Currently, a plethora of free-to-play games are on the market for operators in the betting and gaming space to consider. Some CMOs view these games as top-of-funnel player-acquisition tools. Others deploy free-to-play games to build a database in soon-to-be-regulated markets. However, neither of these use cases fully leverages the potential of free-to-play strategies in betting.
7 Reasons Why Free-to-Play Strategies in Betting are Essential for CRM
The core benefit of free-to-play is clearly customer retention. Here are my reasons why free-to-play strategies in betting are essential for your brands CRM:
1. De-couple bonus and promo costs from sports results
A core issue with sports bonusing is boosted odds interfering with trading. This could be in relation to risk management or trading margin targets. By separating put bonus costs via free-to-play games all parties trading, marketing and the customer benefit with potentially better offers and more scope to be creative,
2. Avoid toxic arbing
Arbing sites such as Outplayed (Profitaccumulator) and Profitmaximiser hoover up free bets and price boosts across all bookie. As a result, your promotions will be exploited. Free-to play prevents this.
3. Allow the marketing team to get creative
Being free from trading’s influence, marketing can get more creative with free-to-play prizes. Therefore, free-to-play games will help with player churn and increase engagement rates.
4. Avoid free bonus and bet tax implications in certain jurisdictions
Some jurisdictions tax-free bets as real money. Others tax the winnings from free bets as real money. This means that bonuses get watered down. In some cases, free-to-play can help remove or reduce the tax implications of your promotions.
5. Enhancing customer engagement: providing unique incentives beyond betting
On a quiet sports day, you can give customers a reason for logging into your site.
6. Leverage Google’s personalisation algorithm to rank higher for current customers.
Google ranks frequently visited websites higher for users. As a result, you can also get a boost here.
7. Copperfasten your “Front of Mind” strategy
In a competitive landscape where everybody is competing for “share-of-wallet” winning the “front-of-mind” battle is essential. As a result, free-to-play games that drive repeat plays from your customers help.
Free-to-Play Games – Conclusion
It is important that your CRM team as a reward platform outside of price boosts and casino bonuses. This gives them more freedom, especially for sports customers. All in all, an effective free-to-play strategy is essential for all sportsbooks and online casinos.
If you would like to talk about how you can deploy free-to-play games leave your details in the contact form below and we will get back to you.
