UNDERSTANDING THE CUSTOMER
What’s your Opinium?
Opinium research director Steve Looney on why understanding the customer is the key to success in the UK’s maturing gaming market
I
t has never been more important to understand your customer, as reflected by the increasingly sophisticated techniques and technology operators now employ to gather data and insights on their database. The results tend to remain a fiercely guarded
secret, which is why Opinium, an award- winning strategic insight agency, decided to undertake research to change this. Over the past few months, we’ve been conducting detailed research into consumer preferences and attitudes within the UK gaming sector.
doing so provide the industry with the chance to reflect on how best to approach the challenges it faces. Here are six key insights we have uncovered
so far:
1. Casino’s gender split is not as pronounced as many think It is no surprise that sportsbook customers
are predominantly male (80%), and bingo customers are predominantly female (78%). However, we found the gender split among casino customers is far less pronounced than
more to optimise cross-selling Operators have long understood the
2. The industry can still do
importance of cross-selling players from one vertical into another – ideally from a vertical with a lower cost-per-acquisition into one with a higher lifetime player value.
While progress has been made, we found
there is still a long way to go. More than half of all gaming customers in the UK (52%) are only playing a single vertical. And a third of sportsbook customers are not being successfully funnelled elsewhere. We expect to see more sophisticated
We are publishing the results in a series of
reports, covering the sportsbook, casino and bingo sectors. Earlier this year, we also published a broader look at the evolution of UK gaming customers, titled “Gaming’s not so quiet revolution: The changing face of the UK punter”. The results provide a portrait of the current sportsbook, casino and bingo customer, and in
56 NOVEMBER 2017
the prevailing industry perception. Female players make up 43% of casino
players in the UK, but a quick overview of marketing campaigns would suggest this share is underserved. We see a major opportunity for more
creative, female-focused marketing and CRM campaigns.
marketing techniques bring these numbers down over the coming months and years, but operators need to have a serious look at how they go about cross-selling players if they are to maximise the value of their database.
3. Casino players are expensive and fickle
We looked at how often players switch from their main brand to a competitor. Brand loyalty is a key metric for operators. Players, particularly in the casino vertical, are expensive
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
