Owain Flanders, Iqbal Johal and Tim Poole debate whether free-to-play games are a useful tool for acquisition and retention. This article originally appeared in the October edition of Trafficology.

Owain Flanders – Yes – Combat potential consumer apathy

For me, the real value of free-to-play (FTP) comes in its ability to entice those who might otherwise be apathetic to that specific form of betting, or even gambling in general. In my argument for this, I would like to share a couple of personal experiences in which I have witnessed this being particularly successful.

The first instance involves the use of Sky Bet’s Super Six game. The FTP game requires players to guess the exact results of six games in the English Football Leagues. A correct guess means points, and the owner of the highest point tally is guaranteed £5,000 ($6,460) each week. If a player guesses all six of the scores correctly then they can net a prize of £250,000 (as long as they are the only player to have guessed the scores correctly that week).

Personally, I am a big fan of football, making Super Six the perfect weekend FTP game. However, I have an old friend who truly couldn’t care less about the outcome of the week’s football fixtures. In betting terms, he is more of an online casino punter, and would much rather absorb himself in Netflix than watch the football scores roll in on Gillette Soccer Saturday.

Despite this, each week without fail, that same
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