“That time target is important, but it’s also essential that the intervention is based upon accurate and relevant information.”
Gaming brands that can maximize speed and accuracy are able to build a more personalized and stronger relationship with each customer from the earliest opportunity. This improves customer retention and reduces churn – a major bugbear for many in an increasingly competitive landscape.
“If someone signs up to your website and you don’t interact with them in the first few minutes
, they are most likely soon not going to be your customer,” Baumel added. “Equally
if a customer has just recently registered and deposited and lost all his money in five minutes, we can clearly see they are a high churn risk, so there should be an interaction at that point, not two hours or a day later.
“Or let’s say there are two players who both sign up at the same time – one with $50 and the other with $5,000 – and when they are each half way through their funds, we just automatically offer them a $20 bonus. Clearly that is not appropriate in both scenarios as they have very different circumstances and resources.
“In these examples you need to have the correct data at the right time and in the right place – again, our time, context and content. It makes a huge difference. The whole idea is to increase conversion, retention and longevity.”
Solitics initially focused on the retail vertical after launching in 2013, but soon identified online gaming and trading as sectors that offered greater potential for their services. “There were a lot of pain points in data collection in gaming and trading, such as the mix of online and offline, and that’s why we went in there,” Baumel said.
Solitics’ platform pulls together pieces of information on each customer from the brands’ distributed data sources, including websites and apps, call centres, CRM and data warehouses. All that information is bundled and analysed to enable interventions in lightning-quick time.
Baumel believes that operators are increasingly becoming aware of the potential impact of automated real-time marketing interventions on their business. Simultaneously, they are acknowledging the need to offload some of the heavy lifting associated with building up a data management structure that can fulfil their ambitions.
“Operators are realising that they do not have to put so much resource into building up their own data teams and creating their own gigantic data infrastructure,” he added. “Indeed, they should not be doing this. They should focus on what they are good at – customer acquisition and making games – not on being data companies.
“By trying to do it all themselves they are slowing their organisations down, making themselves less flexible, failing to respond to their customers’ needs and ultimately restricting growth. For some operators, solutions such as ours are something of a surprise to them. They maybe did not even consider that there might be an alternative to them developing an in-house infrastructure.
“Most of the time clients are really surprised at how quick – within 45 days – and seamless integration with our service is for them, compared to the financial and operational challenges of developing it by themselves.”
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