The Betclic Group is an international online gambling company with five brands and four products operating across 15+ countries in 10 languages. The Betclic brand is the flagship brand of the group with 9 million clients and is number one in sports betting in France and Portugal. It is a mobile-only lifestyle brand as 95% of the activity occurs on mobile devices.
- Scaling personalization across multiple regions/regulations
- Seamless mobile experiences
- Real-time interactions
Betclic faces the complexity of operating multiple brands, multiple products, while following multiple regulations. The process of creating a user account on Betclic differs across all countries, and may require bank details, proof of identity, and validating of the account via Direct Mail. The onboarding must be mobile-only and tailored to each environment and country.
Betclic also offers around 180 separate bets per game (soccer, tennis, basketball, etc.), with odds that fluctuate every second. This required scalable personalization, and the ability to adapt in seconds to the correct bet for the correct player.
As 95% of Betclic activity happens on a mobile device, the customer engagement solution had to be simple and seamless for mobile-only users, and execute in real-time due to the time-sensitive nature of the business.
Customer Engagement Solutions Manager at Betclic
“Emarsys differentiated itself because it was one tool that did everything: the truly integrated omnichannel aspect, the marketing automation, and its advanced capabilities in terms of reporting. Email, SMS, Push… everything communicates well and easily. It was facilitated by the user-friendly approach of the solution. Additionally, we needed an open and scalable solution that could partner with our internal ecosystem, which the platform could easily integrate into.”
Using Emarsys, Betclic can engage customers at the most impactful moment with a customer loyalty program that rewards customers when they win, provides live updates of sporting events, and delivers a custom message with an invite if they lose.
Using the Emarsys SDK, Betclic captured behavioral and purchase data to better understand the journey of mobile customers.
Real-time push notifications
The business leveraged push notifications to deliver highly personalized, real-time engagements that recommended bets based on the user’s interests and behaviour, and called out their user name for maximum impact.
Connected omnichannel experiences
Betclic now has a full client view across all of their devices. This data allows highly specific segmentations that combine advanced purchase criteria and mobile behavior criteria.
Betclic can interact with users in real-time, at scale, and can automate journeys built on advanced decision nodes (combined from audience criteria) to send personalized messages to their entire audience (millions of contacts) within 3 minutes.
Betclic’s team of 60+ marketers use the Emarsys platform to easily create segments and deliver content across all regions, brands, and products.
Using Emarsys, Betclic increased their agility and reduced friction in business processes and technology ecosystems, which allowed them to deliver frictionless experiences that engage and re-engage app users. ..
Within one year, they were able to achieve:
“We have integrated push to onboarding programs, as reminders are better served through notifications as they are more frequently opened and engaged with than emails for us.”