Betfair tips customer experience to win gamer loyalty and retention

Betfair tips customer experience to win gamer loyalty and retention

Betfair tips customer experience to win gamer loyalty and retention

World’s largest internet betting exchange uses the power of positive reinforcement, surfacing winners from historic bets with live odds to customers

The lowdown

Over 1.5  million customers

Over 1.5 million customers

 experiences served with Qubit

experiences served with Qubit

8 global locations

8 global locations

Liam Barbour

“Betfair is continually looking to improve the customer experience for our customers, we need to push the boundaries of how we leverage customer data to do this. With Qubit, we’ve been able to deploy the ‘My Winners’ experience, a tailored personalisation based on previous Horse Racing betting history and is the first of its kind in our industry”

Liam Barbour
Head of Product Management, Sportsbook

About Betfair

2000

Betfair first made their mark on the UK gaming industry with the launch of the pioneering Betting Exchange.

2013

Betfair invent the “Cash Out” concept, enabling customers to close out their bets early at the click of a button.

2015

Today, they continue to move forward and set the industry agenda, in 2015 beginning a partnership with Qubit.

What Betfair has achieved with Qubit

Whilst the collection and analysis of data was already a core part of the company strategy, the Qubit platform has allowed Betfair to harness existing customer data, actioning insights across millions of customer interactions, every day. In a crowded market, intelligent personalisations based on a deep understanding of customer data and behaviours sets them apart, driving customer wallet share and increasing player days onsite.

My winners

Reliving past wins invokes positive reinforcement for many customers placing new bets. Betfair had all the data on customers past wins, but this valuable information was not being used to it’s full potential. Betfair wanted to surface past wins on the site at opportune moments. With this emotional trigger, customers were more likely to stay active and more importantly, stay loyal to Betfair.
My winners

The experience

Using individual betting histories, Betfair’s data science team were able to ingest each user’s past wins and the details behind these, such as horse, jockey and race. Qubit Visitor Cloud was then able to identify users, reference their history and securely request the live odds from Betfair’s Sportsbook API via a server side integration. For security and efficiency reasons this wouldn’t have been possible from a client-side application, the Qubit technical integration with Betfair’s infrastructure made it scalable without the possibility of a data-breach.
The experience

The results

Combining these data sources meant that the user could then be alerted to show when their lucky horse was running again with its current odds, prompting them to place a new bet on their previous winner. This generated a 21% increase in new bets on their previous winners.
21%
increase in new bets on their previous winners.
The results
Ashley Garland

“Customers go through an emotional rollercoaster when backing horses. Watching the horse run, and then win, creates a connection to that horse which we wanted to harness, and at the same time create loyalty to the Betfair brand. Utilizing our historical gaming history and the Qubit Visitor Cloud to identify users on site, we served the most relevant and timely information which has increased our customer engagement.”

Ashley Garland
Sportsbook Product Manager

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