Ad-serving and personalised content display supplier Fresh8 has signed a significant multi-year deal with Sky Bet that will see the company’s contextual content rolled out across the operator’s full complement of betting and gaming products.
Fresh8 won the start-up competition at EiG in 2014 and co-founder and chief executive Andrew Sharland says the deal with Sky Bet provides further proof of the success of its ad-tech product in improving both initial conversions and customer retention.
“We can make sure our clients are spending their money in the right place – just by doing that we can transform clickthrough rates,” he told GamCrowd News. “By understanding a user’s intentions, we can entice them with the right content. That helps with conversion, but it also helps with customer retention.”
Sharland cites how Fresh8 helps Sky Bet with ads on its own content site Sporting Life, knowing whether or not the user is already a Sky Bet account holder. In each case the user will be served appropriate content, either softer fantasy sports-type content from the Sky stable such as the popular Sky Super6 game or an ad that looks more like a betting slip if the user already has a Sky Bet account.
“It’s about streamlining the funnel,” says Sharland. “Getting the right content to the right customer at the right time.”
The technology is all automatic but Sharland points out that manual overrides are possible to suit differing situations. “For instance, a football punter reading football content at 11pm is unlikely to be enticed by a football bet at that time; so they will be served casino ads,” he says. “Whereas a horseracing customer who is reading sports content will be served bets for the next day. It’s very powerful stuff.”
Fresh8 was formed in 2013 by advertising agency executive Sharland and former head of digital media at Endemol Peter Cowley. Among its clients are Perform, the digital sports content provider, which itself has over 80 bookmaking clients on its books which take streaming and in-play services from the group. Said Sharland: “We are saying to prospective clients, if they are already on Perform, then they are effectively pre-integrated.
Sharland said the company, which is privately funded via a family office to this point, has revenues which have already in seven figures and that it is likely to see that rise by “six or seven times” by the end of the year. “The workforce currently stands at 30, we expect to be up to 50 by the end of the year and the plan is for over 100 by 2018,” he said.
“We might go for further investment at the end of the year, but that might be internal, we might look for a strategic partner or maybe private equity,” said Sharland.