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How to Maximise Retention with Effective Email Marketing? SOFTSWISS Tips

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Player engagement directly affects operator revenue. SOFTSWISS, a technology software provider with over 15 years of experience in iGaming, shares expert tips for effective player retention through email marketing.

The Player Retention Team, a part of SOFTSWISS Managed Services, focuses on increasing engagement via email marketing to boost player lifetime value and profit growth. The effectiveness of email marketing hinges on key metrics such as open rate, click-through, conversion rate, and unsubscription rate. The team employs the strategies below to optimise these metrics and enhance overall campaign performance.

 

Personalisation and Сontent Diversity

Personalising emails by addressing recipients by their names, asking relevant questions, and offering appealing deals enhances the sender’s credibility and increases engagement in future campaigns.

Robust behavioural and geographic segmentation is key to increasing the open rate. The average email open rate at SOFTSWISS is 20–40%, depending on the topic and email type. Across the market, a good open rate averages between 17–28%. 

Another crucial point is email content diversity, especially in automated journeys and repetitive broadcasts. Eye-catching subject lines, for instance, are the most important to initiate communication with players.

Animated banners, captivating subject lines, and motivating preheaders engage readers fully with the email. The click rate at SOFTSWISS is around 2.5%, higher than the industry average. 

 

Email Presentation

The essential components of email appearance which positively impact the distribution are the following:

  • Attractive email design and layout
  • User-friendly formatting, mobile-adaptation
  • Punctuation and grammar accuracy
  • Relevant “call to action”

The sender’s reputation, clean player database, and relevant and accurately picked subject lines highly affect email marketing efficiency. Considering the aspects above, SOFTSWISS experts maintain an average unsubscription rate of around 0.1%, which is 2.5 times lower than the average in the industry. 

 

Mobile Compatibility

Since about 85% of smartphone owners use their devices to access email, formatting for mobile is essential. Research indicates that if an email is not mobile-friendly, there is a 70% likelihood it will be deleted within just three seconds. This could significantly reduce the chances of recipients opening future emails from the brand, potentially leading to unsubscribes from the distribution list.

 

GDPR Compliance 

Non-compliance with the General Data Protection Regulation (GDPR) results in charges, fines, and a damaged brand reputation. When it comes to online casinos, licence regulations layer onto the basic ones. SOFTSWISS has its in-house GDPR Team that helps its Retention Team be proactive in terms of any changes in rules and regulations, and it provides audits for all customer communications.

Serge Barsukov, Player Retention Team Lead, summarises: “Relevant content and respectful, ethical communication in line with the core responsible gaming principles is the basis for effective player retention.  What is also important in this process is using additional channels such as in-app notifications and gamification. Adding gamification elements to the basic communication enhances new and existing players’ engagement by seamlessly integrating informative content with game-like elements, facilitating easier comprehension and retention.”

About SOFTSWISS 

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

 

The post How to Maximise Retention with Effective Email Marketing? SOFTSWISS Tips appeared first on European Gaming Industry News.

Gambling in the USA

Plaza Hotel & Casino Partners with Aristocrat Gaming™ to Debut Downtown’s First Buffalo & Mo’ Friends™ Slot Area

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Ribbon cutting event and launch of player promotion: Thursday, Sept. 4, 11 a.m.

On Thursday, Sept. 4 at 11 a.m., the Plaza Hotel & Casino will hold a ribbon cutting to celebrate the debut of a new dedicated area for fans of the wildly popular Buffalo™ and Mo’ Mummy™ slot game franchises  and other player-favorite Aristocrat Gaming titles. With 63 games, the Buffalo & Mo’ Friends slot area at the Plaza is the only one in downtown Las Vegas.

Located between the casino cage and the Plaza Rewards Players Club, the Buffalo & Mo’ Friends area at the Plaza features numerous fan-favorite Aristocrat Gaming titles, including:

  • Buffalo Ultimate Stampede™,
  • Buffalo Ascension™,
  • Buffalo Power Pays™,
  • Buffalo Triple Power™,
  • Coin Trio Buffalo™,
  • Buffalo and Friends™,
  • Buffalo Diamond Extreme™,
  • Mo’ Mummy,
  • Mo’ Mo’ Mo’ Mummy™,
  • Spooky Link™,
  • Ultimate Fast Cash™,
  • House of the Dragon™,
  • Phoenix Link™,
  • Jackpot Carnival™,
  • Firecracker Fortunes™,
  • Dragon Link™,
  • Lucky Looters™ and more.

The eye-catching wraps, bright lights, and distinct game sounds, Buffalo & Mo’ Friends welcomes players to a dedicated space of entertainment and excitement with their favorite games and ones they have yet to experience.

“Our goal on the casino floor is to offer the newest and most popular games to our guests, and our players are big fans of the various Buffalo and Mo’ Mummy games. So, we are thrilled to partner with Aristocrat Gaming on this dedicated game area that sets the Plaza apart from the rest of downtown Las Vegas,” said Jonathan Jossel, CEO of the Plaza Hotel & Casino.

“We pride ourselves in creating entertaining games that invite players to step into a world of fun with favorite characters, themes and gameplay features,” said Kurt Gissane, Chief Revenue Officer for Aristocrat Gaming. “The creation of the Buffalo & Mo’ Friends gaming area has truly been a collaborative effort with the Plaza team, wanting to give their players Mo’ and the new Buffalo & Mo’ Friends area certainly delivers. We look forward to seeing player excitement when they see all their favorite Aristocrat games in one vibrant area.”

To celebrate the debut of Buffalo & Mo’ Friends on Thursday, Sept. 4, the Plaza will offer Plaza Rewards players a variety of Buffalo-branded swag items and the chance of larger prizes based on the number of points accumulated daily. The Buffalo-themed promotion will last until Oct. 4 or while supplies last. Full rules available at the Plaza Rewards Players Club.

Trademark HOUSE OF THE DRAGONTM owned by Home Box Office, Inc. Used with Permission. Copyright © Home Box Office, Inc. All Rights Reserved.

 

The post Plaza Hotel & Casino Partners with Aristocrat Gaming™ to Debut Downtown’s First Buffalo & Mo’ Friends™ Slot Area appeared first on Gaming and Gambling Industry in the Americas.

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INTRALOT, Inc. signs contract with Montana Lottery to deliver next-generation lottery technology

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INTRALOT S.A. is pleased to announce that its U.S. subsidiary, INTRALOT, Inc., has been awarded anew contract to provide the Montana Lottery with a next-generation lottery operating system and related services, including continued support for its Sports Bet Montana wagering product.

The new contract award follows a competitive Request For Proposal procurement process and marks the third contract between INTRALOT and the Montana Lottery, extending a nearly 20-year partnership built on innovation, reliability, and results.

The new agreement spans seven years with three one-year extension options and will ensure a fully modernized solution for nearly 1,300 retailers statewide. Under this new contract, INTRALOT will deploy its industry-leading LotosX Omni™ solution, which delivers a unified, future-ready lottery experience for players across the state using LotosX™, a best-in-class gaming platform engineered for upmost security, scalability, and innovation. INTRALOT will also design and provide an upgraded retail network infrastructure that will include the award-winning PhotonX retailer terminals and peripherals, plus new self-service terminals and multi-product vending machines, making the gaming experience more convenient and entertaining than ever for Montanans.

Bob Brown, Director of the Montana Lottery commented “We are very pleased to extend our business relationship with INTRALOT, a company that has been our partner for nearly two decades. This new contract ensures our lottery system remains modern and secure, allowing us to provide our retailers and players with the best possible experience. The LotosX Omni™ solution and new retail technology will be a game-changer, helping us to deliver an even more engaging experience for our players and continue to generate important revenue for the STEM scholarship program and for the State of Montana.”

Richard Bateson, CEO of INTRALOT, Inc. commented “We are honored to enter our third contract with the Montana Lottery and continue to partner with the Lottery as it embarks on its next phase of growth. With this new agreement, INTRALOT is bringing fresh resources, expanded expertise, andstate-of-the-art technology to reset and strengthen our local presence in Montana. At the heart of this transformation is our LotosXTM platform, a modular, microservices-based system that accelerates time to market, enables player-centric innovation, and delivers enhanced security and player protection through a proven and future-ready architecture.”

Since 2006, INTRALOT has played a pivotal role in Montana’s lottery success, helping to increase sales by an impressive 286% through technology upgrades and operational enhancements. Notably, INTRALOT introduced sports wagering to the state in 2020, uniquely tailored to Montana’s regulatory framework, and powers the Lottery’s wildly successful raffle game

 

The post INTRALOT, Inc. signs contract with Montana Lottery to deliver next-generation lottery technology appeared first on Gaming and Gambling Industry in the Americas.

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West Virginia University Announces New Gift to Support the Center for Gaming Research and Development

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West Virginia University’s John Chambers College of Business and Economics is proud to announce the establishment of a new fund for the Center for Gaming Research and Development, generously seeded by gaming industry veterans Chen and Benjamin Truman.

Launched with the mission to promote research on responsible gaming practices and consumer protection in gambling markets, the Center leverages leading-edge expertise — including Chambers College like Professor Brad Humphreys, an internationally recognized researcher in the economics of gaming markets.

This new fund will enable the Center to:

  • Expand its research initiatives into gaming markets, including analysis of transactions level data provided by gaming operators in West Virginia to identify and understand problematic gambling behavior and ensure fair pricing of wagers.
  • Enhance integration of gaming-focused research and analytics into curricular offerings in the Chambers college, including cybersecurity, business data analytics, finance, management information systems, and economics.
  • Develop courses, training, certificates, initiatives and other activities designed to foster innovation in gaming technology development, and prepare students for careers in racing, gaming, gaming operations, hospitality management, guest relations, entertainment, and other amenities typically offered in conjunction with gaming operations.
  • Foster deeper collaboration with policymakers and industry stakeholders to translate research insights into impactful policy and practice.

The Center’s research, education, and outreach will have an important impact on the lives of state residents, college students throughout the state, gaming industry firms operating in the state, and state gaming regulators. This generous gift will allow the Center to fulfill the role envisioned by the state legislature when they passed The Responsible Gaming and Research and Industry Development Act. — Professor Brad Humphreys, Director, Center for Gaming Research and Development

This strategic investment by Chen and Benjamin Truman, a WVU alumni, underscores their commitment to evidence-based research and responsible industry practices. It will help propel the Center’s mission to safeguard consumer interests within evolving gaming markets.

We’re thrilled to see West Virginia University take a leadership role in shaping the future of iGaming and sports betting policy. As industry veterans, Chen and I are proud to support a mission that will not only advance responsible gaming but also help set the global standard for innovation and consumer protection in this space.”Benjamin Truman, Co-Founder, Absolutebet.

About the Center for Gaming Research and Development

The Center was created by an Act of the West Virginia legislature, the Responsible Gaming and Research and Industry Development Act.  The Center is dedicated to advancing academic research, analyzing gaming data including transactions level data, developing courses and initiatives to prepare WVU students for careers in the gaming industry, and shaping policy and industry standards through collaboration, education, and data-driven insight. It seeks to mitigate inherent risks in gaming—such as problem gambling and pricing opacity—by empowering informed decision-making among consumers, regulators, and industry players.

About the John Chambers College of Business and Economics

Located at West Virginia University, the Chambers College combines rigorous academic programs with an emphasis on cutting-edge research, equipping students to address real-world challenges across business disciplines.

 

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