Host:
Mark Robinson
Chief Executive Officer
Driving loyalty in
online casinos
Industry under scrutiny from government and regulators
Acquisition marketing is broken
Churn prevention much more effective
£1 spent on acquisition generates £1.20
£1 spent on retention generates £4.70
But…
The games are the same
And player comms is via bulk email
Why focus on loyalty?
Let’s compare…
Why so many tabs?
Sterile UI
Actual game links are tiny
In a functional UI why
would I need search?
What is a novice
supposed to do?
Links to games are obvious
Balances and VIP status are clearly
marked at top
Nice UI with festive theme that
welcomes player
NO TABS!
It’s not perfect but it starts the
journey for novice players
Typical online social casino
Three pillars of great online
experiences:
Best practice gamification mechanics
Understand your player experiences
Actively manage the player lifecycle in
real-time and other channels
Let’s get away from bulk email as the
main channel
Let’s backtrack
Why is this important?
Player lifecycle
How it works
RICH REAL-T IME DATA
MULTI -CHANNEL MARKETING
POW ERFUL ANALYTICS & TARGETING
Ability to experiment quickly
Real-time is best
Multi-channel consistency
Micro-Segmentation based approach
Make your online relationships
responsive
Test and learn
It’s a tough economy
But free-to-play publishers have had to get
really good at online engagement
Different demographic than RMG
However mechanics that work for social
casino do translate to RMG
Social does not necessarily mean pure
casual (see WSOP)
Social does not mean ‘friends’
It works but requires a cultural mindshift…
Lessons from social casino
Simple and personalised UIX
Progression/Task systems & onboarding
Leaderboards and clubs
Global feeds
Collection (w and w/out real world value)
VIP programs
What mechanics work
UIX and lobby
GOP3: Recommended game signposting
Recommended games / dynamic lobby
Progression
Linear progression
Loyalty measures shown
Shields act as progression goals
Increases loyalty level and bonuses
Leagues and competition
Small pools of similar skilled players
Movements based on weekly
performance
Promotions and relegations instant on
certain targets
Tickets generated as rewards with
lootbox style random redemption
Clubs
Encourages competition and
collaboration
Top clubs rewarded
Encourages players to regularly
checkback
Appointment setting
Clubs
Clan mechanic very powerful – create groups and work together on team challenges
Players contribute by earning XP
It’s super popular with players
Collection
WSOP bracelets and rings for
completing tasks and time limited
tournaments
Bragging rights/status symbol
Collection
Ask friends for help to make a
royal flush
Not exact fit for RMG but
attractive for certain player
types
Players could earn such cards
(or items) within the current loot
box mechanic or through
playing certain game modes
Encourages players to play
across verticals
Player profiles
World Series of Poker and
Governor of Poker 3 both feature
clean/informative player profiles
where relevant stats and
achievements are on display.
Governor of Poker 3 has a nice
feature where tapping
achievements and badges tells
them how
they were/can be earned.
Both game profile examples are
displayed when tapping on a
player avatar in/out
of table game
Social interaction
Pre-set messages and emotes are used in many social games today
Having easy access to quick chat options can liven up a usually quiet environment
95% of players use the pre-set messages/emotes if available
Cherrypick how to adjust these mechanics for
RMG?
Player-first approach to environment design
Back up with analytics and real-time CRM
Get started and measure carefully
This is now a board room conversation and needs
focus and action
Summary
Host:
Mark Robinson
Chief Executive Officer
Thank you!www.deltadna.com/gambling
/deltaDNA
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