and plan joint visits to casino facilities, generating even more income.
Is social gaming given enough prominence by operators?
Not currently. At the moment only the largest casino operators have invested in Social Gaming. For most utilising social casino games they are not simply marketing tools, but an additional flow of income from game monetisation via in- app purchases. We believe that social gaming should, and will, become more popular as it is a very efficient marketing tool.
What role do you believe social gaming plays in attracting new/casual customers, and are the benefits being exploited fully?
Social Gaming, when properly used, might be a game-changer in acquiring new customers. For most products on the market, the benefits of social gaming are not being used efficiently. Existing players are not properly stimulated for sharing, liking and friends inviting; new players are not properly stimulated to start playing a game, rewards are not of sufficiently high quality and are quite hard-to-get. BetConstruct always consider these factors in social games development to provide the best quality products to our partners.
What’s the best way to utilise social gaming within a customer offer?
Te best way is to bind social gaming to existing loyalty systems or to create such systems based on appropriate opportunities, included in BetConstruct’s Social Gaming Platform. Another popular and efficient option is to implement customer status systems: whereby the higher level equates to a more attractive offer, such as discounts and various amenities.
What role does Social Gaming play in customer retention?
Social Gaming is all about customer retention. BetConstruct always strives to create a micro- universe for players; where they can communicate; compete in tournaments; challenge each other and make new friends that boosts retention to new heights. In addition there are classical mechanics such as daily bonuses with increasing ‘days in a row’ multiplier, super bonus games or daily leaderboard contests. Te main goal is to create emotional hooks, which lead customers to return.
Should operators offer both social gaming and gambling products in the same channel or create separate entities?
Experience shows that free play players and real money players are not the same. Some statistics state that only about five per cent of social gaming players convert into real money gamblers. Taking this into account, it’s better to
create separate entities. Despite such a small share of customers’ conversion, Social Gaming is still a reasonable investment since a large audience of players makes a casino brand more recognisable and respectable on the market. Experience shows that there’s no silver bullet for every occasion. Markets change, people change and there’s always a place for new victories.
At the moment only the largest casino operators have invested in Social Gaming. For most utilising social casino games they are not simply marketing tools, but an additional flow of income from game monetization via in-app purchases. We believe that social gaming should, and will, become more popular as it is a very efficient marketing tool.
NEWSWIRE / INTERACTIVE /
247.COM P133
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