Loyalty. A quality that is not only respected but necessary across many aspects of daily life, but one that is increasingly hard to come by in a progressively digitalised world that presents users with a smorgasbord of alternative possibilities.
As the B2C gambling world battles for users’ attention and the all-critical screen time, BetConstruct has diverted its attention towards the B2B ecosystem.
This has resulted in the introduction of what the company bills as the industry’s first B2B loyalty system, titled The Last Battle Universe. This vows to enhance collaboration, strengthen long-term relationships, and deliver tangible value within the BetConstruct ecosystem.
With this in mind, SlotBeats sat down with the company’s Regional Director for Brazil, Beatriz Melges, at the recent SBC Summit Americas to witness the curtain being pulled back on the world of possibilities presented.
How to implement additional B2B value
Despite the loyalty system being available on a global basis, Melges is adopting a strict focus on her continent of expertise. One that is still riding the crest of a wave caused by regulation that has taken the industry by storm.
Placing a focus on Latin America as a whole, the largest challenge presented at the current time is highlighted as retention. However, it was following recent efforts within the newly regulated Brazilian ecosystem that BetConstruct opted to act.
“We have developed two distinct loyalty systems, one tailored for B2C and the other for B2B,” she explains.
“The B2C system is a traditional model that enables end-users to collect points and redeem them across various channels. However, the real innovation lies in our B2B approach.”
“While many solutions focus on user retention, few offer meaningful loyalty mechanisms for operators. The Last Battle Universe is designed specifically to fill that gap. It offers tools that recognise and reward long-term partnership and engagement on the B2B level.”
Implementing additional value beyond the standard basics was always the central ambition. The Last Battle Universe is tasked with delivering something new and fresh. However, with over a thousand partners across the globe, many of which boast a long-term collaboration, this is no mean feat.
“The system provides rewards based on specific operational criteria,” she says. “This includes timely invoice payments, long-term collaboration, and active engagement with our products, all behaviours that naturally occur within strong partnerships.”
“It’s a layered structure. The theme itself is gamified through a universe concept. Each planet within it represents different reward tiers and point systems. As you progress, you ‘conquer’ more of the universe. That’s the inspiration behind the design.”
Rewards = strengthened relationships and loyalty
Through The Last Battle Universe, BetConstruct is essentially aiming to ensure that partners gain more than just another product. This is designed to deliver a key strategic advantage within the fiercely competitive iGaming industry.
Operating cost-effectively is a must-have for any organisation. This saw a key facet introduced, meaning that if a client buys one of its products and is using this loyalty system, they’re able to get a refund on that.
“Our aim is to enable partners to reinvest the money they save, whether in marketing or other growth areas,” she continues. “That translates into more exposure and increased business for both parties.”
“We designed the system by placing ourselves in the operator’s position. What would an operator need to grow? We aim to deliver that.”
One critical point consistently referenced by Melges is that any client, old or new, must view the company as a true partner that wants to allow them to build their own universe.
However, despite stressing that BetConstruct is a one-stop shop for operators, and has been since the foundation of the company, she does acknowledge that some would ask ‘how are we able to build all our own ecosystem?’.
“The value prop is clear: this loyalty system helps reduce entry costs, broaden your platform’s product offering, and reward your clients for their loyalty,” she comments.
“As we reward our partners, they, in turn, are empowered to do the same with their users. That closed-loop approach, combining product, solution, and loyalty, is what makes this model so unique.”
Global operations & local customisation united
With an employee base spanning some 8,000 individuals spread across 15 nations, it is this combination of global background and local expertise that sees BetConstruct rise above the competition.
This, Melges says, applies to loyalty programs across the B2B and B2C spaces, which permits the group to tailor those to the specifics required for a targeted region.
“Brazil is a strong example. Having recently entered regulation, it’s an ideal environment to implement this system,” she explains.
“We’re able to blend global infrastructure, high-end technology, and robust security with locally adapted products and operations. That flexibility is especially valuable in regulated markets where localisation is a key challenge.”
Narrowing in on the Brazilian market, which could be set to usher in fresh restrictions in keeping with a wider global trend, there’s a further aspect of the marketing mix that is highlighted as impacting retention strategies.
Bonus buys are stipulated as being “one of the big things in Brazil right now”, with these having been heavily restricted from what used to be available within the non-regulated market.
“Previously, operators focused heavily on acquisition due to lower costs. In Brazil, many users bet across five to six platforms,” she notes.
“Now, as acquisition costs rise, retention becomes central. Loyalty begins with retention. This means leveraging existing users and delivering added value through familiar games and features.”
“In Latin America, trust plays a major role; security, reliability, and brand affinity are all key factors in building that trust.”
As the conversation drew to a close, attention was swiftly turned to how The Last Battle Universe will be enhanced moving forward. This, Melges assures, will be centred around a thought process of ensuring everything is integrated in one place.
“A major focus in our retention strategy is creating an ecosystem that keeps users within a single platform,” she concludes.
“By offering multiple features and tools in one integrated environment, we ensure users stay engaged without needing to switch between providers.”
