Covid-19 has had an immense impact on all industries across the world, mostly in a negative way. There have been a few fortunate industries and verticals that have been positively affected and the iGaming industry, mainly online casinos, has been one of those lucky few
Brick-and-mortar casinos have suffered a major revenue hit as extreme travel restrictions and quarantine have kept gamblers out of physical casinos, drastically reducing their net revenue potential. Online gaming operators that took advantage of this gap and invested in automation & personalization have drawn gamblers to the online arena
However, with the world now starting to gain control of the virus and the quarantine getting looser, online gaming operators as well as virtual and esports betting companies must take action if they wish to avoid steep drop offs in their active player base and revenues.
So, what are the actions that gaming operators must take in order to both retain the newly acquired players and increase their lead conversion? The answer is to implement a real-time marketing automation platform that will take advantage of their data and create the most personal customer experience for their players.
The power of real time automation is that it takes out the guesswork of your marketing and sales efforts, enabling you to engage with your players based on their historical and current behavior.
Now more than ever operators need to engage with their players in absolute real time, responding to their actions, offering the most updated and relevant contextual content. This can be the difference between nurturing clients or losing them.
But it’s not just enough to respond fast. The response has to be data-driven, therefore the automation platform must be data driven and respond in real-time to the customers based on all the data.
So, what does real-time personalization and automation actually incur? Is it just a matter of the response time? Microseconds, seconds, minutes, hours? Or is there more to it in order for it to be really effective and a true revenue generator?
Data Driven, Real-Time Automation & Personalization
We at Solitics, define real time in terms of time, context and content.
While the road to success is paved with data, there are a lot of pain points in data collection within the gaming industry, such as the multitude of online and offline sources, such as multiple data bases, backend CRMs, websites, bonus engines and more. Integrating those sources and utilizing the data in real time is a technological challenge that impedes operators’ ability to respond to each player contextually with the most personalized content.
Most automation platforms work on aggregated data that is collected periodically, which prevents them from responding to all player actions (or non-actions) in real-time. To truly take advantage of the recent growth in their player base, gaming operators need an automation platform capable of working with raw data from all their data sources and automatically mapping the data. This way, they can create an automated journey personalized according to each player’s specific actions including all the historical data as well.
The result: a tailored customer experience that leads to a significant increase in their new players’ LTV and a substantial reduction in churn rates , allowing them to not only maintain a positive financial balance but increase and generate substantial revenue uplifts for the long term.
The Solitics’ platform connects to all the distributed data sources, works with the raw data and makes it available in real-time. The integration is seamless and does not require any special customizations from the operators’ side.
The data is being streamed in real time to enable interventions in lightning-quick time, allowing iGaming companies to respond contextually to each player within 1.8 seconds!
Furthermore, based on all the data and actions, Solitics sends the most relevant content at the right time. Thus, completing the triangle of time, context and content.
Gaming operators should seize this unique opportunity, take a full advantage of it and prepare themselves in advance for the post pandemic era that is just around the corner.
Now operators can create personal customer journeys, promotions and campaigns on the most personal and effective level. They can respond within seconds or minutes to a potential depositor who is not depositing by automatically raising a pop-up with a bonus offer, address a player in who has just lost in real-time, send personal and contextual bonuses based on a players history and current actions and much more – all seamlessly and automatically.
When an operator can act upon all their quality data, they can reach out to players in the most personalized way – creating for them positive engagements and maximizing each customer’s experience, which eventually makes them end up with clients that are significantly more lucrative.