We met Dan Morrison, the Founder & CEO of ConversionBet™, for an interview about his company and his thoughts on why he feels there is a gap for his solution.
Hello Dan, how are you? Are you ready for SiGMA17?
Hi Marius, its a real pleasure to meet you again! Yes, after attending the last two years and witness SiGMA’s growth first hand, its great to see SiGMA become part of the iGaming event calendar. I have actually chosen this venue as the event I will hard launch my new brand ConversionBet. I feel SiGMA offers all the right ingredients, not only to start-ups like me…but renowned and established operators to further extend their reach and make new partnerships. Excited isn’t the word!
How did you come to enter the online gaming space and set up your company?
My early career started when I moved to Malta when I was just 21. I remember, talking to my new colleagues and heard the term ‘iGaming’ for the first time – this was 2008…..fast forward 9 years, and after gaining valuable direct insight and experience working with SaaS tech conversion companies with standardised, blanket approaches to industries, not really having a dedicated insight in any particular one, I realised that the lack of direct industry knowledge resulted in too common pain points that, if addressed would give digital marketers within iGaming flexibility, confidence and control over their CRO strategy without the pain points.
My experiences of witnessing lengthy & complex implementation times due to not understanding the iGaming industry and using data-pools predominantly from retail to engage with non-retail customers wasn’t ideal & something that I knew I could change with the right product, commercial model & data-pool. Which naturally lead to the birth of ConversionBet – The first ‘dedicated’ iGaming CRO company in the world.
Can you tell us a little about how your company business is structured?
The business is structured in a way where there is no hierarchy – everyone within the business plays a key part. In short; we have more than 12 dedicated soles working at ConversionBet, made up of the elite in each of our professions.
What exactly does your company do?
Well Marius, we solve conversion problems solely within iGaming – Let me explain:
Most iGaming sites lose around 97% of their visitors.
Thats 97% of:
….Operators PPC budget
….Operators SEO efforts
….of operators email marketing
The list goes on….
….ConversionBet Reacts & responds to visitor behaviour creating segmented visitor fingerprinting.
….We give operators the chance to utilise personalised multi channel communication campaigns to each valuable visitor.
….We Implement a solid retention strategy to re-engage passive players, creating a ”complete journey CRO solution”.
ConversionBet – An end-to-end service that delivers a suite of behavioural products to achieve conversion goals.
How do you feel entering a market where you already have competition?
Good question. I’ve been working, learning and gathering as much experience as possible throughout my career to ultimately launch a CRO tool designed for the iGaming industry that quite simply…WORKS!
You mentioned the word ‘competition’ Marius. I don’t really feel that there is any direct competition for ConversionBet. Granted there are a number of CRO/Remarketing companies out there that have some gambling clients. But after a lot of market research during our conception phase, 100% of the ‘top 5’ grossing remarketing companies we researched are designed from the ground up specifically for general e-commerce retail. Meaning the data used for triggering the right message at the right time is coming from a data pool that is simply not tailored nor intelligent enough gain optimal conversion results for iGaming operators.
Developing a unique market offering is a key pillar of your entry strategy. What will be your primary focus over the next 6 months?
As I said in the beginning, we have over 12 people in our team. All of them have solid experience in this industry. So I know we have the best foundations to deliver not only the best CRO product to the iGaming markets, but also to deliver the best experience possible on an account management level. Far too often I see many start-up’s arrive at market with great ideas and rise quickly, but disappear even quicker. The reason for this is no emphasis for customer service was ever built into the business model, and rather an after thought once clients came on-board. So that is why the next 6 months are crucial to create a quality onboarding process for our clients whilst maintaining at an optimal pace and easy-flow communication between all teams within ConversionBet.
Which markets do you focus on and do you see any potential in the emerging markets ?
At the moment we are focusing on Malta, UK & Gibraltar. We feel that this is best place to start. In the future we are looking to expand into the US & Asian markets, but this is a long term plan. I see a fantastic market emerging in Brazil. I’m sure you’ve heard and seen articles regarding some quite exciting changes meaning in the next 2 years will be fruitful for operators to expand their reach and market share.
How have Google’s rules affect the way your solution works?
I am a big believer that Google doesn’t do things to miff companies off with its constant changes. It’s easy to come to conclusions it constantly closes loop-holes. Matter of fact, I embrace Google change. Every change Google implements is well thought through to bring the most relevant content to its userbase’s finger tips and to do so, must constantly change and adapt to do this. One of the things we have had to take into consideration is Googles decision to punish websites that show ‘intrusive’ pop-ups/overlays on mobile devices. Read more in my article here.
What challenges and opportunities has the move to mobile presented you with?
Approximately. 65% of iGaming traffic is mobile. This is a standard and will continue to go in this direction. Mobile is one of the key components iGaming’s growth stems from. So with this in mind, we have also introduced CRO that goes beyond just email where most companies will leave it there. We even go further than SMS. Whatsapp now has over 500 million active monthly users and has an open rate of 99.7% and is one of our main attributions to our conversion increases.
What do you see as the biggest challenges ahead for your business in future?
The biggest challenges for ConversionBet will be to keep a close eye on emerging technologies to then react and add further conversion solutions to our software and consistently stay ahead of the market.
Great answers Dan, ok one more! Where do you see yourself in 10 years from now?
Well 10 years is a LONG time. But if I had to answer, I’d say I’d be able to look back on a successful iGaming CRO company that has proved itself to be the ‘industry standard’ when it comes to behavioural conversion.
I’d like to also be in a position to invest in new & cool start-ups with idea’s that I see potential in.
Thanks for your time Dan, i’ll leave your to enjoy the rest of your business trip to Malta!
Thanks Marius, look forward to catching up with you soon!
|Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.
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