OtherLevels, @OtherLevels the mobile marketing and analytics platform used by major games developers, travel brands and gaming companies across the globe, announced today that Betfred.com has chosen them to power the brand’s native mobile messaging campaigns that reach more than 100,000 subscribed players.
One of the UK’s oldest sports bookmaking companies with over 1,300 retail locations and 10,000 employees, Betfred.com manages tens of thousands of betting slips placed by players daily, either in location, via their website or through the company’s portfolio of gaming apps.
“Mobile devices can deliver news that is critical to making good bets in a timely fashion. However, that insight has to be actionable and incentivized through well-tested and well-timed notifications.”
For gaming companies, the ability to engage players through their mobile device is becoming a top priority: Mobile technology has proven to successfully bridge the device between the online and physical worlds, uncovering new and unique opportunities for brands to reach a broad swath of their players with relevant and targeted messaging.
“In gaming, and especially sports betting, delivering the right message to an engaged user at the right time is critical for success,” said James Shaw, Head of Retention at Betfred.com. This not only increases our overall ROI in terms of real measurable results, but it is a sophisticated, customer-friendly approach that is unmatched in the UK.”
Betfred.com realises the importance of delivering timely offers and incentives to millions of its players — the OtherLevels platform will improve the sports bookmaker’s ability to segment and message players based on real, measurable actions, or inactions — through native targeting and retargeting features that simplify and enable retention strategies. The OtherLevels platform ideally suited to experimentation with a suite of testing tools — Betfred.com can now observe, catalogue and then carefully experiment with messaging to find what works and then build on it.
“Mobile is an ideal platform for sports betting and wagering, but we were tasked with helping Betfred.com accelerate their mobile efforts and bring them up to par with a well established email and SMS program. However, that insight has to be actionable and incentivized through well-tested and well-timed notifications.”
As different players, in different stages of their mobile journey, will respond in very different ways to push notifications, OtherLevels provided Betfred.com with the ability to link message copy to outcomes and improve on their notifications as part of an iterative process.