SOFTSWISS Sportsbook is urging operators to launch their sports betting platforms well ahead of major tournaments, arguing that early preparation - not last-minute rollouts - drives the strongest revenue and retention results.
In a new interview, Iren Kuznietsova, Head of Business Operations at SOFTSWISS Sportsbook, explains why operators who try to activate a sportsbook only weeks before the World Cup often end up troubleshooting instead of benefiting from the event's traffic surge.
"Big tournaments don't forgive improvisation. If players can't explore your sportsbook early, they will simply bet elsewhere," Kuznietsova notes.
Sportsbook Now a Key Revenue Driver for Casino Brands
According to SOFTSWISS data, adding a sportsbook can contribute an additional 20% to a casino operator's GGR. Kuznietsova says the value goes far beyond topline growth. Sports betting acts as a retention mechanism, capturing players who might otherwise churn after casino losses. Features like the SOFTSWISS Network Jackpot can further deepen engagement, raising the number of bets per player by up to 50%.
Why Operators Must Go Live Months before the World Cup
While some brands aim to launch days before a major tournament, SOFTSWISS argues that approach is fundamentally flawed. Player engagement takes time to build - typically 15 touchpoints before sports betting feels intuitive to casino users.
"If the sportsbook isn't ready when players feel the urge to bet, they go to competitors - and a strong welcome offer elsewhere may mean they never return," Kuznietsova warns.
SOFTSWISS recommends launching at least six months before the World Cup, allowing operators to test the platform, stabilise it, and train their audience during smaller seasonal events.
SOFTSWISS' Ideal Six-Month Pre-Tournament Roadmap
Kuznietsova outlines a phased approach for new sportsbook projects:
- Month 1: Core setup, technical foundation, essential markets live.
- Next 40 days: Automated welcome programs, bonuses, event calendars.
- Month 3: Introduction of jackpots, VIP bet services, and esports content.
- Months 4-6: Scaling, localisation, cross-sell optimisation, and promotional testing.
She highlights the SOFTSWISS Network Jackpot as an ideal "we're live" announcement tool, capable of reactivating dormant users and accelerating early engagement.
Early Launches already Delivering Measurable Results
A recent partner case demonstrates the strategy's impact. Six months before EURO 2024, the operator integrated SOFTSWISS Sportsbook with low initial sports traffic. Early turnover hovered around €100,000 per month and GGR was slightly negative due to acquisition costs.
Using the pre-tournament period as a testing ground, the operator implemented structured activations including bet education, local-league promotions, and targeted jackpots. By the time EURO 2024 began:
- Monthly turnover surpassed €1 million,
- The average bet value rose from €40 to nearly €70,
- Active bettors reached 500, and
- GGR improved to €70,000-€75,000.
"This shows why we push for early launches," Kuznietsova says. "By tournament time, you're not hoping for traffic - you're ready to monetize it."
Retention after the World Cup: No Off-Season Needed
Kuznietsova insists that with the right strategy, there is no "dead period" after major events. SOFTSWISS provides three tiers of retention programs, ranging from basic bonuses and event calendars to fully managed services with weekly promotions, localisation, VIP support, and risk controls.
"Operators can run retention in-house or rely on our team," she explains. "Either way, the goal is the same: keep engagement high long after the trophy is lifted."
A Clear Message to Operators: Don't Wait
With the next World Cup cycle approaching, SOFTSWISS is reinforcing one message - launching early isn't optional if operators want to capture the full value of the global betting surge.
"Going live six months in advance is no longer a luxury," Kuznietsova concludes. "It's a competitive necessity."
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Source:
https://www.softswiss.com/news/pre-world-cup-sportsbook-launches-pay-off/
