With racing
having shown a regrettable inability to attract meaningful numbers of committed and regular players to the game I feel that we need to have a closer look at how critical
interest in racing can be defined from a vital growth perspective.
Two elements dominate my thinking in terms of this very vital aspect around racing:
Generating an Initial Interest
Although racing has been hugely successful at attracting significant crowds to big feature race days and an equivalent exponential increase in all pools on these occasions, we have to ask what happens to all these new players after the event, as they clearly have no further involvement with pools instantly returning back to normal afterwards.
I believe that racing can be made much more attractive in addition to big race days by introducing products that will generate large and fast growing pools. The critical balance is finding the most effective ratio between generating carry-overs and payouts.
The Key to Growth: Sustaining Interest after an Initial Involvement
The most critical time, and this is the area that betting operators need to concentrate on, is the often neglected period between initial involvement until such time as the player has reached a level of proficiency that will ensure committed participation.
This period will vary from player to player but generally speaking it will be somewhere between 3 and 12 months and this is where continued involvement will be secured or lost.
Current products are suitable in terms of experienced players needs but they offer virtually no acquisition support as can be seen from the low conversion rate that racing is able to achieve.
New products, developed specifically for their entertainment value and affordability, will provide betting operators with the elusive tools to bridge this key transition period.
OUR PRODUCTS, OF WHICH SCORELINE IS THE FIRST, HAVE BEEN SPECIFICALLY DESIGNED TO PROVIDE THIS VALUABLE SUPPORT TO MARKETING EFFORTS.