Fred Done opened the doors of his first shop in 1967 and almost half a century on, he remains in control of the world’s largest independent bookmakers.
Things have changed a little since 1967; not only has the world of sport developed into a global industry, technological advances have snowballed as we enter the digital age. Following the arrival of the ‘world wide web’ as it was once known, and the more recent mobile revolution, Betfred can now do business with almost anybody, almost anywhere, at any time of day.
The coinciding of these revolutions has led to a new term in digital business; we are now dealing with the ‘empowered customer’. They want to do business “24/7/12/52/365” (to paraphrase ex-sports pundit Alan Partridge), and they can compare prices and experiences in an instant. They don’t ask or wait for assistance, they demand assistance, they demand information. For us online professionals, the bar has been raised, the gauntlet laid down; it’s now time to raise our game.
The Betfred experience has always been steeped in British sporting heritage and tradition, from playing an integral role in British horse racing, through to the sponsorship of venues and events at the forefront of British consciousness over the decades, such as Wembley Stadium and the World Snooker Championships. We’re extremely proud of our roots but, like Arsenal’s recruitment policy, our eyes remain fixed on the future.
With a range of mobile offerings including a comprehensive sports book, in addition to our mobile casino and lottery applications, the revolution will no doubt be televised, but like any pro athlete, we want to be out there taking part.
A recent survey carried out by digital marketing agency Motricity demonstrated the extent of the mobile revolution when contextualised against everyday situations:
- 55% can’t wait for the final score and have tracked game scores using their device(s)
- 87% have given into temptations and checked on a sporting event during an inappropriate time
- 50% have gone to the restroom in order to check the score
- 55% have taken a peek at their device during dinner
- 23% have disregarded pre-show reminders and checked scores while at the movies
I believe the truth is, these stats are modest in comparison to the real story.
The ability for sports enthusiasts to interact and engage with their idols has changed the face of sport forever. Social networking sites like Twitter have been available via mobile for some time now, and there are numerous examples of the platform breaking big news well before many news agencies get a sniff. The speed at which information can travel and be distributed is mind-blowing, and the benefits for the end under are endless.
From a marketing point of view, this influx of new information, accessibility and global exposure allows for fans all over the world to buy into the genuine experience all around the planet, all around the clock.
Betfred’s mobile betting products further enhance this experience by bringing up-to-the-second in-play betting directly to the player, wherever they may be. As Motricity’s findings demonstrate, fans are no longer willing to ‘look away now’ as they eagerly await Match of the Day; minute-by-minute they know the score, the goalscorers and every resulting shift in the league table.
With a dedicated team of mobile developers and experts working out of Manchester’s Sharp Project, our goal is to harness and service this social phenomenon and emerge as the industry front runners, pioneering new and innovative technologies and products designed to deliver a seamless player experience.
Betting on sporting events is an age-old tradition and days like Grand National Day demonstrate the fever-pitch atmosphere that such events give rise to. The country unites, the roads empty and we look to the skies as one, willing our horse, car or ball over the line.
Like any business, the challenge now is to remain ahead of the crowd. Recent reports show that up to 50% of Betfred.com’s bets are placed via mobile devices, and this number will continue to grow in correlation with improvements in mobile technology and the increasing awareness and popularity of sport. Sportsbook betting is now a global business, backed by state-of-the-art technology and enhanced by increased engagement with, and exposure to, the most important element of all; the event.
In a new marketplace built upon the rapid emergence of mobile technology and all its features and benefits (convenience, real-time interaction, location-based customization), opportunity is rife. We can now captivate and segment customers and address their needs, supplying pioneering products and services.
Sport has long crossed social boundaries and brought even the most opposed communities and cultures together; today we live in a world where sport, with the help of technology, has breached even international borders, leading to the formation of one global marketplace.
Patrick Cahill is Head of CRM and Social Media at Betfred.
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