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Malta Business Review iGAMING DEPOSIT BONUS FREE SPINS FREE BET AN OPTIMISED PLAYER JOURNEY IS THE ULTIMATE RETENTION TOOL iGaming companies are constantly battling each other for a share of the market, so it is imperative that they use every possible tool in their arsenal to up their game. One of these tools is player journey optimisation. The concept is to divide a pool of players into smaller and more targetable groups based on their overall betting behaviour, then deliver specific messaging to them based on their preferences. Not all players are created equal It is important for iGaming companies to realise that players bet in many different ways, and as such they each should be targeted in a unique manner. This is one of the many ways in which data segmentation can become a useful tool. For example, most iGaming brands will find that they have a blend of onetime players, others who are more frequent players, and others that have a higher betting pattern such as VIPs. These groups then need to be broken into micro-segments based on player personas, as everyone has their own personal approach towards placing a bet. This is generally translated in the bet amount, bet type, and bet frequency. Reduce player churn iGaming companies are used to the everchanging faces of their customer base, with new players steadily coming and going. The technical term for this process is called player churn, where players cease their relationship with a company or brand. Being able to understand how this indicator works within iGaming is critical, as it is generally recognised to be less expensive to invest in retaining existing players rather than attracting new ones. Creating an optimised player journey which engages before the point of churn is the key to increasing player retention. Make sure your players follow through with their bets Two of the most recurrent issues in iGaming is that of registering without depositing or depositing without playing, which basically means that a player never follows through with placing a bet. There are various factors that attribute to this such as poor website design, bad messaging, or a cumbersome process to bet. However, by segmenting players and understanding why certain individuals are abandoning their bets, marketers can target them more specifically with the right message at the right time, and to the right player. <strong>MBR</strong> AXON Gaming to the rescue Player journey optimisation should be regarded as a vital component to any iGaming company’s marketing strategy. Learn how AXON Gaming enables you to automate and optimise your player journeys by tracking and reporting on critical player data in real-time. Visit:www.computimesoftware.com/axongaming or email info@computimesoftware.com. Credit: AXON GAMING 26
DEPOSIT BONUS Send the right message to the right player at the right time! Boost your retention rate with AXON Gaming! FREE SPINS WELCOME BONUS FREE BET Automatically profile your players Trigger personalised marketing messages Monitor VIP activity in real-time Optimise bonus campaigns www.computimesoftware.com/axon-gaming +356 2149 0700 info@computimesoftware.com
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