Five Sports Betting Strategies to Speed Up Your Grand National Campaigns

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As with most sporting events, horse racing, a sport deeply rooted in tradition, has been dramatically transformed by tech.

The emergence of online sports betting has played a big part in this, elevating it to a multi-billion-pound industry with a vast global audience. Fans can now place bets remotely, comparing odds across different platforms, utilising various payment methods, and tracking their bets with unprecedented ease. This digital shift has not only opened up new markets and revenue streams for the industry, but it's also played a pivotal role in attracting a new generation of fans.

One of the year’s biggest events is the Grand National, watched by approximately 10 million people online and on TV. Globally, viewing figures hit around 500 million, presenting a thunderous opportunity for sports betting companies. It's the crown jewel of horse racing, where even your grandma considers placing a bet on "Dreams of Victory."

Taking place on the 13th of April, the Grand National offers a unique blend of heritage, drama, and accessibility that makes it the perfect platform for engaging both seasoned punters and those new to the thrill of betting. It's a day when the world’s interest in horse racing peaks, and this collective excitement can be harnessed to drive new sign-ups, bets, and, most importantly, long-term engagement.

From leveraging storytelling to demystifying the betting process for newbies, let's explore five strategies that promise not just to place you in the running, but to see you crowned in the winner's enclosure.

1. Harness the power of storytelling

In the run-up to this year's Grand National, sports betting companies have a golden opportunity to create compelling narratives that captivate seasoned bettors as well as a new generation of younger ones who crave emotional storytelling and excitement.

Capturing the drama of race day outcomes, underdog victories, and the personal triumphs of bettors who hit it big can be an incredibly powerful tool for bringing bettors closer to the heart of the sport. These narratives not only enrich the betting experience but also foster a deeper connection with the sport.

This is a key tactic employed by the New York Racing Association (NYRA). As Senior Digital Marketing Manager Emily Miller said in an interview: "We love when our players have a big score. We love to tell that story on social or on our TV programs. That is just the best thing, when a real person has a life-changing score. You want to tell that story."

In the lead-up to the big event, sharing behind-the-scenes content and personal stories from jockeys and trainers will help keep fans engaged, transforming periods of downtime into opportunities for deeper fan investment.

2. Leverage the excitement 

While only a select few racing enthusiasts will experience the thrill of the Grand National in person, countless others will revel in the excitement from their homes. Set against the backdrop of one of horse racing's most iconic venues, it offers an unparalleled chance for sports betting companies to engage with a global audience eager to partake in the action.

Consider running live streams that encapsulate the essence of Aintree, complete with expert panels delving into the nuances of horse racing strategies, tips for the Grand National, and the history that enriches this event. You could deploy themed promotions, such as special bets, enhanced odds for new customers, and rewards.

Utilising automated creative tools like Genius Creative (from Genius Sports) can be a great way to foster a sense of urgency and excitement. By harnessing the power of hyper-localisation, real-time data, and precision marketing, these campaigns can feature countdowns to race day, live updates, and fluctuating odds, all designed to capture the attention of potential bettors and create a palpable sense of anticipation. Its BetVision product also allows players to place wagers from within the live video player of a sportsbook app, putting them right at the heart of the action. 

3. Use digital to break down barriers

As the anticipation builds, so does the chance to turn the casual observer into the avid bettor. However, at major events like this, in-person betting can be daunting for some newbies. How experienced punters talk about horse racing can be confusing for those just starting out, but mobile betting platforms are dismantling these barriers. 

A simple, intuitive user interface is the first step in simplifying the process for someone unfamiliar with betting terms and techniques. Clear explanations of how to place bets, what different betting terms mean, and how odds work is also helpful.

Creating forums or discussion boards where bettors can exchange tips, share experiences, and ask questions can help foster a sense of community and provide peer support to newcomers. Betfair is a good example of how to do this.

Leading on from our first point about storytelling, by focusing on betting storylines and simplified wagering and just generally increasing the conversation around betting at the Grand National, sports betting companies can not only demystify the betting process but also tap into the high emotions surrounding race day.

4. Personalise every bettor interaction

The advent of personalisation has redefined digital and performance marketing, setting new expectations for user engagement across all sectors, including sports betting. Today's users, accustomed to the personalised experiences offered by everyday platforms like Netflix and Spotify, anticipate a similar level of individualised attention from sportsbooks, especially for events as significant as the Grand National. Research has found that 80% of players in the iGaming sector now actively seek personalised experiences.

The opportunity for sportsbooks to elevate the betting experience through personalisation is immense and largely untapped.

For this year's Grand National, personalising bettor interactions can significantly enhance user engagement and loyalty. By allowing bettors to tailor their interfaces to their preferences, such as selecting their favourite horses or jockeys, sportsbooks can present content, bets, and odds that align with individual interests. A personalised dashboard aggregating news, analysis, and updates specific to their betting history or preferences can make the platform more engaging.

And why stop there? A well-timed nudge about the underfoot conditions or a sudden change in odds can make all the difference. It's not just about keeping users in the loop; it's about creating an experience so engaging they'd swear the app was reading their mind – or at least their betting slip, fostering a sense of loyalty and making them more likely to play again.

5. Become an early adopter 

In sports betting, being an early adopter of the latest technology is not just an advantage; it's a necessity. From AI-driven analytics that offers deep insights into bettor behaviour to automated creative tools that tailor marketing messages in real-time, this technological foresight enables sportsbooks to provide seamless, highly engaging interactions that keep them ahead in a fiercely competitive landscape.

The importance of continuous innovation can't be overstated. By leveraging real-time data and staying attuned to emerging trends, sports betting marketers can quickly adapt their strategies to meet changing consumer demands and expectations. Check out our recent blog on the ultimate tech stack for sports betting marketers to help with this. 

Bonus: Shield your campaigns from ad fraud and unwanted traffic

The surge in mobile app usage for sports betting presents significant opportunities for operators, yet it also brings forth challenges like intense competition and the need for substantial marketing investments. A pressing issue in this landscape is ad fraud and invalid traffic (IVT), which can significantly deplete budgets and skew campaign analytics.

Serving top-tier sports betting companies like William Hill - the Grand National's official betting partner this year, TrafficGuard proactively combats IVT by detecting and minimising its impact. Considering the substantial average cost of $300 to acquire a single sports betting customer, managing marketing expenditures efficiently is paramount. 

TrafficGuard achieves this by implementing tailored verification protocols and covert campaigns designed to curb redundant ad interactions, ensuring funds are allocated towards engaging potential customers likely to convert.

Furthermore, with sports betting operators grappling with hefty advertising budgets and the imperative to uphold brand integrity, safeguarding against invalid traffic is essential. TrafficGuard's sophisticated AI/ML technology is adept at identifying and neutralising both prevalent and novel ad fraud tactics, enabling operators to concentrate on profitable marketing avenues and customer onboarding.

By offering a thorough and transparent defence against invalid traffic, TrafficGuard empowers operators to leverage global expansion opportunities while enhancing their return on investment.

Get started - it's free

You can set up a TrafficGuard account in minutes, so we’ll be protecting your campaigns before you can say ‘sky-high ROI’.

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