Deltadna achieving better engagement and LTV by combining gamification and real-time marketing
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Transcript of Deltadna achieving better engagement and LTV by combining gamification and real-time marketing
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Agenda
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Achieving better
engagement and LTVs by
combining gamification
and real-time marketing
HOST:
Mark Robinson
Chief Executive Officer
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Agenda What we’re covering
Three pillars of great online experiences:
✦ Best Practice Gamification Mechanics
✦ Understand Your Player Experiences
✦ Actively Manage The Player Lifecycle in Realtime and Other Channels
Let’s get away from bulk email as the main channel.
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Agenda
✦ Founded in 2010 with offices in Europe and US
✦ Gaming, analytics and CRM heritage
✦ Improve online engagement by:
✦ building compelling environments
✦ understanding player experiences
✦ Using gamification, big data, analytics and realtime
marketing
✦ Working with the biggest names in games and
gaming
✦ Best practice consultancy and technology in
tandem
✦ Reviewed as leading analytics and real-time CRM
provider
What we’re covering
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Agenda Best practice gamification mechanics
Foundations of great online experiences:
✦ Loyalty/Rewards/Gifting Framework
✦ Collection Mechanics
✦ Competition & Social Features
✦ Tasks, Achievements & Goals
✦ Appointment Setting
✦ Signposting
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Agenda Designing an engaging environment
Golden Rules:
✦ The first 60 seconds is vital
✦ Think like a novice player
✦ Simple is good
✦ Clear signposting
✦ Encourage controlled exploring
✦ Give sense of achievement
✦ Communicate goals
✦ Lots of rewards
✦ Be generous to increase momentum
✦ Give reasons to return….
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AgendaProgression
Tasks systems are good esp during onboarding
Build messaging to encourage rewarding experiences
Linear journeys help give players a sense of the
whole environment and a direction to their early
game play especially.
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AgendaCollectables
Status symbols easily viewable by other players
Avatar creation is strong dynamic for certain players
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AgendaSocial / Competition
Tournaments/Reel Races are a strong social mechanic
and can encourage play in other games preventing burn
out.
Leagues encourage competition and cooperation
Weekly cycle rewards the top ranking clubs
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AgendaAppointment Setting
Encourage and reward regular repeat play
Based on knowing player’s typical session behaviour
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Agenda Why this is important
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Agenda Player Lifecycle
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Agenda How it works
RICH REAL-T IME DATA
MULTI -CHANNEL MARKETING
POW ERFUL ANALYTICS & TARGETING
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Agenda Test & learn
✦ Ability to experiment quickly
✦ Real-time is best
✦ Multi-channel consistency
✦ Micro-Segmentation based
approach
✦ Make your online
relationships responsive
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Agenda First Time User Experience
IN-GAME
✦ Welcome
✦ Long time in lobby prompt
✦ Encourage first deposit
✦ Show task list – ‘try a slot machine’?
✦ Incentive for first deposit
PUSH
✦ Second session incentive
✦ Appointment setting
✦ Deposit incentives
✦ Intro loyalty scheme
✦ Second session incentive
✦ Explored game but no deposit
EXAMPLE CAMPAIGNS:
STRATEGY:
Responsive onboarding
Building engagement & first deposit
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Agenda Early life
Regular sessions & deposits
Finding the right content
Start to personalize experience
IN-GAME
✦ Low balance offers
✦ Game recommendations
✦ Signpost reward behaviours
✦ Tutorial support
✦ Further gifting (game specific)
PUSH & EMAIL
✦ Second deposit incentive
✦ Return behaviour incentive
✦ Appointment setting
EXAMPLE CAMPAIGNS:
STRATEGY:
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Agenda Maturing
Lock in loyalty
Grow LTV
Cross promotion
IN-GAME
✦ Cross promotion campaigns
✦ Betting history campaigns
✦ Win/loss ratio campaigns
✦ High win/high loss players
✦ Playing style campaigns
✦ Potential VIP models
PUSH & EMAIL
✦ Cross promotion campaigns & more sophisticated content
STRATEGY:
EXAMPLE CAMPAIGNS:
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Agenda VIP Management
Personalize VIP experience
Increase share of bet
IN-GAME
✦ Heavy loss & series of losses response
✦ Loyalty scheme tasks and unlocks
✦ Dedicated content
PUSH
✦ Extra rewards, we missed you
✦ Dedicated content
✦ Thanks & appreciation
STRATEGY:
EXAMPLE CAMPAIGNS:
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Agenda Lapsing
Churn prevention
IN-GAME
✦ Task management
✦ Bet size change
✦ Low balance triggers
✦ Heavy loss, series of losses
✦ Zero balance
✦ Burn-out prevention
✦ Loss of session momentum
✦ Problem gambling behaviours
PUSH & EMAIL
✦ Reinforce above
STRATEGY:
EXAMPLE CAMPAIGNS:
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Agenda The winning formula
✦ Design the right environment
✦ Get your data into shape
✦ Start to understand different player types
✦ And respond to them intelligently
✦ Unlock your marketing creativity