One of the most exciting and innovative aspects of sports betting is how it has evolved over the years. No longer just the domain of casinos and high-street bookmakers, the industry has embraced all manner of new technologies and has become a vibrant part of the digital age. Here, we take a look at how the industry has changed and how it is shaping the future of betting…
For decades, the only real way to place a sports bet was through a high-street bookmaker. However, as noted by the UK Department of Culture, Media and Sport, the “increasing use of digital and remote platforms” has made sports betting more accessible to the general public. In particular, the proliferation of online sportsbooks has made it easier for individuals to place bets on their favourite teams and matches, regardless of where they are located. This has, in turn, increased competition and spurred innovation within the industry as companies vie for users’ business.
More Engagement With Audiences
While live dealer sportsbooks and betting apps have existed for some time, the industry has taken advantage of the ever-evolving technologies to further engage audiences, both casual and professional, with their products. For instance, the creation of custom audiences based on user’s interests, behaviours and demographics, is something that has evolved as a result of digital marketing. That is, it is a result of using digital technologies to target individuals with specific, personalised offers, content and strategies.
Embracing Multi-channel Marketing
In the past, a sports enthusiast would typically visit a casino or bookmaker to place a bet. However, with the advent of the internet and social media, multi-channel marketing has become prevalent, particularly for sports betting, as platforms like YouTube have provided sports enthusiasts with a home, outside of the bookmaker or casino. Additionally, as we have seen, social media allows for real-time interaction and engagement, encouraging fans to participate in discussions and encouraging non-fans to become interested in the product – all of which can further drive conversions and build trust.
Creative Finishes And Material Packing
When it comes to using material to attract audiences to a product or service, few industries are as innovative as the betting industry. To start with, novelty products, such as truffles wrapped in foil, are no longer enough to draw attention to an online sportsbook – progressive jackpotting and other innovative betting products have become commonplace, with many betting operators using unique ways to attract audiences, such as holograms and animations.
Additionally, the move to online casinos and bookmakers has resulted in a decline in the use of physical products, such as bingos and darts. This has, in part, been spurred by the desire to reduce packaging waste – after all, who wants to be throwing away boxes and wrapping paper anyway? – but it has also contributed to the industry moving to creative finishes and unique, innovative ways to package their products as a result of consumer confidence in the safety and integrity of their data when transacting online. For instance, some online casinos provide a unique product experience by hiding their software behind a frosted-smoked glass display, while others use smart packaging to alert users that their product is within, protecting it from damage in transit.
Increased Traffic To Websites
The internet has brought with it an increased demand for high-quality content and the creative industries, including the betting industry, have risen to the challenge. In accordance with the UK Government’s target to grow the UK’s creative industries by providing unique content and experiences to encourage people to visit websites, the betting industry has adopted strategies to increase traffic to their sites, such as SEO and content marketing. Additionally, as we mentioned above, digital marketing offers the ability to target the right audience with unique offers and content, ultimately driving increased traffic to a website.
Increased Product Awareness And Customer Education
In the not-so-distant past, consumers would typically have to make a conscious effort to find out the fundamentals of sports betting, such as the rules, how the industry works and how to place a bet. However, with the evolution of online platforms and the ability to learn at one’s fingertips, customers are now better informed and more savvy than ever before – after all, being the customer is the best position from which to learn. As a result of this, many betting operators have established themselves as thought leaders in their respective industries, creating extensive resources for customers on their websites, via blogs and FAQs, further encouraging interactions and deepening the customer’s engagement with the brand.
The Impact Of Marketing On Brand Loyalty
One of the primary reasons why the betting industry is a standout among the creative industries is due to its adaptability. This is exemplified by the fact that many of the strategies and tactics implemented by brands within the industry also work for other industries. In the same way that traditional marketing techniques, such as advertising and loyalty schemes, work for other industries, so too does the tactics used in the sports betting industry.
Firstly, by understanding the consumer’s needs, desires and behaviour, brands can tailor their communication and engagement strategies to encourage long-term customer loyalty – a crucial component of any successful marketing campaign.
Where Will The Future Of Sports Betting Take Us?
Undoubtedly, the future of sports betting is looking brighter than ever before. Not only has the industry changed in the past decade, but it is also evolving at a rapid pace, adapting to new technologies, attracting a wider audience and reshaping the future of marketing and commerce. However, as with any rapidly evolving industry, it is crucial for companies to continue to innovate and evolve with the times – after all, if they don’t, they may find themselves behind a similar or even more innovative brand, snatching customers away, hurting their bottom line and leaving them in the dust.