Paddy Power Presentation

By

Ross Hartnett

Paddy Power Online and Marketing Graduate Programme

Presentation

• Online Business Channels and Mobile

• Customer Acquisition and Experience

• Customer Retention

• Conclusion

Overview

• Online (41% of revenue - €191 million)

• Mobile penetration over 1 billion in use (Market has trebled for Paddy Power)

• Constant developments in mobile and tablet technology which impacts greatly on the betting industry

• Regulation is weakening in the US

• Active and positive with customers

Online Business Channels and MobileSports Book

Casino

Poker

Bingo

Games

Location Based Betting• Use location services

• Send notification to match/event goers

• Encourage use by entering those who bet (a certain amount) at the match into a competition

Customer Acquisition and Experience

50,000 to

100,000 Per Match

Location Based Betting

• Promote through Social Media

• Advertisements around the ground make those who don’t have the App aware

Customer Acquisition and Experience

• Way of the future

• Eventually in attendance at real life games

• Customer interaction with App and match

At-Game Betting

Customer Acquisition and Experience

• People like to have informed choices

• One location for Paddy Power customers to look at match records and statistics

• Research previous:• Horse races/forms • Match results/goal and point scorers

allow for easy comparison

• Link with Paddy Power App to quickly place a bet

Paddy Power “Stats App”

Head to Head

News

Customer Acquisition and Experience

Predictions

Last Five Game Records

In Game Statistics

VS

15:00

• Walkie talkie application addition to the App

• Direct to customer support

• Quick bet feature

• Sense of personal communication – closest to face to face interaction

Customer Service and Quick Bet Feature

Paddy Power

Paddy Power Customer Service

Paddy Power Quick Bet

Customer Acquisition, Experience and Retention

• Over 32 million play fantasy football (NFL) – but many don’t have time!!

• Friendly betting competition between friends

• Create a league with a group of friends or challenge people looking to bet against a certain team

• Wager real money

• Unregulated markets users become familiar with company

• Link with Facebook and Twitter to find friends and gloat!

Social BetWorking

Customer Acquisition and Experience

• Betfair have implemented this and has been used over 1 million times

• Customers have the option to “Cash Out” during a match

• Receive percentage of potential returns

• Entice new customers who may not like risk

• Encourage people to be on App/Online while watching an event, encourage more in game betting

“Cash Out”

Cash Out €XX.XX

Customer Retention

• Niche in the market for being a mischievous brand

• Very memorable and spark media attention

• Social Media competitions

• Let customers be makers of advertising

Customer Investment

Customer Retention

Customer Retention

Customer Investment• Invest in media buying in areas

Paddy Power has little customers

• Advertise through PlayStation and Xbox sports games

• Creative novelty bets – generate conversations in media and amongst sports fans

Conclusion• Keep up to date with technological

advancements, it is important to use the native features and add features that will attract and retain customers

• Preparation and planning for unregulated markets to become regulated is key

• Paddy Power sets the bar high and I believe the company to keep progressing is to be better than yourself!

Don’t be like me INVEST!!!

Thank You &

Any Questions