Blue Square 'The Blue Bar'
The Blue Square customer base can be broadly split into two main groups: regular customers who spend consistently and occassional betters who bet much more occasionally around major sporting events. This group provide a much higher margin to Blue Square, as their approach to betting is more casual and ‘unscientific'. Therefore, any increase in activity amongst this group provides both a higher Average Revenue Per User (ARPU) and a higher profit margin.
The Brief
3RD sense was briefed to develop a games strategy to encourage Blue Square’s large group of occassional betters to visit the Blue Squares site more often and to encourage them to increase their spend once there.
The Solution
We determined that online games players have a higher propensity to also bet online. We formulated a strategy to drive them to the Blue Square site and to encourage them to keep coming back.
We created The Blue Bar - a virtual private members bar with a
chic, urban feel hosted by two glamorous 30-something's, Tiffany
and Anouska. Only available to registered Blue Square customers,
The Blue Bar hosts 6 online games with regular competitions
that give users the chance to win for playing. Features include scoreboards, personal stats pages for each user and incentives for playing all of the games.
The site was supported with an email campaign to Blue Square customers and a link on the home page of the Blue Square site.
The Results
- The Blue Bar attracted one fifth of the target audience of 'occassional betters'
- ARPU from this group increased by 22%
- Visit frequency to bluesq.com increased by a factor of 4
- Average bet frequency and stake value increased
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