Boosting GGR: Internal Cross-Sale from Sportsbook to Casino

Boosting GGR: Internal Cross-Sale from Sportsbook to Casino

Introduction to Internal Cross-Sale

In the competitive iGaming industry, cross-selling presents a valuable opportunity to leverage existing customer bases for enhanced growth. At Digitain, we recently executed an internal cross-sale strategy, transitioning sportsbook players to our casino games segment. This approach not only optimized user conversion but demonstrated efficiency in enhancing gross gaming revenue (GGR).

Strategy and Execution

Our initial step involved converting active sportsbook bettors to casino gaming activities. Recognizing the potential within our sports-focused audience, we hypothesized that these bettors could more easily transition to crash games rather than traditional slot games, due to the similar dynamics found in sports betting.

A/B Testing Methodology

To validate our hypothesis, we conducted an A/B test. The control group received promotional messages centered on popular slots and significant wins, while the test group received communications highlighting the excitement and dynamic nature of crash games, aligning with the thrills of live sports events. This experiment targeted users whose GGR primarily originated from sports.

Results and Insights

The initial test results were promising. Amongst the control group focusing on slots, 4% of participants engaged actively, increasing their GGR by 54%, while betting GGR reduced marginally by 7%. Conversely, the test group focusing on crash games witnessed a 6% activation with a GGR surge of 69%, alongside a marginal 9% reduction in betting GGR.

A subsequent test reaffirmed these findings, with the control group achieving a 2% conversion and a 29% GGR increase, while sports GGR slightly declined by 1%. The test group, however, attained a 7% conversion and a 55% GGR lift, noting a 9% decrease in sports GGR.

Conclusion

These results elucidate the significant appeal of crash games for sportsbook audiences. Importantly, they underscore that cross-selling not only elevates casino GGR but minimally affects betting revenue. The insights demonstrate the potential of targeted cross-promotional strategies in maximizing customer value while reducing traffic acquisition costs.