Sports Betting Brand Interwetten, implements a new approach to player conversion during the World Cup

Interwetten’s Head of Gaming, Mario Bilic said; ‘As for so many iGaming brands, our investment in customer acquisition is high, yet loyalty remains increasingly difficult to obtain. Across the industry, we see on average only 35% of new customers actually making that all important first deposit. When we gain registrations it’s vitally important we not only convert them to depositing players, but we keep them as long standing, loyal customers. In response, we are now proactively changing our approach to the customer activation process.’

Across the industry, there is a steep drop off in player retention just 12 hours after registration. As the industry becomes more saturated with operators, and in response an array of short term, free bet led offers flood the market, brand differentiation is proving difficult.

Moving away from traditional communication channels and short term offers, Interwetten were keen to explore new efficient ways to save money, increase players deposits and provide a scalable yet personal approach to communicate with players across different target regions.

Bilic continued; ‘Compared to our previous traditional approach of email and text offers, using Wiraya has seen a significant increase in player conversion for both activation and reactivation, in particular an 7% increase in the number of deposits from customer who have registered but not made a deposit’

Wiraya’s CEO Oskar Klingberg said; ‘Rather than simply enhancing the traditional approach that so many operators are taking to player conversion, we are working with a number of leading operators in the industry to challenge the assumptions on what inspires actions from players. The market leading conversion results we have seen is testament to new way of working.’

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