Review ICE TOTALLY GAMING 2015
Optimove has recently added three social gaming operators, Crazy Panda, Jelly Button Games and LuckyFish Games, to its extensive player marketing solutions
Some of the biggest names in gaming have already done similar with Zynga, Dragonplay, Caesar’s Interactive Entertainment, Williams Interactive and over 100 others using Optimove to increase customer conversions, engagement, spend and loyalty.
Pini Yakuel, Optimove CEO said: “With increased competition in the social gaming space and growth of user acquisition costs over the last couple of years, game developers have discovered that they must turn their attention to retention marketing and making the most of their existing player bases.”
Optimove allows marketers to manage and automate multi-channel customer marketing plans based on predictive micro-segmentation technology. Optimove personalises, executes and evaluates a complete framework of customer- data-driven campaigns via the web, email, SMS, push notifications, in-game messaging and other channels. It’s all about delivering the right message to the right person at the right time, increasing customer spend and engagement while reducing churn.
Jelly Button Games is an innovator in casual, multiplayer, cross-platform gaming. Its flagship game, Pirate Kings, was a big hit on Facebook before launching last month on iOS and Android, where it quickly accumulated over one million installs. Alon Lev, Jelly Button Games co-Founder, said: “One of the challenges in the social gaming space is to build brand differentiation and loyalty. Optimove’s focus on customer modelling and campaign personalisation allows us to rise above the noise and communicate with customers in ways that are relevant and appealing to them, leading to terrific levels of response and engagement.”
Crazy Panda is a Russian mobile social game developer. Its games, including World Poker Club, the Household, and Evil Defenders, are played by over 110 million gamers around the world.
Bogdan Kuznetsov, Crazy Panda co-Founder, said: “Recognising the need to ramp up our player retention efforts, we looked around for a system that would help our marketing team quickly develop a successful player marketing program. Most of the people we spoke to recommended Optimove, so we decided to go for it. So far, we are very impressed with the technology and the people at Optimove.”
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Optimove’s Amit Bivas
OPTIMOVE MOVING CLOSER TO 100 PER CENT PERSONALISATION
“Social gaming operators that don’t have a data- driven retention marketing plan in place are leaving a lot of revenue on the table,” added Mr. Yakuel: “but savvy operators like Crazy Panda, Jelly Button Games and LuckyFish Games are among those quickly discovering how personalized player marketing campaigns can increase engagement, drive loyalty, and convert more free players to paying customers.”
Optimove recently added real-time marketing capabilities to its platform, allowing promotional teams to deliver the right messages to mobile users at exactly the right time, based on real-time activity triggers.
Mr. Yakuel said: “One of the holy grails of personalisation is the ability to implement real- time, data-driven customer marketing. By building into our customer retention software a complete, end-to-end system for real-time personalized messaging, we have not only taken another great stride towards achieving the ultimate retention marketing solution, but we’ve also become the first platform to offer real-time retention marketing in such a sophisticated and easy-to-deploy manner.“
“For example, let’s say a high roller had a big loss. Retention marketers at the gaming site know, from prior experience, that a significant percentage of similar players experiencing a similar loss will churn (i.e., they will never return to deposit or play again). With the advantage of real-time data, the marketers can automatically serve a real-time, personalised message telling
the player that the site is refunding him a percentage of his loss. Relieved and pleased, the player continues to play again and
again.This is the future of customer marketing, and it is here today. Whereas in the past, achieving this degree of real-time personalization was extremely difficult, the latest technologies actually make this straightforward. I predict that within one to two years, customer-centric businesses will routinely use real-time personalised customer messaging. If they don’t, their competition will trounce them.”
Optimove also recently launched OptiTrack; an end-to-end system for tracking the activity of individual customers on websites and in mobile apps, and associating it with their existing database-stored behavioural records. Including this additional customer behaviour data significantly enhances the scope of Optimove’s customer segmentation, personalized targeting effectiveness, and real-time capabilities.
Amit Bivas, Head of Marketing, said: “By adding a small code snippet to a website or mobile app, Optimove’s customer intelligence is enhanced with an important additional source of customer segmentation and targeting data. This provides marketers with even more sophisticated ways of matching particular campaigns to the specific customers who are most likely to favourably respond.”
For Optimove it is just another step on the way towards the Holy Grail of 100 per cent personalised customer marketing.
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