Since the early days of the online gaming industry, retaining existing customers has been critical to growth, and with the increased competition between operators in the industry, CRM is more important than ever.
We talked to Conson BarHead of Sales Department at Nux . gameAnd the Thomas AignerHead of Business Development at Caribou And the EvenBetEvenBet CEO Dmitriy Starostnikov About the evolution of loyalty and CRM and what makes a successful promotional campaign.
CasinoBeats: How do you maintain a loyal user base with ever stronger competition in the market?
Thomas Aigner: Developing a loyal user base has many components. For example, content, affiliate channels, marketing and loyalty strategy, as well as the gaming experience of users are all things that operators need to consider when developing the right strategy for their brands. These essential elements to build a loyal user base must be linked to the operator’s target market.
Assuming a good acquisition strategy, a large differentiation factor provides the player with a fully personalized experience. This means showing them the content they are looking for on the site and delivering the right messages and offers to them using the right channel at the right time.
There is great potential for growth by maintaining a loyal user base and increasing it through personalization. Operators want to be able to offer their players something different, but are stuck in old manual processes that end up producing more of the same, but don’t fundamentally change the way retention works or the expected results.
The only way to really stand out is to use better AI algorithms and look at each player and their behavior. The industry needs to stop creating more and more segments and target groups, because it’s not all about personalization and it becomes unscalable very quickly.
“In an increasingly challenging and competitive market, content truly reigns supreme.”
Bar Conson, Head of Sales at NuxGame
Conson Bar: The igaming ecosystem continues to evolve and grow at an impressive rate, which of course has presented additional challenges and opportunities. A side effect of this growth has been the focus operators have placed on their CRM practices in recent years. They are more determined than ever to retain players and get more lasting value from them to prevent them from using the opponent’s platform.
We help our clients build customer loyalty by providing them with an unparalleled sports betting platform and casino titles from over 40 leading providers, with regular updates to this growing portfolio. In an increasingly challenging and competitive market, the content is really the best, with increasingly knowledgeable players deciding where to deposit their money based on the titles or themes the casino offers.
Frequent distribution of new and innovative games also encourages the development of a loyal user base by associating the latest titles and gadgets with the respective operator.
Dmitriy Starostnikov: Players have a number of traditional means of holding prizes, including jackpots and tournaments.
Jackpots attract players to online and offline poker rooms and make them sit longer. The Chamber comes alive when a jackpot is paid and players fear they have just lost it. Although the jackpots seem like a retention marketing tool, they also serve as a source of earning. The more winners, the more word of mouth, which helps to attract new players.
Tournaments are also a big help. Friendly competition is at the core of poker, and one of the best ways to build a community of players and boost retention. But operators need to understand and appreciate the different types of tournaments. Free spins, for example, are ideal for welcoming new players as there is no sign up for them.
This allows them to explore the environment and feel comfortable with their surroundings. They can see who is playing in the room and how they are likely to perform there. It is common for a site to offer about a week of free spins for the first deposit.
CasinoBeats: Has this increased competition changed the way operators manage their CRM operations?
DSThere is no longer a need to prove the importance of a strong presentation in relation to CRM. Of course, the high cost factor may cause some operators to question whether they should opt for an advanced CRM system.
“I think we are only at the beginning of significant changes.”
Thomas Aigner, Director of Business Development at Ibex.ai.
Due to the time and resources that the gambling industry must invest in keeping pace with changing regulations and trends, the deployment of a new CRM system is often pushed back to the back of product upgrades.
But by educating themselves on best practices for acquiring and retaining players, operators will find that they have more time to focus on what they know how to do: offering exciting entertainment to their customers.
To this end, EvenBet Gaming has produced a comprehensive guide to poker marketing which is freely available on our website.
BK: The CRM landscape has evolved dramatically. The usual practice of sending general emails promoting the latest campaigns is now a thing of the past.
Today, CRM has become a multi-segment activity, where operators have to manage segments, view turnover, campaign performance, and use aggregate statistics to decide which channels to use to contact customers.
Ces canaux consistent désormais en l’envoi d’emails supplémentaires, de SMS, de notifications push, de pop-us personnalisés et d’intégration de centers d’appels, ce qui témoigne de l’évolution que cette partie de l’industrie a a company.
We have integrated innovative CRM solutions through our recent partnership with Smartico to provide our clients with the innovative solutions demanded by the changing CRM landscape in the market. Smartico powers the player retention process, which encourages customer return so partners can focus on implementing their growth strategy, rather than retaining them.
ta: I think we are only at the starting point to see major changes in the way operators run their CRM operations with the availability of AI.
So far we’ve seen more linear and linear optimization of the processes and features that vendors offer with partial AI support, but the core process and the way CRM teams work hasn’t changed.
This increasing competition should push operators to care about each player and make decisions that are completely customized to them, which will inevitably change the way teams operate and CRM is managed.