The real reasons why customers sign-up to new, tier 2 and tier 3 betting sites. Important overview for marketers working for operators in those classes.

1. Online Sports Betting
Real Reasons Why Your
Customers Sign-Up
The Uncomfortable Truth
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2. This is for New Sportsbooks, so if you are working at a
Tier 1 sit back and have a laugh at what the Tier 2s and 3s
have to deal with.
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3. If you don’t work at a Tier 1 then we know this will resonate.
If you are new to the industry, feel free to steal this deck
and pass it off as your own. Especially if you are planning
on using it to bluff a job interview!
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4. The reality is that you are one of many and they can pick
your competitors over you in the swipe of a thumb.
Your customers are likely to already have accounts with
Bet365, William Hill, Ladbrokes and Paddy Power.
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5. So then, why would they go to the hassle of setting up an
account with you?
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6. Reason 1:
They have exhausted their account balance with another
operator and are prepared to sign-up with you to get a
Free Bet.
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7. Reason 2:
A bad customer service experience with one of your
competitors has caused the user to become annoyed and
therefore leave them to join you.
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8. Reason 3: (Pre-Gamstop)
They have self-excluded from everywhere else.
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9. Reason 4:
You have better prices than the bookies they currently use.
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10. Reason 5:
They are using your offers for matched betting because
you were listed on a site such as profitaccumulator.co.uk.
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11. Reason 6:
They are arbing (not using your offers just your prices on
their own).
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12. Reason 7:
They got a new phone and want to install lots of new apps.
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13. Reason 8:
They have been bet factored/restricted on all their other
accounts so they set one up with you, where they can get
some action.
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14. Reason 9:
It’s Cheltenham
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15. Reason 10:
It’s The Grand National (Please shut off your sign-up offer
at least)
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16. So, what doesn’t cause them to sign-up to your new
Sportsbook?
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17. Product Innovation:
The tier one folks have that.
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18. Live Betting:
The tier one folks have that.
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19. Live Streaming:
The tier one folks have that.
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20. Your Brand:
You have to build one first. Are you prepared to focus on
ATL and not just on Direct Response advertising?
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21. So, how can you make it work?
Ultimately, make a promise to your customers and keep it.
Your prices, customer service, stake limits and UX are
areas you can look at.
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22. The question shouldn’t be “What makes our users
sign-up.” It should be “What makes our users come
back.”
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23. Once you have decided on your promise to your
customers. Where, when and how you advertise is of key
importance.
You must be front of mind when prospective customers are
looking to sign-up to another betting account (hopefully
you).
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24. “We can help your online sportsbook/casino increase
revenue and reduce ad costs. Drop us a line to find out
how”
Paddy Casey, Co-Founder, The Unit.
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About The Unit
The unit is a revenue maximisation agency for the
betting sector. Everybody who works at the agency
has worked for a sports betting or casino operator.
We have experts in PPC, SEO, affiliates, UX, design
and development at your disposal.