crm 18% increase 4,00,000+ served success story … · first deposit within n days after...

Started in Jan 2007, Chelbis has adopted a multi-brand and multi-network approach in redefining the gaming operations world. Our product portfolio includes more than 85 games of Bingo, Slots, Casino and Scratch Cards across online and mobile platforms. Chelbis continues to expand it’s reach through affiliate marketing and new whitelabel brands. CHALLENGES SOLUTIONS STRATEGIES IMPLEMENTED Copyright © 2016 Cheeze Marketing Services Pte Ltd. An Angaros Group Company. 18% INCREASE CUSTOMER RETENTION OUR CRM EXPERTISE HELPED ONE OF OUR UK BASED GAMING CLIENT’S INCREASE REVENUE GENERATION SERVED PLAYERS SUCCESSFULLY LEADING ONLINE GAMING OPERATOR SINCE 2007 5X 4,00,000+ When Client approached Cheezemark, their objective was to increase players on their site Client wanted to convert free players into cash players (depositing) as soon as possible from the time they are registered The revenue of the client had started dipping, and hence they wanted us to advise on some growth strategies Algorithmic CRM Inorganic Campaigns for User Acquisition Player Segmentation based on Behaviour Implementation of PPC Campaigns CRM PROCESS The CRM Program aimed to: WEEKLY CRM FREE PLAYER LAPSED CASH PLAYER ACTIVE CASH PLAYER DORMANT CASH PLAYER DORMANT FREE PLAYER MONTHLY CRM This program converted free players into cash players. On an average 70% of future depositors make their first deposit within seven days of registration. Only 8% of of players convert from free player to cash player (depositing) after 28 days of registration. Hence, it is highly viable to have the players convert after they have joined than at later stages. 53.20% 100% 100% 80% 60% 40% 20% 10 deposit 5 deposit 4 deposit 3 deposit 2 deposit 1 deposit 0% % of depositors making a further deposit If the players are unable to convert during the first 14 days, they will receive weekly CRM offers until 180 days after registration. 14 13 12 11 10 9 8 7 6 5 4 3 2 50% 40% 30% 20% 15% 13% 11% 10% 7% 5% 3% 6 months and above 30 days - 6 months 15-30 days 1% 10% 1 First deposit within n days after registration First deposit within n days after registration 14.78% 24.53% 29.42% 37.78% USER ACQUISITION CAMPAIGN On an average the mailers sent to the players weekly from the 3 networks 3,36,824 2,29,703 3,20,053 BBN SBN FBN Best Bingo Network Super Bingo Network Fun Bingo Network Lapsed Dep Players Have deposited in last 60 days but no deposits made in last 14 days Active Dep Players Have deposited in last 14 days Dormant Dep Players Have deposited in last 180 days but no deposits made in last 60 days Cash Players (depositing players) are grouped as follows: This category is further divided into 4 different sub-categories – List 1, List 2, List 3 and List 4. List 1 and List 2 are targeted alternately with List 3 and List 4 during the respective Weekly CRM Cycle. Old Free Players Players who made login during the last 30 to 180days New Free Players Players registered in last 30days Dormant Free Players Players inactive beyond 6months Classification of Free Players PLAYER SEGMENTATION PROMOTIONAL CAMPAIGNS (200+) Chelbis runs email campaigns for its brands.One such example is illustrated below: New user Acquisitions Campaign For one of Chelbis flagship gaming brand “ GONE BINGO” Customized Promotional Campaigns Affiliate Marketing Enhanced Chat Hosting Engagement Algorithmic CRM SUCCESS STORY CRM THE BACKGROUND Increase conversions from free player to cash player Retain active customers improve the activity of lapsed and dormant players

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Page 1: CRM 18% INCREASE 4,00,000+ SERVED SUCCESS STORY … · First deposit within n days after registration 14.78% 24.53% 29.42% 37.78% USER ACQUISITION CAMPAIGN On an average the mailers

Started in Jan 2007, Chelbis has adopted a multi-brand and multi-network approach in redefining the gaming operations world. Our product portfolio includes more than 85 games of Bingo, Slots, Casino and Scratch Cards across online and mobile platforms.

Chelbis continues to expand it’s reach through affiliate marketing and new whitelabel brands.

CHALLENGES SOLUTIONS

STRATEGIES IMPLEMENTED

18% INCREASECUSTOMERRETENTION

OUR CRM EXPERTISE HELPED ONE OF OUR UK BASED GAMING CLIENT’S

INCREASEREVENUEGENERATION

SERVEDPLAYERSSUCCESSFULLY

LEADING ONLINE GAMING OPERATOR SINCE 2007

5X4,00,000+

When Client approached Cheezemark, their objective was to increase players on their site

Client wanted to convert free players into cash players (depositing) as soon as possible from the time they are registered

The revenue of the client had started dipping, and hence they wanted us to advise on some growth strategies

Algorithmic CRM

Inorganic Campaignsfor User Acquisition

Player Segmentationbased on Behaviour

Implementation ofPPC Campaigns

CRM PROCESSThe CRM Program aimed to:

WEEKLYCRM

FREEPLAYER

LAPSEDCASH

PLAYER

ACTIVECASH

PLAYER

DORMANTCASH

PLAYER

DORMANTFREE

PLAYERMONTHLY

CRM

This program converted free players into cash players.On an average 70% of future depositors make their firstdeposit within seven days of registration. Only 8% of of players convert from free player to cashplayer (depositing) after 28 days of registration. Hence,it is highly viable to have the players convert after theyhave joined than at later stages.

53.20%

100%100%

80%

60%

40%

20%

10 deposit5 deposit4 deposit3 deposit2 deposit1 deposit

% of depositors making a further deposit

If the players are unable to convert during the first 14 days, they will receive weekly CRM offers until 180 days after registration.

141312111098765432

50%

40%

30%

20%

15%

13%

11%

10%

6 months and above30 days - 6 months15-30 days

10%

First deposit within n days after registration

14.78%

24.53%29.42%

37.78%

USER ACQUISITION CAMPAIGN

On an average the mailers sent to the players weekly from the 3 networks

3,36,824 2,29,703 3,20,053BBN SBN FBN

Best Bingo Network Super Bingo Network Fun Bingo Network

Lapsed Dep PlayersHave deposited in last 60 days butno deposits made in last 14 days

Active Dep PlayersHave deposited in last14 days

Dormant Dep PlayersHave deposited in last 180 daysbut no deposits made in last 60 days

Cash Players (depositing players) are grouped as follows:

This category is further divided into 4 different sub-categories – List 1, List 2, List 3 and List 4.List 1 and List 2 are targeted alternately with List 3 and List 4 during the respective Weekly CRM Cycle.

Old Free PlayersPlayers who made loginduring the last 30 to 180days

New Free PlayersPlayers registered in last30days

Dormant Free PlayersPlayers inactive beyond 6months

Classification of Free Players

PLAYER SEGMENTATION

PROMOTIONAL CAMPAIGNS (200+)Chelbis runs email campaigns for its brands.One such example is illustrated below:

New user Acquisitions CampaignFor one of Chelbis flagship gaming brand “ GONE BINGO”

Customized PromotionalCampaigns

AffiliateMarketing

EnhancedChat HostingEngagement

Algorithmic CRM

SUCCESS STORYCRM