide the information that keeps on changing from match to match: such as the names of the competing teams, the league, stadium, date and time of the match and such like. If the communication offers bonuses or special offers, the text and graphics depicting the bonus or offer are also will be part of the dynamic communication.
The software will automatically populate the dynamic elements in each communication based on the real time data of player behavior data and preferences. For this the software makes use of something called dynamic tags.
To sum up, the work flow of the operator changes as follows:
- Create the templates of email, messages, graphics and videos
- Choose the matches that need to be promoted
- Select with the targeted population of customers (That is, the operator can opt for promoting Bundesliga matches just to the players who routinely bet on Bundesliga matches only)
- Set the starting time for the campaign – how many day, weeks or even months before the match (even if matches are postponed or get cancelled for some reason, the software will alter the communication schedule accordingly)
- Insert bonus offers, wherever needed.
- Pick the order of communication modes through Campaign flow builder
- Sit back and watch the results
This way, the operators can think about improving the overall quality of the marketing campaigns and look for innovations, rather than running hurriedly to tick each boxes of the communication mix.
The software saves time, delivers better results and better streamlines the operations.
So, pass it to the machine!
Argentina
ZITRO CELEBRATES THE LAUNCH OF ITS FIRST WAP IN ARGENTINA AT THE HIPÓDROMO DE PALERMO
Zitro, a leading global gaming company, has announced the successful launch of its first Wide Area Progressive (WAP) in Argentina, with over 45 slot cabinets initially installed in five gaming halls located at the Hipódromo de Palermo. The product selected for this project is the successful game “Mighty Hammer Ultimate” on Zitro’s premium cabinet, “Altius Glare.”
This system represents the first WAP in South America. A shared jackpot called “Mega Pozo Mighty Hammer” starts at 50 million Pesos and grows progressively, making it the largest accumulated prize in the region. The official inauguration was held on December 19th during the exclusive “Noche de Palermo” event, including a live performance by the renowned Argentinian band Los Totora.
Company Directors commented: “We are very pleased to introduce Argentina’s first WAP at the Hipódromo de Palermo. This project – for which we partnered with Zitro – reiterates Casino Club’s commitment to innovation, always under the premise of offering our customers an entertainment experience that exceeds all their expectations.”
For her part, Alejandra Burato, Regional Director of Zitro for LatAm, commented: “The launch of our first WAP in Argentina is a very important milestone for Zitro, as it confirms our company as a supplier of machines for WAPs. Attending the inauguration event and seeing firsthand how our products connect with players has been a pleasure, providing a unique and different entertainment experience in the region. Additionally, I want to highlight the excellent marketing surrounding the launch, contributing to its success. Finally, I would like to thank Casino Club for their trust and collaboration, which has allowed us to present this innovative proposal in such a renowned and emblematic place as the Hipódromo de Palermo.”
Founder of SOFTSWISS
SOFTSWISS Game Aggregator: Largest Content Hub Certified in Brazil
The SOFTSWISS Game Aggregator, the largest content hub in the iGaming industry, has secured Brazilian certification, becoming one of the first in the market to achieve this milestone.
Regulatory rules for iGaming come into effect in Brazil on 1 January 2025. According to them, platforms, aggregators, sportsbooks, and providers must undergo certification. Companies aiming to provide their services in Brazil in 2025 and beyond have been preparing for this transition throughout the year.
The SOFTSWISS team announces that its Game Aggregator is the first to fully comply with regulations, completing all necessary preparations and receiving the certificate to ensure smooth and efficient operations for its clients.
SOFTSWISS has also obtained certification for integration with the world’s largest game providers – Pragmatic Play, Evolution, and Playtech. These providers offer a diverse range of games tailored to suit the preferences of Brazilian players, from immersive live dealer experiences to engaging slots and table games, ensuring entertainment for every type of player.
According to recent Kantar research conducted in November 2024, the overall satisfaction index for the SOFTSWISS Game Aggregator is 8.1 out of 10. Remarkably, half of the respondents rated the product a 10 or 9. Customer support service satisfaction scored even higher, at 8.4 out of 10.
The Game Aggregator also boasts a key advantage: consistent 99.999% uptime, which is crucial for the iGaming business.
Ivan Montik, Founder of SOFTSWISS, notes: “According to our information, the SOFTSWISS Game Aggregator is the first aggregator fully prepared, both technically and legally, to work in Brazil when the new regulations take effect. This is a significant achievement that the team has worked on diligently and systematically. Our work doesn’t stop here – we are actively adding new providers to help our clients expand their presence in this promising Brazilian market, which is no longer ‘the sleeping giant’. It has awakened, and SOFTSWISS is at the forefront of this exciting transformation.”
To support this high level of performance, earlier this year SOFTSWISS appointed Rubens Barrichello, the Brazilian Formula 1 legend, as a Non-Executive Director, demonstrating its strong commitment to the local market. To ensure efficient operations and promptly address ongoing matters, SOFTSWISS also has a dedicated team of local business development managers in Brazil.
SOFTSWISS team will be available to discuss partnership in Brazil and other markets at the first major iGaming event of 2025 – ICE Barcelona, taking place on 20–22 January, at stand 2G42.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
Latest News
SOFTSWISS Game Aggregator: Largest Content Hub Certified in Brazil
The SOFTSWISS Game Aggregator, the largest content hub in the iGaming industry, has secured Brazilian certification, becoming one of the first in the market to achieve this milestone.
Regulatory rules for iGaming come into effect in Brazil on 1 January 2025. According to them, platforms, aggregators, sportsbooks, and providers must undergo certification. Companies aiming to provide their services in Brazil in 2025 and beyond have been preparing for this transition throughout the year.
The SOFTSWISS team announces that its Game Aggregator is the first to fully comply with regulations, completing all necessary preparations and receiving the certificate to ensure smooth and efficient operations for its clients.
SOFTSWISS has also obtained certification for integration with the world’s largest game providers – Pragmatic Play, Evolution, and Playtech. These providers offer a diverse range of games tailored to suit the preferences of Brazilian players, from immersive live dealer experiences to engaging slots and table games, ensuring entertainment for every type of player.
According to recent Kantar research conducted in November 2024, the overall satisfaction index for the SOFTSWISS Game Aggregator is 8.1 out of 10. Remarkably, half of the respondents rated the product a 10 or 9. Customer support service satisfaction scored even higher, at 8.4 out of 10.
The Game Aggregator also boasts a key advantage: consistent 99.999% uptime, which is crucial for the iGaming business.
Ivan Montik, Founder of SOFTSWISS, notes: “According to our information, the SOFTSWISS Game Aggregator is the first aggregator fully prepared, both technically and legally, to work in Brazil when the new regulations take effect. This is a significant achievement that the team has worked on diligently and systematically. Our work doesn’t stop here – we are actively adding new providers to help our clients expand their presence in this promising Brazilian market, which is no longer ‘the sleeping giant’. It has awakened, and SOFTSWISS is at the forefront of this exciting transformation.”
To support this high level of performance, earlier this year SOFTSWISS appointed Rubens Barrichello, the Brazilian Formula 1 legend, as a Non-Executive Director, demonstrating its strong commitment to the local market. To ensure efficient operations and promptly address ongoing matters, SOFTSWISS also has a dedicated team of local business development managers in Brazil.
SOFTSWISS team will be available to discuss partnership in Brazil and other markets at the first major iGaming event of 2025 – ICE Barcelona, taking place on 20–22 January, at stand 2G42.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Game Aggregator: Largest Content Hub Certified in Brazil appeared first on European Gaming Industry News.
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