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A daily podcast delving into the biggest stories of the day throughout the sports betting and igaming sector.
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June and July will be marked by the Copa America where some of the worst, best players and the GOAT himself will clash to compete for the continent's top prize. With that in mind, sports betting operators are ready to clash themselves on a most competitive ground, for which they have been preparing well in advance. Welcome to iGaming Daily. I am Fernando Nott, your host for today, and to tackle this very important topic, I am joined by a very special guest, Carlos Gonzalez de las Cuevas, Godere Online's head of brand,
Carlos, thank you for being here today. How are you? Hi, Fernando. Thanks for having me. I'm excited to be here today. Are you excited about the Copa America? For sure. And Euro. And the Euro, right? Spain started really well, right? How are you liking the Spanish team? Oof. Let's see what's happened. But maybe we are the underdogs. I would never see Spain as an underdog, even though your golden generation is in the past.
still think you have some very great players and Spain has always been a contender even before the golden generation, right? So where do you see Spain getting in the Euro? Final, semi -final? I don't know. I don't want to make a prediction. Yeah, you don't want to change it, right? That's great. That's great. I'm going to say semi -finals at least. At least. I'm not saying you're going to lose in the semi -finals.
I'm going to say at least semi -finals for Spain, that's for sure. But before we jump into the discussion that I mentioned before, I want to say a big thank you to our sponsor OptiMove, the number one CRM marketing solution for the iGaming market. 56 % of the EGR Power 50 personalized player experiences with OptiMove. And as a special offer, OptiMove are offering new clients a free first month when they buy OptiMove.
For more information and claim the free month, go to OptiMove .com slash SBC and links will also be left in the podcast episode description so you can access this free month with OptiMove. And so Carlos, we were mentioning the Copa America, we were mentioning this period of time with the Euro as well with lots of people looking into sports like more than usual, of course.
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And so how does Coderionline prepare ahead and work during a period such as this? With a few weeks with the Copa America and the Euro going on, do you experience a physical spike in the amount of players and bets during times like this? And is there a strategy to actually retain those new users that come with these new competitions? Yeah.
We started working on the campaign about six, eight months before. It's an important event that requires all marketing teams to get involved. It must be taken into account that between June and July, there are usually no remarkable sports events. So for our activities crucial to be prepared, since it obviously represents growth in all our business KPIs.
As most matches are concentrated in the first weeks, it's important to acquire early enough to be chosen as Beto's sportsbook before the tournament begins. Once they sign up, Codere, our CRM team, implements different strategies to keep players active for as long as possible. It's also a job that affects our casino team because when the football fixtures come to an end, there is time to enjoy our wide variety of casino games offering.
Once the tournament ends, we develop a monitoring plan so that when the local leagues come back again, the acquired players stay engaged to our platform. That's great. So we were talking before about favourites for the Euros, favourites for the or expectations for the Copa America. What are the teams that are favourites for the Copa America? I want to say Argentina, of course, defending champions. And of course, I am Argentinian. Everyone knows that.
But yeah, I think probably between Argentina, Brazil, those types of teams. So what teams are the favorites for the Copa America with Coderio Online? And what type of bets are the most popular around the tournament? Yeah, as you just said, Argentina is the favorite one for if we check the odds of the tournament with Brazil and Uruguay as main candidates to win the trophy. But we know that
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In football, anything can happen. And there are some underdogs that end up surprising, like, for example, Colombia, which has a great team that has no loss for 23 games in a row. In Europe, France, England, and Germany are the favorites, but we cannot forget Spain. Obviously, not only because I'm Spanish, but because they create a projection that has team. So the lack for Spain.
And for the most best maskers, if we look at the password cap, 1X2 market is the most bet with 40 % of the tickets, followed by total goals. What is striking is that 80 % of these bets are on over goals. That's to say, people are looking forward to watching games with many goals and having a good time. Something to highlight is the growth of
tickets coming from our bet builder, which are two lines from our event to a specific event. And as a new release, our customers now can bet during live events as well. That's a very popular tool, right? The bet builder, like people like to do bigger bets, not just singles. Exactly. Exactly. It's more and more engaging and more fun to the event. That's right. And ahead of the Copa America, Codere online launched the GOATS.
of sports betting promotion that in Mexico. What can you tell us about the process of coming up with this promotion and what are your expectations and the company's expectations of course around the GOATS of sports betting promotion? First, in case someone on this planet doesn't know what the GOAT means, GOATS is the acronym of Greatest of All Times and it's a popular association to sport icons.
Goats is a creative platform that we launched a year ago in Mexico and that was an incredible insight from our creative agency, Archer Troy. We loved it since the very beginning because it's a very liquid concept that allows us to deploy it very well at different moments and events in addition to creating a lot of content around. The idea comes from the fact that in MESports there are goats like Leo Messi, LeBron James or Serena Williams.
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But betters by also being the protagonist of the sports events on which they place bets can also become goats with great feats. We know that there is a lot of work behind our fanaticies, studying players' team statistics, and they work hard like their idols do as well. So for the market, for America's Cup in Mexico, we wanted to make something special related to this concept. And it's the perfect time to show up who the real betting
goat is and that's why we bring a promotion where a single player will place a bet, a free bet, sorry, of 200 ,000 Mexican pesos during the final. It's going to be exciting to see what happens. That's great. I bet that it's a very popular thing. When people see a free bet, they want to jump straight on top of it, right? So... But they need... Previously, we were going to launch a...
ranking and they have to show that one of them is the chosen to make this free bet. Okay, so not everyone is going to have the access to the free bet. Exactly. We are looking for the greatest bettor of all time in Mexico. Okay, so Mexicans be aware you are being looked upon and if you think you are the greatest bettor of all time, you make sure you go to Quotary Online.
and check the promotion out for the Copa America, which is going to be definitely a very exciting time to go around and test your skills as a better. And we were mentioning new users around this type of tournaments. So with new users and promotions also come issues like bonus abuse, like multi -accounting and...
all types of things that come together with this type of promotions, with this type of big events. Are there any specific tactics to prevent or to tackle these type of issues? Yeah, sure. Regarding this, in the market where we operate, the regulator establishes action protocols to avoid any type of fraud, such as... And they have some implementations like documental verification.
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We also reinforce it and we have precise information about who our players are, who players are, where they are playing from, both retail and online, how they deposit and withdraw, and tools to ensure security at every time. There's great work coming from the entire team that in moments of such relevance as the America's Cup or the Euro is when it needs to be put in practice the most. Okay, that's great. So
And with all these promotions, of course, Coder is probably expecting to separate itself, to provide a unique experience. How else does Coder Online separate its offering from the competition and provide a unique experience for users in each of the markets? I imagine that it's not the same separating yourself or providing an offering in one market or in the other. How do you work around that? Yeah.
to keep in mind that our industry, the competition is huge and is very, very aggressive. Ultimately, it all evolves around keeping the customer at the center of what we do, providing the best experience around gaming. But I would like three pilots. I would like to highlight three pilots. Personalization of offers based on player preferences and regular rewards and bonuses to benefit from them.
Customer service is a key differentiator. It has to be quick and helpful, especially for VIPs who like to feel as such. And content, it has to be engaging. You need to update games and add features so it never gets boring. And of course, you need to build a strong brand. Be perceived as a transparent and fair operator where your customers feel safe playing. And finally, experiences related to our sponsorships.
So we like to give them access to unique experiences, for example, attendance to a sport event or access to their favorite players, which they could otherwise not have. Such a reminder, we are a sponsor of Real Madrid, Rallados de Monterrey and River Plate in Argentina. I don't know, the last one I don't know. I'm sorry, I'm not familiar with that last one, that last team. But no, just kidding, everyone knows. You will know from my avatar that I'm a Boca Juniors fan.
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So it's no secret. But staying the same line, I'm sorry, Carlos, but this is what it is. It deeply hurt my feelings when I saw Coderio Brandon on River, but it's just a personal thing. I still think it's a great deal to be present in that shirt in Argentina that, of course, I can't deny how big of a team River is. And leaving the sports banter aside,
And going back to the markets where Coderre Online operates, you have presence in Mexico, Colombia, Argentina, Panama, and of course, Spain. They all have already mature markets to different extents, of course. Colombia regulated the online gaming segment earlier, Argentina a few years ago.
So how different is the approach in each of these markets and what can you tell us about the brand's performance in each one? If there is a secret sauce to growing in our business, it has to combine marketing initiatives in different forms from above the line with traditional media, TV, out of home, below the line with events, omni -channel activities that we take advantage of our casinos.
offer some experience to our Omnichannel players to another that's mixed foster brand building. And we mix it everything with performance, obviously, with more target digital marketing, SEO, SEM, with sponsorships as well and CRM initiatives and programs that we have. So we believe we have been very successful at improving that combination. All our markets in Latin America, we have to keep in mind that
they have been regulated for less than 10 years. So we consider that we still have a lot to grow. But of course, in Mexico with Spain, both markets represents us more than 90 % of our income. So our marketing mix is especially complete. Columbia and Panama are still small markets for us, where our work focuses especially on customer acquisition and retention. And in Argentina, we hope to soon be operating in
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provincia de Buenos Aires, what will be defined growth in our business. We are currently in Ciudad de Buenos Aires and very soon we'll be in Mendoza. That's great. Let's remind our listeners out there that in Argentina, each province has their own regulations. So companies need to get the license in each one. So right now it's in the city of Buenos Aires and Mendoza, right? And of course, looking to launch also
in the province of Buenos Aires, which is one of the main districts in Argentina. And so Carlos, we're almost near the end of our podcast. And I would like to ask you any forecast for the company. We mentioned forecast for the, let's go first with the forecast for the tournaments, for the Euro and for the Copa America. I want you to give me, I'm not going to,
put you in a tight spot. So I'm going to give you the chance to say three teams for each competition. Which three teams do you think have the best chance to win the Euro and three teams that have the best chance to win the Copa Merc? Okay, and this is going to be recorded. This is on the record. So I'm giving you space to not be in such a bad spot with everyone. So I'm giving you three teams. You can mention three teams.
Obviously, for Euro, I need to boot in the Spotlight Spain, for sure. I think this is going to be our tournament. We're going to be back where we're supposed to be. France, obviously, always there. Germany, because they are playing at home, so yeah, we have to keep that in mind. And for America's Cup.
Well, Argentina, this is something that is special. Let's see how is the performance of Leo Messi in this competition. But obviously, I'm sure he's going to be outstanding again. Brazil and Colombia. Let's say Colombia. I think Colombia has a great team, and they are performing very, very well. So obviously, I think one of them is going to be
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going to be the winner of the trophy. That's very good. I agree with Colombia. It's always a very tough team to face, to go against. And what about Coderre Online? What can we expect from Coderre Online into these tournaments? Well, always these kind of tournaments are great, obviously, to our business because we don't have, we usually don't have sports even. So now all the ice
Well, once your national local national team is playing this tournament, something that is happening in all our markets or the markets that we we are always is our opportunity to grow. And the more stages they go during the tournament, the better. So we expect to have very good performance. We are doing great things.
in acquisition and all the CRM is working so hard to have these active players during all the tournament. So I think it's going to happen very good figures at the end of the tournaments. Carlos, thank you very much for being with us today. Best of luck to Spain in the Euros, best of luck to Codere Online in both tournaments. And thank you very much for joining us today. Thank you, Fernando. It was a pleasure.
and thanks for having CoderE this space. That's Carlos Gonzalez de las Cuevas, CoderE Online's head of brand. This has been iGaming Daily, and we'll catch you in the next one.