Unlocking value through onboarding

Addressing a lack of product understanding

As the sole provider of horse racing betting in Norway, Norsk Rikstoto faced a challenge familiar to many betting companies: how to activate new customers and keep them engaged in a competitive entertainment landscape.

Horse racing demands a lot from the customer. Players need both experience and knowledge to succeed, which is a barrier for newcomers. New players tried their luck once, and after six months only 15% remained active.

Personalisation to boost engagement

Norsk Rikstoto partnered with Seen to implement a personalised video onboarding programme, addressing the challenge in two ways:

• Real-time personalisation. Norsk Rikstoto implemented a Customer Data Platform, enabling delivery of personalised videos based on real-time user actions. This “Onboarding 2.0” programme tailored videos to specific customer actions, such as initial registration and betting activity.
• Humanising the experience. The videos did more than explain — they showed the excitement and joy of horse racing.

Results

By delivering relevant information in an engaging format, Norsk Rikstoto saw results exceeding expectations. The number of players who played again within 28 days increased by 37%. Six months later, 33% more players were still active. Players onboarded with a personalised video generate 36.5% higher revenue per play.

Award winning solution

The approach was recognised at the 2024 ANFO MarTech Awards. Norsk Rikstoto, in partnership with Seen and Bas Kommunikasjon, received the Gold award in the Loyalty Program category.