Sports betting gets countless new betting accounts through promotions during key seasons, such as March Madness or just before the start of the football season, only to see many casual player accounts go dormant after the wave. initial.
It’s a familiar question: How can these companies revive some of these accounts?
Interactive founder and CEO Mikael Hansson told NJ Online Gambling that his company has found a remedy around the world, and that it will soon arrive in the United States, with Enteractive recently obtaining the approval of the company. licensed by the New Jersey Gaming Application Division.
The secret? Hire employees who literally speak the player’s native language, equip them with localized phone numbers, and then have them make an old-fashioned call to register with the customer.
But can this work in the modern age?
“You don’t have to have any shit, and be very direct in saying,‘ We haven’t seen you in a long time and we’d love to know if there’s a way to make your business win, ’” Hansson said.
“You need to let the customer control the communication,” he added. “If they say they are busy and [to] call them later, we do. Or if they prefer to receive an email, we do. You can’t be rude or aggressive, or say “We’ll make you rich”; you have to listen to the customer “.
So why not send them an email first?
“Generic emails don’t work,” said Hansson, whose Malta-based company has contracts with several online gaming operators.
The process is successful, Hansson said, because the phone call shows that the company is willing to spend labor, and serves as proof that the customer means something to the sports betting operator.
Variations country by country
Hansson said the frequency of responses to calls varies by country. So, for example, calls to someone in Spain or Poland are more likely to be answered directly than the same call to someone in the UK or Scandinavia.
“I think Americans will be more like scandals” in terms of response levels, Hansson added.
However, a standard 10% limit reactivation rate is both achievable and lucrative through its process, Hansson said, adding that he hopes to announce his first sports betting partner or partners in the United States. “in a couple of weeks.”
Hansson, 46, said he still remembers being called similarly on behalf of Partypoker around 2007.
Although Hansson said the caller was not Swedish like him, the call was still effective in attracting his interest. But he said it was clear that having a person who understood the culture of the recipient of the call would be more effective.
Money ball approach
The 2011 Moneyball film about creative management ideas by Oakland Athletics CEO Billy Beane served as additional inspiration for Hansson.
“This is how we approach our goals within the iGaming industry: applying our customized technology to benefit operators,” he said. “Math works!”
Since 2009, Interactive employees have made these phone calls, reacting to the company’s research which indicates that 48% of those who stop using a sports bet do so because they do not feel “valued” by this company. .
“It’s a symbiotic relationship between players and operators: one can’t exist without the other,” Hansson said. “But this relationship has not been nurtured enough. There is currently a gold rush in the US sports betting market, and the eventual winners will be those brands that are committed to their customers and build relationships for the future. .
“All brands in this sector must clearly focus on all aspects of their offering, ensuring that all the hard work to reach the market and the cost of customer acquisition is not lost in the relationships expired “.
Hansson adds that another aspect of the phone call is to clarify whether a customer has stopped betting because he is trying to deal with a compulsive gambling problem. In such cases, he said, the client is guided by tools that help him avoid being contacted in any way by gambling operators.
Photo by Mikael Hansson courtesy of Interactive