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Are your CRM tactics World Cup Ready?
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.
Latest News
ELA Games Welcomes Ewa Kaźmierska As MD
ELA Games, a pioneering game supplier studio, is pleased to announce the appointment of Ewa Kaźmierska as Managing Director. This strategic leadership hire marks a pivotal moment in the studio’s journey, positioning ELA Games for accelerated growth and increased market penetration within the competitive iGaming sector.
Ewa brings over 15 years of senior leadership expertise, having successfully steered a game studio through periods of sustained growth and innovation. Her proven track record as a former Chief Executive Officer at multiple iGaming brands will be instrumental in driving ELA Games’ ambitious roadmap. Ewa’s appointment aligns with the studio’s commitment to excellence and reinforces its mission to deliver an exceptional portfolio that resonates across global markets.
ELA Games is gearing up for an impactful 2025, with Ewa at the helm to guide the studio’s expansion strategy. Her leadership will support the studio’s initiatives in establishing a strong market presence and enhancing product development to meet evolving industry demands.
Ewa commented on her new role, stating, “Joining ELA Games presents an incredible opportunity to lead a talented team with a clear vision for growth and innovation. ELA Games has the potential to become a leading force in the industry, and I am excited to contribute to its journey toward building a unique and influential gaming portfolio.”
The addition of Ewa Kaźmierska to ELA Games’ executive team underscores the studio’s dedication to robust growth and strategic excellence. With this leadership move, ELA Games is poised to strengthen its position as a premier game supplier in the iGaming landscape.
The post ELA Games Welcomes Ewa Kaźmierska As MD appeared first on European Gaming Industry News.
Latest News
Week 45/2024 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
Tom Horn Gaming invites bold adventurers to join Max Gold, the fearless explorer, as he delves deep into faraway lands, seeking hidden treasures, legendary jackpots, and mysteries waiting to be uncovered. With an array of exciting features, including the Hold & Win bonus game with jackpots and respins, shatter mode with increasing multipliers, stake booster, and bonus buy, Max Gold.
PopOK Gaming is thrilled to announce the release of its newest slot game, Spinosaurus – a captivating 3×5 slot that transports players back to the thrilling age of dinosaurs! With vibrant, colorful visuals and dynamic gameplay, Spinosaurus features the iconic, mighty dinosaur as your guide on an adventurous quest for massive wins. Players can immerse themselves in prehistoric excitement while aiming for incredible rewards.
Belatra Games has launched its pirate-themed title, Tortuga Codex. This 5×4 slot casts players on a journey on the hunt for untold riches buried on a mysterious island. A Skull symbol acts as the Wild and will substitute for any other symbol to increase the chances of a win. An intriguing element to the game lies in the Additional Reel feature which sits above the main frame. It’s in sync with the main reels, displaying Wild symbols, special pirate icons, and numbers from one to nine.
Vibra Gaming has unwrapped its latest release, Candy Loop, where if players trigger the Candy Round bonus they can max their win by up to 5000x in a game for all sweet-toothed slot fans. Set within a backdrop of clouds and sugar players will lap up this delicious classic three-stepper slot mechanic packed with sweet bonuses, free spins and wilds.
Zillion Games is thrilled to announce the release of Egypt’s Moon, a high-volatility slot that invites players to journey through the mysteries of ancient Egypt under a mesmerizing nighttime sky. Featuring Cleopatra, hidden treasures, and the essence of Egypt’s rich mythology, Egypt’s Moon promises an enthralling experience set against a captivating backdrop. This slot game offers players 25 paylines and an RTP of 96.75%, delivering both excitement and reward.
Having made a big splash with its popular Aqua Lord slot back in 2022, innovative software developer, Swintt, is preparing to dive beneath the waves once more in an action-packed sequel that now features new and improved Pearl Respins and even bigger prizes. Played out across five reels and ten fixed paylines, Aqua Lord 2 picks up where its predecessor left off by once again plunging players into a world of sunken treasures where sticky pearl symbols hold the key to unlocking huge wins of up to 6,000x the bet and two incredibly rewarding features.
Amusnet has released Extra Crown Dice. This latest addition to Amusnet’s online casino portfolio is a majestic dice slot filled with thrilling features. This 5-reel, 10 fixed lines dice game is based on one of the video slots, with redesigned symbols to look like dice. The kingdom of Extra Crown Dice is full of excitement with dice, sevens and eights, where fortunes await those bold enough to seize them. The Star and the Fleur-de-lis symbols are the Scatter symbols boosting the player’s winnings.
The dazzling dancefloor of Piggy Blitz returns with Piggy Blitz Disco Gold, the latest 6×4 online slot sensation from Play’n GO, boasting immersive features and endearing characters. The dancefloor is calling, and it’s shining brighter than ever! Piggy Blitz Disco Gold takes players back to the groovy days of the 1970s – where neon lights and disco beats set the stage for high-energy spins and big-time wins. Our favourite pigs are back, bringing glittering Cash Coins and the exclusive Gold Piggy Feature to this glitzy slot adventure.
Booming Games is going for goal with its first-ever instant win title, Ronaldinho Scores Shoot & Win, as it continues to leverage its partnership with the international footballing icon. Players step into the football boots of Ronaldinho and experience the thrills and excitement of trying to beat the keeper. Each shot the player takes could mean a big prize – there are 16 prizes in total with each kick potentially delivering at least 3 instant rewards.
The post Week 45/2024 slot games releases appeared first on European Gaming Industry News.
Canada
ComeOn Group adds sportsbook to its offering in Ontario
ComeOn Group announced a significant milestone in its sportsbook expansion journey with the addition of sportsbook to their offering in Ontario following the successful acquisition of the required permits. This addition represents a strategic advancement in the Groups sportsbook growth trajectory where they are set to double its sportsbook business in the coming years.
ComeOn Group is one of 51 active operators in Ontario. The Ontario market has experienced robust growth since its launch, reaching C$6.7 billion in revenue in 2023.* By 2029, the market is forecasted to grow by a total of 29%, with 2024 expected to close with a 20% increase.
ComeOn keeps investing in its sportsbook business acceleration that is powered by its proprietary sportsbook platform and in-house risk management and trading team. As a multi product vertical operator, ComeOn is striving to give its customer base a safe and exciting entertainment destination and this approach is now expanded to their Ontario audience.
Juergen Reutter, Chief Executive Officer at ComeOn Group, said: “We are very excited about the opportunities this new milestone opens up for us. As a casino-led operator it represents a key part of our sportsbook strategy to double our business in the coming years. Like in any of our other markets, we are striving for a differentiated sportsbook entertainment experience that is powered by our in-house technology. Our goal is to deliver top-tier entertainment to our players while fostering safe and innovative gaming experiences.”
*Source – H2GC H2 Ontario Data 25.10.2024 (excl. Lottery)
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