As we method our second CasinoBeats Slots Festival, the primary of 4 in 2021, we proceed to look into the impression the pandemic has had on the net on line casino slot sector.
Through the first a part of our CasinoBeats 100 Club we requested our members whether or not there must be an elevated focus positioned on the methods through which on-line casinos will retain the brand new cohort of gamers?
Within the suggestions, we had been informed that the business had been ‘handed’ a possibility resulting from present world occasions which has seen a rise in participant exercise.
On this second half, we delve into whether or not sufficient is completed in relation to retention and if new and present gamers are rewarded for his or her loyalty.
We requested: Does the net sector presently do sufficient to retain and construct loyalty with its new and present clients?
Considered one of our members, Tim Parker, COO at superseven.com, exclaimed the sector does ‘nowhere close to’ sufficient in relation to participant retention, but famous that it’s one thing which is able to change.
With the wheels already in movement within the UK amid the nation’s ongoing Playing Act assessment, Parker to claimed that ‘now not will casinos be capable of depend on lazy operations and poor UX’.
“I feel that you’ll begin to see way more company social duty applications and bulletins, in a manner through which you might be already seeing within the US mega operators and all through the broader company markets,” claimed Parker.
“You’ll be able to already see this in among the monopolies round Europe however this may turn out to be extra commonplace alongside higher RG applications the place gamers really feel protected, effectively served and never only a quantity in a massively worthwhile organisation that’s blissful to only greedily take cash.
“That is the notion that sadly exists with most of the present gamers and the business wants to grasp, settle for and proceed to work to vary this viewpoint.”
Echoing the ideas of Parker, Diploma 53’s advertising supervisor, Jenny Winter, emphasised that the sector might ‘be doing way more’ for his or her long run clients, suggesting it affords higher and extra personalised promotions and loyalty schemes to extend retention.
She commented: “Numerous non-gambling merchandise now supply factors techniques or memberships the place the extra clients spend, the extra factors they earn, for instance, Adidas. This could be a fantastic place to start out. Casumo, Sky Guess and Paddy Energy have already got loyalty golf equipment, so it will possibly work rather well for various verticals.
“I keep in mind years in the past, I acquired an e-mail supply from eBay explaining that as a result of I’d been a loyal buyer with them for over a specific amount of years, they gave me £10 off my subsequent buy. There have been minimal T&Cs, which gave me confidence that I might spend it any manner I appreciated. Small gestures like these go such a great distance. Though I wasn’t even serious about shopping for something, I used the supply on their website and I really spent a bit extra, so eBay nonetheless made a revenue from my buy.”
But Winter additionally expressed the problem gaming operators face in reaching larger loyalty programmes, ‘definitely if their web site is constructed on a legacy platform, which ends up in getting all historic buyer spending knowledge changing into a prolonged and laborious process’.
“Beginning small, maybe inside the buyer companies space, might be a fantastic alternative for some small wins,” Winters continued. “An important instance of wonderful customer support is the refund coverage on the Deliveroo app. They use an automatic system for resolving buyer queries if one thing goes fallacious with their orders. They routinely credit score the account inside seconds.
“The client is extra prone to hold spending with them due to this easy function. Small gestures like these go a great distance in buyer retention so it’s value beginning off implementing small however actually helpful options earlier than including all of the bells and whistles.”
Staying on the notion of operators and the techniques that they use, Melvin Ritsema, managing director at Royal Panda, said that almost all operators have ‘fairly subtle techniques’ in place to have interaction with clients together with some type of loyalty programme/promotions.
Ritsema mentioned: “There’s at all times room for enchancment, however at this stage there doesn’t appear to be something revolutionary. Gamification is commonly overrated once you take it too far. It must be significant for a gambler.”
Helen Walton, Glück Video games’ COO, was extra adamant in expressing her ideas on if the net sector does sufficient for participant retention, asserting that ‘we all know they don’t’.
Walton went on to acknowledge that, as an business, ‘we all know our personal issues’, but constantly reject taking motion to handle them. She emphasised: “Having acquired clients hooked on offers, the business is obsessive about squeezing margins, decreasing prices, maximising scale and treating product and expertise like a commodity.
“Meals retail went via its personal decade of agony twenty years in the past when it constructed deal-hungry, promo-hunting clients – it has taken it years to wean clients off offers and carve out distinctive positionings.
“After all value and worth issues to clients, and supermarkets are relentless of their drive on worth – but it surely’s not a race to the underside, as an alternative it’s meant actually understanding clients and methods to attraction to the top, coronary heart and pocket without delay. Lidl didn’t steal market share from Sainsburys with worth baked beans or with purchase one get one free offers, they did it via providing BlackForest ham that tasted nearly pretty much as good as Parma ham, however was half the worth.
“Innovation on product, expertise and pricing are all essential to create one thing that clients really need.”
Concluding our members responses, Mark Knighton, CEO at Obsidian Consultancy, famous that there are ‘undoubtedly’ extra artistic choices which the net sector might benefit from but all of it relies upon available on the market’s present regulatory frameworks, which he harassed are ‘undoubtedly placing a pressure on the flexibility to ship a extra artistic advertising’.