The Ways of Attracting and Retaining Loyal Players in Online-Based Casinos

One of the trends of the coming decade is the increase in gamblers who visit virtual platforms. Administrators will have to fight for each client using modern technologies and tools.

Convert Solvent Players to Online-Oriented Casinos

The web promotion strategy is based on efficiency indicators (KPIs). Casino’s player conversion refers to human KPIs. It illustrates the percentage of gamblers who have performed a particular action on the website to the entire flow of users.

Marketers identify several types of casino conversions:

• The number of visitors who have registered on the gaming site. High performance confirms the quality of the company's advertising program. The well-thought-out casino design also helps to increase this attribute.
• Percentage of clients who made their first deposit. A lot here depends on the content of the platform: the range of slots, bonus offers, and an integrated payment module. The proper support service of digital casinos also affects the final choice in favour of the gaming site.
• Percentage of users who, for one reason or another, stopped visiting the resource. The metric is called the customer attrition rate. If it declines, it will mean that managers are working smoothly, and the bonus system is efficient.

Customer lifetime value is at the intersection of human and financial KPIs. It shows how much profit an individual player has brought during the time he has spent on the website. By dividing the amount of money received by the number of reporting periods (year, quarter, month), operators can find out the profit gained for a separate period.

How the Design of Online Casinos Affects Player Engagement

The first impression is extremely important. Therefore, the casino website design must be approached with all seriousness and understanding of the matter.

It must meet the following requirements:

1. An appropriate logo. It has to match the gambling theme and create a positive impression of the brand with registered online casino games.
2. Relevant colours. As a background image, it is advisable to use black, blue, green, and red colours or their combinations. Active elements can be made in white, grey, and blue colours. The main thing is to make sure that they contrast with the background image. This approach is followed by many businessmen when they create an online casino design.
3. Pleasant background sound. Players usually like to hear the sound of falling coins or another melody typical for offline locations.
4. Original elements. Visualisation of the croupier, twinkling lights, the effect of the presence of other gamblers, comfortable lighting, and other stylish features will create a pleasant atmosphere, just as in a land-based location.

The platform’s design is often evaluated in the context of convenient navigation and user panel, as well as simple switching between pages. Everything should be as clear and structured as possible so that users find the necessary section in just a few seconds.

As for the support section, it is better to place it in the footer of the main page. Thus, visitors will easily ask all their questions and get quick and understandable answers.

Retention of Players in Online-Based Casinos

The process is part of a marketing strategy of an enterprise. In practice, it is much cheaper to hold players than to attract them. Therefore, many companies focus on this task.

Below, we will consider the most useful methods that are used to retain customers and increase the level of casino appeal:

CRM Systems

Customer Relationship Management is a multidisciplinary program. It is designed to keep records concerning users, audience segmentation, and effective interaction. The product often comes in a package offered along with the purchased software. However, entrepreneurs can also create it independently.

CRM helps operators to collect statistical data about gamblers. This makes the platform more client-oriented and provides a personal approach to each visitor, which, in turn, makes such a task as holding active players in a web casino possible — they will return to the platform over and over again.

Push Messages

They are designed for a specific category of players and contain such information as upcoming special offers, the release of new games, and the advantages of the gambling establishment. Push messages differ from spam for their narrow focus: each e-mail accurately hits the target.

Interaction Between Users

A platform seems attractive if it has the following opportunities:

• Joint gameplay. Various tournaments, marathons, and other events in which a large audience can participate simultaneously. These offers always give good results. Users are motivated by the opportunity to demonstrate who is the best player in real-time. Therefore, joint competitions are very popular and allow you to monetise the activity of players.
• Communication within the system. Operators can offer such a creature as a multi-level chat, in which, for example, beginners can communicate in one group, and VIP players in another. Large virtual locations often have a separate forum where users can discuss the hottest topics. Among communication channels, there are also gamer clubs that are organised directly on the gambling platform.

Special Offers

This is the largest category, which includes many useful tools.

Free Games

The tool is used to attract the target audience but in the case of customer retention, this option can be quite useful as well. When creating new slots, most companies provide free access to them in order to properly advertise their latest releases.

The first game session is very important since it will show whether users will return to the website again or not. It is always good when operators allow gamblers to play demo versions of slots before they will start spinning the reels for real money (it is free of charge).

How the Login (Registration) Form of a Portal Affects the Player’s Retention

The need to log in is the first thing a client faces when he wants to make a deposit. That is why the procedure must be short and simple. This intermediate step should take a minimum of time.

The most common mistake is to include in the registration form the required fields to fill, confirm e-mail or enter Captcha. On the one hand, this is quite logical since entrepreneurs must be sure that the visitor is of legal age. On the other hand, such an approach scares off potential punters since in the 21st century many people prefer to protect their privacy.

We would also like to mention that registration in online casinos does not involve too much personal data of users.

It is no secret that for many companies, the casino registration form serves as a way to gather core data for advertising aims. However, today, there are many other ways to do this without bothering players.

Postponed Registration

The specifics of this option are that gamblers do not need to provide personal data to play their favourite slot machine. Punters can launch the session under any name, and then the events will unfold in a way that operators want:

1. The login tab may appear in an additional window from time to time. The service reminds users that if they do not enter the necessary data, then all their achievements will be cancelled.
2. It is advisable to provide for mandatory registration after passing a certain level or completing several tasks.
3. Welcome bonuses are a good incentive to make the first deposit on the gaming site.

Technical Support for Online-Oriented Casinos

This service is necessary because it is a link between punters and administrators. A lot of visitors do not think about this aspect when choosing a virtual platform. But after they face the first issues, technical support in online-based casinos becomes a reliable companion.

According to statistics, the managerial team of the system most often provides professional assistance in such cases as:

• problems with authorisation and access to the entertainment portal;
• inability to download one or more video slots, the appearance of glitches in games;
• difficulties in the replenishment and withdrawal of funds to an electronic wallet or a bank card.

It is good if, during communication, online casino support informs consumers about available special offers or new “one-armed bandits” that may interest them.

In addition to the personal contact with a platform’s representative, it is important to provide a feedback form. The received applications are considered within 1 or 2 days, and after that, an e-mail with the solution to the task is sent to the applicant. Thanks to this, the casino support will work more efficiently.

The Main Things about the Targeting and Retention of Gamblers

Strategies of the acquisition and retention of gamblers play an important role in the formation of profit. Many aspects here need to be taken into account: visuals, bonus programs, and much more. Only with the complex promotion, entrepreneurs can achieve the desired result: profitability.

From Smart Money, you can order the creation of a flexible strategy, which will make your company one of the best in the CIS countries. We guarantee an individual approach to each client.

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