PLAYER RETENTION The VIP player


Sylwester Figas, global VIP business manager at SOFTSWISS, delves into the role of VIP players, the business’ communication strategies, and the benefits of VIP players to operators.


special treatment, and personalised services. This strategy differentiates the casino from competitors.


VIP players can also bring positive publicity through media coverage and social sharing of their experiences. Segmenting players allows casinos to tailor marketing and promotions. VIPs get exclusive invitations, while regular players receive accessible offers. VIPs expect personalised service and have dedicated account managers. Casinos use data analysis to optimise operations and cater to player preferences effectively.


In summary, distinguishing between VIP and regular players helps casinos maximise revenue, enhance loyalty, differentiate from competitors, and provide personalised services while managing risk and profitability.


Please introduce your role at SOFTSWISS. At SOFTSWISS, my responsibilities include overseeing the onboarding of new operators into the VIP Business Processes. This involves implementing core processes such as segmentation, leveraging platform data, and collaborating with operators’ business owners. I establish workflows with teams like retention and reporting to ensure smooth operations. My primary goal is to deliver exceptional customer service to high-value players while meeting operators’ business objectives. In this role, I work closely with a team of experienced managers, including Yana Lebedeva, the VIP Team Lead. Together, we draw upon our expertise in customer service, sales, marketing, business consulting, and iGaming to maintain a successful operation and ensure the quality of service we provide to both players and casino operators.


What prompts casinos to distinguish between VIP and regular players, and what sets them apart?


Casinos distinguish between VIP and regular players primarily based on spending patterns. VIP players typically spend more, make larger bets, and engage in high-stakes games. This small group contributes a significant portion of the casino’s revenue.


To cater to high rollers and encourage their loyalty, casinos offer VIP programs with exclusive perks like tournaments, bonuses,


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How does a player become a VIP? Becoming a VIP in the context of iGaming entertainment is a process depending on the specific requirements of the casino operator who is a SOFTSWISS business client. At SOFTSWISS, we use a hybrid approach, which is a combination of automations we set in our systems, based on the projects’ performance indicators, and an individual judgement of the experienced VIP account manager who makes data and experience-based decisions. Our primary focus is on finances since VIP players typically spend more, making their retention crucial. To identify potential VIPs, we create customised player profiles by analysing financial and behavioural data from our platform, tailoring them to each casino’s unique needs. Our system continually monitors player activity, alerting account managers when criteria are met. VIP managers handle daily tasks like real-time account monitoring and using system features to engage active players. This approach helps us identify high- potential players and reduce the risk of early-stage churn. Notably, about 70% of high-value players stop depositing within the first 72 hours of gaming. However, our proactive tools and dedicated personnel effectively mitigate this risk.


Tell us about SOFTSWISS’ strategies for communicating with VIP players and specific approaches provided for operators. SOFTSWISS employs tailored strategies to communicate with VIP players and meet operators’ needs via customised approach, especially given that VIP players typically


make up 60-80% of a casino’s business. Our process starts with onboarding operators through collaborative meetings where we establish goals and share knowledge for transparency. We go beyond reporting to address individual player cases, aligning with operators’ objectives. This fosters teamwork and treats operators as essential team members.


Our VIP and Data Science teams collaborate to enhance data analytics, reporting, automation, and efficiency for VIP account managers using high-quality data. This benefits all parties and underscores the importance of VIP players. We’re adaptable, customising reports to include operators’ preferred metrics.


Central to our communication with VIPs are personal account managers. Chatbots or AI can’t replace the trust and relationships these managers build while handling financial and emotional aspects of gaming. We invest in their training and maintain their skills. Our managers engage in friendly conversations, gaining insights into players’ lives while upholding strict confidentiality. This comprehensive approach assures VIP players that their gaming experience is our priority. Challenges arise, like low responsiveness from players seeking anonymity or those using inappropriate language or threats. However, our VIP account managers are well-prepared and professional in handling these situations, ensuring top-notch service and player satisfaction.


Could you elaborate on the role of exceptional customer service in managing VIP players and ensuring a positive impact on a business’s reputation?


Exceptional customer service is crucial for managing VIP players and enhancing a business’ reputation. VIPs offer advantages like higher spending, loyalty, and word-of- mouth marketing. Effective VIP management improves a company’s image and gathers valuable customer data for targeted marketing.


VIP programs provide a competitive edge, boost upselling, and reduce churn. Engaged VIPs offer valuable feedback and expand a business’s reach on social media. Building strong VIP relationships can lead to partnerships and stable revenue. However, it requires careful planning and execution to avoid reputational damage, ensuring a positive impact on the business’s standing.


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