In recent years, the betting industry has revolutionised the way it does business by developing a powerful digital presence that's attracted a new generation of customers. However, the industry's retail sector remains a valuable source of revenue and constitutes a significant portion of its customer base
At Paddy Power a significant proportion of its customers still place bets in brick-and-mortar shops.
Paddy Power Betfair
Web app development, Native mobile app development, Design, Art Direction, Website
Before we introduced the Onside bet-tracking service, Paddy Power had no way of knowing who was betting in their shops. This meant that they had no personal information for a significant portion of their customer base. With the implementation of our service, most users have tracked a bet and, in doing so, registered an ID.
Many will have gone through the profile builder, which gives Paddy Power information relating to how the user interacts with retail betting products and services, as well as their local shop, their favourite team, and valuable betting pattern information. 'Essentially,' explains Alex, 'we've given them the ability to analyse that % of the community that they just didn't have any information for.'
While all of our work with Paddy Power has revolved around ways in which we can increase engagement with retail betting services, our free-to-play games have proven particularly successful in this respect.‘With both of the games we put in place, we saw a massive shift in engagement during the week,' continues Alex. 'You can't build something that users only think about once. Instead, you need a system that they're continually engaging with and that regularly poses questions that require a response.'
Our free-to-play games were designed with this philosophy in mind and have been key to opening up habitual, weekend retail betters to midweek engagement with Paddy Power products and services.
Though our relationship with Paddy Power began by providing a single software solution, it’s now reached a point at which we’ve assumed a full product management role. In many ways, we’re operating as an external product team for one of Paddy Power’s key retail technologies. This ability to handle the entire product lifecycle ensures that we’re developing solutions that meet the client’s precise specifications and providing them with a full range of services, including product analytics.
The longer we’ve worked with Paddy Power, the more opportunities we’ve had to demonstrate our expertise and experience. As valued partners, we’re now approached to advise various parts of the business.
While our ability to develop successful software applications for Paddy Power is valued, so too is our ability to analyse how these services are used, how they can be enhanced and improved, and how other digital services could move the organisation forward.
Our capacity to anticipate and overcome the challenges associated with developing complex digital solutions for diverse clients has been key to our success. In the context of Paddy Power, this has meant the accommodation of working practices and cultures that don’t necessarily complement one another.
'The Paddy Power marketing team begins gearing up for the next big sporting event a month in advance,' explains Alex. 'This could pose a bit of a problem – we need more notice if we're to build their ideas into an app. Fortunately, we're used to juggling disparate workplace cultures. All organisations have a different way of working that we can adapt to as much as possible, while also trying to guide them towards the best practice for developing the software solutions they want and need. Our approach emphasises finding a way that works for both of us.’
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