WeltBet – iGaming Voice by Yeva
AffPapa recently talked to the Director of Marketing at WeltBet, Katrin Petersen, who shared her insights into the collaborative journey with AffPapa and shed light on the...
Interview with Oksana Xerri – CMO at Weltbet
AffPapa spoke with Oksana Xerri, the CMO at Weltbet and CasinoMustang. The interview covers a number of topics, such as Weltbet’s core mission, game library management, crypto benefits and future projects.
Yeva: What is the main mission of Weltbet, and how does marketing help to achieve it?
The main mission of Weltbet is to provide the players a comfortable environment to have the best playing experience. We make sure we have all the best payment methods per geo, that our products are competitive, that our games library is being updated regularly. From marketing point of view, we constantly evaluate bonuses performances and promote further the ones our players like the most. We also have a great CRM and VIP team which both work closely together with marketing team to make sure the players have the best experience at Weltbet.
Yeva: How do you maintain the balance between creativity in marketing and the company’s strategic objectives?
By having the player interests in mind. We have a brilliant team, some of my colleagues are experts in football, some have experience with casino, whenever we launch a new project, we always look at it from the player’s perspective. If the player is happy, we are closer to reach the company’s strategic objectives.
I would also like to mention here our amazing design team. When it comes to creativity their ideas for our projects and campaigns are always on top of the recent industry trends.
Yeva: There are more than 3000 games in different genres available at Weltbet, with the sports betting options covering a wide range of sports. In what ways do you maintain and refresh your game library for the players to stay engaged?
When it comes to casino, we are adding new casino providers on a regular basis. Sport had been the main product and focus for Weltbet until 2024, with regular product developments and new features being added to this product. However, this year casino product has been improved significantly, which resulted in casino deposits growth.
Yeva: What’s the strategy behind your “Build a Bet” feature?
Main objective of this feature was to provide the player with flexible tool to enhance his gaming experience. The tool allows players to customize their betting experience.
Yeva: Weltbet is known for the wide range of payment options, including cryptocurrencies. What’s the deciding factor in which payment methods to offer, and what benefits do you think cryptocurrencies give to your players?
We do a regular monitoring of payment methods in both our core and emerging markets. That allows us to add new payment methods regularly. Main factor of adding a new payment method is its popularity among a particular geo.
When it comes to crypto payments, here we follow the trend in iGaming. Nowadays, many players opt for crypto payments, as they are fast and secure, all we do is to make the playing environment comfortable for our players. Payments are a key factor in our business.
Yeva: In what way do you utilize data analytics for marketing purposes? What KPIs do you consider to be the most important ones?
We have internal BI tool which allows us to analyze multiple KPIs. We look into whole sales channel, starting from clicks, and CTR, going through conversion reg to FTD, comparing these KPIs between core and developing markets, looking also to LTV. BI is significant for us in order to evaluate quality of traffic and players behaviours.
Yeva: Oksana, what’s next for Weltbet? Do you have any upcoming marketing projects or expansions you can give us insights about?
- With new football season started, we are doing regular players competitions for sport
- Weltbet sport odds are already competitive but here we went extra mile – on a weekly basis we are offering odds boosts for games in top 4 football leagues
- For casino we recently launched weekly bonuses, which became successful fast
Yeva: Lastly, can you tell us what’s your secret for staying motivated and creative in this competitive industry?
My team motivates me. We have a small but very close and friendly team. They often come up with new ideas and projects. We support each other and are like a family.
Company: Weltbet
Interviewee: Oksana Xerri
Date: 17.09.2024
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