What's the worth of six per cent of your database reactivating? Let's say you can reactivate just 10 per cent of
that number from a total database of 400,000. That's a huge amount coming back in again. We've proven it works with a couple of major European operators where the subsequent traffic influx is significant.
you're looking at 250 rows of separate data and transactions. Te data gets lost so quickly because there's so much of it. Tat's what has driven the product and made it very feature rich.
A lot of the features we have are at the sharp end of multi-channel experience. We have an incredibly solid multi-channel editor. Anybody can be up and running in 30 minutes. We've got dynamic segmentation under there that is AI assisted if necessary. Within a certain degree of precision, we enable operators to cross-aggregate data.
Trough acquisitions, we've brought in experimentation and personalisation into our tool set with AV test video recordings, heat maps, you name it. If we can move your fixed first deposit by three per cent, what does that mean for your bottom line at the end of the quarter? Tere's a lot of zeros in there. Only then do people realise the importance of what we have to offer. Ten there's the propensity marketing capability that we felt was necessary to incorporate.
How are Symplify's models designed to enrich unified customer profiles in the platform? To what scale can Symplify provide marketers with more robust segmentation and orchestration capabilities?
Tere's a SaaS for almost anything you want to do in business as PAM structures have grown out and white labelling become more unified and modernised. One integration to an operator could look completely different to another integration with another operator even if they're both in the same market. If we know somebody is on Finnplay, we know the data structure looks like X. If they're on GiG, it looks like Y. We have purpose-built integrations for the gaming engines and white label operators out there which gives us a unified data picture.
We often know ahead of time what our customer, the operator, is going to be looking for. Not always, as there's never any shortage of ideas on the operator's side of what they want to do and how they want to do it - they just don't have the means to do it.
For example, 0.5-0.6 per cent of players will
bounce monthly, which across a year is six per cent. A popular reason for this is the amount of people that still have old Yahoo addresses. You've paid all this CPA for players and then you're just going to let them go because they bounce. It's often forgotten that people don't know they have bounced. You don't know that you've been kicked off the Football365 mailing list because you used a university email on registering.
What's the worth of six per cent of your database reactivating? Let's say you can reactivate just 10 per cent of that number from a total database of 400,000. Tat's a huge amount coming back in again. We've proven it works with a couple of major European operators where the subsequent traffic influx is significant.
For example, an on-page message (a pop up essentially) which Symplify powers to say, "hey, we tried to contact you, but we couldn't get through to you on email, here is 10 free spins if you go back in and enter your new details”, this can be built within the customer journey. As an operator, you only need to do it once, and then it will run automatically.
As soon as we get a batch, we'll pop them in that queue, and then they'll get some form of reactivation request asking them to update their details. If you pulled in just one per cent of those players, that's still a bunch of CPAs that haven't just gone through the cracks.
Te gaming industry is an exciting industry to be in but there's this constant looking over the shoulder at everyone else that you miss what's staring right at you. Once upon a time I was at a big Swedish firm here in Stockholm who did online poker. We always looked at PokerStars and whatever they were doing it was always a feeling of we're not good enough, we need to do that as well. Tere's so much aping going on. People don't stop and realise they've got existing customers that want to play but aren't doing.
Since you joined the company back in 2018, how have marketing channels changed? Is email, mobile and web still the biggies?
Where we've seen the branching for us is rich content within SMS. Our dynamic web, which is a landing page editor, really took off with our
UK customers because of UKGC regulations that stated if you sent out a bonus there needed to be easily understood conditions for that bonus. When we said, here's a landing page you could use just for terms and conditions for this bonus and you can link it from email, SMS, ad push, print, whatever it is you're sending, that was a channel that grew quickly for us.
Tat dynamic web as we call it, our landing page that can house video gifs, will read whatever you want, conduct surveys, has grown massively. So, we've experienced growth in channels we didn't expect to experience it, and then haven't experienced growth in the channels that we're sure will succeed like our voice channel. Who thought email was still going to be big back in twenty years ago?
Another example is that we can ping a voice call in the same way we can ping sending you an SMS or an email. So, if someone was to sign up a brand ambassador, you can do a recorded version of the brand ambassador reading off a message to customers saying press one to go to customer service, press two to get a better sign- up offer, and so on. Tat didn't break through as quickly as we thought it was going to do.
A lot of it is market based as well. In LatAm you see channels such as social chat that are important. Together with Facebook and Google, they power all social advertising.
Resultantly, soft games have become critical for operators there. Tey want that linked up to their site so it's part of the customer journey. Elsewhere, chat channels such as Telegram are really taking off.
Print is something that's been a real slow burner for us, but it's just gained more and more momentum. We have a print module within the tool which, as an example, can enable a customer to be sent a printed birthday card to their home address by Postal Delivery with a QR code they then scan to go back into the site. It sounds daft, but it's incredibly effective.
To get a printed card rather than yet another birthday email you know somebody has put a bit of thought into it, which ties into what I was saying about the craftsmanship of marketing, and what automation and marketing communication can do.
Print is something that's been a real slow burner for us, but it's just gained more and more momentum. We have a print module within the tool which, as an example, can enable a customer to be sent a printed birthday card to their home
address by Postal Delivery with a QR code they then scan to go back into the site. It sounds daft, but it's incredibly effective.
NEWSWIRE / INTERACTIVE / MARKET DATA P169
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196 |
Page 197 |
Page 198 |
Page 199 |
Page 200 |
Page 201 |
Page 202 |
Page 203 |
Page 204 |
Page 205 |
Page 206 |
Page 207 |
Page 208 |
Page 209 |
Page 210 |
Page 211 |
Page 212
