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How to identify best promotions & channels to
increase retention and reactivate the database
Carmen Cimirro
London, 04/02/2014
CRM Manager – bwinparty.it
Looking beyond the bonus culture
How to identify promotions to grab attention and win back
lapsed users?
Which marketing channel generates the best results?
3
AGENDA
Survey* of lapsed users:
Q: What will make you play with us again?
A: 87% of users want bonuses or discounts!
Bonus strengths - Easy to set up with 1-click & intuitive for users
- Short-term results and best tactical CRM
channel
- Keep users on site
Bonus weaknesses - No differentiations from competitors
- Bonus costs impact significantly on P&L
- Real contribution to retention difficult to assess
Bonus 52%
Ticket 35%
VIP Status 7%
Dedicated CS 0%
Design improv.
3%
Software improv.
3%
Survey addressed to lapsed users of Giocodigitale.it in March 2013
Looking beyond the bonus culture
Looking beyond the bonus culture
• Reload bonus at 100% up to 200€
or even more
• High amount instant bonuses +
reload up to xx€
• Money back event
Goal in the last 5 minutes? Get your
money back
• Lost bets cashback
Up to 50€ refund on your next bet if
you lose, + 10% on the next bets
• And much more…
A key fact to keep in mind: all gaming competitors offer many different
and attractive bonus types.
Some open questions.... to plant seeds
Looking beyond the bonus culture
Can a company be profitable in the
long-term with a retention strategy
based only on bonuses?
Bonuses are vital for BU’s growth,
but ROI has to be the key decision
driver.
v
If 87% of users want bonuses,
what does this mean?
A successful company has to think
about what users want, but has also
to avoid doing only what users want,
creating a “bonus culture”.
Why do users have such a strong
need for bonuses? Users play to win money and they
want money.
AGENDA
• Looking beyond the bonus culture
• How to identify promotions to grab attention and
win back lapsed users?
• Which marketing channel generates the best results?
Play now, play more and stay with us!
Retention excellence
High engagement &
Brand awareness
GOAL
How to identify promotions to grab attention
and win back lapsed users?
Building a user focused promo strategy that creates a strong and long-
lasting relationship.
Quick-win raffles
Exciting promos 2
1
KEY INITIATIVES
3 Delight & surprise
programs
Instant-win raffle “Road to Juventus” to create player retention excellence.
Objective: Engage users by giving them a tangible reason for playing. Increase ‘fun’ perception. How does it work: Bet 2€, insert your personal data & discover in real time if you win Prizes to win: 1,500 Bonus & special Juventus football match tickets
QUICK-WIN
RAFFLES 1
Overview
How to identify promotions to grab attention
and win back lapsed users?
1
Instant-win raffle “Spin the Wheel of Fortune” for Bingo players to
instantly win a lot of bonuses with 1 click!
QUICK-WIN
RAFFLES 1
1
How to identify promotions to grab attention
and win back lapsed users?
Trend 2013 Instant–win only of Gioco Digitale site
QUICK-WIN
RAFFLES 1
IW without bonus
IW with bonus
«Spin the Wheel of Fortune» wins compared to other instant-win raffles
2013 Instant-win trend
NR OF PARTECIPATING USERS
“Magic nights” promo to create high engagement & a unique customer
experience stimulating participation in the promotion.
Objective: Reward users by giving them unforgettable experiences that money can’t buy How does it work: Climb leaderboard and win if you’re the best Prizes: Special packages to enjoy with titans of sport
EXCITING
PROMOS 2
Overview
2
How to identify promotions to grab attention
and win back lapsed users?
13
“Train with Champions” promo to create high engagement & a truly
special customer experience.
Objective: Differentiate from competitors by giving away exclusive experiences that money can’t buy How does it work: Climb leaderboard and win if you’re the best Prizes: “Train & Meet Juve” packages to enjoy and spend time with stars
EXCITING
PROMOS 2
Overview
2
How to identify promotions to grab attention
and win back lapsed users?
DELIGHT
PROGRAM 3
Make users feel
special & unique
Branded birthday gift sent home
Make users become
brand ambassadors
VIP Dinner/tickets vouchers
Enjoy an unforgettable
and remarkable experience
Xmas present shipped home
“Delight & Surprise” to recognize and reward best customers with a mix
of stimulating initiatives which offer an unexpected experience. 3
How to identify promotions to grab attention
and win-back lapsed users?
AGENDA
• Looking beyond the bonus culture
• How to identify promotions to grab attention and win back
lapsed users?
• Which marketing channel generates the best results?
Which marketing channel generates the best results?
All channels are useful and necessary.
No single channel can be effective alone!
A top performing channel exists but
frequently isn’t recognized as such.
It is for free...or almost!
It is really unique... like DNA.
It rewards all daily efforts.
It is worth more than the best marketing mix project!
MOBILE
SOCIAL
TV ONLINE
CRM
WEBSITE
Which channel is
this...?
The voice of customers
is the greatest marketing channel
to spread our brand and keep users active
17
If a user contacts you and says something like:
«Hey, you surprised me. You’re the best, thanks!»
His experience means:
• new loyal users acquired at very low CPA
• new ambassadors
• money, money & money....
....the customer experience is vital!
18
Which marketing channel generates the best results?
MOBILE
SOCIAL
TV ONLIN
E
CRM
WEBSITE
An example: «Magic Nights» promo was promoted though all main
marketing channels
CRM
WEBSITE
SOCIAL
ONLINE
ONLINE
The voice of customers is the key, their story is gold
Users emailed to say: «Thanks, as usual you’re the best, see you soon».
The marketing plan cries out «BINGO!»
Which marketing channel generates the best results?
The customer experience generates wide consensus even in the press
which reports how stimulating the whole bwin.it experience is and the
satisfaction of users to be part of the best gaming team
Which marketing channel generates the best results?
bwin is the leading sports betting brand of bwin.party digital
entertainment plc (LSE: BPTY), a global online gaming company.
The Company was formed from the merger of bwin Interactive
Entertainment AG and PartyGaming Plc on 31 March 2011.
Incorporated, licensed and regulated in Gibraltar, the Group also has
licenses in Belgium, Denmark, France, Italy, Spain and Schleswig-
Holstein in Germany.
With offices in Europe, India, Israel and the US, the Group generated
total pro forma revenue of €801.6m and pro forma Clean EBITDA of
€164.9m in 2012.
bwin.party commands leading market positions in each of its four key
product verticals: online sports betting, poker, casino and bingo with
some of the world’s biggest online gaming brands including bwin,
partypoker, PartyCasino and Foxy Bingo
About bwin
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