CHANGING THE RETENTION LANDSCAPE
Having worked with Zynga, Caesars, Golden Nugget and Scientific Games, Optimove has helped as entire cross section of online gaming companies to better retain their players
With a knowledge base encompassing many online industries, it was at G2E promising to change the entire paradigm of how a company offers incentives to its players. Alon Tvina, Chief Commercial Officer at Optimove, said: “The recent trend has been for land-based casino operators to transcend into social gaming. We’re working with 160 companies globally but the US is gaining. Our advice is to be more personalised. Operators need to be emotionally intelligent regarding what their player is feeling and what offers they need at what times. Player retention needs to be performed with real time engagement. Optimove is the only company that offers real time, segmented campaigns with predicative analysis catering to each person for each event. Real time data analysis allows player retention teams to know when they must act to keep a player and can automatically send a real- time message when the player is still engaged, rewarding him or even refunding him part of his loss, but most importantly, to convince him to continue playing or return at a later date.”
BetAmerica , the largest, fully licensed and regulated horseracing, greyhound racing and fantasy sports betting website in the United States, is one of many companies stateside that has worked with Optimove . BetAmerica’s management wanted to execute more frequent, more targeted and more personalised communication with their players.
Before implementing Optimove’s daily customer segmentation and dynamic targeting, BetAmerica was sending out one incentive offer a month to their entire player base. Because a third-party agency was involved in developing and sending the campaigns, the process of getting a campaign sent out took days or weeks. The company wanted to be able to target many individual customer segments, quickly and easily.
Instead of one large incentive offer per month, the company now uses Optimove to send out over 800 ultra-targeted campaigns to more than 50 distinct “target groups,” every month. And this number is growing steadily as the company continuously fine- tunes its customer targeting. More than 90 per cent of the company’s customer base is already receiving personalised incentives based on various levels of segmentation. The marketers are also leveraging this high campaign frequency to be able to test, optimize and iterate much more effectively, resulting in asteady increase in the measurable financial uplift of each campaign.
BetAmerica management now has complete visibility into their most important player behaviour KPIs, calculated on a daily basis. Marketers can easily segment customer behavior metrics by bet type, race/game type, player type and even by individual players.
DLV presented its Lab creatures and Diamond Excel at G2E Las Vegas 2015
DLV always prepares something new for the Las Vegas gaming show and this year was no exception. The Latvia-based gaming firm this year showed the company’s three-level LAB CREATURES jackpot with eye-catching graphic design and exciting themes.
A new jackpot solution was shown for DLV’s new DIAMOND EXCEL machines incorporating two 27ins. screens, which was presented alongside the DIAMOND Ultra 3 mutligame with 25 games grouped into categories for added convenience for players.
“Most attention visitor attention was directed towards our new products; however, depending on the country of origin of our booth guests and their needs, DLV, with its wide range of products, could offer just what the guests were looking for,” commented DLV’s Julija Barbakadze.
ADOPTION GROWING FOR THE GSA’S GAME TO SYSTEM
A busy G2E for Gaming Standards Association (GSA) saw it reveal the results of its 2015 Standards Adoption Survey, present a study comparing its G2S Game to System Standard to the SAS protocol standard, and unveiled a new G2S case study aimed at OEMs
“The annual survey allows us to better understand who is adopting the protocol,” said GSA Protocol Director Ethan Tower (pictured right). “It’s shown that adoption is growing.”
Support for G2S functionality by manufacturers is up by 16 per cent whilst the number of EGMs deployed in the field that support G2S increased by 15 per cent to 265,000.
The Association (GSA) also recently released its new Compliance Verification Tools CVT 1.0 and CVT 2.0. These tools empower suppliers to conduct compliance testing at the point of software creation, significantly reducing implementation errors, Q/A overhead, and speeding time to market.
“We are very proud of the fact that GSA’s G2S protocol is the new standard for the global gaming industry. Now with CVT 1.0 and CVT 2.0, suppliers have an automated way to quickly and precisely ensure games and systems are properly implementing G2S. The verification tools will dramatically benefit suppliers,” Mr Tower added. “We expect these tools will generate immediate and significant value for the industry. That is precisely what GSA was created to do. These new tools are a direct fulfilment of GSA’s brand promise and value proposition.”
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Review G2E VEGAS 2015
DLV FEATURES THE CREATURES AT VEGAS SHOW
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