achieving better engagement and ltvs by combining gamification and real-time marketing
TRANSCRIPT
Agenda
Achieving better
engagement and LTVs by
combining gamification
and realtime marketing
HOST:
Mark Robinson
Chief Executive Officer
Agenda What we’re covering
Three pillars of great online experiences:
✦ Best Practice Gamification Mechanics
✦ Understand Your Player Experiences
✦ Actively Manage The Player Lifecycle in Realtime and Other Channels
Let’s get away from bulk email as the main channel.
Agenda
✦ Founded in 2010 with offices in Europe and US
✦ Gaming, analytics and CRM heritage
✦ Improve online engagement by:
✦ building compelling environments
✦ understanding player experiences
✦ Using gamification, big data, analytics and realtime
marketing
✦ Working with the biggest names in games and
gaming
✦ Best practice consultancy and technology in
tandem
✦ Reviewed as leading analytics and real-time CRM
provider
What we’re covering
Agenda Best practice gamification mechanics
Foundations of great online experiences:
✦ Loyalty/Rewards/Gifting Framework
✦ Collection Mechanics
✦ Competition & Social Features
✦ Tasks, Achievements & Goals
✦ Appointment Setting
✦ Signposting
Agenda Designing an engaging environment
Golden Rules:
✦ The first 60 seconds is vital
✦ Think like a novice player
✦ Simple is good
✦ Clear signposting
✦ Encourage controlled exploring
✦ Give sense of achievement
✦ Communicate goals
✦ Lots of rewards
✦ Be generous to increase momentum
✦ Give reasons to return….
AgendaProgression
Tasks systems are good esp during onboarding
Build messaging to encourage rewarding experiences
Linear journeys help give players a sense of the
whole environment and a direction to their early
game play especially.
AgendaCollectables
Status symbols easily viewable by other players
Avatar creation is strong dynamic for certain players
AgendaSocial / Competition
Tournaments/Reel Races are a strong social mechanic
and can encourage play in other games preventing burn
out.
Leagues encourage competition and cooperation
Weekly cycle rewards the top ranking clubs
AgendaAppointment Setting
Encourage and reward regular repeat play
Based on knowing player’s typical session behaviour
Agenda Why this is important
Agenda Player Lifecycle
Agenda How it works
RICH REAL-T IME DATA
MULTI -CHANNEL MARKETING
POW ERFUL ANALYTICS & TARGETING
Agenda Test & learn
✦ Ability to experiment quickly
✦ Real-time is best
✦ Multi-channel consistency
✦ Micro-Segmentation based
approach
✦ Make your online
relationships responsive
Agenda First Time User Experience
IN-GAME
✦ Welcome
✦ Long time in lobby prompt
✦ Encourage first deposit
✦ Show task list – ‘try a slot machine’?
✦ Incentive for first deposit
PUSH
✦ Second session incentive
✦ Appointment setting
✦ Deposit incentives
✦ Intro loyalty scheme
✦ Second session incentive
✦ Explored game but no deposit
EXAMPLE CAMPAIGNS:
STRATEGY:
Responsive onboarding
Building engagement & first deposit
Agenda Early life
Regular sessions & deposits
Finding the right content
Start to personalize experience
IN-GAME
✦ Low balance offers
✦ Game recommendations
✦ Signpost reward behaviours
✦ Tutorial support
✦ Further gifting (game specific)
PUSH & EMAIL
✦ Second deposit incentive
✦ Return behaviour incentive
✦ Appointment setting
EXAMPLE CAMPAIGNS:
STRATEGY:
Agenda Maturing
Lock in loyalty
Grow LTV
Cross promotion
IN-GAME
✦ Cross promotion campaigns
✦ Betting history campaigns
✦ Win/loss ratio campaigns
✦ High win/high loss players
✦ Playing style campaigns
✦ Potential VIP models
PUSH & EMAIL
✦ Cross promotion campaigns & more sophisticated content
STRATEGY:
EXAMPLE CAMPAIGNS:
Agenda VIP Management
Personalize VIP experience
Increase share of bet
IN-GAME
✦ Heavy loss & series of losses response
✦ Loyalty scheme tasks and unlocks
✦ Dedicated content
PUSH
✦ Extra rewards, we missed you
✦ Dedicated content
✦ Thanks & appreciation
STRATEGY:
EXAMPLE CAMPAIGNS:
Agenda Lapsing
Churn prevention
IN-GAME
✦ Task management
✦ Bet size change
✦ Low balance triggers
✦ Heavy loss, series of losses
✦ Zero balance
✦ Burn-out prevention
✦ Loss of session momentum
✦ Problem gambling behaviours
PUSH & EMAIL
✦ Reinforce above
STRATEGY:
EXAMPLE CAMPAIGNS:
Agenda The winning formula
✦ Design the right environment
✦ Get your data into shape
✦ Start to understand different player types
✦ And respond to them intelligently
✦ Unlock your marketing creativity
