When A Player Journey Becomes Business Strategy
As competition between operators becomes ever more intense, the capability of their CRM systems could make all the difference, writes Ales Gornjec, General Manager at Comtrade Gaming.
Read about it in iGaming Business magazine, issue 109, March/April 2018.
The multi-channel player is the most valuable demographic in the gaming industry and operators in Asia must prioritise customer relationships in order to stay competitive. A verified way of enhancing retention metrics is through technology that responds to business analytics to engage, acquire and reactivate all player segments. Platforms and their technical capacities are the backbone of the igaming industry and, through this, can methodically optimise the player journey and shape their business objectives.
Player marketing: keeping competitors close, but players closer
With powerful segmentation, operators in Asian markets can provide players with an enhanced online experience that attracts and rewards them according to their unique activity. Customised bonuses, personalised content offers and loyalty awards work to upgrade multi-channel operations, drive revenue and promote a unique online gaming experience. High-caliber platforms such as Comtrade Gaming’s iCore do not only focus on acquisition or retention but manage the entire player lifecycle to guide and define player lifetime value. For example, with Comtrade Gaming’s platform technology, operators are able to program separate bonuses for acquisition or retention through player information that is collected from data collection modules and segmentation properties.
The online gaming industry benefits enormously from market-leading platforms as they are specifically built to maximise both player and operator interests. The goal with any platform is to engage players through technical additions and with automatic data analysis and attractive player marketing, retention and acquisition KPIs will always be met. Essentially, the only thing that separates leading operators from lesser known market players is the ability of each of their platforms to respond to player data without only concentrating solely on operator benefits.
Omni-channel CRM: all-in-one solution
Managing retention metrics not only calls for refined CRM modules but a format that combines data from all playing channels to create a converged player offer. Convergence brings a number of key strategic benefits, including competitive advantages through exceptional customer experience. Actively steering a player’s life cycle is to purposefully map and manage revenue, whereas cross-selling products and channels work to capitalise on specific vendor strengths to guide player migration. Advancements in platform structure allow configuration and scalability along with any operator size, business preference, requirement and regulatory condition. With these enhancements, platforms optimise every aspect of the multi-channel operation by identifying key player segments, automating marketing campaigns and managing operations with its business intelligence back office.
CRM modules extend the capabilities of an operator’s existing systems with single customer profiles, centralised segmentation and bonusing, loyalty and promotions management. Designed to complement any existing management system, Comtrade Gaming’s products support business processes by providing comprehensive insight into campaign performance with on-time, informed business information. As competition between operators continues to increase, it seems that the capability of CRM modules and systems will be the differentiating factor on how platforms influence player lifetime value.