PLAYER BEHAVIOUR
Understanding player behaviour
From enhancing acquisition and retention strategies to personalising the experience for bettors, we spoke to a selection of key industry members about everything operators need to know about player behaviour.
How can iGaming companies optimise audience conversion and retention at a time when the industry is becoming increasingly more competitive? Is technology the key, or does this come down to marketing and brand awareness? John Chyriwsky: Technology will drive radical change in the effectiveness of marketing There is no standing still here. iGaming companies have an opportunity to lean into new technologies and optimise their marketing or they’ll lose out to competitors that do. The time window to convert or prevent a customer churning is getting smaller and smaller. We can use a combination of real-time data, AI & ML to work out what a player wants and automation to deliver it exactly when they want it. This technology is here now, and if it’s not on your roadmap, it needs to be. Allan Petrilli: I don’t think that you can solely focus on just technology or just marketing. You need to find a balance between the two. With so many operators now utilising white label platforms, product differentiation is spare to say the least. But if your site is no different to every other offering on the market, then players are going to be less
inclined to bet with you. Sportsbooks and casinos must ensure that they are delivering an offering that cuts through the noise and differentiates them from the crowd, whether that’s achieved through product or even target market. By personalising your products and marketing communications, players are more likely to stick with you for the long-term. At the same time, operators cannot underestimate the importance of brand. That doesn’t mean throwing money at a ‘spray and pray’ approach to brand awareness, but rather having your brand identity associated with having a best-in-class product, marketing and customer service.
There are two ways to approach this. The first is to go niche; build your own product that you know is specific to your brand and ensure that it’s best-in-class. Option two is much trickier but ensure that your CRM capabilities are top-notch and personalised to your players. This will not only drive conversion, but also long-term retention too. Justin Anastasi: Optimising conversion and retention hinges on a synergy between technology and strategic, well-informed marketing. Ultimately, advanced analytics and AI-driven personalisation enhance player
Introducing our industry experts…
understanding and enable tailored experiences that increase loyalty. However, technology alone isn’t enough.
Effective, informed marketing and engaging brand identity are crucial. Coupling these elements dynamically ensures technological advancements resonate with players, establishing trust and emotional connections. Moreover, continuous innovation, including adopting successful practices from sectors like eCommerce, is essential. Together, this combination of strategies will drive conversion and retention by integrating those deep insights and wrapping them in compelling marketing and branding. Christoffer Grönlund: I would argue that it is about finding the perfect secret sauce, you have to balance the strengths of your technology together with effective marketing and brand awareness. Personally, I am a strong believer in the strengths of what technology has to offer, from the very granular targeting and optimisation possibilities to personalisation. To be effective in maximising conversions and retention, of course branding is of great importance. But as a performance marketer, I would say that knowing your target group and how, what and
John Chyriwsky, head of marketing, Fincore
Allan Petrilli,
managing director,
Acquire.Bet
Justin Anastasi, CEO,
VentureMax Group
18 MAY 2024 GIO
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