AFFILIATES CAN PLUG THE REWARDS GAP
Ask an online casino operator about the success of their real-time rewards and then ask players or affiliates the same question the chances are you would get a very different answer, says Jamie Rosen, Co-Founder of Fruity Slots.
Real-time rewards have become one of the biggest talking points in the industry over the last few years and are often touted as the successor to traditional loyalty programs. Te rise of AI and other new technologies is making it more possible, but the expectation and reality are still miles apart. For the most part, real-time rewards feel more like marketing language than anything practical. Some operators are genuinely innovative in this space, but for many, a real- time reward still amounts to a bonus that appears when a player hits a loss or payment threshold, as opposed to something personalised that is designed to enhance their playing session.
Genuine personalisation, at least at scale, still feels like something we have not managed to master as an industry, and certainly not in the way other entertainment industries have. Te bar for real-time interactions and personalisation has been set by external services like Spotify and Netflix, and players have become accustomed to this. In these instances, real-time personalisation genuinely enhances the experience - whereas in the online casino space, for the most part, it is just there to keep you around.
Te technology and the data exist to offer truly personalised rewards and bonuses, but most operators are not utilising this. One reason for this is because their approach is wrong. Intent is hugely important, and there is a massive difference between noticing a player enjoys a certain type of game and recommending others that they might enjoy with similar dynamics from the same studio, and finding when a player becomes frustrated and delivering a bonus at that very moment to keep them playing.
Not only does this raise eyebrows and undermine trust with players, but it also sits as a direct contradiction to the responsible gambling messaging that companies seek to promote. For an operator, this also
does not make commercial sense. Lifetime value is still the most important metric when it comes to players, and the smarter operators are the ones who understand this.
When real-time rewards are used with the genuine intent of enhancing a player’s experience, then the results will follow. Players who feel like they are understood are much more likely to stick around than those who feel like they are just another customer. A high-value player is not one that comes in, spends loads of money quickly, and then leaves. Operators should be studying other metrics rather than spend - session frequency, game variety, and responsible gambling tool adoption are all useful metrics to measure this. All of these can be improved with real-time rewards and considered use.
Transparency is also something that operators need to address to truly help real-time rewards evolve. Even if you look at well- regulated markets like the UK, GDPR frameworks are in place, but players still rarely understand how their data is actually being used to personalise their experience. Tis lack of transparency is something that has always plagued the industry, and it is something that operators should address with real-time rewards. If you are using a player’s data and information to genuinely enhance their experience, then let them know.
As an affiliate, we can see a clear knowledge gap in data that is not being addressed. We see exactly which content converts and which offers generate genuine player interest. Unfortunately, this intelligence rarely flows back to operators in a meaningful way. Tere is a real potential in collaborative bonuses and content-driven promotions that actually benefit the players. However, for this to become a reality, operators need to start viewing affiliates as partners, not just traffic funnels.
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