Free-to-play (FTP) sports game provider SportCaller has provided William Hill with its latest Free Or 4 game, helping the operator to drive both engagement and retention.
Free Or 4 asks players to pick six games in which they assume that from the Saturday long-list of 3 pm UK kick-offs, three or four total goals will be scored.
If players are able to make six good choices, then £200 in free sportsbook bets will be offered to all of their correct entries. However, for every client choosing five, or even four, matches correctly, there are also smaller, easy-trigger prizes.
The MD at SportCaller, Cillian Barry, said: “Flexibility in the ideation and deployment of FTP games came to the fore during the sporting shutdown, but we’re seeing that trend extend in sync with the new normal.
“William Hill understands these shifting sands of engagement, so it was a great experience to work alongside their dedicated team, coupled with some illuminating focus-group feedback, to create a game with simplicity, universal appeal and a core retention mechanic at its heart.
“The early engagement levels have been impressive, while the conversion rates to active users speak directly to the trust and brand recognition which these simple “winnable” games can readily foster.”
The roll out of the new game from SportCaller marks William Hill’s first free-to-play return to football since his 2018 Football21 game.
SportCaller claims that Free Or 4 can help provide greater degrees of complexity and attractiveness by providing attainable prizes as ‘a robust method of retention’ by turning away from low-probability reward pots.
Liam Barbour, William Hill’s Customer Product Head, added: “It’s fantastic to broaden our ongoing collaboration with SportCaller and get back to free-to-play on football, sportsbook’s perennial revenue-driver.
“We took our time developing Free Or 4, working in tandem with numerous focus groups, customer research and testing so that we could establish a straightforward concept whose intuitive playability instantly resonated with our thriving client-base.
“The results have been both immediate and encouraging and I look forward to seeing how our customers engage with the game throughout the domestic football season.
“As ever, SportCaller’s gameplay finesse has helped enhance brand loyalty and digital dwell-time, proving themselves versatile masters in the competitive “attention economy” of modern engagement.”