In every customer-based business, the customer is sacred. Customers are more than just an abstract idea to have in mind when setting up your website. If you’re serious about providing excellent service and getting people to spend money on your domain, you need to understand that your revenue is directly tied to how well you understand your targeted audience and how you market to them.
The more you appeal to their needs, desires, and preferences, the better the chances you’ll have of engaging them with your output. The more they’re engaged, the better your final results will be.
Understanding exactly who your targeted customers are, what they want, and how they want it is of crucial importance when developing a marketing plan for your site.
The iGaming Customer
For iGaming professionals, building detailed personas and journey maps is definitely the best way to identify who they should be targeting with their content and advertisements, and how. If they really do their homework here, companies will come up with effective solutions on how to get their desired groups of customers to engage with their business across the board.
The insights companies gather from mapping the journey of their customers will most certainly help them optimize the experience they provide.
iGaming is an extremely crowded and competitive industry. If you run an online casino or a lotto website, your no.1 goal in business should be to build a big base of returning customers.
When it comes to running an iGaming website, customer retention is something that you really need to think about. This is especially true for the social gaming space, where games are equally accessible to paying and non-paying players, making players’ behavioral patterns and lifecycle stages especially complex.
You want to build a big base of people who keep coming back to your domain and spending money on games of chance. The only way you can do that is by really getting to know your players and how to move them down your sales funnel.
In the following segments of this article, we are going to present you with the most common iGaming personas that will help you figure out how to best interact, engage and convert your occasional players into regular customers:
1. Active Spenders
There are three most common customer personas every iGaming business can easily recognize: the active, non-active, and churned spenders.
Active spenders are people who regularly visit your domain and constantly spend money on it. They are the ‘golden geese’ of your business. They generate the biggest percent of your revenue and you should do everything in your power to attract as many people like this on your website.
Engaging big spenders is relatively easy. They already like what you have to offer, so your only concern is to provide them with enough interesting offers to get them to spend more money. Smart iGaming professionals know who their best players are and they invest a great deal of effort into making sure that they stay with them. They monitor their activity on daily basis and engage them after big wins, big loses, levels of change, etc.
These types of players usually have special treatment and receive special offers from the company. They are constantly awarded with bonuses, unique deals, gifts, etc. It’s safe to say that this type of players are considered to be VIP users.
Tracking the highest achieved tier of each player is also important. Players who used to be part of the 5% group but are no longer there, need to receive enhanced treatment since they still have a high spending potential.
2. Non-Active Spenders
The non-active spenders are players who have spent at least some money on your site since joining, but somehow and somewhere they’ve stopped spending money on your games. This type of customers are the biggest thorn in the eye of every iGaming business owner. If you don’t get these players to start spending money soon, they will create a problem in your economy.
Start by segmenting your audience. Your goal is to separate the spenders from non-spenders and think of ways to push the second group to the next payment. If a particular player had made at least one payment, there’s a certain level of probability that he’ll make another one. The more payments a player makes, the greater their chances of making subsequent payments. However, there’s still a significant chance that your player won’t ever make another payment on your domain. There are numerous reason why someone would just stop participating. The goal here is to figure out what’s the main cause behind such issues and how to engage players before they totally cool off.
In order to do that, it is advisable to segment the non-active players based on the following parameters: 1) days since the last payment was made and 2) number of total payments.
These stat lines will provide you with enough insights to understand what’s going on behind the curtain.
For example, the amount of the past payments will tell you how likely it is that certain players will make a new payment in the upcoming month. If certain players have made big payments in the last month, that means that they’re set for now and you shouldn’t try to force them to do more. If you do, try to give them more-for-less deals.
With players who were spending a lot, but have suddenly stopped paying – you should try to re-engage with stronger offers and bonuses for bigger payments. Players who stopped paying a long time ago should receive lighter offers that will hopefully drive them to make another payment.
Naturally, these are just a couple of general tips used to illustrate the point of such audience segmentation. The idea behind this particular approach is to understand that every iGaming business has multiple players who are stuck in different stages of their funnel. Every single group requires a different approach, one that will correctly address their situation.
3. Churned Players
Now, we’ll be talking about players who were once regular spenders, but have now stopped spending any money. Yes, the infamous churned players.
The main goal behind this particular segmentation is to single out players that you feel could be reactivated. There are lots of things you can do to revamp some of your older players and make them fall in love with your site all over again.
Churn longevity and activity tier pre-churn plays a crucial role in this segmentation. Identifying how long certain players have been in this phase and why will help you see if they’re worth pursuing. By looking at the frequency of their visits, it is possible to understand if specific players are in risk of fully abandoning the site and never coming back, or if they are just on a break (for any number of reasons).
Players who have just entered this stage for the first time need to be approached with stronger deals and promos compared to players who have been entering and leaving this group before.
Of course, for most players, this stage is unavoidable. Players who have been with you for a long time are somewhat expected to churn at one point of their lifecycle. Maybe they had enough of the same thing and need a break, or maybe they have found something new that currently preoccupied their interest. Whatever the reason may be, it’s always important to know that these things happen and that you still have enough space and time to reactive your players. So, be sure to keep your calm and figure out new ways to make your game exciting again.
Thank you for taking the time to read this article. As you can see from everything written above, it is of great importance to properly segment your audience and develop different strategies for engaging players in different stages of your consumer cycle. Sending everyone the same deals and emails won’t get you far in the iGaming space. If you want to encourage players to return to your website, it’s imperative that you really familiarize yourself with your audience and market each of your customer personas in accordance to their particular affinities and preferences.