Interactive
SWEDEN - RE-REGULATION ENGAGING BEYOND BONUSING
Operators must step outside their comfort zone in the Swedish market and engage with players in a restricted environment due to legislation
Mikael Hansson, CEO, Enteractive
Rethinking the approach to player engagement
Enteractive CEO Mikael Hansson highlights how bonus limitations within Sweden’s newly re-regulated market will force the industry to reconsider the way it targets consumers
Te biggest shake-up to Sweden’s iGaming market is only around the corner now, but it is still unclear as to how the territory will unfold once the new regulatory framework comes into effect from the beginning of 2019.
GDPR has already scrutinised the way in which companies communicate with their players, ever since the enforcement back in May. The four-letter acronym was dreaded by some, but the new rules have ultimately benefitted end users as it requires all of us to treat them with more respect. It has led to fewer spam emails, as well as companies ensuring they handle their customer base’s data more efficiently.
P76 NEWSWIRE / INTERACTIVE / MARKET DATA
Much of this uncertainty stems from the bonus limitations, with operators limited to pushing just one welcome offers to each player. Promotional bonuses form an integral part of most operator’s acquisition and retention strategies, and the restrictions imposed are likely to cause a headache for marketeers.
It will be interesting to see how the industry adapts to the framework. Tere are suggestions that some of the bigger groups are applying for multiple licences in a move to dodge the limitations and recycle the offers across their brands.
It’s up for debate as to whether this approach would work, but what’s evident is that the new rules introduced by Sweden brings into focus the industry’s reliance on bonusing when targeting new and existing customers.
GDPR has already scrutinised the way in which companies communicate with their players, ever since the enforcement back in May. Te four- letter acronym was dreaded by some, but the new rules have ultimately benefitted end users as it requires all of us to treat them with more
respect. It has led to fewer spam emails, as well as companies ensuring they handle their customer base’s data more efficiently.
Sweden’s move to limit bonus offers should be viewed as a watershed moment for the industry as to how we engage with players.
GET TO KNOW YOUR CUSTOMERS It is well established that bonus offers are an
effective tool to grab the attention of customers, but they fail to drive any sort of loyalty. Tose attracted to free bets or spins are more than likely to switch brands in search of the next incentive. However, as the European iGaming industry matures, offers like these are having less of an impact than they once did.
Bonus hoppers may provide a short-term spike in customer deposits, but you get far better results through loyal players or those who have been reactivated, delivering a steady flow of revenues.
How do you keep them engaged? Of course, content will play a big factor in what keeps players coming back for more. However, there’s something to be said for building close relationships with customers that helps to improve trust and loyalty.
Now is the time to engage with your customer base by talking to them on an individual basis to
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