General Betting
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Betfair is set to roll out an achievements-led incentives programme to encourage users to explore more of its website and make bets on different games and sports.
http://www.marketingweek.co.uk/sectors/travel-and-leisure/betfair-turns-to-gamification-to-increase-customer-value/3029477.article
Betfair’s recent experiential campaign
The site is adopting gaming strategies such as achievements - similar to LinkedIn’s progress bar that indicates how complete a user’s profile is, or Foursquare’s badges - to incentivise users.
It will also reward users with virtual goods and cash rewards when they discover and make bets on different areas of the website.
http://www.marketingweek.co.uk/sectors/travel-and-leisure/betfair-turns-to-gamification-to-increase-customer-value/3029477.article
Betfair’s recent experiential campaign
The site is adopting gaming strategies such as achievements - similar to LinkedIn’s progress bar that indicates how complete a user’s profile is, or Foursquare’s badges - to incentivise users.
It will also reward users with virtual goods and cash rewards when they discover and make bets on different areas of the website.
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do BetFAIR take 60% of your virtual goods and reward of cashh?
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is it for ages 5-6 or can anybody play?
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Betfair once again showing their determination to turn the site into a stupid plaything for idiots. Problem is most people here are serious enough about their betting to have sought out better prices and learned a new way of gambling, and so probably aren't as stupid as Betfair assume they are. Treating people like idiots doesn't necessarily make them so.
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Interesting
Betfair hopes to drive users to areas of the site that increase customer value such as the help and learning section and forums and editorial content, which tend to result in visitors placing higher value deposits and completing their registration, according to Betfair’s recent user testing data. I always felt that those who use forums bet more than those that don't. Before i used the forums i would rarely bet on tennis / snooker / greyhounds but the forums tend to make me bet more if bored. So in reality the reason for forum is to create a community of sheep following sheep and betfair making money. Thats why so many free money threads are tolerated and there is limited moderation am i right? |
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The mistake bf are making here is in thinking they can cross-sell to gamblers b/c cross-selling is a strategy in other sectors and was promised by the board to City investors.
Instead it is likely that the marketing strategy will only alienate their serious users, who understand that to be profitable you have to specialise in certain sports (and maybe only one). Rather than silly badge-type schemes, they need to attract the recreational punter, which imv they can only do by guaranteeing market-efficient prices and best prices at the off. |
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"Virtual goods" - what the feck use are they?
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Rotating bow ties and squirting flowers signed by the betfair think tank?
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