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Enteractive: Customer retention is key for success during March Madness

Account reactivation firm Enteractive has said player retention during March Madness is “key to maintaining growth.”

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Chiming in amid this year’s college basketball season, the company offered its two cents on what the tournament means for sportsbook operators from a customer loyalty perspective.

While many brands have aggressively pursued new player acquisition, spending considerable sums on marketing initiatives around both last month’s Super Bowl and now during March Madness, Enteractive said successful growth will depend on “new customers remaining active, rather than ‘churning’ after big events.”

“While iGaming operators like Caesars, FanDuel, DraftKings and more are spending large sums on promotion, marketing and competitive odds to prompt high-speed growth as they enter these new markets in the US, they must keep a focus on retaining all those hard-won customers,” said Mikael Hansson, Enteractive’s Founder and CEO.

In what the company labelled a “gold rush to build a loyal customer base,” Enteractive asserted that operators cannot rely on major events alone, or else they could face declines once said events end, pointing to a “precipitous” post-Super Bowl fall in handle for New York’s big three sports betting brands.

Hansson added: “There’s currently a gold rush in the US sports betting market and the eventual winners will be those brands that engage with their customers and build relationships for the future.

“Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market, and the expense of customer acquisition is not quickly lost to lapsing relationships.”

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