Cheltenham Festival and the Grand National are fast approaching, presenting a bountiful opportunity for UK-facing operators to target high-potential players or reactivate dormant customers in a more intelligent way.
In this chat, iGF’s Curtis Roach sat down with Harry Cott, co-founder and CEO at beBettor, to discuss how Affluence Scores are enabling companies to segment, activate and nurture their valuable players and deliver hyper-personalised user journeys based on player wealth data, by utilising resources such as promotions and free bets more wisely.
Harry is an expert in the data and analytics space, with more than 15 years experience in founding technology start-ups. Below, he shares how beBettor Affluence Scores deliver simple yet powerful insights into customer’s wealth from the second they sign up and how this insight can translate to a long-term boost in retention.
What are Affluence Scores and how do they offer insights into customers’ relative wealth?
“Affluence Scores are a unique tool that provide betting and gaming operators with valuable insights into their players’ wealth right from the moment they sign up. These scores allow companies to grow their revenue by gaining an instant understanding of their player’s wealth and potential value, meaning they can personalise the customer experience immediately from sign up. Instead of waiting weeks or months to gauge player behaviour, operators can now use customer wealth data to power decisions about personalising a player’s journey from day one, using only their postal address.
“In a market where acquisition costs are rising, Affluence Scores offer a new way to segment players and personalise marketing efforts immediately post acquisition. They allow for advanced retention strategies which focus on keeping high-potential players engaged, as opposed to disproportionately spending on acquisition. For example, one of our partners discovered that 71% of their super-affluent top 1% wealth bracket customers were dormant while using our technology, allowing them to take steps to reactivate this group through highly targeted marketing. This shift from acquisition to retention can lead to a more profitable customer base with higher average revenue per user.”
What makes this technology stand out in a marketplace saturated with loyalty marketing providers that claim to boost retention, average spend and lifetime value?
“The key differentiator of customer affluence scoring is the speed and depth of player understanding that it provides. Operators with player databases ranging from thousands to millions can immediately understand the financial capability of a player with low or no behavioral data and use this information to tailor their marketing and engagement strategies from day one.
“The technology behind beBettor Affluence Scores allows for a high degree of segmentation, customisable depending on the operator’s needs. Players can be grouped into a range of segments, based on their relative wealth, allowing operators to create specific campaigns for different player types. This flexibility means operators can either focus on broad categories, such as low, medium, or high, or dive deeper with more complex segmentation such as 1-10 or 1-20, creating highly targeted marketing campaigns. The ability to create segmentations of different granularities is a key differentiator and beBettor data is accessible instantaneously upon player sign-up.”
What impact can customer Affluence Scores have on a UK-facing operator’s approach before, during, and after key sporting events, such as Cheltenham Festival and the Grand National?
“During large-scale sporting events, operators often focus heavily on expensive advertising campaigns, acquiring new players through promotions and sharing free bet offers. However, a blanket approach can be a costly mistake. While these events can bring a surge of new sign-ups, operators need to think beyond the initial acquisition phase and focus on keeping those players engaged over the long term. beBettor Affluence Scores can allow operators to tailor their campaigns to specific player segments at all stages of the event, from the weeks leading up to it to the crucial days, to weeks and months after.
“Before the event, beBettor Affluence Scores can dictate the pre-festival strategy of operators, allowing them to highly personalise offers which align with a player’s relative wealth. During both festivals, Affluence Scores can help identify new high potential players and implement tailored promotional offers for different wealth segments. This approach maximises engagement, ensuring offers are tailored to varied financial profiles. After the final furlong, operators can then leverage player affluence scores to discover high-value players who may have initially signed up for free bet promotions and show long-term potential. Reactivation efforts can be more precisely focused on those players, avoiding wasted resources. Affluence Scores are not only useful for driving short-term engagement but also for continuing to nurture high-value players, even after the last race, ensuring operators can maintain a profitable relationship with them in the long term.”
How can this technology offer actionable insights for operators into the future?
“Affluence Scores are a powerful data point in themselves, but when combined with behavioural data, they offer even greater value. By understanding the financial profile of a player, operators can begin to see how different segments behave, what markets or sports they prefer, and how much they typically wager. This can provide a clearer picture of where to focus efforts for maximum impact.
“In the longer term, using Affluence Scores alongside existing behavioral models helps operators identify patterns, such as players who might be underspending or those who have potential for higher engagement. With this understanding, operators can better optimise their CRM campaigns or even drive product innovation by ensuring that resources are being used effectively, and they are offering compelling features and content to their customer base. The combination of player scoring and business intelligence enables operators to spot trends and act upon them quickly, driving both retention and innovation.”
