PLAYER RETENTION
Looking in the wrong direction
Jenny Riley, customer services director at 2mee, explores how online sportsbooks and casinos must nail retention if they are to maximise their acquisition efforts.
If operators engage in this bonusing warfare, they are simply in a race to the bottom. But that’s why they must deliver an exceptional user experience across all areas if they are to truly stand out from their rivals. Once those bonus spins have been used up, the user experience is all that stands between promiscuity and loyalty.
O
nline sportsbook and casino operators are laser-focused on acquiring new customers. To do this, they run big-money marketing campaigns and offer generous welcome bonuses and promotions to tempt players through their digital doors.
Acquiring new customers is undoubtedly important, especially when it comes to boosting market share and driving growth, but retention is just as important, if not more so. But it’s often the case that retention takes a back seat to lofty acquisition plans and campaigns. This is costing operators. Having a properly developed and activated retention plan is ultimately the key to unlocking sustainable, long-term success. Loyal players are not just a source of revenue, they are also brand advocates. This means they not only contribute to the bottom line, but they serve as organic promoters that attract new customers through word of mouth – this includes digitally via social media, messenger apps, etc. This alone can have a profound impact on new player sign-ups.
But getting retention right is easier said than done, and that’s why customer churn remains so high. Before looking at some of the ways operators can boost engagement, let’s first cover some of the main challenges they face when it comes to keeping their players loyal.
FIERCE COMPETITION
The online sportsbook and casino space is one of the most competitive of all industries. Consumers have a choice – a lot of choice – and have no qualms about switching brands simply because they have been offered a nice bonus or promotion.
16 DECEMBER 2023 GIO
REGULATION AND COMPLIANCE Regulatory requirements are tightening, and operators are being required to get more information from their players than ever before. This impacts both acquisition and retention – customer onboarding is a challenge with more and more friction points appearing. Operators risk losing players at the point of sign-up because they need to obtain certain documents before allowing them to deposit and play. Some operators do this at the point of withdrawal, but this can significantly slow payouts which in turn leads to player frustration and, in the extreme, abandonment of the sportsbook or casino.
OPERATORS MUST BE RESPONSIBLE
This leads to the role of responsible gambling. Operators absolutely must monitor players to ensure they are staying in control of their play, but this can lead to interruptions to the player
experience and limits on how brands communicate with and market to their customers. Messaging must be delivered to the right player at the right time, and in a way that fosters a real, authentic connection. Get this wrong, and operators risk non-compliance or pushing players into the arms of rival brands that connect with them on a deeper level.
PLAYER EXPECTATIONS Given the choice available to players, as well as the hundreds of digital entertainment options available to them outside of online sports betting and casino, expectations are incredibly high. Gambling brands are not just competing with other sportsbooks and casinos for user attention, they are up against the likes of Netflix, Instagram, mobile games and more. That’s why it’s vital they bring added value to the table if they are to keep acquired players at a scale that ensures they are maximising the ROI of their marketing and acquisition efforts. There are many ways for operators to strengthen their retention efforts, but at 2mee we believe leveraging the power of human messaging is one of the most effective. A human delivered as a pop-up message can take retention to new highs and can be used at multiple touchpoints across the player journey and wider experience. For example, it can be used to guide players through the onboarding process with messages used to explain the documents players need to provide and why. Human popups can also be used to deliver marketing messages and promotions to different player groups – messages can even be deployed to individual players ensuring the highest levels of personalisation. And not just marketing messages, but safe gaming and responsible gambling interactions, too. Humans seek out other humans – face-to-face communication unleashes feelings and emotions that text simply cannot.
Brands that use this form of communication can genuinely connect with their players, meaningfully differentiate from their rivals and elevate the experience to a point where players simply won’t want to leave. Those that do this will retain players at a significant scale, and drive incremental revenue from them while fostering a brand reputation that draws in new players as well as keeping existing customers happy and loyal at all times.
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