Mikael Hansson, founder and CEO of Enteractive, says the number one reason why players leave a gambling brand is because they dont feel valued by the operator.
Online gambling operators in markets around the world spend a great deal of time and money on acquiring new players. From multi-million-pound advertising campaigns to generous welcome offers, the main focus is on driving new player sign ups.
Such is the focus on player acquisition that the majority of operators simply do not do enough when it comes to retaining customers and rewarding their loyalty. A study by the American Society of Quality Control found that 68 per cent of consumers leave a brand because they do not feel valued.
We are convinced the same applies to online gambling brands, and means that operators are spending vast sums of money on acquiring players only to lose them a short while later, because they have not continued to look after them once they have signed up to their site and deposited for the first time.
Savvy players that understand how loyalty schemes work
Sure, most online gambling brands offer smart loyalty schemes that encourage players to keep wagering in order to climb through the levels and unlock more perks and prizes. But todays players are savvy and understand that ultimately these schemes just encourage them to bet more.
Another way operators drive retention and activation is through investing in their product offering, with most packing their portfolios with hundreds and sometimes even thousands of games. We are also seeing a growing number strike exclusivity deals with developers.
By connecting with customers, operators can learn more about them and ensure their needs are being met
Again, this works in the short term, but if online gambling brands really want to keep their players coming back for more they need to shift focus away from product and gamification towards customer service and communicating with players instead.
Why? Because playing at an online casino is just like engaging with any other ecommerce or entertainment offering and in this day and age the key to succeeding in what is a highly competitive space is providing a personal product and service.
Open a direct line of communication with players
For online gambling operators, this means opening a direct line of communication with their customers and spending the time communicating with them via telephone. For example, they could call a player and personally welcome them to the site after sign-up.
Telephone is important because it provides a human connection to the online gambling brand, something that cannot be achieved via email, SMS and even live chat. A phone call allows the operator to show they really do care.
So instead of thinking about CRM and pushing bonuses and incentives at players, think about the emotional aspects of playing at an online casino or sportsbook. By connecting with customers, operators can learn more about them and ensure their needs are being met.
Its all about getting to know the customer
Think of it like a restaurant where the waiter spends the time getting to know you, what food you like, what wine you prefer and so on. You are more likely to return to that restaurant time and again over an establishment where the waiter simply takes your order and brings food to your table.
Loyalty has always been very profitable
Even if this restaurant offers you vouchers and money-off deals to return, your loyalty will rest with the establishment that welcomes you by name, seats you at your favourite spot and remembers that you like to enjoy a beer while browsing the menu.
Online gambling operators must take the same approach if they are to ensure their players remain loyal, and for them not to fall into the category of those 68 per cent of players that leave a brand simply because they dont feel valued.
There are other upsides to taking this approach, too. Not only can operators enjoy a much higher ROI on their acquisition spend, but it is much easier to sell additional products perhaps the casino launches a sportsbook to existing customers.
Its easier to sell to existing customers
Industry data says the probability of an existing customer buying an additional product is between 60-70 per cent while the probability of selling to a new customer is as low as 5-20 per cent. So its a win win if operators can improve player retention.
Of course, they should also focus on reactivating the 68 per cent of players that have already left their brand. This should be done in exactly the same way as when retaining a new player keep an open line of communication, speak with them and meet their needs.
Loyalty has always been very profitable as it means operators do not have to invest so heavily in acquisition, which is significantly more expensive. And all operators really need to do is spend a little more time on making their players feel valued.
Read the rest here:
Mikael Hansson Why it is crucial to value your customers - CasinoBeats
- Denmark: 15 per cent of young people illegally gamble online - Casino Beats - January 16th, 2024 [January 16th, 2024]
- GiG furthers global presence with two new launches - iGaming Business - January 16th, 2024 [January 16th, 2024]
- Operator Coalition Makes Ad Pitch for NY Online Casino - Pokerfuse - January 16th, 2024 [January 16th, 2024]
- New Year's Resolutions For PA Online Casino Market - Play Pennsylvania - January 16th, 2024 [January 16th, 2024]
- Biggest Online Gambling Markets in the World - Finbold - Finance in Bold - January 16th, 2024 [January 16th, 2024]
- BetMGM Casino bonus code for MLK Day: Get $25 online promo offer to play with now - SILive.com - January 16th, 2024 [January 16th, 2024]
- Best PayPal Online Casinos in the US for January 2024 - Sports Illustrated - January 16th, 2024 [January 16th, 2024]
- FanDuel Casino bonus: Get up to $1000 back + 50 bonus spins - MLive.com - January 16th, 2024 [January 16th, 2024]
- New Bill Filed To Legalize Online Casinos In New York In 2024 - Play NY - January 16th, 2024 [January 16th, 2024]
- Casino with a minimum deposit of 10 euro - Be Global Fashion Network - January 16th, 2024 [January 16th, 2024]
- 2nd Year Of Legal Sports Betting Brings NY $862M, Says Governor - PlayUSA - January 16th, 2024 [January 16th, 2024]
- Best US Sweepstakes and Social Casinos 2023: Top Online Casino Sites Reviewed - Analytics Insight - January 16th, 2024 [January 16th, 2024]
- Gaming Corps expands distribution with Alea Casino Aggregator partnership - Gambling Insider - January 16th, 2024 [January 16th, 2024]
- Sen. Addabbo Files 2024 Bill To Legalize iCasino In New York - US Bets - January 16th, 2024 [January 16th, 2024]
- Top 9 Uk Casino Online Real Money - Best Casino Sites Ranked by ... - The Coin Republic - August 6th, 2023 [August 6th, 2023]
- PA Online Casino Revenue Smashes Records in 2022-23 - Crossing Broad - August 6th, 2023 [August 6th, 2023]
- The Growing Popularity of Online Casino Gambling: A Historical ... - thewashingtondailynews.com - August 6th, 2023 [August 6th, 2023]
- How to Recognize and Avoid Fake Online Casino Websites - East End Taste Magazine - August 6th, 2023 [August 6th, 2023]
- Online Casino using Gcash: The Ultimate Guide to Convenient ... - NNN NEWS NIGERIA - August 6th, 2023 [August 6th, 2023]
- Borgata Casino promo: Deposit match up to $1000 + $20 on the house - PennLive - August 6th, 2023 [August 6th, 2023]
- Betway Online Casino: The Ultimate Guide to Exciting Gambling ... - NNN NEWS NIGERIA - August 6th, 2023 [August 6th, 2023]
- Exploring the Different Types of Online Casino Bonuses and ... - News-Reporter - August 6th, 2023 [August 6th, 2023]
- Casino Zeus' Choice of the Best Casinos in Canada - Analytics Insight - August 6th, 2023 [August 6th, 2023]
- DraftKings Shares Q2 2023 Earnings With Investors - PlayUSA - August 6th, 2023 [August 6th, 2023]
- The 6 Best Online New Zealand Casino Sites for Real Money - Analytics Insight - August 6th, 2023 [August 6th, 2023]
- Everything You Need to Know About Stake Online Casino - August 4 ... - NNN NEWS NIGERIA - August 6th, 2023 [August 6th, 2023]
- 7reels: A Comprehensive Review of the Leading Online Casino ... - NNN NEWS NIGERIA - August 6th, 2023 [August 6th, 2023]
- 2023's Top Financially Inclusive Cryptocurrencies: Scorpion Casino ... - Analytics Insight - August 6th, 2023 [August 6th, 2023]
- Slot Games Increasingly Popular: Does This Show Market Maturity - taxscan.in - August 6th, 2023 [August 6th, 2023]
- Jeetwin Casino: The Ultimate Online Gambling Experience - August ... - NNN NEWS NIGERIA - August 6th, 2023 [August 6th, 2023]
- Best Real Money Online Casinos & Gambling Sites [2023 Update ... - The Daily Collegian - August 6th, 2023 [August 6th, 2023]
- Caesars Online Casino Review: One of Michigan's Best - MLive.com - August 6th, 2023 [August 6th, 2023]
- BetMGM Online Casino Review 2023: Up to $1,025 On Sign-Up - MLive.com - August 6th, 2023 [August 6th, 2023]
- Best Free Spins Online Casino Bonuses in Michigan for 2023 - MLive.com - August 6th, 2023 [August 6th, 2023]
- The Evolution of Online Casino Platforms: From Downloadable ... - UKTN (UK Technology News - June 4th, 2023 [June 4th, 2023]
- Appreciating the Significance of Game Features at an Online Casino - Altoona Mirror - June 4th, 2023 [June 4th, 2023]
- Unlock the Benefits of Playing at a Legalized Online Casino - The Daily Times - June 4th, 2023 [June 4th, 2023]
- Key rules behind 5 online casino games | Features | homenewshere ... - Woburn Daily Times - June 4th, 2023 [June 4th, 2023]
- mBit Casino Review: is mBit Trustful? Full Review 2023 - Culture.org - June 4th, 2023 [June 4th, 2023]
- Twitch Boss Dan Clancy Wants Better Online Gambling Regulations - Casino.Org News - June 4th, 2023 [June 4th, 2023]
- Key rules behind 5 online casino games | National ... - The Caledonian-Record - June 4th, 2023 [June 4th, 2023]
- Are Online Casinos Rigged? US Casino Experts Reveal the Truth - Pokerfuse - June 4th, 2023 [June 4th, 2023]
- How to Deposit and Withdraw at Online Casinos in the US - Pokerfuse - June 4th, 2023 [June 4th, 2023]
- Suspension Of Online Casino Services In Kenya: What Are The ... - Business Post Nigeria - June 4th, 2023 [June 4th, 2023]
- 10 Gambling Sites Not on GamStop UK: Guide to Non-Gamstop ... - We Heart - June 4th, 2023 [June 4th, 2023]
- A different kind of game: The attraction of online Fish Table Games ... - We Are Brighton - June 4th, 2023 [June 4th, 2023]
- Best Online Casinos Real Money for USA Players in 2023 - April 4th, 2023 [April 4th, 2023]
- Online Casino For Real Money List of TOP 10 Best Casinos 2023 - April 4th, 2023 [April 4th, 2023]
- Employee of Online Casino Company Accused of Cheating to Win $50,000 on Blackjack - NBC Connecticut - April 4th, 2023 [April 4th, 2023]
- The Best Online Casinos and Casino Websites in 2022 - The Denver Post - January 23rd, 2023 [January 23rd, 2023]
- Slotegrator to showcase innovations and raffle free online casino platform at ICE London - iGaming Brazil - January 23rd, 2023 [January 23rd, 2023]
- TOP 10 Online Casinos For Real Money 2023 | Best Online Casino - January 8th, 2023 [January 8th, 2023]
- Best Online Slots Real Money No Deposit: Top 10 Gambling Sites Of 2023 - CBS 6 News Richmond WTVR - December 12th, 2022 [December 12th, 2022]
- Which Online Casino Game Is Easiest To Win? - City Watch - October 25th, 2022 [October 25th, 2022]
- The Best and Worst Online Casino Game Odds - chimpreports.com - October 19th, 2022 [October 19th, 2022]
- How Tech Continues to Change and Enhance the Online Gambling Sector | Gaming - Telemedia Online - October 19th, 2022 [October 19th, 2022]
- South Africa Gambling Industry Report 2022: Current State of the Industry Casinos and Online Gambling, Limited Payout Machines, Horse Racing and... - October 19th, 2022 [October 19th, 2022]
- Why the Casino Theme in Movies Is Here to Stay - Film Threat - October 19th, 2022 [October 19th, 2022]
- Will the global inflation crisis impact gambling? - Yogonet International - October 19th, 2022 [October 19th, 2022]
- Best 9 Online Casinos for Real Money 2022 | Safe, Fast Payouts - October 17th, 2022 [October 17th, 2022]
- 7 Best Online Casinos for Real Money [2022] - Top Rated Sites - October 17th, 2022 [October 17th, 2022]
- Going Dutch: Insight into the new Regulations for Online Casinos in the Netherlands - European Gaming Industry News - October 17th, 2022 [October 17th, 2022]
- The best table game to play at an online casino - Deadline News - October 17th, 2022 [October 17th, 2022]
- Award-winning software provider adds second Netherlands-based operator to its portfolio, with full suite of slots set to launch at Jacks.nl casino... - October 17th, 2022 [October 17th, 2022]
- Fairplay online: an overview of the site and app for betting and gambling in India Retail Technology Innovation Hub - Retail Technology Innovation... - October 17th, 2022 [October 17th, 2022]
- 1Win Casino Review | Reliable sports betting and online casino - DreamTeamCric - October 17th, 2022 [October 17th, 2022]
- New To Slot Online? Here's How To Win Big Easily! - My MMA News.com - October 17th, 2022 [October 17th, 2022]
- Why Is The Popularity Of Online Casino In Finland Growing - The SportsGrail - October 17th, 2022 [October 17th, 2022]
- Why Is iGaming Becoming More Popular By The Minute? - European Gaming Industry News - October 17th, 2022 [October 17th, 2022]
- PAGCOR, casino licensees distribute relief packs to areas hit by Super Typhoon Karding - European Gaming Industry News - October 17th, 2022 [October 17th, 2022]
- SoftSwiss Expands in LatAm with the Addition of 30 Barbara Bang Titles - GamblingNews.com - October 17th, 2022 [October 17th, 2022]
- The Winning Appeal of Game Shows in the Online Bingo Space - Concept Phones - October 17th, 2022 [October 17th, 2022]
- Why Are There More And More Bollywood Actresses Embraced By Casino Brands ? - Chennai Memes - October 17th, 2022 [October 17th, 2022]
- Slots of Vegas Review: Is Slots of Vegas a Legit Casino? - The Daily Collegian Online - September 20th, 2022 [September 20th, 2022]
- Gambling Market Size in the UK to Grow by USD 2.83 billion, Growth of the Online Gambling Market to Boost Market Growth - Technavio - PR Newswire - September 20th, 2022 [September 20th, 2022]
- 5 Stars Rumored to Play in Online Casinos - The Hype Magazine - September 20th, 2022 [September 20th, 2022]
- How To Choose The Right Online Casino For You - Inventiva - September 20th, 2022 [September 20th, 2022]
- How To Play Casino Games Safely And Avoid Scammers - Baltic Times - September 20th, 2022 [September 20th, 2022]
- Picking the perfect casino-winning playlist - The Music Universe. - September 20th, 2022 [September 20th, 2022]
- With casino idea dead, TMC attention turns to online gambling - Highland Post - September 20th, 2022 [September 20th, 2022]