Experts from Abelson Odds, Blue Guru Games, Digitain and Enteractive detail how their fruitful player engagement strategies are shaping a promising 2025 landscape AS I write Act I of iNTERGAMINGi Issue 5’s player engagement double-header, all eyes are on the final few days of what has been an epic Olympic Games in Paris.
The sporting bonanza in France sped out of the starting blocks shortly after Euro 2024, which also lived up to its billing. After iNTERGAMINGi Issue 3 built up to both events from a sports betting perspective, many of the reflections on the summer of sport in Issue 5 relate chiefly to player engagement and how well operators and suppliers performed in keeping bettors engaged throughout key events.
For Jeeve Jeyaratnam, chief operating officer at Abelson Odds, the Olympics have always provided “something of a conundrum” for sports betting operators. The “sheer number of unusual sports, competitors and markets,” he says, mean brands can put in a “lot of work” but must expect “uncertain betting volumes.”
“The other reason firms may be fairly indifferent regarding the acquisition opportunity the Games present surrounds the image protection stance the International Olympic Committee adopts. The use of logos, slogans and imagery is very tightly controlled, making it very difficult to run an acquisition campaign.
“In fact, controlling affiliates and ensuring they are not putting operators in the firing line is just as important as trying to leverage the Olympics into a marketing strategy.”
From player acquisition to player retention and reactivation, Enteractive’s Dave Hayward, B2B sales executive, joins the discussion.
While events like Euro 2024 offer “significant acquisition opportunities,” they also bring higher churn rates, he says, particularly among casual or occasional bettors.
Enteractive specialises in helping operators turn registered non−funded player accounts and lapsed players into regular bettors again.
“Enteractive’s personalised one−to−one calls are vital in such contexts, as they can re−engage these players, reminding them of upcoming events and offering tailored promotions to keep them active,” Hayward says.
Digitain’s chief revenue officer, Iain Hutchison, reflects on Euro 2024 as a tournament where the supplier went full−throttle with its improved bet builder product.
Digitain increased the number of maximum selections available to bettors from 10 to 16 in response to demand for more markets identified through user research.
Indeed, the company’s data found 65 percent of bet builder bets are combo bets and that 3.7 percent of users prefer more customisation in their bet builder experience.
This shows players are combining multiple bet builder selections or integrating them with standard bets, Hutchison says.
“The extended options of bet builders drive this growing trend within a single football match, offering a more in−depth and captivating betting experience, as it was during Euro 2024.
“The bet builder tool is not only versatile but also user−friendly. It supports many bet types, including player−to−score markets and statistics markets like corners, yellow cards, offsides and fouls, which were common during the competition.”
As well as fuelling its Euro 2024 strategy with player betting data, Digitain also made sure to incorporate gamification elements such as Acca Bonus and 2 Goals Ahead into its offering.
“This adaptability ensures a seamless betting experience for our players, making it easier than ever to place bets, and we will continue adapting more of our in−house bet builders,” Hutchison says.
IGAMING VS SPORTS BETTING
Alongside the sporting enthusiasm fuelling the betting industry, igaming has of course remained centre stage over the past few months too.
Digitain is involved in both verticals, which Hutchison outlines have “different nuances and levers” when it comes to player engagement.
“Seasonal influences” and the presence of television broadcasting drive sports betting while online casino players can “always choose” when to dive into their favourite content.
“Based on this, you can create predictive models or scorecards which allow segmentation through engagement and product preference (primary and secondary) or identifying multi−product player cohorts,” Hutchison explains. “Every player has a primary product bias or preference. For example, a sportsbook player may predominantly place bets only on football throughout the season but play in a casino slots tournament once a month.
“Therefore, it is important to understand the context of when players engage with certain products, be it weekdays, weekends or payday cycles.
“Our Centrivo CRM system supports all the learnings and data analytics of player behaviour in executional frameworks, which can then be used to gain further insight that drives business goals and KPIs. Centrivo CRM is a long-term growth enabler.”
THE IGAMING PERSPECTIVE
Just as seasonal influences drive sports betting suppliers and operators, content roadmaps are key to player engagement in igaming.
Blue Guru Games released its St. Louis 1904 slot on July 18 at a natural inflection point between the conclusion of Euro 2024 and the Copa América, and the beginning of the Olympics. Head of studio Lloyd William Roberts says the title has received a “positive early reaction.”
Players are enjoying the historical theme of the 1904 St. Louis marathon and getting a feel for all the bizarre happenings that took place thanks to the game’s “engaging features,” he says, with the title’s “quality design” also playing a part in its early impact.
“We hope these factors have collectively contributed to a high level of player engagement and satisfaction.”
TARGETING DIFFERENT MARKETS
The duality of targeting sports betting and igaming leads the iNTERGAMINGi discussion into the differences in targeting US players versus European-based players.
Player interactions in the US differ “significantly” to those across the Atlantic, Enteractive’s Hayward says, due to the “unique sporting landscape” found stateside.
“In the US, sports betting is deeply integrated with popular sports like American football, basketball and baseball, which command a large, dedicated fanbase. This creates a dynamic where players are highly engaged with sports betting platforms, seeking real−time updates, in−play betting options and personalised interactions that cater to their sports preferences.
“Enteractive’s strategy in the US leverages these unique aspects by enhancing user engagement through real−time interactions, ensuring that player reactivation efforts align with the sports-centric interests of the US market.
“Conversely, in Europe, while sports like football dominate, there is a broader mix of sports preferences and betting habits.”
Jeyaratnam brings up the “definite shift,” as he sees it in the US, of companies acquiring the “mathematical−led ‘prop shops’” that power player markets for complex US sports.
“In addition to Entain snapping up Angstrom Sports, we have seen DraftKings buying Sports IQ and most recently Caesars Entertainment acquiring ZeroFlucs. There have also been persistent rumours around Simplebet, purveyors of micro-markets that lend a casino-type feel to live sports betting and are designed to increase engagement and retention.”
Operators may seek M&A expansion to “own their own destiny” and add value, Jeyaratnam says, but also − “and not insignificantly” − to remove options for competitors.
“This type of activity does create opportunities for new suppliers to achieve a foothold with operators who may have been forced to cease deals with acquired businesses.”
TRENDS MORE WIDELY
In the igaming space, Roberts says Blue Guru and the online casino industry are being drawn to “more visually appealing and engaging environments.”
“As a result, we’re seeing higher production values across the industry. Gamification tools are also advancing, giving players more engagement, accomplishment-based rewards and challenges.”
For Hutchison, more social feature-led integration such as messaging, chatbots and virtual or digital assistants is the order of the day.
“In reality, players, bettors and others use a wider variety of social networks and platforms that have very sticky features to keep them coming back to the particular platform.
“Therefore, to a certain extent, they expect this within other digital services that they use or consume. You can see that in online shopping, banking and fintech, which are embracing more of these social engagement features into their own product experience, where applicable.
“This isn’t a trend, per se it is delivering what customers want into their digital experience ecosystem, and if they can’t find it with brand A, then they will leave and refer to a brand that meets their expectations.”
Chatbots and digital assistants relate primarily to artificial intelligence, which Hayward says provides “solid digital retention strategies that engage the majority of players.”
However, he adds that “all operators should include more direct engagement strategies to maximise revenues from audience segments that respond better to one−to−one outreach and human interaction.”
PUTTING TRENDS INTO ACTION
Applying a practical feel to the theory, the impact of bet builders on player engagement in sports betting is once again applauded, this time by Jeyaratnam.
“Positive engagement is vital to the longevity of a sportsbook,” he starts. “Our odds products aim to assist operators by bringing familiarity and localisation to a sportsbook.
“Betting on player markets is widely acknowledged to stimulate customer engagement. The advancement and take−up of the bet builder or ‘same−game parlay’ product is testament to the impact that player−specific markets have had.
“Operators and suppliers will tell you that bet builders really come to life when including player−based markets. Punters have strong opinions on players, and being able to bet on such markets has accelerated the progress of our products as well as helping operators to engage and retain players.”
Abelson already has a pertinent case study for this trend, having added its player markets for a Peruvian operator client’s pre−match and in−play coverage of the Peruvian league.
This was a “crucial factor in winning the tender,” Jeyaratnam says, reflecting the “fervour for this type of betting opportunity within the sportsbook.”
Sports betting player engagement is also about adaptability, as has been proven by the evolution of Abelson’s Televised & Streamed Sports (TSS) service.
The backbone of the product is listings of all live sports events broadcast on TV − useful, Jeyaratnam says, given 70 per cent more is bet on a televised game compared to one not available to watch. But TSS also helps to “maximise and cost−justify the potential of bookmakers’ streaming,” Jeyaratnam continues.
“The evolution of streams displaying fans’ favourite sports has boosted player retention for operators, eliminating the need to ‘second screen,’ with all focus on the operator’s site or app.
“Abelson’s TSS service now incorporates all streaming rights from multiple providers and differentiates between regional availability to create a schedule of all available viewing options.”
THE EVOLUTION OF CRM
Customer relationship management is also evolving, hence the recent introduction of Digitain’s Centrivo CRM system to the industry.
The “many advantages” offered to operators by the solution include simplifying operations and making it “easy to unlock new revenue streams and improve player satisfaction,” Hutchison says.
“Our CRM helps provide a complete solution for multi−channel marketing communications via email, SMS, website push and campaigns, as all transactional data is pipelined from the brand’s existing set−up with Digitain.
“From an operational standpoint, the platform is user−friendly and can be customised to fit the needs of the operator. It offers audience segmentation management, marketing cohorts, promotional templates, dynamic bonus management and gamification functionality.
“These features are all accessible through a reporting dashboard for performance analysis. With the platform, you can launch and optimise your entire player lifecycle CRM marketing campaigns, ensuring maximum exposure and player engagement during high−profile marketing acquisition events.”
Nevertheless, Enteractive’s Hayward insists that despite technology improving to deliver one−way CRM messaging that maintains the lifetime value (LTV) for the “majority of operators’ active players,” there are “significant audience segments that remain unresponsive to automated marketing messages.”
Person−to−person interaction, a key pillar of Enteractive’s offering, therefore remains “highly valuable,” Hayward says, “even in a digital landscape dominated by data−driven campaigns and statistical analysis.”
“Enteractive’s approach leverages the human touch to enhance the effectiveness of digital marketing strategies. Personalised interactions through real conversations can address individual player needs and concerns more effectively than automated messages, leading to higher retention and satisfaction rates.”
All markets across the world differ when it comes to player engagement and CRM, Hayward continues.
Whether players prefer sports betting or igaming is a key factor, as is the “changing face” of regulations, the age and maturity of the market and how a jurisdiction’s infrastructure matches up to advancing mobile technology.
“Enteractive sees the most success with growing markets that have good acquisition funnels but need retention strategies to cement player return and active accounts, locking in long−term LTV.
“Since we rely on voice communications, our outreach campaigns with players are always more personalised and therefore better appreciated by the majority of players we speak to.
“Going the extra mile to make operators’ customers feel heard and valued makes a real difference, regardless of the market. But we adapt our campaign objectives according to client requirements and the age of the lapsed accounts.”
DEVIL IN THE DETAIL
For igaming supplier Blue Guru, going the extra mile with content releases is also vital.
After the feature−filled chaos of St. Louis 1904, Roberts declares the company’s next release, Freaked Out Fish, “will have players diving into a kaleidoscopic water world.”
“This time round we’ve gone for a psychedelic adventure with three separate Bonus Bet options, increasing multiplier hotspots up to 128x, giga reveal symbols, mystery multipliers, tumbling reels and an Ante Bet feature that increases your chance of unlocking Free Games by more than 150 percent.
“The team has really produced an incredibly fun, high−potential and psychedelic experience” in the September 26 release, Roberts says.
Exploring “unique and intriguing themes” is the centrepiece of Blue Guru’s desire to “stand out” in the online casino space.
“If this diversity of themes can help us attract a broader audience, then it’s worth it to keep the gaming experience fresh. We incorporate storylines to help immerse our players, making the gameplay experience more engaging and memorable.
“We also feature a mix of unique, familiar and enhanced mechanics across our titles, whichever we think best present the narratives in the game.”
Blue Guru’s success so far with titles such as St. Louis 1904 and Aussies vs Emus has built up the company’s experience after its debut in 2021.
Asked what advice he would give a start−up igaming supplier looking to provide operators with optimum player engagement, Roberts said the success of such a venture “depends on offering an outstanding user experience characterised by user−friendly interfaces, rapid loading times and captivating gameplay.”
Suppliers can stand out by incorporating “distinctive features” such as exclusive bonus rounds and engaging narrative elements into a game.
“Given the prominence of mobile gaming, it’s essential to optimise your games for a flawless mobile experience,” Roberts continues.
“Additionally, ensure to leverage data analytics to customise your game development based on player preferences and behaviours. This approach not only attracts players but also builds loyalty, as delivering enjoyable and tailored experiences can distinguish your games in a crowded market.”
WHAT’S IN A PARTNERSHIP?
Producing quality products and solutions is one thing, but the next step is connecting them to the wider industry through lucrative partnerships.
In the past year, Enteractive has successfully offered its player reactivation services to the likes of BVGroup, Bethard and Touch Casino − “notable milestones” that “underscore its prowess in player reactivation and engagement within the igaming and sports betting sectors,” Hayward begins.
“A standout collaboration with Bethard has seen Enteractive implement its personalised call strategies, driving significant player conversion and reactivation rates. This partnership effectively transformed previously inactive players into active users, contributing to a substantial increase in Bethard’s revenue streams.
“Additionally, Enteractive’s alliance with BVGroup has facilitated the reactivation of players across multiple igaming and sports betting platforms, further cementing Enteractive’s reputation for enhancing player engagement on a global scale.”
Looking at the wider industry, Jeyaratnam talks of the changing landscape of operators’ sports sponsorship deals.
“The upcoming Premier League shirt sponsorship ban in the UK has started to change the way operators are approaching partnerships and exposure in the market,” he says.
“Sportsbet.io has recently signed a ‘back−of−shorts’ deal with Hull City that suggests more confidence than most that the Tigers will earn promotion back to the Premier League.
“The deal circumvents the top tier’s front−of−shirt sponsorship ban. Similarly, Betway has recently announced an official deal with Manchester City that will not involve shirt sponsorship but does suggest a more inventive approach including marketing activations and content creation.
“As for Abelson, we’ll continue to expand our player props portfolio while pushing the product to all corners of the globe. More on this to come!”
2025 ON THE HORIZON
With 2025 on the horizon, Hutchison believes “constant information layering and learning” can help shape the trends which will define the next year of player engagement strategies.
“Of course, predictions are always topical. Technology like the Centrivo CRM platform provides proof points to bring marketing teams closer to how players react or don’t react.
“With advances in marketing automation, we are getting closer to more personalised relationships with players. It is not fully one−to−one but a step forward to achieving that goal.”
What is more certain, Hutchison feels, is that artificial intelligence and “conversational commerce” such as chatbots will play an even more central role in 2025.
These will facilitate “deeper integration of what you like using digital assistants into the player lifecycle marketing for improved customer experience, brand communication and product interaction.”
The Gamification tool will also be a key part of Digitain’s future player engagement strategy, Hutchison reveals.
The company has a “robust roadmap” of enhancements planned, “but fundamentally, the core aim is continuing to improve the front−end experience.”
Having this as a starting point will ensure it is “easy to improve ease of use for the player, simplify their journeys and ask players what they like and dislike through qualitative research.”
For now, SportChat is proving a key feature and taps into the socialisation trend Digitain is jumping on board with. SportChat allows players to interact and bet with each other during live sports events.
“This has made our platform more appealing and improved user engagement,” Hutchison declares. “We have received positive feedback, and our partners’ data analysis shows a roughly 20 per cent increase in bets from players who actively use SportChat.
“This is particularly beneficial during major events like the Copa América and Euro 2024 where there is a lot of discussion and varied opinions about what happened on the pitch.
“To create a strong sense of community and relevance, it is crucial to develop tools and features that cater to today’s digital players. At Digitain, we are deeply passionate about this.”
Enteractive will also continue to focus on offering a “personalised” service to clients in 2025, Hayward says, using its (Re)Activation Cloud technology.
“Through partnerships with top industry players like Optimove and Fast Track, our one−to−one services can now be easily integrated into existing digital CRM strategies for operators worldwide.
“Our services are a no−brainer for the online gambling sector, delivering additional revenues on a no−risk basis, thanks to our ‘no play, no pay’ approach to player engagement.”
Roberts has no doubt Blue Guru will continue with its strategy of sourcing themes and narratives from historical events, popular culture, classic literature and current trends.
What’s more, customer feedback, market research and industry analyses can help fine−tune the basis for the company’s game development.
“Working closely with our creative teams helps us hone these ideas into captivating storylines and visual themes that engage and maintain the interest of players.”
NO STONE UNTURNED
Rounding off the iNTERGAMINGi discussion is a return to looking at the markets that are shaping player engagement strategies.
With regulations tightening in many markets in Europe, many sectors of the industry, including those seeking to offer player engagement, are tapping into the exciting opportunities Latin America has to offer.
Abelson is already stepping up its LatAm efforts and Jeyaratnam reports the success and industry trends the company explored at the recent SBC Summit in Brazil.
“Notably and somewhat surprisingly, we witnessed native Brazilian operators exhibiting at the SBC show. You don’t often see this at shows, as the attendees are industry−specific and aren’t looking to be sold on a brand.
“The juxtaposition of the market meant that operators were there to advertise their established brands to the international visitors. Brand ambassadors are seemingly very important to Brazilian brands, and they tend to be retired football players.
“The dominance of football is hard to imagine, especially local football and leagues. We met with operators that were saying up to 90 per cent of revenue was derived via football alone. I guess that is what makes this market so exciting for Abelson.
“We have a strong hand in the region through our relationships with mainly European incumbents, but we know we can help native Brazilian brands too, as interest in player markets is very evident.” For Enteractive, a recently opened office in Fort Lauderdale, Florida, US, is brewing new avenues for the company to explore.
The workspace has “significantly bolstered our North American operations,” Hayward reports, playing a “pivotal role in forging closer relationships with clients and stakeholders
and solidifying Enteractive’s footprint in North America.”
“Looking ahead, Enteractive plans to further its North American expansion, leveraging its recent investment from Bettor Capital to enhance its industry−leading reactivation services across additional US states. This growth will be driven by targeting additional regulated markets, expanding licensing agreements in new states and increasing the scope of personalised player engagement strategies.
“In Latin America, Enteractive will focus on boosting player activation and retention through strategic partnerships, such as its collaboration with Coolbet, to capitalise on the region’s burgeoning igaming opportunities.”
All around the igaming and sports betting industries, player engagement is ramping up in many different ways − and you can be sure that those in the know will have their fingers on the pulse regarding all the latest trends going forward.
