search.noResults

search.searching

note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
OMNI CASINO


Roll out the red carpet


Elliott Resnick, Head of Acquisition at Omni Casino, on why VIPs are vital to online casinos and how operators can better engage them.


O


nline casino operators strive for a varied player ecosystem, from casual, small stakes players to frequent high rollers. The former provide volume, the latter provide value, and both are required for


a sustainable and successful business. Both can become VIPs, too – the most loyal players that generate the majority of deposit and net loss revenue. In return, VIPs provide operators with several headaches; they expect a bespoke service, from dedicated account managers to tailored bonuses and rewards. They have unique payment requirements, and only engage with casino brands they trust. But in what has become a fiercely competitive market, they also have choice, which means operators must up their game to attract and retain these players. The key is to treat every player as a unique individual from the get go. Most players do not start off as VIPs and must first work their way through – or up – an operator’s loyalty scheme. This means they should be offered incentives from their very first deposit. This can be comp points, promotions tailored to their playing habits, tickets into prize draws, etc. with the level of reward increasing the more they play. They should also be able to progress through the VIP scheme quickly, so long as they continue to deposit and wager on a regular basis. Operators should take this into consideration when deciding what makes a player worthy of VIP status. We believe it should not just be the amount they deposit and wager; other considerations include visit frequency, account activity and overall loyalty. For example, at Omni we have many $10 depositors that are platinum members of our Club O VIP scheme. After all, you want players that keep coming back for more, year after year, regardless of whether they are high rollers or small stakes players. The challenge is incentivising them to do just that and, as mentioned above, it boils down to providing them with a tailored, individual experience. To do this, operators must first build a relationship


68 MARCH 2018


with the player. They must get to know them on a personal level and understand their likes and dislikes. From this, it is possible to deliver that all-important bespoke service. This means providing them with a dedicated account manager, and rewards that go above and beyond just promotions and bonuses – exclusive parties and once in a lifetime trips, for example. They also expect superior payment processing.


They should be able to withdraw and deposit across a huge range of methods, with rapid transaction times. For most VIPs, they want to see their winnings withdrawn into the bank account or eWallet in a matter of hours, not days. Many also require personalised betting limits which are usually much higher than the standard limits operators have in place.


In some ways, VIP player demands have changed


very little over the years – it has always been about 5-star service and making them feel valued. But as the online casino industry has grown, VIPs have come to expect more from operators. Given the sheer number of online casinos available to them, players know operators are fighting for their attention and will roll out the red carpet for those who remain loyal. This has led to operators experimenting with new


types of loyalty schemes – some have level-up programmes where players earn belts and trophies for completing certain tasks, for example. Regardless of how operators achieve it, they must ensure their players are engaged and entertained, and for those who reach VIP status, properly taken care of. Those that can do this will undoubtedly drive


loyalty among all of their players, whether they are VIPs or not. And in the current market, that can be the difference between an online casino brand winning or losing.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74