The World Cup: The Bookmaker’s Checklist

The World Cup

Football’s most-watched event will hold its first-ever winter edition this year, with winter breaks in all national leagues around the world, giving national teams a chance to vie for the sport’s most prestigious occurrence. The World Cup as a tournament itself represents a substantial opportunity for bookmakers, having in mind the amount of money wagered on a global scale.

Data following the Cup’s 2018 edition held in Russia, indicates over £115 billion wagered worldwide with the average match attracting nearly £1.80 billion in bets, confirming the magnitude of this event.

With this said, there is no doubt that this year’s edition with its unique circumstances represents a special opportunity that bookmakers strive to grasp and maximize its potential, from player acquisition to elevated post-event player engagement.

But how bookmakers can ensure that come 21st of November they will be ready to go? As in a football match, their warm-up is essential to be up for the challenge, which is meeting bettors’ demands.

One of the main prerequisites is having a wide and consolidated pre-match as well as in-play offering, with a stronger emphasis on the pre-match one, due to the players wagering a significantly bigger proportion of their money on it.

Moreover, the reduced timespan of this World Cup’s edition and the willingness of the players to bet on multiple events at the same time, brings into play the Bet Builder tool for maximizing stacking of matches.

On the other hand, the opposite of stacking of matches happens as the tournament gets in the final stages, in which gaps occur due to the reduced number of matches. To make sure that player engagement level remains high, sportsbook operators need to target these event gaps with a full-scale offering.

For the offering to be complete and the bookmakers to boost the Average Revenue per User (ARPU), data-driven tools such as the Bet Recommendation engine are fundamental for effective cross-selling across the betting platform and creating unique marketing campaigns to obtain competitive advantage.

Is your sportsbook ready to maximize the World Cup opportunity? Download BtoBet’s Industry Report for exclusive insights.

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