In order to generate more value from their new customers Betfair created a new type of promotion. Moving away from the traditional free bets, the Cashback promotion is designed around rewarding bet activity of the customer during their first few months as Betfair user. Users generate points for every activity on Betfair and literally get cash back based on the number of points they generate.
Grand Parade created a secure website for users to log in to check their current points total and view other promotions. Each site uses personalisation code with different messaging, targets and content being shown to the user based on their current number of points. The site was created in 15 languages and is also accessible on mobile devices.