Betika launches *263# USSD in Ghana

USSD (Unstructured Supplementary Service Data) technology is proving to be a pivotal tool for service providers in the betting industry to reach new market segments and meet underserved needs.

In 2023, for instance, Betika, one of the fastest-growing premier gaming companies, announced the introduction of a new USSD code, *263#, to enhance customer accessibility and convenience for betting. This initiative makes Betika the pioneer and currently the only betting company offering a USSD experience in Ghana.

This development aims to reach "unreachable" customers who have limited access to data connectivity, the internet, and basic smartphone mobile devices, as stated in a press release issued to the Ghana News Agency on Wednesday.

USSD technology allows customers to make deposits, withdrawals, and place bets without requiring an internet connection. This aligns with Betika’s strategic goals of raising awareness about this innovative channel and strengthening the brand’s reputation as the premier sports betting brand. It also offers an end-to-end customer gaming experience in a rapidly growing market.

With the launch of the USSD code *263#, Betika is expanding its reach, ensuring that every customer can enjoy a seamless betting experience, regardless of their data availability or internet connection quality. This move not only underscores Betika's commitment to customer convenience but also highlights the potential of USSD technology in transforming the betting industry in Ghana.

Are More Betting Companies Likely to Emulate Betika to Succeed in Ghana?

For companies in the sports betting industry today, business operations have proven to be extremely complex, which explains why more betting companies will be emulating Betika by leveraging USSD technology in Ghana to streamline their operations and enhance customer service. Through USSD the new market entrants will be in a better position to provide a reliable, low-cost way to communicate with customers, even those without internet access. Through USSD, betting companies in Ghana stand to gain significantly by adopting USSD technology for several reasons.

Companies such as HelloDuty have been on the forefront in helping companies and enterprises with USSD platform infrastructure and integration.

Benefits of USSD Technology for Betika in Ghana

1. Enhanced Accessibility

‍USSD betting allows Betika customers to place bets, check odds, and manage their accounts from any mobile phone, without needing a smartphone or internet connection. This expands the company's market reach, particularly in regions where internet penetration is low but mobile phone usage is high.

2. Real-Time Updates‍

Betting companies need to provide real-time updates to their customers. USSD technology enables instant communication for Betika, ensuring that customers receive up-to-date information on odds, game results, and account balances. This immediacy is crucial during major sports events when betting options can change rapidly.

3. Increased Security

‍Security is a paramount concern in the betting industry. USSD transactions are secure because they do not store any data on the mobile device. This reduces Betika's risk of data breaches and fraud. Additionally, the use of USSD can mitigate the risks associated with system tampering and manipulation, which can affect odds and user data.

4. Reduced Downtime

‍Downtime can be catastrophic for betting companies. By integrating USSD with other platforms such as SMS, mobile apps, and websites, Betika counters redundancy in its operations. Thus, if one platform fails, USSD can serve as a backup, minimizing downtime and financial losses.

5. Cost-Effective Communication

‍USSD is a cost-effective solution for customer communication. Unlike SMS, which incurs a cost per message, USSD sessions are charged based on usage, making it an economical option for continuous interaction with customers. This is particularly beneficial for Betika during high-traffic periods like major sports events.

How to Bet via USSD with Betika in Ghana

Betika, a pioneer in USSD technology in Ghana, has made betting easier and more accessible than ever. Here’s how you can benefit from using Betika’s USSD service:

Seamless Integration

• Bets and Bet History: Bets made through the USSD channel will be reflected in your bet history on the Betika website - www.betika.com/en-gh/.
• Synchronized Balances: Your online balance is synchronized with your USSD balance. Funds deposited via USSD *263# can be utilized on the Betika website. Similarly, funds deposited can be accessed and used through USSD by dialing *263#.

Account Management

• Account Access: Accounts created via the USSD channel *263# can be managed and accessed through the Betika website.

Current and Future Features

• Current Limitations: Currently, USSD betting is limited to soccer.
• Upcoming Features: Additional sports and markets will soon be accessible through the USSD channel *263#.

By integrating USSD technology, Betika ensures that every customer can enjoy a seamless betting experience, regardless of their data availability or internet connection quality.

How Betika is Leveraging USSD in Ghana for Continued Success

The betting industry is a fast-growing and highly profitable sector. Characterized by constant gaming development and forward movement, operators in this field continuously introduce new games and additional bonuses to retain existing players and attract new ones. Given the rising competition in the betting industry, Betika has leaned onto USSD technology to leverage success in Ghana.

Understanding its Audience

‍The first step in any business is understanding your customer base. This knowledge has made it possible for Betika to provide better services, payment methods, and bonuses, making it more competitive in the market and delivering a higher return on investment. For instance, 3 out of 10 Ghanaians use feature phones, with the majority of smartphone users located in large cities such as Accra. For the audience in rural areas of Ghana, there's little to no access to electronic money. Thus, Betika knowing that its target audience resides in medium or smaller towns, it is able to leverage alternatives to traditional online distribution (like websites or mobile apps).This is where USSD technology in betting comes into play, offering an accessible and efficient solution for placing bets.

Business Planning

‍Through a comprehensive business plan, Betika has managed to encompass various variables such as the list of games, unique design, taxation, distribution, profitability, and ideas for further development. It is evident that to succeed in Ghana, Betika has managed to capitalize on its unique selling proposition (USP) along with corporate identity and branding to set it apart from competitors. Part of this planning involves a financial roadmap, detailing how much funding is required to start and sustain your business.

Sales Models: Online vs. Offline

‍There are two major ways to distribute betting tickets: online and offline. The classic online model typically requires robust internet infrastructure, smartphones, and electronic money. If your audience has access to these, the online sales model is the most cost-effective option. However, in developing rural areas, these elements are often lacking. USSD technology in betting offers a practical alternative, allowing feature phone users to place bets via USSD requests. In recent years, USSD has become a common method for placing bets. This hybrid approach has proven to be effective for Betika, especially in addressing infrastructure limitations while still providing a seamless betting experience.

‍Software Solutions

‍Developing and maintaining your own platform is challenging, requiring attention to infrastructure (security, payments, user management) and content (games, promotions, bonuses). A flexible software provider is essential, capable of adapting to your local market and strategic needs. Selecting a reliable provider can be the fastest and most cost-effective solution. HelloDuty offers comprehensive services, from initial consultation to software customization and adaptation, ensuring your business thrives with the right technology and support.

Conclusion

USSD technology in Ghana provides a unique opportunity to reach betting customers who have limited access to smartphones and the internet. By integrating USSD capabilities, Betika has managed to offer a seamless, accessible betting experience, making your lottery business competitive and profitable. With the right planning, funding, licensing, and software solutions, your business can navigate the complexities of the betting industry and achieve lasting success.

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