Q&A w/ Alex Kornilov, CEO and Founder of BETEGY

BETEGY’S CRM integration tool is set to revolutionise how online betting companies approach advertising. Could you explain the significance of this latest development? What does this CRM integration tool offer to the market that it is currently missing?

Our innovative CRM integration tool empowers our partners to craft highly-personalised and impactful advertising content, taking advertising and marketing efficiency to unprecedented heights. By seamlessly connecting with our customers’ CRM data, this tool revolutionises the way advertising campaigns are executed, enabling effective audience engagement and enhanced customer retention.

Utilising the CRM tool involves harnessing the collected player data to dynamically tailor the creative copy of the content. This streamlined process enables the creation of personalised banners and advertising materials, considerably expediting the creative workflow.

The potential impact of this tool on businesses cannot be overstated. It serves as a crucial initial step towards executing personalised campaigns, unlocking unparalleled levels of marketing efficiency for operators. We anticipate this will lead to substantial improvements across major key performance indicators; particularly conversion and engagement rates.

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What sets our tool apart from existing offerings in the market? The answer lies in its direct and seamless integration between CRM and advertisements. While numerous CRM tools are available, utilising them for advertising purposes can present challenges. Our tool bridges the gap between CRM data and creative copy, facilitating substantial enhancements in advertising campaigns and vital KPIs with just a few clicks and the right data.

Can you talk us through the process of a display ad campaign launch through Creative Studio? How does it differ from what operators usually develop in-house?

To illustrate the benefits, let’s compare two campaigns: one without Creative Studio and the other with it. An operator that doesn’t have Creative Studio would need to individually prepare 10 Premier League matches for their campaign. This involves creating copy, advertising banners, newsletters, and other related tasks through a lengthy chain of specialists.

Naturally, this manual and time-consuming process limits operators’ ability to focus on major events that promise substantial returns, often neglecting the specific interests of players.

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However, with Betegy and Creative Studio, the process becomes remarkably streamlined. Once templates are set, and the necessary data is entered, designers can effortlessly configure the templates. Our system then intelligently populates the fields, instantly generating many banners. A task that would typically consume 4-5 days when done manually on a small scale can now be accomplished in a matter of minutes, even on a much larger scale.

How would you describe the role of content personalisation for operators when working with player demographics? Can you provide an example of how content personalisation can be used to increase engagement among different player groups?

Time and time again, we’ve seen that personalisation works wonders, not just in the betting industry, but across all sectors. Let’s think about it on a personal level; if you receive an offer tailor-made just for you, wouldn’t you be more likely to jump on it? Absolutely!

This is not just a hunch; the data backs it up too. As soon as you start personalising your content, the cost per customer drops, and your campaigns become more efficient. Presently, demographic-focused marketing is the most commonly used form of personalisation. While one-to-one personalisation is not impossible, it can take time to establish.

Personalisation for a demographic is something a company can implement without all of the bells and whistles needed for it on an individual level. If there are 100,000 customers, they won’t create 100,000 pieces of content, but they may be able to create 40.

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Let’s say, for example, we have a player that registered but didn’t deposit. By analysing their activity, we can see they’ve been checking out the Premier League and NFL pages. So, the next time they swing by, our system can greet them with banners showcasing these sports. Talk about catching their attention!

For operators, having well-defined player profiles is a game-changer. The more precise the profile, the more effective your advertising campaigns become. Picture this: a sports fan in their late 20s to early 30s, living it up on the East Coast of the US. Now, imagine showing them a banner with odds and promotions for an upcoming New York Yankees game. That’s way more likely to get them excited than some generic sports offer, right?

To what extent will this improve engagement rates? Can you give any examples of specific data or stats in this regard?

The best way to analyse this is to take a look at an operator using more personalised creative content. The numbers speak for themselves; by simply showcasing an individual game, emphasising the odds, and incorporating a compelling call-to-action, they can halt scrolling and boost the click-through rate by approximately 19%.

Of course, measuring precisely can be difficult as the KPIs will differ from operator to operator. This means it can be tricky to pull out industry-wide numbers and get an average, as they may not mean anything. Additionally, the impact depends on the quality of the creative copy deployed by an operator. While having access to top-notch creative tools and technology is essential, their effectiveness hinges on the relevance of the offering.

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I can say with confidence though that providing the correct work is put in with the product and that the offering is strong, using creative personalisation tools will give you an edge and get you ahead of your competitors.

How challenging is it to change operators’ approach to advertising in this way? How do you work around those challenges?

The issue is not getting operators on board. In fact, most operators like the idea and are impressed with the results. The question is whether or not they are ready to restructure and invest.

Our industry is unique in that it boasts consistently high margins; as such, operators don’t always see the need to change. Taking on our new CRM integration tool isn’t just for a one-off campaign; it requires operators to change their structure and how they do things. Established operators, especially those with a long history of steady returns, may not perceive an immediate incentive for change. Consequently, they might feel content with maintaining the status quo.

In my view, this approach demonstrates an inefficient use of marketing resources. Considerable amounts of money are squandered, with operators merely tossing it into the furnace without a clear strategy. By utilising our CRM tool, operators can significantly enhance efficiency, especially when supported by the right team.

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While the product is not secondary and never is, marketing is the main game in our business. Everyone strives to acquire and retain users as swiftly as possible, and our product, when effectively implemented, can deliver precisely that. Once we have the opportunity to demonstrate its capabilities, most operators are eager to come on board. Nonetheless, resistance to change will always persist to some degree.