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In today’s regulatory environment, building a VIP scheme by simply throwing bonuses at high-spending customers isn’t practical. However, Domenico Mazzola, sales director at Flows, argues that a more “human” touch is the ultimate way to build brand loyalty.
Since the dawn of the online gaming industry, operators have used bonuses and VIP programs to attract and retain players. But gone are the days when you can slap bonuses on your VIP players to keep them happy.
Regulatory reforms in jurisdictions such as Sweden, Denmark and the United Kingdom mean that the era of reckless bonus payments is over. Now, regulators are looking to impose restrictions on what are known as irresponsible promotional strategies.
As such, operators now have to be more creative in how they treat players. Restrictions on bonuses, operators should be more careful when and how to offer any promotions to their customers. To do this, they need to pack the right technology.
Although the rules are getting stricter, the good news is that technological solutions are becoming smarter and more efficient, which allows operators to find new ways to please their players.
No more loyalty.
Recent studies show that consumers across all sectors are becoming less loyal to brands.
Therefore, in a crowded online gaming market, a 5% increase in player retention can translate into a 25% increase in profits, according to Slotegrator research.
Offering personalised, localized and customized promotions is essential to improving your relationship with your VIs, especially for any operator looking to increase loyalty and reduce acquisition costs.
The solution to this can be technology. Implementing automated rewards processes into your existing system not only emphasizes personalized and localized marketing, but also humanizes the customer experience, which in turn helps improve engagement and ultimately the brand’s relationship with its customers.
Rain or shine
At the same time, the right technology will help facilitate innovation and help online and retail operations complement each other.
For example, if you’re an operator looking to fully capture that full omni-channel experience, you can set up a promotion based on location and weather to reward your online VIP players in a way that compliments your online and land-based presence and features. A bit of a ‘wow’ factor.
You can quickly identify all VIP players who are actively playing on your online site within a 5km radius of your retail operation.
If the weather is nice, you can trigger an alert to send a cocktail bonus that encourages them to come to your retail location and enjoy cocktails and on-site entertainment. If the weather is bad, you can send a special bonus to encourage them to come and play in your retail space.
If you are an online operation that operates in multiple regions, you may want to launch special promotions that vary from country to country based on your players’ public holidays.
The right technology allows you to manage all the different dates from different calendars without manually entering them. Many hours will be saved, and your VIP specialists will thank you.
You can also offer special birthday promotions to your VIP customers or custom free bets based on the bettor’s favorite sports team. The possibilities are limitless. All it takes is a little creativity and the right automation tools.
The bottom line is that ‘humanizing’ your function is now the key to building brand loyalty in a tough regulatory landscape and standing out in an increasingly regulated market. To do this, you simply need your imagination, creativity and the right automation technology.
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