Probably the two most hotly contested spaces on the internet right now are Dating and on-line gaming and gambling. Tapping into the strongest of human emotions is clearly a winner especially where money comes into the equation.
What can other businesses learn from the experience of the successful on-line gaming businesses and their drive to win new clients and steal those of their peers?
Developing strong brand identities
Strong brand identities and the ability to have that brands URL stick in the minds of the potential new user are one, admittedly very important, thing, but it’s the way that iGaming companies target their specific demographic that is usually the key strength of the most successful players in the space. The top brands employ teams of data scientists who live and breathe the data coming from their sites. They aren’t just looking at age, gender and the usual residential address factors. They are analysing spending patterns, which slots games the players are wagering upon the most and the frequency of visits to each area of the site.
Developing a precise marketing plan with the data
With the magnitude and quality of that data, they are able to coalesce the perfect marketing plan for users in a specific demographic. Scott Manford the CEO of Wizard Slots, a leading UK based online casino, says “It’s imperative that we understand not only what slot and table games each of our players prefer to use, but also the time of day, and indeed days of the week they like to play and what interests them in new games and concepts”.
Indeed, getting into the players head and understanding what they like, and don’t like about a site is critical in a successful online gaming operation. “We assess heatmaps for a broad section of our player base and analyse what areas of our sites are causing blockages or bounces for different groups of players and in turn which promotions or new features draw the attention of players. Allied to significant A/B testing we then trial new concepts across wide demographic groups before we fully roll out any new games or promotions”.
These operators also analyse the retention of players, understating the motivation to either leave the site, or where a boredom threshold is reached.
Ultimately their plan is to never lose a player, as Manford goes on to say “The cost of acquisition for us is very significant, so we always adopt a philosophy of your best customers being your existing customers, and hence we strive to retain players for as long as possible, by giving them the utmost in customer care and attention and gifting them with free spins, promotions and even things like claiming special bonuses on their birthday etcetera” . So more than just understanding what slots games their players like – it seems the casino operators ty to understand the life cycle of a player and the motivations to play, wager, and indeed grow bored with each and every aspect of the interface.
Deciding on your marketing channels with this data
This depth of understanding means that new promotions might only be marketed on targeted social media for instance, or on TV adverts at a specific time on a specific channel, all with the objective of getting the maximum exposure to the precise demographic who have already demonstrated a receptivity to the messaging of that promotion in a controlled environment.
The ultimate goal is to try and ensure that not a single cent of marketing budget is spent on speculative or “brand building” exercises – but rather delivers a targeted, attributable and maximised Return On Investment for the Online Casino operator. Whilst some brands do combine some overall brand messaging in their marketing messaging you can be assured that they are also measuring the efficacy of this.
So what can businesses in other sectors learn from some of this behaviour and experience. Well aside from the usual platitudes of “know your customer” and “your best customer is your current customer” possibly the biggest take away is that you need to try and target your marketing message to the groups who you most want to attract, and more importantly knowing who those people are by analysing the current profile and conversion of your existing customer base. Once you understand what parts of your offering appeal to the subtle variations in your customer demographic you will be much better placed to target your marketing spend to the areas where you will get the best ROI.