Bookmaker Website Promotion: Top Tools for Customer Attraction and Retention

The betting market is a highly competitive environment. To attract and retain the audience, an operator must use the most effective tools, including various promotional and bonus offers.

According to a Harvard Business Review study, a 5% increase in customer retention can increase a company's accumulated profit by 25% to 95%.

Read which betting company promotions arouse the greatest interest among the audience from this article prepared by Bett-Market. Find out how bonus wagering rules are organised. Learn how to start a betting business with a unique loyalty program without risks and hidden fees.

The Concept of Betting Promotions

A promo or bonus program is a set of specialised offers for attracting the attention of new players or retaining active customers.

The main task of the tool is to encourage a user and motivate him or her to continue active actions on the website of a service provider.

Promotions for online bookmaker sites are designed exclusively for registered customers of an establishment. Therefore, to receive a bonus, a new user must create an account, go through the verification procedure on a site, and fulfil certain conditions set by an operator.

To participate in a bonus program, a player may perform particular actions:

• the acceptance of the conditions and rules of a bookmaker site;
• complete account verification procedure;
• confirmation of the age allowed to participate in games;
• receiving a bonus only within one game account;
• the replenishment of the deposit;
• the participation in the promotion within a specified period;
• the placement of a bet on a specific event, etc.

In most cases, a promotional program involves mandatory wagering. The prize money cannot be withdrawn without it. This special security measure protects bookmaker operators from bonus hunters.

One of the main differences between promotions and loyalty programs is their limited duration.

The Most Popular Types of Promotional Offers on Sportsbook Portals

Betting website promotions are multipurpose tools aimed at attracting and retaining the widest possible audience. As a rule, these are not personalised offers for specific customers. Therefore, several options for different categories of users can be presented on a platform at once.

Here are the most common promotions on bookmaker sites:

1. Cashback. This is a partial refund program. The promotion can be provided as compensation for losing bets or a return of a certain percentage of the deposit. In any case, cashback must be wagered by placing bets following the conditions set by an operator.
2. Free bets. An additional wager option from an establishment is provided to a user for certain activity on a site (registration, replenishment of an account, etc.). You can win back the free bet with a single wager. In case of victory, a client receives a net profit. If a customer loses, he or she does not lose personal funds.
3. Welcome bonus. This is the cash reward for registration and the first deposit. The promotion is somewhat complicated to wager. For example, a user must bet more than the bonus amount or participate in events with artificially inflated odds.
4. Deposit bonus for registered players. The program differs from the previous action because it is designed for regular customers. As a rule, such a bonus has simpler wagering conditions, as it is aimed to encourage a client to return to a gaming platform and restore constant activity.
5. Draws, tournaments, and competitions. These are strictly time-limited events. They are characterised by a variety of prize pools, from progressive jackpots to non-monetary rewards, for example, electronics, travel certificates, and even real estate. The goal of the promotion is to attract the maximum number of potential clients to a platform.
6. Urgent promotions. It is necessary to take part in an event within a fixed period. This condition is relevant not only for a promotion itself but also for wagering and receiving net profit on the account. This type of bonus is most often dedicated to some significant events: major championships, public holidays, etc.
7. Bonus for inviting a friend. This is one of the subcategories of the referral program. A verified player must bring a new client to the platform to receive a reward. The peculiarity of the promotion is in fact that the bonus can be received only if a novice user fulfils all the prescribed conditions for registration, account replenishment, and making bets.
8. Promo codes. The activation of a special game combination allows a client to get access to particular types of bonuses: free bets, cashback, and others. To access the promotion, a player must be active on a site first. Then, a client will receive promotional codes.

The Reasons for Refusal to Accrue Bonuses

In some cases, promotional offers and rewards may not be available to users.

The most common reasons for refusal of bonus payments are as follows:

• the violation of the rules for participation in an event (for example, depositing an insufficient amount or refusing to place bets at specified odds);
• the presence of a multi-account for bonus abuse (a bookmaker's security system detects such users at the stage of registering a new account; they are necessarily blacklisted with subsequent blocking);
• an attempt to receive the same bonus again from a valid account;
• the violation of geolocation and other conditions of access to a gaming site by a user;
• the discrepancy between the data specified during registration and the information entered by a client to withdraw promotional winnings.

How to Launch an Online Bookmaker Site with an Effective Promotional Program?

Promotions on betting portals and bonuses are integral to a full-scale brand advertising campaign. A marketing strategy may include:

• short-term promotional events;
• personalised offers for a specific user group;
• bonuses aimed at resuming gaming activity;
• different types of referral programs;
• tournaments with fixed and accumulative prize funds;
• internal ratings of players;
• seasonal offers and discounts;
• cashback programs, etc.

It is necessary to plan an advertising campaign at the stage of developing an overall business strategy. We recommend you contact an experienced intermediary in advance and choose the best option for working in a particular market.

Bett-Market employs specialists with many years of successful experience. They have implemented more than 100 projects for regional and international markets.

Additional services for the B2B segment:

• the development of cross-platform and specialised services for working with a mobile audience;
• assistance in organising full-scale marketing programs;
• access to advanced referral and partner services;
• the integration of field-specific tools for accepting cryptocurrency payments;
• a large selection of software, furniture, and equipment for the land-based business segment;
• outsourcing services with detailed real-time reporting.

The Main Things about Bookmaker Site Promotions

The rational implementation of short-term and long-term promotions is a failsafe way to attract a new audience and encourage regular customers to continue gaming activity.

• Promotions differ from loyalty programs by their limited duration. The bonus payment can be received and wagered within the allotted time. As a rule, short-term promotions are dedicated to significant events: major tournaments and championships, public holidays, etc.
• All promotions and bonuses on online bookmaker sites are subject to certain wagering conditions. A client of a gaming site will not be able to receive the winnings without fulfilling the conditions set by an operator. For example, to receive a bonus, a user needs to take part in a specific event or place a bet of a certain size.
• The main difference between promotions and targeted loyalty programs is their broad focus. Such offers are designed for maximum audience coverage and the attraction of many users to a site. To meet the needs of different categories of players, bookmakers launch several promotions at the same time.

You can learn more about the most popular types of bookmaker bonuses, order a full-scale turnkey betting project, or develop an exclusive promotional program by turning to the Bett-Market studio.

We are aware of the most promising industry trends. Our team will help you with implementing a business of any complexity level. You can order from us:

• turnkey betting sites;
• mobile gaming services;
• bookmaker security systems based on AI and machine learning technologies;
• eSports betting platforms;
• equipment and furniture for land-based venues;
• multicurrency payment systems, and other solutions.

You can evaluate all the benefits of the betting business absolutely free of charge right now. It is enough to contact our manager and order the connection of the demo version of a bookmaker site.