iGaming CRM

Working in this highly moral industry of ours, usually means that you are either in the “Get” or in the “Keep” side of the business. From a different perspective, OTHER people might say that you are either doing Affiliation Marketing, or that you actually do some kind of work. Now, jokes aside, acquisition is not just fun & tricks (if you don’t own the right set of gens, these hangovers can be quite a bitch), as part of their daily routine is dealing with affiliates…

Generally speaking, affiliates are nice people, so if you happen to meet a generally speaking affiliate – please be generally speaking nice right back at them. That said, their trade usually limits their perspective (not to say, their banners) to the First Deposit of their traffic and nothing else matters.

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What is it that we Player Development people do? The quick answer would be: we analyze stuff. As we all know, Retention Marketing is based on the assumption that as a service provider, we can increase the engagement levels of our customers by tweaking our offering in such a way that it can, at least, be perceived as more attractive to them. We learn from the past and the environment, and try to apply our findings through promotional campaigns. Now, how NOT boring and sexy does that sound?? I know!

So while you iGaming CRM executives sip single-malt whiskeys at your spacious corner offices, and gaze occasionally from the yacht harbor’s panoramic view to your monitor screens, what is it that you are in fact looking for? Board level people call them KPIs, but being hands-on with our approach (and salaries) we simply call them metrics, although both terms are equal in their meaning. These are the analytics we should monitor in order to keep on track with a pre-defined plan. Well, to the Excel: Continue reading →

This post focuses on online casino promotional ROI analysis.  Everybody else: behave yourself!

One of the most significant tools used by Loyalty Managers to increase their turnover (handle, bet, you name it) is bonus offering. Yes, I am brilliant, how is it that you have never thought about it yourself, etc. Anyway, by providing a promotional bonus to your players, you offer them the option to lengthen their game play entertainment “on the house”.

What is it good for? Due to the fixed house advantage mechanism, you want your wager to grow as much as possible, since higher bets mean higher GGR (Gross Gaming Revenue, calculated differently by different software providers) resulting in a larger NGR (Net Gaming Revenue, or GGR minus costs; which over time becomes your player’ LTV, or Lifetime Value). Continue reading →

There was recently a discussion on LinkedIN, focused on how a business can keep its loyal customers happy – knowing that they tend to leave loyalty programs when they no longer feel the reward is within their reach. Seeing this trend happening too often on our shady side of the customer management world, I wanted to briefly work out few basics with you guys.

Let me quote here one of my favorite bands: “Know Your Enemy”: without fully understanding your players’ needs, you can’t possibly cater a program that can attract them to begin with (not to mention keep them loyal for years and years and… sorry, iGaming, isn’t it? Week and weeks and…).

So how do you do that? Analyzing. Yup – wipe that boring expression off your face and go right now to your favorite business analyst (let’s be realistic – you are going to do it yourself, aren’t you?), and start building a set of parameters that could specify the gaming trends of your players. Continue reading →

Hybrid Interaction is getting geared towards iCE & LAC – on January 2012 We will be attending both events, but furthermore, we are going to host the first ever social networking event dedicated to iGaming CRM Top Executives from all around the industry!

During the 2nd day of iCE, 25th of January 2012,  Shahar Attias will be moderating the CRM Track as part of the iCE Professional Seminars. Right after the session, you are invited to the legendary  Troubadour, right across the road from the iCE venue on Earls Court.

Free beer & wine, great food, and most important  a Retention friendly atmosphere :)

Contact Hybrid Interaction today to find out more details on this unique event. Participation is free to all CRM / Retention / Loyalty / Player Development employees from all online gaming operators, yet require early registration.

“…company’s sales come from two groups: new customers and repeat customers. One estimate is that attracting a new customer can cost 5 times as much as pleasing an existing one. And it might cost 16 times as much to bring the new customer to the same level of profitability as that of the lost customer. Customer retention is thus more important than customer attraction.” (Marketing Management by Philip Kotler, Univ. of Phoenix).

This paragraph simply sum it all: that’s what we do every day, and we just LOVE it If you are here reading this text in between analyzing which segment is best to target with your new weekend promo – then we are thrilled to welcome you to your new home on the net, as this blog will deal with everything that might interest a Player Development executive in our industry.

During the next few weeks, we promise to keep this blog quite update, with at least 2 posts a week, all dealing with CRM / Loyalty / Conversion / Retention / Promotions / VIP management / Segmentation and anything else that you guys get paid for.

Why do we do it?

A. Mind your own business.

B. Already said – we really really enjoy this s**t.

We wish you joyful reading, and totally recommend to comment on every bloody post, and definitely join our mailing list right here on the right hand sidebar. Will we spam you? Not really sure yet… what would you do?