EngageSuite Reward & Retain
EveryMatrix recently launched EngageSuite, an all-in-one loyalty and gamification solution designed to revolutionise how operators engage their players across verticals. Stian Enger, Casino CEO, discusses how the unified engagement tools boost loyalty, fighting bonus abuse with AI, and expanding in the US via creative assets.
Why unify all the components? How complex was the process?
Te process wasn’t complex at all. Tis might be fortunate, but all six elements were all in the same ecosystem to start with. Tese components all have APIs so the key was ensuring each component can send a request. For instance, if you spin the wheel on a lottery game the result is that you receive some coins. It's fairly easy to tell the loyalty engine to grab those coins and reward them to the player. It’s advantageous that it's part of the same ecosystem because it makes these triggers much easier to manage.
Regarding why we saw the need, I felt before we developed EngageSuite that these components were very scattered with jackpots in one place and bonuses in another. I'm a gamer myself and have always been a fan of social games and videogames. Tose industries are way ahead of the casino industry, so I always look to them. When you played Farmville back in the early days of Facebook you had progress meters and interconnected rewards systems that we’re only seeing now in iGaming. Another, more practical reason for unifying these components is that they all fall under the category of engagement. Tese are the building blocks that form EngageSuite.
What are the key bonus types and features offered by BonusEngine?
Tere are bonus types within BonusEngine that are product specific. Free spins fall under casino and free bets for sports. All the others, unless it’s obvious that they are product-specific, are cross vertical. Outside of BonusEngine, other tools such as tournaments and challenges work across lottery, live casino and RNG, as well as sports.
How does LoyaltyEngine strengthen brand-customer relations? 94
It's difficult to detect a bonus abuser until their behaviour has reached a certain degree of severity. With BonusGuardian, we fingerprint the player – where does the player originate from, age group, etc. – and combine this information with the games the player is playing, their betting patterns (are they switching from one game to another and back again?). Tese are patterns that skilled operational staff can detect but it's reactive. At that point the damage is already done. BonusGuardian tags players as suspect abusers at a much
What we previously lacked was a programme a customer could enter from day one through to the end of their lifecycle. Campaigns come and go, tournaments start and end, but LoyaltyEngine serves as the centrepiece that is supported by all the other features. It's not a CRM and builds a much stronger connection to the brand than a bonus.
What's the difference from a CRM?
A CRM decides when a player moves from one segment to another. When you level-up in a loyalty programme you know exactly why. With CRM a player might from VIP to recreational without knowing it, impacting the rewards they receive and how the operator communicates with you, whereas LoyaltyEngine is player facing.
BonusGuardian. Could you tell us more about this tool?
Sure. I have a background in B2C, so I learned about bonus abuse the hard way. It remains the biggest cost that nobody knows about, and many operators simply close their eyes to it. Traffic, sign-ups and first-time deposits can be very seductive, but there are some players you don’t want. Once you are aware of it [bonus abuse], the problem still isn’t solved.
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