Hot Paper Lantern Digital Sport: The focus should now be on player retention

In a time when companies from across the industry are adapting to the challenges brought about by the pandemic, Ed Moed, CEO of Hot Paper Lantern Digital Sport, believes that an increased focus should be placed on customer retention and user experience.

Speaking ahead of next week’s Betting on Sports America – Digital, Ed Moed told us that he’s most looking forward to hearing insights from other leaders in the marketing and communications space and connecting with other experts from across the industry.

What are you looking forward to at the Betting on Sports America – Digital?

I’m looking forward to networking and connecting with industry leaders and executives in the space. At a time where the industry is poised for incredible growth, it’ll be exciting to connect with other leaders in the industry.

What would be your biggest bit of advice for betting and gaming businesses trying to mitigate the impact of COVID-19?

Find a way to make your platform’s user experience and customer journey better to not only gain users but retain them. Customer retention is paramount. Think through how you can create more loyalty among your customers.

What are you promoting at Betting on Sports America – Digital?

HPLDS is one of the only agencies in North America focused on the sports betting and fantasy sports world. We understand the market and bring that knowledge through our in-depth understanding of the sports bettor audience, combined with our brand, and integrated marketing and communications expertise.

What industry innovation will capture the most attention in 2020?

Advanced tools that help educate and bring more confidence to sports bettors, gamers and users, specifically those that use machine learning and AI to constantly advance and educate themselves.

Which operator has impressed you the most in 2020?

Our client, Monkey Knife Fight (MKF). As sports quickly shut down at the beginning of this year due to COVID-19, the MKF team never took their foot off the pedal. They found creative and strategic ways to partner with teams, (The Kings, Galaxy, Brewers), as well as creative ways to promote themselves and give back to their partner’s communities.

They recently announced a partnership with the NFL Players Association and their commitment to growing their brand has been recognized by Sponsor United, ranking them as the 3rd most searched brand in the sports and entertainment category for 2020. I’m impressed with their exponential growth and look forward to seeing where they go in the months and years to come.

What partnership has stood out in the past 12 months?

No matter how you feel about Barstool, what they’ve done through partnering with Penn Gaming is very smart. Barstool brings the brand and listeners and Penn National brings the infrastructure. It’s a genius combo.

Which parts of the conference agenda have caught your eye?

I’m excited about the Leaders in Affiliation and the Power of ‘Brand’ panels. While I consider HPLDS to be experts in the topics covered, it’s always interesting to hear insights from other leaders in the marketing and communications space.

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