Based on my interviews, customers are typically looking for the most bang for their buck when it comes to sports gambling services, just as customers usually are. They want the most opportunities to make money, which means more sports to choose from, more ways to play, and more ways to win. Additionally, they want to know which sites have the best loyalty programs/bonuses (a la Bovada, FanDuel, DraftKings) because they provide incentive to keep playing and are essentially free money, which is a big deal in the gambling world, believe it or not.
As far as how and where customers buy, all business is conducted online and payments are made through customers' credit cards, and this is pretty much the same across all services considering they all use online platforms (although some do accept cash through Western Union). Therefore, this doesn't really affect customers' alternative evaluations. I learned that post-purchase evaluations however, are similar to alternative evaluations in that most customers look back and compare how they would have done had they chosen another site and its benefits and bonuses. Would they be better off with that site's bonuses? Worse? Should they have chosen a site that forces them to bet less/more? These are the kinds of questions gamblers ask themselves when evaluating their purchase decisions.
Essentially, this segment is looking for the service that will provide them with the best value, which in this case means the best chance to make as much money as possible.
Customers are always going to look for the most value which I believe you have found out. An all in one sports gambling app is no doubt of value to customers. Even the loyalty program will influence buyer behavior. I also see that online is king especially in gambling now as the ease for the customer is what is important to them.
ReplyDeleteHey Anthony,
ReplyDeleteI can see how the customers you interviewed want to get the most value out of their money, but what I found interesting in your interviews was how customers act during the post-purchase stage. I also didn't know that loyalty programs were such a big factor for consumers when they are searching for alternatives in the online sports gambling market.
Hey Anthony,
ReplyDeleteI had no idea loyalty programs were so important when it comes to consumers looking for other options in the online sports gambling market. What I can agree with you on is that your customers are always going to be attracted to the products with the best bang for your buck so it is important that you've found that conclusion.