Digital Choo — Personalisation is the essence of sports betting
Betting on Sports is the world’s leading sports betting industry event. With this year’s conference set to boast 300 leading industry speakers across 50 sessions.
Ahead of the event, SBC caught up with Digital Choo (DC) Chief Strategy Officer, Oleg Profatylo. He told SBC about the rebranding campaign of one of DC’s clients, and how Digital Choo ‘seeks to dive into the industry’s latest trends’
What are you looking forward to at Betting on Sports?
We seek to dive into the industry’s latest trends, showcase its services to partners, and exchange experiences to turn them into new business ideas and solutions later. Productive communication is key to the industry’s development. We are eager to discuss current hot topics and drive the community forward.
What are you promoting at Betting on Sports?
Digital Choo is a full services agency with deep expertise in sports betting. We will showcase our experience and 360° services. We offer our clients the best results on any scale, from a single solution to turnkey strategy development and implementation. Would you like your campaign implemented creatively and efficiently, with strict adherence to KPI? The answer yes is a reason to find out more about DC.
What industry innovation will capture the most attention in 2019?
For sure, I might refer to blockchain or VR experience, but these technological breakthroughs won’t be adopted quickly by the majority of players, and thus are unlikely to be a strong advantage in player acquisition or retention.
With these technologies, we are rushing ahead of the industry, while there is still a lot of work to do in terms of a personalized approach to our players. And players want this personalization — it is the essence of sports betting — to amplify YOUR experience at activities YOU like. The answer to this is the automated digital ads creation based on user data. This tech already exists but is not yet mastered neither by the betting operators nor by the mass-market brands on the internet as a whole.
It allows to instantly create an ad from the existing multitude of preset visuals, messages, colors, backgrounds and other data to match the portrait of a target user based on the available data on that user. So a fan of Manchester United can be exposed to an ad in colors of the team with his favorite player Pogba and the announcement of the nearest match and the odds on Manchester’s victory. This not only greatly improves the odds of being noticed among competitors, but also saves a lot of time and effort. The companies which will be able to provide such solutions and the companies that will be the first to adapt them will gain a great benefit, while the players will be more satisfied with their communication and experience with betting operators.
Which sports betting operator has impressed you the most in 2019?
I would name one of DC’s clients, as an exceptional example of differentiation and brand personality development — Parimatch and it’s rebranding campaign “Fired up to win”. The use of client data to create a new visual and emotional platform, the stand-out approach to create a top-class video material and the use of a perfect brand ambassador — everything has combined to create a high-quality product for the audience.
What sports betting partnership has stood out in the past 12 months?
Indeed, there are too many partnerships being announced. And it creates a certain level of blindness to such news. Good or bad, there’s nothing at the top of my mind at the moment, which may also mean that no partnership was resonating enough to draw attention.
If you could attend one sporting event, what would it be?
That would be the NBA finals. I’m not a great fan of basketball, nor I follow the charts. But the dynamics, the atmosphere, and the mastery of players — this creates a show, that you wouldn’t want to miss, assuming you have a chance to go.
Which parts of the conference agenda have caught your eye?
That would be the sessions on cybersports, advertising, and marketing, as well as the Future Of Gaming section and Emerging Markets section as a whole.
