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SLOTEGRATOR ACADEMY Real-time Marketing


Slotegrator Academy analyses the effectiveness of real-time marketing and its role in online casino promotion.


O


ne crucial element of an online casino’s success is effective promotion. There are numerous marketing strategies that can be used to advertise a gambling platform - operators can employ affiliate programs, email marketing, social media promotion, and many other techniques. Real-time marketing is becoming an industry favourite when it comes to drawing in new players and retaining existing ones.


WHAT IS REAL-TIME MARKETING?


Real-time marketing is a promotional strategy that uses an up-to-the-minute approach to treat customers individually, according to their needs and behaviour at a particular time and  appropriate offer for each customer. Therefore, the advertising campaigns are not planned and created in advance, but designed and enacted while interacting with the client. Real-time marketing dates back to the mid-1990s, when the first customer relationship management solutions were deployed. Since that time, it has continued to evolve and transform. At first, marketing specialists combined social trends with feedback from customers to create real-time promotions. With the rise of social media, information about target audiences and their preferences has become readily available and easily accessible, meaning that marketers are now able to use that data to create tailored promotional strategies for products that potential customers might like. Real-time marketing is still evolving, becoming even more customer-centric.


Real-time marketing differs from traditional marketing strategies in that it reacts to interactions with customers and designs offers to fit them, whereas traditional marketing tries to acquire customers for an existing offer.


REAL-TIME MARKETING IN ONLINE CASINOS


According to industry experts, real-time marketing will positively impact standard  Taking this into account, businesses in many industries - including iGaming - have started using this up-to-date promotional strategy. Operators use real-time marketing techniques because they aim to provide the


future. For example, customers with high future value might be inspired by a free bet, while customers who will have less value in the future can be provided with a match-up bonus on their first deposit.


best user experience for their players. Players expect contextually relevant interactions. They want to be treated individually, so they can feel like they are important to the casino. Operators should keep in mind that creating an emotional connection with customers is crucial in today’s market.


In general, real-time marketing is useful for both keeping existing players engaged and converting the platform’s visitors into depositors and regular players. Users who are already on the platform should get incentives to deposit and start playing. Real-time marketing also helps to segment visitors and create individualized incentives which will be more effective than generalized calls to action. When it comes to player engagement, a real-time marketing strategy can be retention- focused or service-focused. Increasing engagement is complicated, but real-time marketing helps by segmenting users and providing them with individualized offers. Service-focused strategies help players solve any problems or difficulties they may be experiencing on the platform. These can be failed payments, extended withdrawal periods, and so on.


CASE STUDIES: REAL-TIME MARKETING IN ONLINE CASINOS 1. Converting visitors to depositors There are numerous ways to segment users and divide them into groups. For players who have already registered on the platform but still have not made any deposits, the operators’ goal is to convert these users into depositors. Real-time marketing tools enable operators to approach these users individually. Well-equipped casino platforms have special tools for estimating their customers’ future values, so users with different potential values should be converted into depositors using different methods according to that value.


When these users log in to the platform, operators may want to send them a notification about bonuses. However, it is important to invest bigger bonuses in those customers who will have greater value in the


GIO DECEMBER 2019 65 2. Cross-selling


Many operators try to convert online casino players into punters and convince sports bettors to become casino users.


Segmentation and an individual approach can be effective in this situation. In order to create a tailored notification, operators should analyse the customer’s average bet, their favourite casino games, and many other features. Then, punters can be offered a bonus of several free spins if they deposit and play in the online casino, while casino players can be offered a 100% match on their sportsbook deposit. Real-time marketing tools help to personalize the cross-sale offer for each player, with the potential to predict other preferences in the future.


3. Other examples


Real-time marketing campaigns can have different goals. For instance, to avoid having players run out of money to play or bet with after losing, it is important to check if they are multiple depositors, or if they only deposited one or two times before losing their money. One-time depositors might be inspired to keep playing by a $15 bonus, while multiple depositors can be awarded with a 20% match-up on their next deposit.


CONCLUSION


Real-time marketing helps operators interact with players and react to their desires without delay. This personalized approach has proven to effectively engage customers and increase their loyalty to the gambling brand. According to industry experts, a well-planned mix of standard promotional strategies and real-time marketing will provide positive results.


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