Giving an overview of the player engagement and retention tools available on the SoftSwiss online casino platform, Alina explained that it is fundamental for operators to deploy a range of strategies that will ‘keep players in the game’ and fuel greater interest in their products.

CasinoBeats: With so many different online casino platforms available to operators, how is SoftSwiss helping its partners stand out through engagement features?

Every platform has its own set of tools on how to engage and retain players, i.e. bonuses, tournaments, lotteries and complimentary points (comp points). 

The SoftSwiss platform allows you to issue all kinds of bonuses to your player, whether that be sign-up bonuses, deposit bonuses, cash back bonuses, birthday bonuses, etc.

We also enable our partners to create any sort of tournaments, editing them, awarding prizes and search through created tournaments. In terms of our B2B partners, these tournaments have shown to drive both engagement and retention among online casino players.

CB: You mentioned bonuses, can you tell us a little bit about the different types of bonuses available on the SoftSwiss platform?

There are several bonus types. No deposit bonuses are issued to the player as soon as they confirm registration via email, thereby motivating the player to go ahead and play. 

First deposit bonuses, as the name suggests, are awarded to a player once their first deposit is made. This then increases the motivation of a player to engage with the online casino brand. Meanwhile, an Nth deposit bonus is issued for the Nth (2nd, 3rd, etc.) deposit the player makes, which increases loyalty of the player and makes them more invested in the game itself as well as the casino brand. 

And then there is the personal bonus, given to a particular player for certain events – for example, birthday bonuses or some kind of anniversary bonuses (the player’s registration date anniversary for instance) – increasing player’s loyalty. 

The reload bonus is a simple type that helps retain players and keep them engaged on hold (usually is performed on weekends or on Fridays) by granting bonus credit via a promotional code.

SOFTSWISS also has a variety of interesting bonus cases with automatic cashbacks for players who had a lot of deposits the previous day, but luck wasn’t on their side; or just good prizes without a wager for tournaments or some special holiday bonuses.

CB: Are these bonus offers sent out to all players, or is there a degree of personalisation, which enables them to be tailored towards individual bettors?

All things about bonuses are extremely customisable, they can be tied to the player’s country with very flexible conditions for clients.

Besides the common types of bonuses that we’ve already touched upon, the SoftSwiss platform also enables you to assign personal bonuses to individual players or prevent some players from receiving bonuses upon their requests.

When you issue a bonus to a player, the player will get a notification. Depending on the bonus settings, it can be issued to a player with status ‘not activated’ or ‘active’. In this case, the bonus money will be automatically added to the player’s balance. The player will be able to cancel the bonus. 

At SoftSwiss, we believe that bonuses are a sort of the pillar on which everything stands – they not only help to retain players but also acquire new ones in the first place. The player doesn’t need to do anything for this – they just get started and register at the casino.

CB: You previously touched upon tournaments. How are these fueling interest in gameplay? And can you give us some examples of previous tournaments?

Well firstly, to take part in a tournament, you need to be a regular, active player. But what we have seen with our B2B clients is that these limited-time tournaments are working to keep players in the game.

Among one of the most interesting tournaments that was held by a SoftSwiss client was an interesting “invisible” tournament where the players were simply informed that on a particular day the tournament would be held for two hours, for example, but without specifying the exact time. 

What made it so interesting is that it motivated players engage into gaming more and in case they happened to be playing during that ‘invisible’ specified time of day, this could mean that they would win a surprise prize in return.

Tools like these do immensely help towards increasing loyalty in terms of an online casino brand. The SoftSwiss online casino platform allows for the creation of tournaments based on different strategies. Consequently, our clients can be quite creative in the tournaments that they offer to players!

Another interesting example is lotteries. What we’ve seen is that lotteries motivate players to place more bets, therefore once again increasing player loyalty, becoming a so-called loyalty scheme for players. 

Lotteries are a good way of encouraging players to play their favorite games in a casino. Whenever there is an active ongoing lottery, players who make deposits will receive lottery tickets based on their deposit amount. Players can also exchange their comp points for a lottery ticket. Winners are selected randomly at the end of each lottery.

CB Speaking of comp points, what are these? And how are they helping to drive player retention and engagement? 

Typically, a casino often creates opportunities for players to accrue bonus points (comp points) for particular individual actions (bets, deposits). In other words, comp points are the internal currency within the casino that allows gathering certain benefits within the game. 

Delving into this a bit further, there are two types of comp points: status and redeemable. In a casino, you can use both types, or only one of the types depending on the necessity of the client. 

Status comp points are applied to user statuses within the casino. Accordingly, the more comp points a user earns, the higher their status. 

Meanwhile, the redeemable type (exchangeable) comp points are used to exchange for money, bonuses, free spins or lottery tickets. 

As is the case across any industry, the possibility of earning ‘points’ depending on your actions will likely keep the customer coming back. Casinos are no exception. By offering players comp points and the chance to elevate their status, it is fuelling additional interest in our partners’ sites and making sure their players keep playing.

The post SoftSwiss: how bonuses are keeping players ‘in the game’ appeared first on CasinoBeats.

On Monday 9th December at 2pm, Collins will host a special SBC Webinar, which will see a panel of industry experts discussing the future of player engagement and retention, and how improved UX can drive performance. Ahead of the session, he shared some of his thoughts on the major challenges operators face as they try to adapt to the ever more advanced technology that consumers have in their hands. 

SBC: What sort of UX issues are you seeing in the industry as device technology becomes more advanced and consumers become more accustomed to slicker online experiences?

Martin Collins: Mobile gaming has become the norm, raising the bar for user expectations. Operators face a unique challenge, not only competing with each other but also with countless online distractions such as social media and streaming platforms. This makes intuitive, streamlined UX more critical than ever.

Outdated designs no longer capture attention, while personalised experiences based on user behaviour have proven to drive engagement and loyalty. By focusing on easy onboarding, clear navigation, and thoughtful multi-brand strategies, operators can provide players with a seamless and enjoyable experience across platforms. It’s about creating connections that last.

SBC: How do these problems impact operators’ ability to engage and retain players in what is an increasingly competitive landscape?

MC: Operators face significant challenges in engaging and retaining players as competition for user attention intensifies. With limited time for entertainment, users gravitate toward rewarding and worthwhile experiences. While operators can use motivational tools to create feedback loops and drive engagement, they’re competing with everything from eCommerce platforms to social media for that same screen time.

Brands that fail to adapt to evolving expectations risk losing their audience entirely. Sticking to outdated methods not only drives players away but also eliminates the chance to rebuild trust and build lasting relationships. Staying relevant requires innovation, personalisation, and a commitment to meeting players where they are.

SBC: Are there cost-effective ways to combat these issues?

MC: One of the most cost-effective strategies is to focus on player retention. Encouraging players to return is much more efficient than constantly trying to acquire new ones. Motivational engineering can help create engaging feedback loops that keep players interested over time.

Simple and intuitive UX and UI design are essential. When players find it easy to use and enjoyable, they’re much more likely to keep coming back. The goal is to improve engagement at every stage while keeping costs low. Those interested can join the webinar on December 9th, where we’ll talk more about how these strategies drive real results and create better experiences for players. (Register here)

SBC: What sort of results have you seen from the implementation of gamification solutions?

MC: The implementation of gamification solutions has delivered impressive results, particularly when paired with a strong UX. These features maximize customer engagement, retention, and overall activity, driving significant value for operators.

For example, MEGA has seen a 65% increase in NGR, a 45% increase in ARPU, and a fourfold rise in screentime. Deposit-related metrics have also improved, with a 50% rise in deposit amounts and a 30% increase in deposit frequency.

Mobile apps have been a key driver of this growth. Around 75% of customers now play through native apps, which generate five times more GGR than desktop or mobile web users. Personalization and interaction are at the heart of this success, as seen with CampoBet Denmark, where more than half of players use the iOS and Android apps. 

These trends are mirrored across other brands like Betinia, underscoring the critical role native apps play in boosting revenue and player engagement.

——————————————————————————–

The Reimagining Engagement: Retain, Engage and Protect the Modern Player webinar takes place at 11am GMT on Monday 9th December, when Martin Collins will be joined by Graeme Powrie (Chief Commercial Officer, EEZE), Christian Melin (Chief Product Officer, Blixx Gaming) and Alexis Wicen (CEO, Scatters Group).Register here to watch live, or on-demand at a later date.

The post How to win the battle for player engagement and retention appeared first on CasinoBeats.

In the latest CasinoBeats roundtable, John Smith, VP of Sales, Gamification and Loyalty at Xtremepush, and Denis Kosinsky, Chief Operating Officer at NuxGame, address evolving trends, which tools are found to be the most effective when it comes to retention and the effectiveness of data within the process.

CasinoBeats: Data-driven decision making is at the forefront of platform providers’ minds this year. What do your data insights show about how operators can retain and continually engage customers?

John Smith: Effective personalisation is the key to retention and growth for operators. The more data an operator has on a player, the richer the profile of that player becomes, meaning they can be presented with highly relevant content and offers via their preferred channels. This is where the modern CRM platform comes in, as an essential tool for shaping the player journey.

We believe that AI has a big part to play within retention and engagement, giving operators the power to leverage machine learning for campaign personalisation.

Our solution will offer out-of-the-box models for the most common use cases while allowing operators to create highly customised AI models to match their own user data and use cases. It’s a transparent tool that provides a detailed view of a customer’s behaviour and preferences to tailor their experience.

Denis Kosinsky: At NuxGame, staying ahead of the curve means anticipating the evolution of player preferences. Working on retention on the casino platform side is more of a multifaceted process than within a game itself and involves looking at the external factors that would keep a player coming back rather than specific gameplay.

Our platform has a strong emphasis on user experience and AI-driven personalisation, which has led to the success of clients dependent on retention. We have also revolutionised our aggregation platform to deliver more than just games; we provide a bespoke, customer-centric service.

Through harnessing cutting-edge data analytics, we not only address the immediate requirements of our operators but also anticipate and adjust to their users’ evolving preferences.

CB: Gamification and personalisation are all methods used to tailor products to specific demographics of customers. How do you see this evolving in 2024 and what key trends have caught your eye?

DK: Loyalty programs remain a quintessential strategy in all sectors for retention. They mean that operators can form a connection with users and personalise the experience.

Speaking to player psychology, loyalty programs stimulate a challenge and a need to accumulate points which maintains engagement on the operator’s website. Our Loyalty Tier Programme provides an easy-to-use UI to track points, redeem rewards and view history.

Our vision is trained on crafting a personalised iteration of this concept. This means empowering our clients with advanced admin tools including tier management, deleting, or modifying tiers, as well as the ability to create shop items and track purchases to tailor rewards specifically for individual players. This customisation fosters stronger brand loyalty and deeper connections with an audience.

JS: Free-to-play games are a useful tool that can help operators gather a deeper understanding of a player’s behaviour. We still see some operators utilising FTP purely for acquisition, but mindsets are starting to change as the realisation kicks in that they can offer so much more than that.

Used to best effect, FTP solutions can help to increase daily activity, reactivate players and increase deposits. I believe that FTP should form an integral part of an overall CRM strategy for operators, as part of a unified solution. This way, operators can use player data to serve up personalised content based on real-time rewards and real-time actions.

While I expect to see new game types emerge in 2024 as operators seek to grow their player bases, the real evolution will be how the data this content provides is used.

CB: Which of your retention tools do you find to be most successful and what is it about them that works so well?

JS: The key is to provide a range of solutions across a number of channels because one size will never fit all. Within the mix, loyalty and reward programmes will always have a big part to play in making players feel valued, even before they sign up. Education is also an important aspect that can be addressed through FTP experiences.

It’s a chance for players to try something new for free – a parlay bet, for example, or a slot game – and build confidence to have a go at it for real. We are also increasingly seeing operator mindsets changing over omni-channel solutions.

While once there was a perception that the online solutions would cannibalise land-based business in a market like the US, we have found that players are more likely to try new games or place different bet types in person, having experienced them first online. The right omnichannel marketing strategy presents players with offers and reward schemes across both land-based and online worlds.

DK: In a fiercely competitive igaming landscape, gamification is a vital tool for player acquisition and retention. Features such as player tournaments, free spins, live stream promotions and leaderboards are integrated into our platform, providing an immersive experience that truly entertains.

An emerging trend from 2023 has been multiplayer slots, with the feature waking the competitive spirit with players, mirroring the feeling of a video game. Our proprietary PVP battles allow users to take on opponents for jackpot prizes. They have been a resounding success in increasing the LTV of clients’ players.

In addition, the new tool allows operators to customise the mechanic in line with their brand’s identity, including battle type, stake limits and jackpot boundaries, to finely tune the game to resonate strongly with their specific player base.

The post CasinoBeats roundtable: the future of player retention appeared first on CasinoBeats.

During a presentation at SBC Summit Barcelona, Anastasiya Tsikhanava, Business Development Manager at SOFTSWISS, explained why retention is the strategy for success for any operator looking to stand out in the global market space.

Tsikhanava described retention as the “main factor for the lifetime value of the player” which can be managed by “creating a special bond between the player and the product”.

To show the importance of a retention strategy, SOFTSWISS split the player base of one of its clients in half to demonstrate how its jackpot system can help influence engagement and retention.

On a screen, Tsikhanava provided a data table which showed how SOFTSWISS had impacted a client’s player numbers with and without a retention strategy. 

Acquisition without a retention strategy can drop from 100 per cent to just three per cent after a 12-month period. With a retention strategy, on the other hand, acquisition numbers will still naturally decline, but will eventually plateau to around 30 per cent after a period between 12 to 18 months.

“The segmentation of the player is the most important thing when you know your customer”

Tsikhanava then highlighted specific strategies that can help operators with their retention, including bringing additional value to players, reducing participation barriers and providing product reminders.

She said: “We brought additional value to the player. The player plays the same routine. He has more benefits in the same routine of games he used to have with additional winnings in the game.

“We reduce all barriers. We made it so simple to participate in our jackpot campaigns. No extra fees, no extra signings, just a simple way for the player.

“We remind clients about the players, about our product. We create events – daily basis, happy hours, daily quests, weekly drops – we create these events when we engage with them regularly to bring them to our brand.”

Tsikhanava also spotlighted strategies such as segmenting players, increasing task frequency and providing additional promotions as ways in which clients can boost their retention potential.

“We segment the players. The segmentation of the player is the most important thing when you know your customer. You can create your campaigns and analyse your segment of players and make it more fun for them. Make it a unique experience for them,” she continued.

“We all know that we can use promotion and marketing for extra benefits and acquiring players. We can tell that creating a jackpot campaign creates an additional promotion for your brand, which helps with the acquisition itself.”

“You can plan all your investments. You can plan how fast you’re going to see a return”

Regarding factors for successful retention strategies, Tsikhanava split this into four sections – content, service, VIP experience and bonuses.

She noted that content has to be updated, creative and answer the demand for the geographic region, while services must be at the highest level possible – easy, creative and engaging.

VIP experience must be a “tailor-made, one-to-one experience”, while bonuses must be influenced by a client’s long-term and short-term strategy for retention.

Tsikhanava concluded that with the right retention strategy, businesses can plan for their roadmap with much more ease and better predict their growth.

“You can plan all your investments. You can plan how fast you’re going to see a return. You can create a one-to-one customer experience and you can predict the business growth for your project.”

The post SOFTSWISS: Retention is the strategy for success appeared first on CasinoBeats.

With both sides to boast a number of business leaders, twelve different nationalities will be taking part in this inaugural, first-of-its-kind golf event at the Royal Malta Golf Club.

Andrew Foster, head of business development at Enteractive, commented on the opportunity: “We’re proud to sponsor this headline golfing event in Malta, hosting some fantastic players and providing a worthy alternative to the official Ryder Cup. 

“It’s a great way for Enteractive to enjoy time with existing clients and to provide an opportunity for everyone to get involved in some healthy competition.”

While the official Ryder Cup has been rescheduled for September 21-26, 2021, to be taking place at Whistling Straits Golf Course in Haven, Wisconsin, the Ex Pat Golf Society is aiming to fill the void with its local tournament on the island group.

The Europe versus rest of the world event will take place over three days from Friday 25 September to Sunday 27 September, with Enteractive designated as the official tournament sponsor and will subsequently be presenting a trophy for the 2020 winning team.

The tournament will see 25 players representing each side, with 16 players being selected to play on each day of the event. A draw for Sunday’s singles match-play will be made on the Saturday evening.

Neill Simpson, founder of the SPORTSvox Ex Pat Golf Society, added: “We’re thrilled to have Enteractive as the headline sponsor for this inaugural event. The competition is sure to be fierce! 

“Given all the golfers will be missing out on watching the real Ryder Cup action, it’s nice to be able to offer an alternative and something that everyone can look forward to.”

The post Enteractive to sponsor Malta’s ‘mini Ryder Cup’ appeared first on CasinoBeats.

We live in a time when digital marketing moves fast, as do consumer behaviours and interests. The ability to adapt and evolve is more important than ever before if organisations are to remain competitive. 

Forward thinking is therefore essential in this space, and as we ring in a new year – and perhaps more significantly, a new decade – it’s a great time to look at what’s really going to happen in 2020.

Investment in the customer

In the next 12 months we will see a huge emphasis on organisations prioritising the customer. Marketing is no longer about simply convincing consumers to buy from your company; brands have moved on to providing great customer experiences. 

Customers want something more than just information, and organisations are now focusing on what will keep them engaged for longer to boost conversion and retention, such as real-time responses and rewards. 

Customer incentive programmes are a great method of collecting customer data to discover why they want to make purchases. Experiential incentives programmes – providing memorable experiences to loyal customers, such as access to exclusive events – is the latest trend to come out of this space, and is on the rise among several brands.

Brands are beginning to engage with consumers directly and create an emotional connection in order to gain their loyalty, moving customers from awareness to advocacy much quicker than ever before. 

Social commerce

While e-commerce and social media are powerful marketing tools in their own right, we are now seeing a huge number of brands combine the two to maximise opportunities for sales. Brands no longer have to worry about prompting social media followers to visit their online shops, as shoppable posts become more and more popular. 

Since the launch of Instagram Checkout in March 2019, shoppable posts are getting more and more attention. And this is not surprising when you consider that 54 per cent of consumers use social media to research purchases.

Not only will this help brands to reach new customers, it will shorten the sales funnel and give customers almost instant access to the products they want. 

Sentiment analysis

While this isn’t a new trend in the digital marketing space, new technology is making sentiment analysis more popular than ever before. Sentiment analysis allows organisations to understand whether people have a positive, neutral or negative opinion about their brands. This data can then be used to fine-tune products and services, and help to form strategies for sales, social media, content creation and more. 

Sentiment analysis is likely to have the biggest impact on the gaming industry in 2020. The insights extracted from multiplayer communications or discussions with virtual characters will offer an increasing number of game developers valuable insights into the how people feel and interact during game-play.

The combination of traditional & digital marketing efforts

If you ask marketers about traditional vs digital, the majority will still draw a hard line between the two methods, both in the way they think and the way they operate. However, this viewpoint is becoming increasingly expensive, not to mention inefficient – duplication of job roles, two separate marketing strategies and the inability to make digital relevant to consumers are all examples of wasted money and time due to the disconnect between traditional and digital marketing efforts. 

The solution is a shift from the typical traditional vs digital marketing thought process to “marketing” – an integrated effort to understand the needs of and develop a connection with the customer. Brands should create content for people, not platforms, and dive deeper into how individuals are interacting with a business in order to optimise customer experience across all marketing channels.

Anyone who works in marketing will tell you that change is a fundamental part of the job and as I mentioned above, it’s essential for businesses to look forward and adapt in order to succeed. 

Micro-influencers

Influencers have taken the digital marketing world by storm over the last few years, with celebrities, musicians and sports personalities making millions from their ads on social media. However, we are now starting to see a shift from the famous, big-time influencers to small-medium sized influencers who work with small-medium sized brands.

Not only are these influencers much more affordable and popular within narrower niches, they often have much higher engagement rates and are therefore in touch with their followers.

In the gambling industry for example, a sector that has historically struggled to gain the trust of a new and young millennial following, micro-influencers can have a particularly powerful impact. Thanks to a much higher engagement rate, every interaction with their followers is authentic, resulting in a greater level of trust in the brands they endorse. 

The market isn’t set to slow down anytime soon, as brands discover that less really is more.

The post 3radical – Five digital <br> marketing trends for 2020 appeared first on CasinoBeats.

To put it simply, operators are sitting on a gold mine. There’s no need to spend huge sums of money on acquisition campaigns to attract new customers, as they’ll already have a vast database of players to target.

Inactive users – those who have previously deposited funds but for whatever reason have stopped playing– should be a prime target for those sites looking to build their customer base in a cost- effective way.

The question is: how do you attract these churned players back into the fold?

There are different factors as to why consumers become inactive. From bonus hoppers looking for the best sign-up offers, to those who have been tempted by a competitor with an innovative new game, it’s inevitable that churn will happen.

“Rather than call customers with an offer they can’t refuse, ask them what kind of content they prefer“

However, there are ways to spark their interest again. One of the most effective ways of bringing those lost players back into action is to speak to them on an individual basis. Through a simple phone call, you can build up a relationship much quicker than a generic email bonus offer or push notification.

Rather than cold call customers with an offer they cannot refuse, the most effective approach is to ask them what kind of content they prefer, and the reasons why they have become inactive. The conversation is effectively a survey and allows the agent to build up a picture of the player’s likes, dislikes and current circumstances.

While this is a proven approach to player reactivation, advancements in technology will only make the process more sophisticated and significantly sharpen the way in which operators can engage with their customer base.

Deploying a scalable cloud platform driven by artificial intelligence is set to usher in a new era of player reactivation.

Automated approach

Given the huge volume of customers that will have registered with an operator over time, where do you even start to engage with them? At platform level, incorporating the use of artificial intelligence can significantly simplify the process.

The technology has the ability to automate the method in which players are approached, pinpointing exactly who should be contacted, at the ideal time and understanding why they are being approached in the first place.

“while technology can help to speed up reactivation, it should never replace the human ASPECT“

Techniques such as real-time monitoring, automated dialling and schedules for callbacks and follow-ups can ensure that inactive users are contacted both responsibly and effectively. What’s important is that while technology can help to speed up the method of reactivation, it should never replace the human interaction aspect of the whole process. Machines and bots can only do so much when talking to individuals, and simply cannot replicate what a one-to-one phone call can offer.

Enhancing responsible measures

Operating within today’s marketplace means companies need to be as vigilant as ever when it comes to implementing responsible gambling procedures. One slip through the net can be very costly, with regulators across various jurisdictions prepared to hand out hefty fines, as seen in recent times.

Sophisticated cloud platforms with scale will only enhance security measures, as they can store large volumes of data. The introduction of GDPR means proper procedures need to be in place to handle sensitive customer information. Storing such data via the Microsoft Azure cloud platform ensures all data is safeguarded, through Microsoft’s security and privacy requirements.

At Enteractive, our new (​Re)activation Cloud is the industry’s first AI-driven platform for large-scale personal player retention and win-back. Through the cloud service, operators can re-engage with their inactive customer base via our one-to- one personal player conversations, resulting in up to 50 per cent of players re-depositing.

With spiralling acquisition costs, along with increased regulatory measures being put in place across many jurisdictions, player reactivation will become increasingly important as operators look for alternative measures to build their active player base.

Converting these lost players can only be achieved when they are contacted in a responsible manner. Human interaction, along with a platform that is sophisticated, are the key ingredients to unlocking the gold mine.

The post Reactivation needs AI – with a human touch: <br>Mikael Hansson, CEO, Enteractive appeared first on CasinoBeats.

A customer retention tool available to operators, Challenges creates an additional level of game-play on top of Quickspin’s existing slot titles.

Engaging and immersive, Challenges is a mini-game displayed overlaid on each slot, with the extra level of game-play fuelled by the outcome of spins from the main game.

The player must aim to guide an in-play character through a maze to a final prize, enabling participants to unlock prizes as the path through the maze is generated.

Daniel Lindberg, CEO of Quickspin, said: “We are absolutely delighted to launch Quickspin Challenges. We’ve designed the retention tool to offer some extra excitement with our slots and hope that it will give our players the chance to enjoy playing them that extra bit more.

“Challenges will add another layer of entertainment on top of your usual gaming experience. Gamification is the future of our industry, and we’re proud to be at the forefront of this trend. Stay tuned for lots more exciting developments from us in 2019.”

Challenges has so far been launched on Quickspin titles Dwarfs Gone Wild and  Goldilocks and will soon be available on all the developer’s games.

Founded in 2011, the company was acquired by Playtech in March 2016. The developer is licensed in multiple jurisdictions.

The post Developer Quickspin launches new retention tool appeared first on CasinoBeats.

The Enteractive solution helps turn churned players into active users through one-to-one phone calls, where trained agents interview individuals to understand exactly what they want from their gaming experience.

Enteractive’s (Re)activation solution also improves operators’ ability to act socially responsible with one-on-one calls also valuable in alerting operators to potentially vulnerable players.

Michail Koutsoukos, head of customer communication at Kindred Group, said: “We’ve been hugely impressed with the initial success of Enteractive’s reactivation service and had no hesitation in entering a long-term partnership with them.

“Making churned players active again is having a really positive impact on our business, especially with acquisition costs continuing to rise.

“As well as reactivating lost players, we’ve also found the service to be highly effective in identifying problem gamblers and helping us maintain the highest responsible gaming standards as possible.”

Enteractive CEO Mikael Hansson added: “Operators are now discovering the true value in how reactivating churned players can benefit their business.

“Through our unique service, we’re providing companies with the perfect opportunity to access these lost players in a responsible way, offering them a tailored gaming experience based on their preferences.

“Working alongside Kindred Group and their flagship brand Unibet is a major milestone for us, and we’re excited to provide them even greater results over the coming months.”

The post Enteractive offers reactivation boost for Unibet appeared first on CasinoBeats.

CB: What are some of the key challenges facing small to medium-sized casinos when trying to compete with tier-one operators?

TH: “There are so many online casinos operating in the online gaming industry, meaning competition is fiercer than ever and the ability to differentiate is proving much more difficult.

“While tier-one operators can often lean on a big budget to devise marketing campaigns and develop new products in house, the SMEs operating in the marketplace have to think of alternative and cost-effective measures in order to compete, largely as they have smaller pot to play with.

“…players crave a personalised approach and giving them care and attention can go a long way to improving loyalty.”

“That’s where customer support can play a big role in acquiring and retaining players. It’s well known that players crave a personalised approach and giving them the care and attention can go a long way to improving loyalty.”

So how exactly can customer support services help improve smaller casinos?

“Honing in on and improving the user experience is such an important factor for all operators but particularly for smaller businesses as it can make a real difference. Outside of the igaming industry, it’s often the case that the independent and lesser-known brands sharpen their focus on going that extra step to please their customers in an effort to stop them jumping ship.

“The same approach should be adopted for smaller casinos too. ‘Know your customer’ is a phrase often attributed as a compliance measure but it should also relate to the relationship between operators and end users. Developing a strong relationship means understanding their needs and providing them with a personalised service which matches their expectations.

“We’ve found that some operators are initially reluctant to outsource customer support as it is such an important part of the business. Understandably, they want to feel they are in control of what is being communicated to the paying public. But we make sure we are very transparent and that they have good visibility on all messaging and communications.

“We listen to the players and, in turn, pass on insights to the operators who can then reap the rewards of our considerable knowledge in the industry, across all verticals, different platforms, and markets. This gives them the benefit of our focus on customer experience as a whole, not just what is communicated in a singular chat session or email.”

What are the most effective techniques in providing customer support?

“There are a variety of ways to communicate with players, such as one-to-one phone calls, live chat and social media. The key however is taking a multi-channel approach in order to engage with players in their preferred mode of communication and therefore maximising engagement levels.

“Another important factor is that support staff are trained to understand the tone and brand culture of the operator.”

“Another important factor to consider is that the support staff that are in regular contact with players are fully trained to understand the tone and brand culture of the operator.

“Interaction has to remain consistent across the board, ensuring no player receives an insufficient response when contacting for support.

“At Enteractive, our trained agents must have a similar cultural background and be able to speak the same language as the player they are engaging with. They are also available around the clock to deal with any requests, understanding that the igaming industry never stops and is accessible 24/7.”

What evidence do you have to show the benefits of focusing on customer support for casinos?

“Through our experience of customer support at Enteractive, quality relationships can create up to 10 times longer connections and improve loyalty. Players appreciate the extra care and attention given to them by operators, ultimately enhancing the user experience that keeps them coming back for more.

“For operators, it leads to increased lifetime value of players and helps provide them with that competitive edge over their rivals.”

The post Sharing the love: how effective customer support leads to increased loyalty appeared first on CasinoBeats.