EIG
Considering the high end costs of acquisition it was no surprise that the topic of cross selling was a major talking point. Although cross selling has its obvious benefits
there are some risks that must be taken into account. The risk of cannibalisation is the most prominent, as an operator you must make the decision on whether to push customers from their core games to unused/unfamiliar games. Messaging is also a challenge. It’s very difficult to use push messages for a game customers don’t usually consume. Nick Garner, CEO of Oshi Casino (ex Betfair and Unibet) remarked that ‘The risk of losing a customer through mis-targeted cross selling is an ever present risk as they become annoyed with receiving irrelevant content but at the same time you have the potential to gain a customer who spends eight times their usual revenue, which makes it more than worth it’!
A great example of internal cross-selling is on
Facebook, which uses adverts integrated into the timeline instead of pop-ups. The iGIC conversations revealed some great insights, concluding that the key to successful cross-selling is to not disrupt the player experience; product placement needs to be omni- present and harmonised. An easy way to do this, perhaps, could be through advertising whilst the player is waiting for the next event to start. It must be noted, however, that customer
development is only possible if you have a variety of products. I recently read in an article on
www.netentcasino.com that ‘Paddy Power believe the way to win is to get players interested in more than
one product. They do this by focusing less on new customer promotions and instead offering ‘cross selling’ promotions to existing players. Particularly they’re focusing on and investing in their casino offering, tempting sports betters over to their casino section with free spins and other fun treats’.
Probably one of the most useful
insights from the iGIC was that advertising other games such as poker will attract players to your site because it’s seen as a cooler product to associate with but the average customer will actually spend five times more on average on casino.
All things considered, customer acquisition through affiliates cannot be overlooked as a tried and proven technique. You’d be hard-pressed to find any successful casino that doesn’t use affiliates to gain traffic and this is for a good reason, it works. However, in this day and age, with such a competitive market where new customers are increasingly hard to come by, customer development can be a cheaper and longer term approach that actually encourages customer loyalty.
This is just the beginning of an on-going
conversation that will be continued at EiG Berlin 2016 from 18th – 20th October. For more information on this session and similar topics be sure to visit
www.eigexpo.com.
SEPTEMBER 2016 87
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