William Hill plc to moves to improve client acquisition and retention
News on 9 Mar 2018
News on 9 Mar 2018
Land and online gambling group William Hill plc has extended its business relationship with free-to-play sports-contest specialist SportCaller in order to improve client acquisition and retention.
SportCaller has struck a deal with William Hill to deliver a new game, Football21, to optimise the operator’s thriving customer base.
Football21 is a weekly free-to-enter competition which asks players to compete for a GBP 10,000 prize pot every weekend by selecting teams whose combined goal-count adds up to 21.
The rules dictate that each selected side must score at least one goal, but players can choose from as many or as few teams as they wish to produce the 21-goal aggregate total.
The easy-to-integrate game has already been proven to accelerate new-account acquisition and increase betting activity for William Hill customers, benefitting from other cross-promotional support for Football21 through popular social channels like UNILAD.
The free-to-play game is available via desktop and mobile, and also as an app via Google Play and the App Store.
SportCaller MD Cillian Barry said: “We’ve been working with William Hill on the Lucky 7 horse racing game over the past 18 months, and are now delighted to extend that partnership on Football21.
“It’s immensely satisfying for our games to have been integrated by such a huge name as William Hill, and it’s great to see that Football21 has rewarded their faith, producing genuine new-play engagement and customer loyalty. It’s just the latest game from our expanding team roster.”
Tom Warren, head of marketing planning & strategy at William Hill, said: “It has only been live since the start of the year but Football21 has already proved a demonstrable success for account-acquisition, with its simple, quick-fire nature and logical gameplay is clearly appealing to new clients, who can sometimes be put off by the perceived complexities of betting.
“Looking ahead to this summer’s World Cup in Russia, where client retention will be at a premium, we are looking forward to working more closely with SportCaller.”
SportCaller has recently released a range of World Cup “Predictor” games that also promote engagement through a series of betting-related questions, which have player-education and ensuing bet-conversion at their heart. All the games can be effortlessly accessed on mobile, app and desktop.
