igaming webinar - real time player management lessons from social casino

©deltaDNA

Agenda

©deltaDNA

Agenda Real-time player management lessons

from social casino

YOUR HOST:Isaac Roseboom

Head of Insight© deltaDNA 2016

©deltaDNA

Agenda Social casino & the challenges of mobile

•High volume of players •Short sessions & lower retention rates

•Diverse range of devices •How players interact with apps is still evolving

•Many players are novices

•Poor player experiences, especially in the first 60 seconds

Mobile

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Social casino

•Monetizes through virtual money mechanics

•Effectively makes money despite no cash rewards

•Billion+ dollar industry in its own right & it is growing

•Players are engaged and motivated

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Agenda

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The best approach toward player management

Players can be encouraged to return to the game with incentives once they have churned

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Agenda

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A better approach toward player management

Players can be discouraged from churning with real-time interventions offered at the appropriate time

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Agenda Typical approach toward player management

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Player churn can be prevented if interventions are made to nurture positive player behavior

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Agenda Player management in gambling

•The vast majority of current gambling operators use exclusively ‘off-channel messaging’ (i.e. bad)

•This approach is the least cost-effective •Lessons can be learned from social casino in adopting a proactive approach to player management

© deltaDNA 2016

YOUR HOST:Mark

Robinson CEO

Agenda Effective player management: Targeting lifecycle

•Understanding and targeting players at the appropriate point in their lifecycle is the key to effective player management•Real-time player management is the engine for keeping players engaged and increasing lifetimes

© deltaDNA 2016

YOUR HOST:Mark

Robinson CEO

Agenda Effective player management

Aim: Frictionless path to deposit•Onboarding•A/B Testing

Aim: Prevent churn

•Player segmentation•Real-time targeted messaging

•A/B testing

Aim: Encourage players to return to spend

•Make offers•Email campaigns•Push-notifications

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©deltaDNA

Agenda

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•New players do not need a personalized approach, they need a frictionless path to deposit

•Most important goal is to build trust and confidence with the player - number one reason for early churn in gambling games is a lack of confidence

•Use analytics to map out your first time user experience (FTUE), identify churn points, and A/B Test messaging

Effective player management: New players

YOUR HOST:Mark

Robinson CEO

Agenda Effective player management: Churned players

Re-activating churned players is expensive - it’s best to prevent them from churning in the first place

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Let's make this bit a graphic, like in the next slide

YOUR HOST:Mark

Robinson CEO

Agenda Effective player management: Active players

•Active players need a personalized approach in order to prevent churn•Players need to be segmented with behavioral metrics and the right strategy applied to each segment

•Real-time response to player behavior is essential to maximize their potential

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YOUR HOST:Mark

Robinson CEO

Agenda

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Managing active players: Identifying player behaviors

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Agenda

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•Understanding what player behaviors are present in your game is the first and most vital step to using personalization

•Behaviors should be as generic as possible i.e. not connected 1-1 with the game type or platform

•Don’t include key spending and churn metrics: it’s no use to know that spenders are likely to spend!


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Agenda

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YOUR HOST:Mark

Robinson CEO

Agenda Managing active players: Player segmentation

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Agenda

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Managing active players: Player segmentation

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Agenda Managing active players: Player segmentation

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Once key segments have been identified, correlate them with critical monetization and churn milestones e.g.:

•Overall comfort and engagement with game environment

•Propensity to spend and where/when spending occurs

•Propensity to churn at given points

YOUR HOST:Mark

Robinson CEO

Agenda

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Managing active players: Targeting

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Agenda

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Managing active players: Targeting

YOUR HOST:Mark

Robinson CEO

Agenda

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Managing active players: Designing targeted campaigns

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Agenda Designing targeted campaigns: Simplified / optional UI

PKR ‘Classic vs. Simple View’

Alternative content view options to meet all player needs / prevent

early churn

WSOP PLAY NOW! takes critical top left slot

Real Money Gambling applications are notoriously complicated and confusing when it comes down to UI design (Not moving with the times/feels outdated).

A preference for legacy users but a potential blocker for new players

Make it easy / quick for new players to start playing ASAP

Offer new players a pre-defined selection of popular game types

888.COM Beginner tables

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Agenda Designing targeted campaigns: Zero balance / first deposit

Slotomania: Timed offer appears when player hits zero first time

Huuuge Casino: Free gift on first low balance / second low balance personalised limited time offer is presented

myVegas: Reduce bet hint + selection of lucrative offers

Huuuge Casino: Personalised limited-time offer when out of funds

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Agenda Designing targeted campaigns: Bonus wheels & upsell

Slots Reel Frontier: Free daily spin bonus wheel with option to spin using premium currency. Limited time 10% EXP booster, driving engagement.

888 Poker: 888 Poker have used a ‘Spin to Win’ daily reward as a Deposit incentive. It also acts as a strong retention mechanic encouraging players to return to the game each day

Huuuge Casino: Gacha is tied to rare item collection to earn special high value rewards. Additional rewards like XP boosts and tickets are used to tempt repeat spend / everybody wins

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Agenda Designing targeted campaigns: Task systems

Mirrorball Slots

Poker Texas hold ‘em

Machine dependant tasks

Huuuge Casino

Slots Reel Frontier

Daily objectives

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Agenda Designing targeted campaigns: VIP scheme

Live Hold’em Pro Wizard of Oz Free Slots Casino

•Make dedicated players feel special / Stand out on the tables

•Lesser players should aspire to become them

•Clear instruction on how to become VIP

•Clear VIP benefits

•Visual VIP progression on UI

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Agenda Designing targeted campaigns

Apply these interventions in a number of ways:

•As a pop up

•As signposting or a ‘call to action’

•Show interventions to everyone but modify content (e.g. timed events for sharks, daily tasks for beginners)

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Agenda

Identify potential VIPs by monitoring telltale behaviors within the game

•Increase in deposit amount

•Increase in frequency of play•Increase in bet amount

•Changes in social activity

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Managing active players: Personalizing interventions

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Agenda

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Testing & monitoring outcomes

•A/B Test all messaging to find the most effective variables

•Make sure your strategy works: use analytics to track your campaigns and measure outcomes

Reduce Early Churn

Rate

Increase Lifetime

Increase Repeat

DepositsIncrease

LTV

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Agenda Summary

Rich, live data streams allow:•Alerts to changes in behavior

•Understanding of behaviors, to segment and plan messaging strategies

•Complete view of player history

•Fast evaluation of activity

Real-time personalization allows:•Instant response to changes in player behavior

•Fast iteration of AB testing

•An intelligent dialogue with your players to develop

© deltaDNA 2016

©deltaDNA

Agenda deltaDNA gambling solution

•Your own dedicated private infrastructure

•A completely secure environment that manages all your data

•Real-time campaign delivery

•The tools to effectively target different customer segments

•The ability to proactively manage each stage of the lifecycle, from on-boarding to VIP

•Consultancy support from our experienced Insight and Design teams

•Free proof of concept

© deltaDNA 2016

©deltaDNA

Agenda

Thank you!

YOUR HOST:[email protected]

© deltaDNA 2016

Isaac RoseboomHead of Insight

mailto:[email protected]

igaming webinar - real time player management lessons from social casino

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