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  • Dmitry Belianin on the art of fishing for whales: Identifying and targeting high-value customers
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Gather round for the tale of the great hunt.

In a world where the seas of online sports betting are teeming with fish of all shapes and sizes, we, the intrepid fishermen, embark on a journey to target the most elusive and majestic creatures of them all: the high-value customer segment, or as I like to call them, the whales.

I may not be Captain Ahab. But with 15 years of experience managing the marketing and now the commercial function of a thriving online sports betting company, I’ve gathered some pearls of wisdom to share with you today.

So, let’s set sail and embark on this adventure together.

The first step in our journey is identifying the traits defining a whale. These high-value customers are not your run-of-the-mill bettors; they are the enthusiasts who wager large sums, engage with the platform regularly, and contribute significantly to our revenue.

But where do these beautiful beasts roam, and how do we lure them into our nets?

Mapping the ocean: Segmenting the market

In the vast waters of the online sports betting world, it’s crucial to understand the characteristics and behaviours of different customer segments.

To do so, we must employ data-driven methods to analyse customer profiles, betting habits, and engagement levels.

This process helps us divide the sea of bettors into manageable pools, where we can identify the glistening whales.

Crafting the irresistible bait: Personalisation and tailored offers

Whales are discerning creatures, and we must be equally discerning in crafting the right bait to lure them in.

By analysing the habits and preferences of high-value customers, we can create personalised offers, promotions, and content that appeal specifically to them.

This means presenting them with the finest caviar and ensuring that our communication channels are as sleek and smooth as a luxurious yacht.

The gentle touch: VIP treatment and exclusive services

Once we’ve hooked these high-value customers’ attention, we must reel them in with a gentle touch. We don’t want to spook them away by yanking too hard on the line.

VIP treatment, exclusive services, and dedicated account managers must be deployed to ensure our whales feel pampered and appreciated. Remember, a happy whale is a loyal whale!

Maintaining the ecosystem: Balancing high-value customer acquisition and retention

While we sail the high seas searching for new whales, we must not neglect the ones we’ve already caught.

Focusing on customer retention and maintaining a healthy relationship with our existing high-value customers is just as important as acquiring new ones.

By nurturing this delicate ecosystem, we ensure that our business continues to grow and prosper.

So, dear friends, as we chart our course through the vast ocean of online sports betting, let us never forget the importance of identifying and targeting high-value customer segments.

For it is by capturing the elusive whales we ensure our business’s future success and cement our place as the true captains of the iGaming industry.

And now, as the sun sets on this thrilling tale, I invite you to embark on your own journey, armed with the knowledge and tools necessary to navigate the treacherous waters of high-value customer acquisition and retention.

May the winds of fortune be ever in your favour, and may your nets always be filled with the most magnificent whales!


Dmitry Belianin is an experienced marketing strategist and leader in the sports betting industry. He has over 15 years of experience in marketing and gaming and a proven record in building global teams, growing profits, and implementing high-growth marketing, digital, and product development strategies within the biggest gaming companies.

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