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Movers and Shakers: Why Customer Service is the Unsung Hero in Player Retention: An Insider’s Perspective on Maximizing Lifetime Value in a Competitive Market
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Do a lot of operators overlook customer service and its critical role in player acquisition and retention?
Absolutely. Many operators don’t fully recognise just how crucial customer service is, particularly for retention purposes. While acquiring players puts less pressure on customer service, retaining them is a separate challenge. As CPAs rise with operators competing intensely for new customers, ensuring those customers are retained for as long as possible becomes the main objective. Here, customer service is essential in maximising player lifetime value (LTV) and driving continuous engagement.
Unfortunately, there’s often a race to the bottom with customer service, where cost-cutting leads to reduced quality. When customers reach out to support, it’s usually due to a problem. If they’re met with impersonal, unhelpful service, their dissatisfaction can be amplified, which can harm brand loyalty. This is especially significant today when digital engagement is so prevalent – those moments of human interaction carry enormous weight.
As for in-house versus outsourced customer service, it’s a long-standing debate. While building in-house teams offers control, it also brings high overhead. For those who choose to outsource, the key is partnering with a provider that aligns with their brand’s values, tone, and processes. When done well, customer service can strengthen player trust, a critical factor as operators aim to retain players and outbalance acquisition costs with high LTVs.
Why is customer service so important, and what opportunities does it bring when done right?
Customer service is a powerful trust-builder between brand and player. In an ever increasingly digital-first industry where human interaction is rare, these personal connections reinforce trust, ensuring a feeling of safety and value amongst players. Any opportunity an operator gets to maintain a level of personability needs to be maximised.
I would almost flip this question and say ‘what are the pitfalls when done wrong/poorly’. Customer Service is there to ensure that if things go wrong; bonus rounds aren’t paid out, welcome offers aren’t received, withdrawals aren’t functioning optimally, the customer is made to feel safe and reassured, in an efficient, positive manner. Customer Service is the first and last line of defence for the operator in making sure that the ultimate pitfall, a player churning due to negative experience, is never realised.
What challenges do operators face in setting up a customer service team, especially for international operators?
Setting up and managing a customer service team can be an enormous undertaking, especially for international operators. It requires dedicated resources, which often means sacrificing focus on core business strategy. Recruiting, hiring, and training customer service staff demand significant time and money, and for senior roles, costs can rise even further.
Of course, for operators who have a more global reach and team base, this can present additional challenges. There are many regions where there is an abundance of talent for operators to build teams in, of course, however the location of these teams is a critical aspect of this. Setting up in a sub-optimal location for one’s operation, could spell long-term trouble from a management and cultural perspective, particularly if services being offered are on a 24/7 basis.
Operators will want to have their operational teams aligned with their live jurisdictions as much as possible, particularly from a time zone perspective to ensure that synergy between teams and operation doesn’t become strained and also so that team members aren’t consistently having to work unfavourable hours in order to align with peak times of the day. For example, operators in North America/Latam who set-up a CS team in Asia, could find alignment between teams difficult, not least likely incurring additional costs for a large portion of the workforce having to work through the night to meet peak times in live markets, not only from a financial perspective but also culturally, keeping that team motivated and ingrained in the operation could become very difficult.
How can these challenges be overcome, and how can RokkerX help?
RokkerX takes the operational burden away from our clients, allowing them to devote more time to optimising their strategy and driving the business forward. Having provided dynamic research, and strategic and operational consultancy to over 50 operator and B2B suppliers over the past 9 years, we offer our clients an experienced partner to enable them to take greater control of their operation, without the overhead.
With an implicit understanding of end-to-end iGaming operations, we transitioned seamlessly into the Managed Services space at the start of 2023, offering a large suite of services to our clients. We thought having provided the industry with strategic and operational consultancy, it was a natural next step to actually run areas of a client’s operation for them.
We have already launched hubs in the UK, Spain and Bulgaria, soon to be launching in Columbo (Sri Lanka) and Sao Paulo in Brazil with 2 further clients, and have a proven track record as a partner with a heavy focus on scaling while retaining that same team culture we have always prided ourselves on. We continue to scale the team significantly in Bulgaria, which is our main hub, having recently agreed on a new office to hold up to 120 team members.
With the combination of the services we offer our clients; Trading & Operations, Customer Service, ‘KYC, AML, Fraud & Payments and Player Retention, we are able to provide our clients with a holistic approach to strategy in their operational services. We are able to triangulate several sources of data for a clients operation and enable them to continue to shape their strategy just in a more optimal way, be it bonus strategy, retentional mechanisms, product enhancements etc.
How does customer service integrate with areas like KYC and AML?
In iGaming, the lines between services like customer support, KYC, and AML often blur. Depending on the operator, customer service might be expected to handle payment support, KYC checks, or even fraud detection. Offering these services together allows us to provide a comprehensive support system that covers essential risk areas and keeps operations secure.
Our expertise extends across these areas, giving us the flexibility to support clients with a unified approach. With subject matter experts in each field, we help customers resolve a wide range of issues while safeguarding operational integrity. This “one-stop shop” model reduces the need for multiple suppliers, simplifying management for our clients and minimising the risk of control issues.
Is customer service the most effective way of engaging with players and building trust? Why is this so important for online casinos and sportsbooks?
Customer service is certainly one of the most effective ways to build trust with players and ensure they are retained, but naturally, high-quality and efficient customer service is most impactful if it is part of a broader engagement strategy. Effective, responsive support reassures players that they’re heard and assisted whenever needed, however, combining customer service with transparent communication, personalised experiences, and consistent value can deepen engagement even further. Ultimately, customer service is crucial, but a holistic approach, as mentioned previously, that also prioritises user experience and multiple trust-building measures is most effective for long-term engagement.
As discussed already, industry reputation and player confidence are two areas that both sportsbook and casino operators rely on. Players are not only investing their time but of course also their money, and any doubts about fairness, security, or reliability can damage these two factors and quickly reduce engagement with their brands. Transparent communication and integrity can be achieved through quality customer service both of which are building blocks towards long-lasting success in this industry.
The post Movers and Shakers: Why Customer Service is the Unsung Hero in Player Retention: An Insider’s Perspective on Maximizing Lifetime Value in a Competitive Market appeared first on European Gaming Industry News.
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Summoners War X AppGallery Meetup 2024: Exclusive Insights with SWC Europe Cup Champions NEF, ISMOO and STARTIIK
Summoners War, a popular mobile role-playing game, has captivated millions with its turn-based monster battles. Boasting over 220 million total downloads across platforms, Summoners War has cultivated a loyal and passionate fanbase.
To celebrate this dedicated community, the Summoners War X AppGallery Meetup 2024 in Hamburg on 30th November invites fans to engage in exciting activities and connect with the community, with top players NEF and ISMOO headlining this sold-out event. We caught up with NEF, ISMOO and STARTIIK, the top three winners of the SWC 2024 Europe Cup, to dive into their strategies, the influence of AppGallery, and the upcoming meetup.
What key strategies helped you win the Europe Cup and advance to the World Finals’ Semi-Finals match?
NEF: A lot of preparation involved strategizing with my friends and anticipating my opponents’ moves. Additionally, having favourable RNG in critical moments played a crucial role in my success.
What was your turning point in Summoners War that influenced you to start competing professionally?
NEF: Throughout my Summoners War journey, I have met so many incredible people who have really helped shape my experience and push me to grow. Watching ISMOO’s energetic performance on the big stage, gave me the motivation to chase my own dreams and got me to where I am today!
How does it feel to be part of the Summoners War X AppGallery Meetup 2024 and what are your thoughts on AppGallery’s Summoners War campaigns and offline events?
NEF: I am thrilled to be a part of meetup! Being involved in this vibrant community has been such a rewarding experience. I appreciate the variety of Summoners War campaigns that AppGallery offers, catering to all kinds of gamers, regardless of budget. Attending Gamescom last year was a phenomenal experience. The energy was electrifying, and it was amazing connecting with fellow gamers who share the same passion!
What key lessons from your past World Finals experiences have contributed to your success in reaching the World Finals’ Semi-Finals again?
ISMOO: Competing in past World Finals has been a crucial step towards my success in the Semi-Finals. It has taught me to stay composed and avoid costly misplays, even when the stakes are high. I have also learned to better analyse and adapt to opponents’ strategies, enabling me to make smarter decisions and perform more consistently under stress.
Reflecting on your 8-year journey, what key moments shaped your path in Summoners War?
ISMOO: One of the highlights was meeting all my in-game friends from Summoners War, including NEF, that I had only interacted with online. It was incredible to finally meet them in person and getting to know each other better!
Another unforgettable moment was competing in SWC World Finals 2022 in Korea. It was my first time traveling to Asia, and playing live on stage was such an exhilarating and surreal experience.
How does it feel to be part of the Summoners War X AppGallery Meetup 2024 and what are your thoughts on AppGallery’s Summoners War campaigns and offline events?
ISMOO: It feels amazing to be part of this meetup. Reconnecting with the community and meeting so many new people has been a blast! Incredibly grateful for the multiple events that AppGallery has hosted and invited me – It is truly an honour and excited for future events!
What key lessons helped you win second-place at the Europe Cup and advance to the World Finals’ Quarter-Finals match?
STARTIIK: I spent a year focusing on mastering drafts and learning which monsters counter certain meta picks. My Europe Cup preparation involved studying my opponents and analysing their playstyles. However, the World Finals demanded a completely different approach. Preparing for LADRILLO-OS was manageable while LEST’s unpredictability made it more challenging.
As a first-time Europe Cup player, what elements of your gameplay surprise opponents, and does their underestimation give you an edge?
STARTIIK: As a first-timer competitor on stage, many opponents underestimated me despite having experienced my strengths in previous matches. The real challenge lies in proving yourself as a worthy competitor who can handle pressure and deliver consistent results. My fast-paced cleaving strategy has always been my focus but the addition of Lora to my roster this year has strengthened my second-turn gameplay, allowing me to explore new strategies.
How has your AppGallery experience been, and how do its Summoners War campaigns and cashback benefits enhance your gameplay?
STARTIIK: My experience with AppGallery has been great! Installing it on my Android device was a breeze, and navigating the app is intuitive and straightforward. The enticing campaigns and cashback deals have been a great bonus, enabling me to grab some excellent discounts on in-game packs.
The post Summoners War X AppGallery Meetup 2024: Exclusive Insights with SWC Europe Cup Champions NEF, ISMOO and STARTIIK appeared first on European Gaming Industry News.
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DSWV further expands its network: performanceLiebe and Kerberos Compliance become new partners
The German Sports Betting Association (DSWV) is pleased to announce the addition of two new partners as of December 2024: performanceLiebe and Kerberos Compliance. With this step, the association is underlining its commitment to an innovative and future-oriented sports betting industry.
“We are very pleased that performanceLiebe and Kerberos Compliance have joined.”says DSWV President Mathias Dahms.
“Both companies ideally complement our partner network and offer our members valuable services. With their expertise, we can further strengthen the competitiveness of the German sports betting industry.”
Rainer Naranjo, Managing Director of performanceLiebe emphasizes: “We see the collaboration with the DSWV as a great opportunity to use our expertise in link building for the sports betting industry. Through targeted search engine optimization measures and the creation of relevant backlinks, we can help to increase the visibility of DSWV members.”
Christian Tsambikakis, Managing Director of Kerberos Compliance, adds: “Compliance with the complex money laundering regulations is of central importance for companies in the sports betting industry. We look forward to contributing our expertise to the cooperation with the DSWV and helping its members to meet their compliance requirements even more efficiently and reliably.”
performanceLiebe is the leading link building agency since 2009 with more than 200,000 link sources in over 50 countries, specializing in the sports betting industry. With innovative link building strategies, performanceLiebe ensures more traffic and higher rankings in the search engines.
Kerberos Compliance is a leading provider of compliance solutions that helps companies meet the complex requirements of the Anti-Money Laundering Act and the GDPR. With customized solutions and in-depth industry knowledge, Kerberos Compliance ensures maximum security and transparency.
The post DSWV further expands its network: performanceLiebe and Kerberos Compliance become new partners appeared first on European Gaming Industry News.
Nazara and Lysto have signed a Letter of Intent to launch The Growth Protocol, an L1 infrastructure layer, purpose-built for digital marketing and growth applications on the blockchain.
The Growth Protocol is a purpose-built L1 blockchain and a collaboration between Nazara Technologies FZ LLE, a 100% owned subsidiary of Nazara Techologies Limited that is India’s only publicly listed gaming company, and Lysto, the gaming world’s one-stop shop funded by leading VCs like Hashed, SquarePeg, Tiger Global, Distributed Global, Beenext, and prominent angels like Balaji Srinivasan, Sandeep Nailwal, Jaynti Kanani, Bobby Ong, and T.M. Lee.
Designed to revolutionize the digital marketing landscape, The Growth Protocol aims to bring greater transparency, equity, and monetary benefits to all participants in the Web3 marketing ecosystem. By leveraging blockchain technology, the protocol empowers users through decentralization to take control of their digital identities and participate in decentralized, trustless interactions.
The Growth Protocol makes its public debut at India Blockchain Week, a significant event for the Web3 community globally. Alongside a private testnet launch, the team released a proof-of-concept loyalty dApp for game marketing, showcasing the practical application of Web3 technology in the gaming industry.
Speaking at IBW, Nitish Mittersain, CEO and Jt. MD of Nazara, shared his vision for innovations in the gaming sector and expressed his enthusiasm for bringing Nazara’s game marketing to the Web3 space. Speaking at India Blockchain Week, Nitish said, “We are very happy to innovate on new and upcoming technologies such as web3, VR & AI and look forward to integrating our games with releveant web3 technologies that can add value to our players.”
Sadiq Ahamed Shaik, CEO of Lysto, and Founder, The Growth Protocol, said, “The Growth Protocol is a platform for developers and all marketing roles. Our team is working with developers to launch a series of growth applications on the L1 blockchain, empowering users through decentralization for marketing and growth initiatives.”
The Growth Protocol team, composed of experienced professionals previously at Microsoft and Google, is actively engaging with Web3 developers, key opinion leaders, and marketing professionals at India Blockchain Week, fostering collaboration and innovation.
The Web3 community at IBW is invited to meet the team in person, join the test net launch, and participate in rewarding quests. For those who won’t be at IBW are welcome to connect with The Growth Protocol through their website and social channels on X or LinkedIn and more.”
The post Nazara & Lysto sign LOI to launch “The Growth Protocol” appeared first on European Gaming Industry News.
Summoners War X AppGallery Meetup 2024: Exclusive Insights with SWC Europe Cup Champions NEF, ISMOO and STARTIIK
DSWV further expands its network: performanceLiebe and Kerberos Compliance become new partners
Nazara & Lysto sign LOI to launch “The Growth Protocol”
Mumbai gamers win premium CyberPowerPCs worth over INR 1 lakh at GamingCon 2024; over 500 attendees participate.
Kambi Group plc repurchase of shares during 27 November – 3 December 2024
Dr. Dorian Freudenreich is the new Vice President Business LOTTO24 and designated member of the Management Board of LOTTO24 AG
Advantech to Showcase Cutting-Edge Gaming Solutions at ICE 2025 in Barcelona
FightScout wins Gaming StartUp Challenge 6.0 at BEGE 2024
The European Lotteries Association Participated in This Year’s Integrity Seminar
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