Background
While domestic sports leagues and tournaments such as the English Premier League help to keep bettors engaged, there is often a drop in bet volumes and engagement with the sportsbook brand when no major events are running. This is certainly the case over the summer off-season when most sports take a break from the action.
With the increasing number of Gen Z bettors, this challenge has become more significant, as bettors demand more content during season games: in the morning before matches, in the evening after matches, or even during halftime. Consequently, sportsbooks have felt the need to provide their bettors with a range of offerings to choose from.
But the Covid-19 pandemic took this to the next level, with almost no sports events taking place for many months. This is when tier one company BVGroup contacted BETER about our fast-paced betting content that runs 24/7/365.
About the client
BVGroup is a tier one online operator and B2B technology solutions provider. It runs household name brands such as BetVictor, Betano UK, talkSPORT BET and others. Its ability to adapt to new technology and sports betting trends has been a dominant factor in driving growth, fostering creativity and ensuring relevance in the global betting community.
Challenges
The Covid-19 pandemic saw sportsbooks lose virtually all of their betting markets as no sports events took place for many months amid lockdowns, quarantines and social distancing. Operators knew they needed to find content to fill this gap if they were to keep their players engaged and revenues coming in. BVGroup turned to BETER to provide content to fill as many time slots as possible so that its customers could still enjoy the thrill of placing bets when they wanted to.
To do this, we had to get a deep understanding of the company, its brands and its players. This would usually be done through face to face meetings, but at the time, travel was banned so all of this had to be done remotely.
Through virtual meetings, we were able to fully understand the client’s content requirements, especially who its players were, the bets they liked to make, on what events and disciplines and at what time. We also learned their IT infrastructure to ensure the seamless integration of our products and the smoothest possible delivery to its players.
Solution
BETER deployed an extensive team to work on the BVGroup partnership including project managers, business analysts, account managers, traders, supervisors and integrity specialists. After carefully studying the client’s operations, players and requirements, the team concluded that our fast-paced esports and sports betting content would be the perfect fit. This included our proprietary ESportsBattle tournaments, including a few popular disciplines, as well as our flagship Setka Cup table tennis content. This meant BVGroup’s players could wager on two to three matches at the same time.
BVGroup also took our live streaming and data solutions, benefiting from stable operational margins, unrivalled accuracy, best-priced odds, our in-house integrity team, rapid incident management and 24/7 customer support.
Result
Due to the deep collaboration, we were able to go from proposal to integration and players taking bets in just six weeks. This allowed BVGroup to retain players during the pandemic period and generate significant income despite the lack of sporting events taking place. Post-pandemic, our fast-paced esports and sports content has continued to perform well across BVGroup brands, filling gaps during the off-season, during quiet periods such as morning, noon and late evening, and when there are no major sporting events taking place.
BETER has been providing BVGroup with its content for more than four years now, and the client continues to add more disciplines, products, and tools as soon as we bring them to market. This proves the BVGroup trusts us to keep improving the fast-betting experience we provide, and that it is willing to experiment to enhance its offering.
Our zero-tolerance approach to match-fixing has been a major factor in the success of this collaboration, with BVGroup reporting 0,01% incidents of unfair play.
One of the most significant results is the high generation of GGR. Our content, spanning table tennis, eFootball, eHockey, and eBasketball, accounts for a significant proportion of the client’s GGR across these sports. In certain cases, it drives the majority of GGR that the client achieves in that sport, signifying the high demand and attraction for our content among bettors.
