ENTERACTIVE Enteractive focuses on the US
Andrew Foster, chief business offi cer of
Enteractive, spoke to GIO about the business’ reactivation and retention services in the US.
AF: The US is the new frontier in iGaming, with so much opportunity for all actors in the space. Enteractive is just as interested as everyone else in developing our leading services for the US market. As the online gaming and betting industry continues to evolve at a super-fast pace in the US we are seeing operators max out their marketing budgets to acquire new players, and this alone is reason enough for our services to be of interest. GGR depends upon the players being active, so despite the best acquisition numbers, profits will suffer if retention is overlooked. As Enteractive’s CEO, Mikael Hansson highlighted, there’s currently a gold rush in the US sports betting market. The eventual winners will be those brands that engage with their customers and build relationships for the future.
GIO: What is Enteractive’s core business? Andrew Foster: Enteractive is the industry leader in player reactivation, driving innovation through custom-made tech, powered by personal human interaction. As a partner to iGaming operators around the world, Enteractive increases retention and player loyalty through engagement with players in one-to-one conversations.
GIO: What reactivation and retention services do Enteractive provide? If those services don’t work, what is the next step? AF: Our innovative retention platform uniquely combines technology and human interaction, allowing our agents to reactivate lapsed player accounts or contact players that are hard-to-reach with one-way digital CRM practices. Making one-on-one calls to the players on behalf of our operator clients via our secure (Re)Activation Cloud, we turn this segment of seemingly-lost traffic into a revitalised revenue stream which strengthens their bottom line as well as their Responsible Gaming conduct. Best of both worlds, through one single API.
With our new Engager personalised web app, we can also reach those players who have opted out of direct phone calls, converting otherwise unreachable player segments via SMS and presenting a brand’s bonus offers within a mobile first environment.
GIO: Enteractive recently launched a USA-specific reactivation team. What is the reason for Enteractive’s focus on the US market?
10 AUGUST 2022 GIO
GIO: As more states legalise mobile sports betting, what can iGaming operators expect? What are the current trends and developments in the US market in terms of reactivation and retention? AF: With recent legalisation in New York plus 19 other states allowing some form of wagering, American online gambling brands are signing up thousands of new players during important sporting events like the Super Bowl, March Madness, and the US Open. However, they are also losing a large proportion of newly acquired customers due to a poor approach to loyalty and CRM standards. A recent Harris Poll survey found that 87% of Americans said they are more likely to stay loyal to brands if they are able to speak with live agents who care about their experience when contacting them. That’s the loyalty that Enteractive provides, caring for each player’s experience on an individual level. There’s no better way to keep the players enjoying the fun safely and coming back for more.
GIO: In January, mobile sports gambling services successfully launched in New York. How has this affected the overall US market? AF: New York’s super impressive 2022 launch of mobile sports betting just goes to show the immense appetite for legal online gambling services across both sportsbook and iCasino in the US. Such interest will increase competition across the US market, but will also mean more choice for the players and a better entertainment and customer experience.
GIO: What are Enteractive’s plans for the future? AF: As Enteractive scales globally, we’re continuing to expand into the US, LatAm and Asian markets. Our team currently consists of 130 talented individuals (and counting) across our two office locations in Malta and Romania, with an office in the United States set to launch later in 2022.
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