Connect with us

Latest News

Are your CRM tactics World Cup Ready?

Published

on

Reading Time: 3 minutes

 

With the Qatar World Cup fast approaching we spoke to Thomas Aigner, Head of Business Development at Ibex.Ai about how operators can begin to revolutionise their CRM tactics ahead of the biggest sporting event of the year. Here we explore the opportunities available for operators choosing to modernise their approach to CRM marketing and make use of personalisation and automation developments in this sector.

The World Cup not only represents the biggest sporting event of the year but also provides opportunities for operators to create engaging promotions to retain existing customers. Many players may visit a casino or sportsbook platform infrequently with events such as the highly anticipated World Cup being the perfect opportunity to reintroduce these players to the content, bonuses and promotions available on your platform. Introducing Artificial intelligence can re-activate these players and keep them engaged through the use of machine learning and AI-powered personalisation and automation allowing operators to optimise the CRM process and limit the likelihood of players using competitors’ websites. This also allows operators to begin reaching players using the correct channels, especially important as we enter a period of increased sports betting.

Assuming a great acquisition strategy is already in place, the big differentiator in creating a successful CRM campaign is offering players a fully personalised experience. This means showing the content that resonates with them to engage with their interests and this is what will fundamentally aid in their retention in comparison to a competitor’s campaign. Typically, this is achieved using segmentation and defined target groups, with many customers within a group being targeted using the same campaign. This may provide an illusion of personalisation however at this level of granularity true personalisation through segmentation cannot be achieved. Fundamentally what may work for one player cannot be extrapolated to work for all and with such a popular sporting event taking place, these concerns need to be resolved.

It is presumed that the solution to this problem is creating additional segmentation groups with smaller and smaller groups being created and targeted. However, this becomes unscalable very quickly especially when an operator has multiple brands, trades across jurisdictions, has numerous CRM teams or has seen a recent increase in its player base whether through natural growth, affiliate opportunities or sporting events such as the World Cup. The segmentation currently used again doesn’t resolve the problem of personalisation. To answer this issue of personalisation the ecosystem has already begun modifying the CRM practices that it uses and introduced artificial intelligence and machine learning into the process. AI allows the tracking of players on an individual basis to determine what campaigns they interact with and what engages with them be that the content offered by a casino, a match deposit bonus or a particular game. In contrast to the segmentation approach AI also allows the CRM process to be fully automated with no need for managers to oversee this work or control workflow and no manual scheduling needed to initiate communication. The insights gained from the use of AI will be key to reintroducing customers to your platform to place bets during the World Cup.

Additionally, the World Cup will see operators increasing their spend on CRM to attract existing customers, however, utilizing AI and more specifically Ibex.ai operators can save money in this department. Players that are communicated with via an email marketing campaign will only be triggered if this communication will result in a positive spend for the operator when using Ibex. This negates overspending on customers who may not prove to be profitable and actively encourages the use of a smarter way of budgeting around CRM allowing for additional money to be saved. This process also avoids the ever-present and growing bonus abuse problem with users who seek these loopholes not being targeted by the AI and in turn reduces the costs of campaigns.

The email marketing campaign is also a key part of the CRM calculations used before generating messaging for a prospective customer. Timing and using the correct channel to reach an existing consumer is key for them to engage with the content and this is compounded during a month-long sporting event. Email campaigns, SMS, push notifications and more can be used to reach a customer however the timing of this messaging is also key. If they typically respond to a campaign during the evening marketing focused on an upcoming football match will need to be communicated the night before rather than on the day to encourage interactions throughout the month. Ai considers the timing and most useful channel to use prior to communicating with a player.

It is a guarantee that operators are asking themselves how they will manage their CRM practices during the World Cup and Ibex.Ai are offering a trial period to perspective operators looking to upgrade their services. This requires no initial integration and can deliver all your CRM needs before the first whistle blows on top of the current systems you have in place. We ask you to challenge the status quo and don’t simply reuse the same CRM tactics used for the last world cup to retain customers. As many competitors have begun to take advantage of the automation and personalisation offered through Artificial Intelligence, don’t fall behind. We can provide prospective clients with a trial focused on their churned players to provide insight as to the deliverables of our AI-powered services.

Continue Reading
Advertisement

Latest News

DreamPlay consolidates its status as a global player in the iGaming industry and opens an office and campus in Cyprus

Published

on

dreamplay-consolidates-its-status-as-a-global-player-in-the-igaming-industry-and-opens-an-office-and-campus-in-cyprus
Reading Time: 2 minutes

DreamPlay’s ambitions go far beyond simple game development. With a new office in Limassol, the international iGaming solutions provider is expanding its presence in Europe and laying the foundations for a new philosophy of the iGaming business.

The location in Limassol was not chosen by chance – Cyprus has long become the European center of iGaming. It is here that key market players, large operators and financial structures supporting the industry are concentrated. And the high concentration of technology and talented developers allows DreamPlay to form its own ecosystem of talent.

If in the 2010s Cyprus became a hub for classic iGaming operators, today it is a point of attraction for technology companies that are betting on metaverses and the integration of games into a wider digital ecosystem. DreamPlay is one of those shaping this trend.

Google-style campus for game development talents

The DreamPlay office and campus in Limassol are part of the company’s international network of corporate campuses. Similar hubs already operate in Thailand, Bali, Peru, the UAE and Poland. They offer employees comfortable working conditions and the ability to move between locations, accommodation, meals, legal support for stays in different countries. And all this is at the expense of the company. -And the flexible work format and 4-day work week in the company helps DreamPlay talents maintain a healthy work-life balance. It’s all about well-established business processes and taking care of the team.

It’s nice to know that you can come to the country, and there is a Dream Campus where friends, like-minded people and someone who can simply take care of you are waiting for you. They will meet you at the airport, give you a tour, accompany you on medical or legal issues. It’s all part of the team.

“iGaming is an industry of emotions. Therefore, the people who create it should work where they feel best. Therefore, in our campuses we create an environment where the team can feel maximum freedom for creativity, focus on creating new breakthrough products. And not be distracted by everyday issues. And we are sure that this gives us a strategic advantage, because we are sure that our employees have received better conditions than their colleagues in other companies. Comfort, flexibility and freedom are part of our global philosophy of DreamPlay,” shares DreamPlay CEO Alex Tkach.

 

What does this mean for the market?

Opening a DreamPlay office in Cyprus is a wise decision, as the company is preparing to enter new markets and partner with the largest iGaming players. It is also a signal to the entire market that the company is moving into the league of global players who dictate trends, rather than following them.

If today Cyprus is another platform for international expansion, then tomorrow DreamPlay may turn into one of the first technology companies in iGaming, operating on the principle of large IT holdings.

And this is where the main intrigue lies: will DreamPlay become the one who fundamentally rethinks the very nature of the industry?

The post DreamPlay consolidates its status as a global player in the iGaming industry and opens an office and campus in Cyprus appeared first on European Gaming Industry News.

Continue Reading

International Game Technology PLC

IGT Wheel of Fortune Video Poker Makes Global Debut at Downtown Grand Hotel & Casino in Las Vegas

Published

on

igt-wheel-of-fortune-video-poker-makes-global-debut-at-downtown-grand-hotel-&-casino-in-las-vegas

 

International Game Technology PLC announced that it recently introduced its much-anticipated Wheel of Fortune Video Poker game in the world’s most prolific video poker market: Las Vegas, Nev. Guests of Downtown Grand Hotel & Casino (Downtown Grand) in Downtown Las Vegas became the first players in the world to enjoy legendary IGT multi-hand video poker paired with the puzzle-solving, wheel-spinning fun of Wheel of Fortune via IGT’s Wheel of Fortune Video Poker game.

“Becoming the first casino in the world to offer IGT’s Wheel of Fortune Video Poker was an exciting moment for Downtown Grand and one that generated palpable buzz and significant play on our gaming floor. For decades, our players have enjoyed IGT video poker and Wheel of Fortune slots, so combining the DNA of those two products to create something new is an exciting proposition for our players,” said Rick Coltor, Slots Manager at the Downtown Grand Las Vegas.

“Launching IGT Wheel of Fortune Video Poker in Las Vegas, the world’s largest video poker market, marked another important milestone in the rollout of our expanded Wheel of Fortune games portfolio. Our Wheel of Fortune Video Poker game delivers an ideal blend of proven multi-hand poker, jackpot excitement and the signature elements of Wheel of Fortune games that have propelled the theme’s success for more than 25 years,” said Nick Khin, IGT President, Global Gaming.

IGT’s Wheel of Fortune Video Poker is currently available on the CrystalCurve cabinet. Wheel of Fortune Video Poker incorporates the franchise’s famous puzzle-solving features and the iconic “Wheel Bonus” that has had players chanting “WHEEL-OF-FORTUNE!” for decades. The multi-hand poker game is available in triple-play, five-play and ten-play configurations and can award players 30,000, 50,000 or 100,000 credits, respectively, for a dealt royal flush.

The post IGT Wheel of Fortune Video Poker Makes Global Debut at Downtown Grand Hotel & Casino in Las Vegas appeared first on Gaming and Gambling Industry in the Americas.

Continue Reading

Frank Arthofer

MLB Players Sign Licensing Agreement with PENN Entertainment

Published

on

mlb-players-sign-licensing-agreement-with-penn-entertainment

 

MLB Players Inc., a commercial affiliate of the Major League Baseball Players Association, and OneTeam Partners announced they’ve reached a licensing agreement with PENN Entertainment.

The agreement designates PENN’s sports betting platforms – ESPN BET in the U.S. and theScore BET in Canada – as Officially Licensed Sportsbooks of MLBPI.

PENN now has the rights to use MLB player names, images and likenesses on its sports betting platforms, marketing assets and promotional campaigns.

The deal also includes PENN’s retail sportsbook operations (32 retail sportsbooks at its casino properties, including 19 under the ESPN BET brand).

Last fall, FanDuel and MLBPI reached a similar licensing agreement after the MLB players’ union sued FanDuel and Underdog Fantasy in New York Supreme Court, accusing them of using the names and likeness of ballplayers on their players without permission.

”As baseball season gets underway, we’re excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product. Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season,” said Jason Birney, Vice President of Operations at PENN Interactive.

OneTeam Partners specializes in commercializing group licensing rights for professional athlates, and is a joint venture between the NFL Players Association, MLB Players Association, Women’s National Basketball Players Association, MLS Players Association, and U.S. Women’s National Team Players Association.

“By integrating MLB player rights into PENN Entertainment’s platforms, this partnership brings fans closer to the game while unlocking new business opportunities in sports betting. It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution,” said Frank Arthofer, President of OneTeam Partners.

The post MLB Players Sign Licensing Agreement with PENN Entertainment appeared first on Gaming and Gambling Industry in the Americas.

Continue Reading

Trending