Santa Cruz FC has emerged as the first soccer club in Brazil to monetize its mobile application via ‘play for fun’ sportsbook gamification in a commercial agreement with online gaming specialist Pinnacle Sports and European app developer ECLECTICA.
A statement from Pinnacle noted that the alliance of mobile app technology, sports betting, and the football industry is “…perfectly situated to create new commercial growth opportunities. All online content consumption trends leave no doubt that mobile apps are the future of the sports industry, and for Santa Cruz FC that future is now”.
Under the terms of the agreement Santa Cruz will be able to provide the latest in mobile technology and content delivery to its fans, while opening the door to new avenues of income generation for the club.
Santa Cruz FC Marketing Director, Guilherme Leites, remarked: “The agreement is very important for the fans because it offers another way to keep a close eye on the day to day of the club. The application provides fans a real time experience and all necessary club information aggregated into one place.”
ECLECTICA Director Boris Posilovic added that modernizing mobile platforms in Brazil also allows the fans to have a unique connection: “The growth of the app allows the club to be connected with their fans in a way that was not possible even 10 years ago,” he said. “Now Santa Cruz can connect and communicate directly with their fans without any third parties involved and deliver content, information, and interact with their fans in real time and via multiple mediums.”
Pinnacle CEO Paris Smith stated: “Pinnacle is always striving to bring the best betting experience to everyone, everywhere. The Brazilian market is a key part of that and we are very excited about the potential this partnership with Santa Cruz FC offers. It’s great to work with an organization that is aligned with our ambitions, especially one that is so similar to us in the sense of being an innovator. Everyone at Pinnacle is looking forward to what the future has in store for our partnership with Santa Cruz FC.”
According to app analytics, in 2018, the global user base of iOS and Google Play apps increased in-app spending by 22% versus the previous year. That increase translated to record growth in the first quarter of US$18.4bn in app revenue gains for publishers. These types of app growth stats demonstrate that the mobile app market continues to accelerate vs other online consumption mediums, and Brazilian Football Club Santa Cruz FC, Pinnacle Sports, and Eclectica are, they claimed, positioned to capitalize on this growth