achieving better engagement and ltvs by combining gamification and real-time marketing

Agenda

Achieving better

engagement and LTVs by

combining gamification

and realtime marketing

HOST:

Mark Robinson

Chief Executive Officer

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.

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

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

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….

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.

AgendaCollectables

Status symbols easily viewable by other players

Avatar creation is strong dynamic for certain players

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

AgendaAppointment Setting

Encourage and reward regular repeat play

Based on knowing player’s typical session behaviour

Agenda Why this is important

Agenda Player Lifecycle

Agenda How it works

RICH REAL-T IME DATA

MULTI -CHANNEL MARKETING

POW ERFUL ANALYTICS & TARGETING

Agenda Test & learn

✦ Ability to experiment quickly

✦ Real-time is best

✦ Multi-channel consistency

✦ Micro-Segmentation based

approach

✦ Make your online

relationships responsive

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

EMAIL

✦ Intro loyalty scheme

✦ Second session incentive

✦ Explored game but no deposit

EXAMPLE CAMPAIGNS:

STRATEGY:

Responsive onboarding

Building engagement & first deposit

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:

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:

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

EMAIL

✦ Dedicated content

✦ Thanks & appreciation

STRATEGY:

EXAMPLE CAMPAIGNS:

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:

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

Thank you!

deltaDNA

HOST:

Mark Robinson

Chief Executive Officer

info@deltadna.com