Optimove is a leader in responsible gaming and offers both a unique approach and actively and strategically supports Operators in improving that aspect of their activity. Our ability to generate modules that predict and identify at-risk players and differentiate them from other, seemingly similar player- types, like high-roller or potential VIP type of player, makes it all the more critical for our customers.
the water because operators don't identify players in betting shops. Should this be a priority area of investment?
Te answer is an unequivocal yes. Tat is a straight-up win-win situation. If brands collect and connect their land-based data to their online activity, they can create the top-notch personalised experience players increasingly expect and retain those players. It's not a challenge-free endeavour.
In that respect, the iGaming space has plenty to learn from other industries like aviation or retail, where it's more common to see a synergy between virtual and land base data touch points.
As gaming operators adopt a more socially responsible stance and regulators apply heavier scrutiny into CRM promotional practices, what technology solutions does Optimove provide to help operators put responsible gaming to the fore? Is enough being done by the wider industry to address these issues?
impact each action has had on retention rate and revenue.
Operators are increasingly adopting a mindset of hyper-personalisation at scale to target customers. How potent is a hyper-targeted and activity-triggered approach to campaigns?
In the iGaming space, there's a relatively deep understanding of the strategic significance of CRM Marketing and Retention and the place of personalisation in that mix.
When it comes to real-time marketing, there are still "legacy" elements that might interfere with understanding its importance. However, compared to other industries, there's no doubt that the iGaming space understands the critical
importance of a metric like Customer Lifetime Value.
Do you recommend brands engage with churn and dormant segments of their database? If so, what is the most effective method?
Yes, absolutely. Operators' customer base can be divided into different lifecycle categories, and each should get its share of attention. Suppose brands do this correctly, use their data properly, generate highly personalised data- driven campaigns, and measure them against uplift and control groups per segment. In that case, they'll find a way to make any subset of their audience engage more than ever before.
Gaming has one of the richest data sets of any industry, yet omnichannel somewhat muddies
Optimove is a leader in responsible gaming and offers both a unique approach and actively and strategically supports Operators in improving that aspect of their activity. Our ability to generate modules that predict and identify at- risk players and differentiate them from other, seemingly similar player-types, like high-roller or potential VIP type of player, makes it all the more critical for our customers.
Te adoption of responsible gaming practices by Operators or the industry, in general, is a bit of a mixed bag. On the one hand, the adoption of the responsible approach as a critical ingredient in the success of a brand separates smaller operators from the big boys.
Not investing in an improved responsible gaming approach is not ideal for operators. Our data clearly shows that irresponsible players make bad clients, and players who feel safe with their operators will return and play again.
WIRE / PULSE / INSIGHT / REPORTS P99
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