There are several successful business models for free-to-play betting-related games that generate revenue without actual bets. One model involves offering paid unlockables, such as additional features or credits, which can be accessed with real money. Another model focuses on providing entertainment value, acting as acquisition or retention software for betting sites. However, the potential for gathering customer data in free-to-use products and services is often overlooked.
Tally, a company led by Chief Operating Officer Rupert Huelsey and Chief Executive Brad Vettesse, recognized the value of customer data in their business. While Tally initially focused on entertainment, Huelsey and Vettesse saw the opportunity to leverage the collected data for a clearer endgame. Coming from marketing backgrounds, they realized that customer data is highly sought-after by marketers.
As Huelsey explains, traditional methods of attracting interested individuals to sports-related brands, such as naming rights for stadiums, struggle to capture the contact information of potential customers. Tally’s data-centric approach presents a significant activation opportunity for brands in the sports industry, allowing them to tap into a pool of engaged individuals.
Through its unique combination of clients, Tally serves both the betting sphere and various other sectors. By utilizing their platform, clients can engage with fans and gather data, enabling them to offer tailored promotions and increase revenue. For example, Tally facilitated a prediction game for a client with sports rights, enabling them to provide a 30% discount on the first delivery from a beer company and achieve a 15% redemption rate.
Within the betting industry, Tally also serves as a tool to familiarize players with the terminology and mechanics of sports betting. Through their free games, Tally drives interest and prepares players for the introduction of new betting markets. This strategy is supported by data collected by Tally, which shows a correlation between comfort with sports betting language and likelihood to participate in sports betting.
Tally has already accumulated a substantial dataset from the 350,000 people who have played their games. This extensive knowledge of sports fans enables them to segment and target their data effectively. Huelsey believes that sports betting is just one vertical among many, and having established a foundation for data collection, Tally is well-positioned to expand within the sports betting market.
