Engagement tools have been around for a long time in the casino space, with many suppliers launching their own suite of tools and frequently introducing new innovative features.
We are now seeing similar products being developed for sportsbooks. In this roundtable, an Altenar spokesperson speaks to suppliers in the space about how these tools take the sports betting experience to a new level and help increase engagement and retention in this traditional vertical.
1. Sports betting differs hugely as a vertical from casino, with players betting on upcoming or live sports events, which might only take a few seconds to place. How can engagement tools and gamification elements be implemented in practice to further enhance this experience?
These engagement methods can enhance player experiences within the sports betting industry. As we see greater adoption of esports and fantasy leagues, engagement tools like compelling content, competitive odds, and player incentives will continue to drive repeat visits to our operators' sites—something we actively implement at Altenar.
In terms of gamification, it naturally fits with casino experiences. However, it could also offer unique features for fantasy leagues or modified, gamified versions of bet building. For now, both traditional and next-generation players gravitate toward quality content and ease of use. Sports betting evolves from a foundation of tradition—even if players are wagering on fantastical creatures instead of football players.
2. What needs to be considered when developing engagement tools for the sports segment, since customers differ from casino audiences?
This varies by country and player preferences. Some markets still lean toward traditional forms of betting, while others embrace the excitement of fantasy play. That’s why engagement tools must be tailored to regional needs and preferences.
We also focus on the intersection of stability and flexibility. One effective approach is displaying only the content players are interested in. There’s little benefit in offering League of Legends if your audience won’t engage with it.
Ultimately, sports content is central to engagement. Players want to feel valued, and that’s reflected through better bet builders, odds, and betting options.
3. What can we expect from this area in the near future? Will gamification tools become the norm in sports betting, and could things as simple as tournaments be a game changer?
We’re likely to see gamification introduced gradually and in phases. Sports betting has a straightforward nature that both traditional and modern players appreciate. It isn’t overly gimmicky. We let the content speak for itself—true to the history of sports betting—and that continues to be highly effective in engaging audiences.
It could absolutely be a game changer, but widespread player demand will take time to develop.
