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Are your CRM tactics World Cup Ready?

Published

2 years ago

October 11, 2022

Reading Time: 3 minutes

With the Qatar World Cup fast approaching we spoke to Thomas Aigner, Head of Business Development at Ibex.Ai about how operators can begin to revolutionise their CRM tactics ahead of the biggest sporting event of the year. Here we explore the opportunities available for operators choosing to modernise their approach to CRM marketing and make use of personalisation and automation developments in this sector.

The World Cup not only represents the biggest sporting event of the year but also provides opportunities for operators to create engaging promotions to retain existing customers. Many players may visit a casino or sportsbook platform infrequently with events such as the highly anticipated World Cup being the perfect opportunity to reintroduce these players to the content, bonuses and promotions available on your platform. Introducing Artificial intelligence can re-activate these players and keep them engaged through the use of machine learning and AI-powered personalisation and automation allowing operators to optimise the CRM process and limit the likelihood of players using competitors’ websites. This also allows operators to begin reaching players using the correct channels, especially important as we enter a period of increased sports betting.

Assuming a great acquisition strategy is already in place, the big differentiator in creating a successful CRM campaign is offering players a fully personalised experience. This means showing the content that resonates with them to engage with their interests and this is what will fundamentally aid in their retention in comparison to a competitor’s campaign. Typically, this is achieved using segmentation and defined target groups, with many customers within a group being targeted using the same campaign. This may provide an illusion of personalisation however at this level of granularity true personalisation through segmentation cannot be achieved. Fundamentally what may work for one player cannot be extrapolated to work for all and with such a popular sporting event taking place, these concerns need to be resolved.

It is presumed that the solution to this problem is creating additional segmentation groups with smaller and smaller groups being created and targeted. However, this becomes unscalable very quickly especially when an operator has multiple brands, trades across jurisdictions, has numerous CRM teams or has seen a recent increase in its player base whether through natural growth, affiliate opportunities or sporting events such as the World Cup. The segmentation currently used again doesn’t resolve the problem of personalisation. To answer this issue of personalisation the ecosystem has already begun modifying the CRM practices that it uses and introduced artificial intelligence and machine learning into the process. AI allows the tracking of players on an individual basis to determine what campaigns they interact with and what engages with them be that the content offered by a casino, a match deposit bonus or a particular game. In contrast to the segmentation approach AI also allows the CRM process to be fully automated with no need for managers to oversee this work or control workflow and no manual scheduling needed to initiate communication. The insights gained from the use of AI will be key to reintroducing customers to your platform to place bets during the World Cup.

Additionally, the World Cup will see operators increasing their spend on CRM to attract existing customers, however, utilizing AI and more specifically Ibex.ai operators can save money in this department. Players that are communicated with via an email marketing campaign will only be triggered if this communication will result in a positive spend for the operator when using Ibex. This negates overspending on customers who may not prove to be profitable and actively encourages the use of a smarter way of budgeting around CRM allowing for additional money to be saved. This process also avoids the ever-present and growing bonus abuse problem with users who seek these loopholes not being targeted by the AI and in turn reduces the costs of campaigns.

The email marketing campaign is also a key part of the CRM calculations used before generating messaging for a prospective customer. Timing and using the correct channel to reach an existing consumer is key for them to engage with the content and this is compounded during a month-long sporting event. Email campaigns, SMS, push notifications and more can be used to reach a customer however the timing of this messaging is also key. If they typically respond to a campaign during the evening marketing focused on an upcoming football match will need to be communicated the night before rather than on the day to encourage interactions throughout the month. Ai considers the timing and most useful channel to use prior to communicating with a player.

It is a guarantee that operators are asking themselves how they will manage their CRM practices during the World Cup and Ibex.Ai are offering a trial period to perspective operators looking to upgrade their services. This requires no initial integration and can deliver all your CRM needs before the first whistle blows on top of the current systems you have in place. We ask you to challenge the status quo and don’t simply reuse the same CRM tactics used for the last world cup to retain customers. As many competitors have begun to take advantage of the automation and personalisation offered through Artificial Intelligence, don’t fall behind. We can provide prospective clients with a trial focused on their churned players to provide insight as to the deliverables of our AI-powered services.

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Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025

Published

1 hour ago

May 2, 2024

George Miller

Reading Time: < 1 minute

Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025

Join the most influential gaming industry professionals from throughout the world when ICE opens at Fira Barcelona Gran Via, 20 –22 January 2025. The first edition of the world-leading business event to be held outside the UK will feature a record 1,000 exhibitors following unprecedented demand for space from world gaming’s leading innovators covering every sector and every jurisdiction.

ICE and the co-located iGB Affiliate – which will occupy 120,000 square metres compared to the 100,000 sqm used in London – connect the entire global industry and provide access to the very latest cutting-edge innovations, technological solutions, regulatory updates, and insights which assist entrepreneurial businesses to enter new jurisdictions and build market share.

ICE is the event where the industry launches tens of thousands of game-changing, landmark products and where visitors can explore the future of gaming. For more information on the event where the world of gaming goes to do business and to register: icegaming.com

The post Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025 appeared first on European Gaming Industry News.

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SIS and Premier Greyhound Racing reveal improved greyhound race time schedule

Published

4 hours ago

May 2, 2024

George Miller

Reading Time: 2 minutes

Sports Information Services (SIS), the leading multi-content supplier of 24/7 live betting services, and Premier Greyhound Racing (PGR), the media rights company supplier of greyhound racing to the betting industry and direct to viewers, have collaborated to offer a revised race time schedule starting from 20 May.

Designed to protect the long-term future of UK greyhound racing, the new schedule will see morning fixtures start slightly later – moving from 10.47 to 11.01 and 10.54 to 11.09. Additionally, there will also be a slightly later start time for some evening fixtures aimed at a retail audience, with the first evening fixture now starting at 18.08.

Commenting on the improved schedule, Terry Mahoney, Head of Business Development at ARC, said: “The new race times will help make it easier for customers to navigate busy racing schedules as well as improving operations trackside. We will continue to listen, monitor, and adapt schedules where and when needed as we move forward to deliver the best service possible for betting operators as well as punters.”

Paul Witten, Managing Director at SIS, added: “We are passionate about delivering a greyhound racing service that benefits all of the sport’s stakeholders. Together with Premier Greyhound Raxing, we have introduced a revised racing schedule that benefits operators and their customers.

“Our approach to greyhound racing is grounded in sustainability and flexibility. This collaboration with fellow service providers allows everyone to enjoy all the high-quality action produced on a daily basis from tracks across the UK and Ireland.”

SIS has long-term agreements in place with bet365, William Hill, Paddy Power and Betfred to deliver its greyhound content across UK and Irish retail and digital channels. SIS also promotes this content across dozens of leading international operators, as well as through SISRacing.tv.

PGR offers greyhound action, cards, video replays, results, news and info on greyhounds.attheraces.com, and regular live broadcasts on Sky Sports Racing. Premier Greyhound Racing is a joint venture between Arena Racing (ARC) and Entain, the global sports betting, gaming and interactive entertainment group. Between them, the two companies own nine of the 20 licensed British greyhound tracks and ARC manage the media rights for five independent tracks.

The post SIS and Premier Greyhound Racing reveal improved greyhound race time schedule appeared first on European Gaming Industry News.

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EGT to create a sensation at FIJMA 2024 with its new products for the B2 Saloon and casino markets in Spain

Published

5 hours ago

May 2, 2024

George Miller

Reading Time: 3 minutes

EGT will present its latest developments for the B2 Saloon and casino markets in Spain during FIJMA 2024, which will take place on 07-09 May. Alejandro Mosquera, director of the local office of the company, shared: “We have chosen to show the products that have the greatest potential for the country, and I am confident that our selection can offer something to everyone – to those, who are about to start their gaming business now, and also to those who want to make their business even more successful. We will be waiting for all of them at stand C17-C19.”

Among EGT’s newest proposals, that are expected to generate huge interest among visitors to the exhibition, are the multilevel jackpot Sands Princess AWP and the latest addition to the top-performing jackpot Bell Link AWP – the Bell Link Plus multigame, both of which are designed especially for the B2 Saloon market.

Sands Princess AWP will take players to the kingdom of Egypt, where each of the 5 levels can be won with any bet. The 4 games of the jackpot: Egyptian Tale, Pharaoh’s Desert, Sands Spirit and Mystic Dawn, will present to those eager for adventures and untold riches numerous opportunities for winning, but only the boldest ones will be able to reach the two linked progressive levels and turn sand into gold.

Bell Link Plus joins Bell Link AWP jackpot to add even more diversity to the choice of the Spanish gaming audience. The multigame’s 5 titles: Book of Realm, Burning Hot, 40 Super Hot, 20 Super Hot and Shining Crown, will dive players into the fascinating world of some of the most popular games of the company, now enriched with more chances for winning and entertainment.

Both Bell Link Plus multigame and Sands Princess jackpot will be housed in the Phoenix AWP cabinet – another product, designed specifically for the B2 Saloon market in Spain, which will make its debut on local level at the exhibition. Featuring 27-inch monitors and multiple ergonomic features, this model offers maximum comfort, while the video and audio capabilities, along with the latest EGT software, guarantee an optimal gaming experience.

The guests at the EGT stand will have the opportunity to see the new Premio Ganador multigame for the B2 Saloon market as well, which is expected to be available in the country in the near future and grab the attention of local players with its attractive features offering a lot of bonuses.

The selection will be complemented by the other well-known B2 Saloon cabinets and games, as well as some of the slot products with greatest potential for the country such as the General cabinets and the bestsellers Bell Link and Gods & Kings Link. The latest jackpot proposals Supreme Combo Link and Sheng Sheng Bu Xi, which were launched just a few months ago and have received very positive feedback, will also be showcased.

EGT Digital will demonstrate its rich portfolio of iGaming solutions as well, including instant and slot games, as well as the in-house developed “all-in-one” betting platform X-Nave, which provides operators with a complete solution for building and maintaining a successful online business.

“We will be delighted to welcome everyone who is interested in our products on our stand at FIJMA,” concluded Mr. Mosquera. “I believe that this year’s participation will be very fruitful just like the previous editions and we will receive many inquiries. We will be happy to continue the conversations with our partners and potential new customers in EGT’s new office in Madrid, which is equipped with a spacious showroom, where they will be able to see and test our developments on site once again. Its official opening will be on May 6 and we will be glad to share this experience with all our friends.”

The post EGT to create a sensation at FIJMA 2024 with its new products for the B2 Saloon and casino markets in Spain appeared first on European Gaming Industry News.