Taking your Loyalty Program Online for Short & Long-term ROI and Complementing your iGaming Initiative
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This document discusses how casinos can extend their loyalty programs online to keep customers engaged after they leave the casino and drive both short and long term return on investment. It recommends a three phase approach: 1) Establish an online rewards club, 2) Integrate more engaging games, 3) Launch online gaming. It provides an example of a successful online loyalty program that increased membership from 35,000 to over 270,000 and drove higher customer visits and spending. The document argues that well-designed online promotions can provide immense value by training customers and strengthening the offline-online relationship.
Taking your Loyalty Program Online for Short & Long-term ROI and Complementing your iGaming Initiative
- 1. Taking your Loyalty Program Online for Short & Long-term ROI and Complementing your iGaming Initiative
- 2. Who is SplashDot? We have been creating fun & We have run thousands of engaging gaming experiences contests, games, promotions since 2000, and have grown to and loyalty initiatives, become the leader in the reaching millions of members Canadian gaming space Our Clients range from Lottery, Gaming & Casinos, Consumer Products, Travel, Media, Technology, and Agency Partners
- 4. Plenty of fun & entertainment on-site
- 5. Once players leave, they have little to remind them of the positive experience
- 6. How will they spend their time afterwards?
- 7. Why extend the experience? Consumers have shorter attention spans than ever before They remember their positive brand experiences less than ever before Which means they don’t come back as often… when they leave, they are more likely to move on!
- 8. How to keep them engaged Almost every casino follows the inner circle of this diagram…
- 9. How to keep them engaged Almost every casino follows the inner circle of this diagram - so few extend beyond it to continue reinforcing the casino experience
- 10. Challenge # 1: But we don’t want to send them away from the casino
- 11. People leave and do things online that they could easily do with you… “Games are the second most frequent Internet activity for Americans after social networks” - Nielsen “By 2014 a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon” - Gartner “50 percent of gamers are now female, with 30 percent of the gamer population now being over 45; there are 40 million active social gamers in the U.S. and more than 200 million gamers on Facebook” - LA Games Conf. 2011
- 13. Solution: If they do those things with you, they are captivated by your casino brand, and you manage the interaction…
- 14. A Three phased approach to success Phase III: Forge a path towards online gaming Best positioned to launch iGaming, and retain online loyalty environment to ensure online AND offline growth Phase II: Integrate progressively more engaging games Evolve players/increase comfort level with casino brand Phase I: Establish interactive online Rewards Club The foundation with an immediate payoff
- 15. Phases I & II for effective online player’s club Point Mobile Apps, Games Social Media Redemption Share worthy activities, auxiliary Coupons, offer purchasing, Location aware, game extensions, useful promotions apps – all linked to Player Club Account partners Demo/Training Unlockable Games of Interest Features Learn to play, try Gamify player site Combination of ‘for fun’, viral, gamified for Free participation extended play, brand specific Player Tailored Contests, Offers, Sweepstakes Personalization Content Points, tier specific Based on player Simple and gamified promotions, all offers, Win/Loss habits, interest designed to engage and push back to sites
- 16. Game evolution through the phases iGaming Games Casino Games – simpler to more involved, training Quick Social Quick Social/Extended Play Play/Viral Play
- 17. Current players and new players • Existing players act as referrals to new players through complementary acquisition strategy • Extension of Player’s Club activity outside of club to entice consumers • Contests/games designed to bring in new people, and reward existing players • Well defined social strategy plays huge role Funnel to bring in new consumers to the casino brand, and Player’s Club acts as the conversion and retention tool
- 18. Web VS Mobile VS Social • Mobile access to web growing constantly – 10% worldwide • Social games growing exponentially • So do mobile and social replace the ‘web’? Key is using all ‘channels’ for what they are best at achieving with desired demographic
- 19. Using an online player’s club, casinos can extend the entertainment experience beyond their walls… into their players’ homes
- 20. Challenge #2: Where is the ROI?
- 21. A case study… One of our North American clients has one of the largest and most successful online loyalty programs. With over 625,000 members, their site is personalized and includes games, contests and a variety of other engaging elements
- 22. Some background • In 2008, they were at 35,000 online members • By 2012 we had taken them from a basic info site, to a more personalized & engaging site with continuous activity • As a result, their membership grew to over 125,000 . Now in 2012, membership is over 270,000 • They always receive a high levels of participation in online activities; typical contest attracts up to 40% of activated online membership • Site offers tier-specific offers, casino location info, personalized information and very active online>offline>online cycle
- 23. Why does this online loyalty program work? • Valuable and reliable experience for members • Excellent mix of pertinent, player specific information, and engaging content • Promotions that drive the offline>online>offline cycle through secret codes and offers • Contests that reward players with points redeemable only at sites • A strategy that built up the database sharply in 2010/2011 through a combination of acquisition and retention tactics
- 24. And the results? • Online members demonstrate significantly higher visits and spend/visit • Promotions that have an online component are substantially more successful • Online members are very interested in participating in research activities, from which much valuable data has been gleaned • Online members stand out as some of the most valuable within the overall program
- 25. Games/promotions rely on… • Quick, simple and fun game play • Complementary to casino games • Multi-channel reinforcement (direct mail, email, site, etc) • Regular scheduling Players visit casinos more often, and increase their spend
- 26. Solution #2: Through well designed and executed promotions, the loyalty site has provided immense value to our client for four years running
- 27. Phase III – Ready for iGaming Point Mobile Apps, Games Social Media Redemption Share worthy activities, auxiliary Coupons, offer purchasing, Location aware, game extensions, useful promotions apps – all linked to Player Club Account partners Demo/Training Unlockable Games of Interest Features Learn to play, try Gamify player site Combination of ‘for fun’, viral, gamified for Free participation extended play, brand specific Player Tailored Contests, Offers, Sweepstakes Personalization Content Points, tier specific Based on player Simple and gamified promotions, all offers, Win/Loss habits, interest designed to engage and push back to sites
- 28. A large group of players ready for iGaming • Our experience with jurisdictions that are already online has shown that this approach creates players that are: • Educated, ready to play • Loyal to casino brand • Trained to try new things • Accustomed to personalized/rewarding online environment Well orchestrated online ‘for fun’ environment continues to complement iGaming well after launch to keep players playing online and offline
- 29. Epilogue – What about free play/virtual currency? • So many options… can a new casino compete? • Free play has a place, but important to leverage established strengths of offline brand with players • How does a casino compete in the real world… how does that translate to the virtual world? • Virtual currency is a new business onto itself Free Play has a place, but is only one tactic for a well orchestrated online>offline strategy Virtual currency must be studied closely to determine if a casino can compete
- 30. Next steps • Assess the opportunity – would an online>offline strategy pay off? • Study what others have done • Establish a structured set of tactics for player engagement • Find a partner that isn’t just trying to provide the flavor of the month • Seek out a proven software system that will securely and reliably help evolve your brand online
- 31. Contact Us SplashDot info@splashdot.com 1-604-899-0597