For too long, the industry’s approach to CRM systems has been reactive rather than proactive. There are much bigger gains to be made by adopting a real-time marketing solution, writes Yoel Zuckerberg, vice president of products at Aspire Global.
So far, the video game industry’s CRM strategy has been to chase the player after they leave the site, rather than optimizing the experience for them while they are active and depositing funds. . This has become obsolete, and many now realize that an automated real-time solution is the key to retaining customers.
Any business operating in a regulated jurisdiction must already collect a certain amount of customer data to comply with anti-money laundering and KYC guidelines. Operators can maximize the use of this data to fuel an effective marketing strategy in real time.
Real time as a word is dangerously close to becoming generic to the point of being misunderstood, like other industry buzzwords such as gamification, big data, and AI. But like these other concepts, real-time marketing is quickly becoming a must if operators are to improve their retention rates and reduce the churn rate.
Personalized marketing that makes the difference
Simply put, everything the customer does should inform their experience. If they are looking for “slot machines,” the site needs to bring together the casino’s slot machine offering, personalizing that customer’s experience. This is the way to go in entertainment and those who are able to offer it will have a huge competitive advantage.
Time and time again we see systems that retroactively spam customers once they have left the site, rather than actively working with the offer to make their experience more enjoyable. It turned out to be a far superior approach to player retention.
Of course, it is important to engage with the player when they have left the site via a variety of message types, such as SMS, push notification, WhatsApp, email, overlay, and popups. But allowing operators to modify their interface in real time to suit each customer is the next step in CRM.
This is what Aspire Global has sought to deliver with our AspireEngage CRM solution. We took the data, the experience and the real time and optimized the relationship between them. It allows players to be informed in real time of changing odds at sporting events and to offer customers pop-ups and reminders that are more relevant to them.
Withdrawals can be automatically offered along with other betting opportunities during a match, continually engaging the player, drastically reducing the churn rate. With Aspire Engage, each segment of players will have a different betting experience as we can move the relevant events and positioning of bonuses for each player according to their preferences.
AspireEngage is just as effective in the online casino environment. For live dealer fans, if a player shows a particular preference for a table, the tool can send them a message when that favorite live dealer comes back online.
If a blackjack player loses three hands in a row, the system can immediately send him a real-time bonus. At the same time, the front-end experience is different for this specific player, because with Aspire Engage, the operator can also easily change the front-end experience.
Rely on cost-effective third-party support
Naturally, the integration time and the high cost factor can lead operators to wonder if they should go for an advanced CRM system. Especially with the time and resources that the video game industry now has to invest in keeping abreast of changing regulations and trends, the deployment of a new CRM system is often pushed back in the hierarchical order of business. product upgrades.
Others will look to provide a similar service built in-house, but the most likely result of this approach is slowing down their organization, reducing flexibility and not meeting the needs of their customers. Ultimately, this will limit growth.
For Aspire Global customers, AspireEngage is already integrated with our API, which minimizes the time required to integrate it into an operator’s offering. Operators can connect their own campaign management to its centralized system, providing an easy-to-use self-management interface.
By investing in the right solution, operators don’t have to spend as many resources building their own data teams and building their own data infrastructure. The result is that operators find they have more time to focus on what they’re good at: delivering exciting entertainment to their customers.
There is incredible potential in real-time marketing, with our ability to adjust the frontend for each customer expected to grow exponentially over the next two years. Operators looking to increase retention and stay competitive would do well to invest in such a solution sooner rather than later.