Recent gambling industry statistics published by the Gambling Commission, shows that the British gambling industry generated a 5% rise in the gross gambling yield between October 2013 and September 2014. But questions can still be asked about how much you know about those playing your games? You might know if your customer is male, female, over 30 or under 40, however in today’s analytical world, this information isn’t enough to help you truly engage with the players on your site. Looking ahead, do you know who your typical players will be in 12 or 18 months’ time?
In this highly competitive industry that is only getting more competitive moving towards 2016, as some big players merge, your organisation’s share of wallet will depend largely on knowing the players you have (and will have), how they spend their time and how long you can prevent them from switching tables and moving across to an alternative online gaming site. This knowledge goes much further than simply knowing someone’s age or gender. Your existing systems may already tell you the average rake per game, the largest jackpot win or the total pay-outs per month. Does it however, help you engage your players? Are you able to use this information, in real time, to converse with them uniquely?
You want your online gaming marketing to behave like a croupier and not a faceless corporation. A croupier will know what a win means to an individual and so can make highly personalised communications to engage the player, responding to wins, losses and gaming style. Most importantly each engagement tool should be tailored to the player as an individual by understanding specific playing behaviour.
The engagement should come from a place of “what would a croupier say or do?” rather than simply sending out the same ‘deposit match’ offer. A croupier might remind a player that even though they’ve lost 20 times consecutively, they’re still up 200% on their last deposit. By understanding the behaviour of your player and knowing how that compares within segments and the entire player-base, you can learn from it, reinforce it and intervene when their behaviour patterns appear negative.
Looking to increase the lifetime value of each of your players? Blue Sheep enables online gaming marketing teams to truly understand their players and create measurable marketing campaigns which are targeted and personalised: increasing player value, reducing attrition and iteratively improving marketing performance.