3 minute read
Raluca Turtică
Raluca Turtică, PR Manager at Mate Affi liates, explains the most common ways that iGaming companies can successfully attract and retain players
The iGaming industry is constantly growing, being one of the most competitive business sectors. The latest 2022 statistics show that 26% of the world’s population has gambled at least once per year at one of the thousands of online casinos that currently exist. To be one of the chosen ones, operators must discover what the target audience is looking for and give them exactly what they want. Most people in the iGaming industry have wondered at least once what the best strategy to attract and retain players is. Is it easier to attract or retain them? Is it better to launch campaigns to bring in new players or to focus more on the players you already have? Here are some of the most commonly used, and most effective, iGaming player attraction and retention techniques:
PROMOTIONS
People tend to purchase a product or service when they get something extra for free. The same happens with casino players because the standard chance of winning is not enough (having the same equal opportunity at every online casino). That’s exactly why customers want something extra to motivate them to choose a brand over the others. Free spins are the most frequently encountered techniques to attract new players, but we can see more and more brands that design giveaways or offer big prizes such as cars, tech products, etc.
The challenge is to find the players who will be drawn to a brand and stick with it, instead of constantly looking for other new options to play online. In this context, loyalty bonuses work very well because, sometimes, it is to the benefit of the brand to offer substantial loyalty bonuses, instead of providing even bigger bonuses to reactivate players.
SPECIAL CAMPAIGNS
Tournaments are another strategy to keep players busy with various challenges. Online casino games are exciting to them, but competing against other players certainly adds an extra thrill to the game. The same is true of Christmas, Easter and Halloween campaigns, or those that take place during world sports championships. It’s essential to increase the suspense by always giving players an extra reason to play; and an extra chance of winning, keeping them engaged outside the regular games they are already enjoying.
UI/UX DESIGN
The user experience (UX) and the user interface (UI) are two key elements when it comes to online casinos, facilitating the quality and the time spent online by a player, since the games become more entertaining when users enjoy their interactions. More than that, the user interface focuses on the casino’s graphic design and the psychology of the buyer persona. There is also the intuitive nature of the interface itself: how many buttons there are, how easy it is to play, how easy it is to withdraw your money and so on. It’s not just making the casino look pretty, but planning needs to start with the player’s journey. Both UX and UI have a significant impact on the difference between a successful online casino and one that has a big bounce rate.
CUSTOMER RELATIONSHIP MANAGEMENT
Another essential step for maximising long-term revenue and ROI (return on investment) on marketing interest is retaining the best players and constantly increasing their rank. To target these aspects, operators must understand customer behaviour, and more about their needs and preferences. Fortunately, advanced technology allows analysis of the consumer’s profile and the facilitation of personalised offers, resulting in more efficient retention.
THE NEWEST GAMES
People always need something new because they get bored very easily. This is something that usually happens in daily life, not just in iGaming. Monthly new games are launched, especially due to the expansion of online gaming, so operators always have to be on trend to attract new players and retain those already involved. The competition is fierce in this field and, if a company does not learn to adapt, players will always find a better alternative with a wide selection of games from the top game providers.
However, the quality of an online casino is influenced by many factors. On the other hand, every player is different and has different expectations when trying their luck. Some players may want more bonuses, while others are looking for a great user experience; but almost every time, financial safety and payment methods will be carefully checked by them. Put yourself in the consumer’s place whenever you want to make the next decision, and be bold in exploring new ways of working; because attracting new iGaming players isn’t the most challenging part... keeping them is.
