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Bet Tracker is a mobile application which allows punters to keep track of their bets wherever they are. Devised by Originate Labs in the U.S., a leading app developer, it now has more than 100,000 users worldwide, and recently won an eGaming Review B2B award for the best innovation in sports-betting software.
The application can be integrated into existing online and mobile channels for any brand or bookmaker. A consumer places their bet with their usual bookmaker, then the application receives the information from the bookie’s back-office systems and fires up, updating on the fly from the punter’s handset and keeping them up-to-date on the likelihood of their bet paying off.
That it works from the consumer’s handset is key: this means it genuinely generates buzz with players, much more effectively than a Web-based system, which would have to be actively checked, could do.
Bet Tracker European marketing director Steve Cook explains its effectiveness in helping to retain players – and in bringing greater information about customers to the retail outlet: “We’ve developed something that is a little ahead of the curve. It’s a mobile application where sports betters have an entertainment tool. It fulfils three main functions: when a sports-betting customer is using it, he is engaged with the product as it is tracking the performance of his bets, in play. We provide an engaging tool, whereby it is constantly updating with scores, stats and results faster than a Web-based service, and furthermore the customer is seeing how their bets are performing, with an instant win-loss probability of the predicted result.
“It increases their retention with the brand. This can work not only with sportsbooks, but with retail customers as well. Someone can go into a shop, and if they have an account in the system, once the bet is placed and the ticket goes into the system, if the system is linked to the punter’s phone the information comes to the phone and they can track their bet in and outside of the shop. But the vehicle is for the retail bookmakers to entice their customers to sign up an account.
“In that area, many customers are invisible, faceless and they like to be able to just place a bet and that’s it; this could help capture a market that retail bookmakers have been trying to acquire for a long time. There is also functionality within the application for viral marketing. The brand can message customers, invite them to set up their own betting leagues where they can invite many of their friends into the application in order to compete…it’s a non-threatening way to introduce their brand to the customers and it’s very effective as such.”
The application makes money for Bet Tracker because it is subscription-based – which also means the cost to a retail outlet is negligible. And even while their customer is not in their location, they can still be engaged with the shop thanks to Bet Tracker.
