Sporttip is a leading sports betting provider in Switzerland and is part of Swisslos, a state-concession company for lotteries and sports betting. Offering a wide range of betting options on its online platform, Sporttip provides its customers with a secure and entertaining betting experience. To increase player engagement and collect valuable data, Sporttip has developed creative marketing strategies, including the gamified monthly competition quiz, which successfully bridges the offline and online betting experience.
On Sporttip’s online platform, players can place bets in several ways. The first option is to place bets online directly on the Sporttip website, where players need a customer login and have to provide their contact details. In addition to the traditional online participation on the Sporttip website, there is also the option to participate using a QR code to be redeemed at a physical retail location or directly on-site.
Although Sporttip’s platform is popular within Switzerland and attracts many players, the challenge for the sports betting provider was that participants who placed their bets using the QR code option or playing directly on-site remained anonymous. As a result, there was no way to use their data for targeted marketing actions, such as sending newsletters and special offers, making it impossible for Sporttip to understand whether players were long-time customers or not.
To overcome the challenge of missing player data and to learn more about their customers, Sporttip opted for an innovative and playful marketing solution: Gamification. Building on Swisslos’ previous successful experience with Brame’s Gamification Software, the parent company wanted to implement gamification into the strategy for its Sporttip brand. They created a one-month gamified quiz competition to collect the player’s lead data. The idea was to motivate players to participate in the gamified quiz when placing their bets offline via the QR code option or by directly placing bets at physical points of sale. Sporttip offered attractive prizes in the form of CHF 100 worth of credit to incentivize participation in the quiz.
To ensure they could reach players who typically do not bet online but rather participate directly at retail locations, Sporttip promoted the campaign directly at the Point of Sale (POS). Through appealing promotional materials and displays at retail points, players’ attention was directed towards the monthly competition and the chance to win attractive prizes through participating in the gamified quiz.
The decision to implement a gamified quiz as a monthly competition proved to be highly successful. The lead conversion rate of over 46% exceeded Sporttip’s expectations and allowed them to gather relevant customer data from its players. The high newsletter sign-up rate of 66% indicated that Sporttip’s customers were also interested in receiving further offers and updates from Sporttip, enabling the company to expand its customer base and conduct targeted marketing campaigns.
The campaign served as the first “test run” for a POS promotion for Sporttip and demonstrated that gamification works exceptionally well in bridging the gap between offline and online, making it a versatile approach for future use.
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