Host:

Mark Robinson

Chief Executive Officer

Driving loyalty in

online casinos

Industry under scrutiny from government and regulators

Acquisition marketing is broken

Churn prevention much more effective

£1 spent on acquisition generates £1.20

£1 spent on retention generates £4.70

But…

The games are the same

And player comms is via bulk email

Why focus on loyalty?

Let’s compare…

Why so many tabs?

Sterile UI

Actual game links are tiny

In a functional UI why

would I need search?

What is a novice

supposed to do?

Links to games are obvious

Balances and VIP status are clearly

marked at top

Nice UI with festive theme that

welcomes player

NO TABS!

It’s not perfect but it starts the

journey for novice players

Typical online social casino

Three pillars of great online

experiences:

Best practice gamification mechanics

Understand your player experiences

Actively manage the player lifecycle in

real-time and other channels

Let’s get away from bulk email as the

main channel

Let’s backtrack

Why is this important?

Player lifecycle

How it works

RICH REAL-T IME DATA

MULTI -CHANNEL MARKETING

POW ERFUL ANALYTICS & TARGETING

Ability to experiment quickly

Real-time is best

Multi-channel consistency

Micro-Segmentation based approach

Make your online relationships

responsive

Test and learn

It’s a tough economy

But free-to-play publishers have had to get

really good at online engagement

Different demographic than RMG

However mechanics that work for social

casino do translate to RMG

Social does not necessarily mean pure

casual (see WSOP)

Social does not mean ‘friends’

It works but requires a cultural mindshift…

Lessons from social casino

Simple and personalised UIX

Progression/Task systems & onboarding

Leaderboards and clubs

Global feeds

Collection (w and w/out real world value)

VIP programs

What mechanics work

UIX and lobby

GOP3: Recommended game signposting

Recommended games / dynamic lobby

Progression

Linear progression

Loyalty measures shown

Shields act as progression goals

Increases loyalty level and bonuses

Leagues and competition

Small pools of similar skilled players

Movements based on weekly

performance

Promotions and relegations instant on

certain targets

Tickets generated as rewards with

lootbox style random redemption

Clubs

Encourages competition and

collaboration

Top clubs rewarded

Encourages players to regularly

checkback

Appointment setting

Clubs

Clan mechanic very powerful – create groups and work together on team challenges

Players contribute by earning XP

It’s super popular with players

Collection

WSOP bracelets and rings for

completing tasks and time limited

tournaments

Bragging rights/status symbol

Collection

Ask friends for help to make a

royal flush

Not exact fit for RMG but

attractive for certain player

types

Players could earn such cards

(or items) within the current loot

box mechanic or through

playing certain game modes

Encourages players to play

across verticals

Player profiles

World Series of Poker and

Governor of Poker 3 both feature

clean/informative player profiles

where relevant stats and

achievements are on display.

Governor of Poker 3 has a nice

feature where tapping

achievements and badges tells

them how

they were/can be earned.

Both game profile examples are

displayed when tapping on a

player avatar in/out

of table game

Social interaction

Pre-set messages and emotes are used in many social games today

Having easy access to quick chat options can liven up a usually quiet environment

95% of players use the pre-set messages/emotes if available

Cherrypick how to adjust these mechanics for

RMG?

Player-first approach to environment design

Back up with analytics and real-time CRM

Get started and measure carefully

This is now a board room conversation and needs

focus and action

Summary

Host:

Mark Robinson

Chief Executive Officer

Thank you!www.deltadna.com/gambling

info@deltadna.com

/deltaDNA