The importance of a gambling provider understanding their customers

Online casinos are becoming hugely popular around the globe, with more players than ever logging on to enjoy the casino experience from the comfort of their own home. Some of the most popular games include online slots, poker, blackjack, and roulette.

This fast growing industry is set to be worth over $22 billion dollars in ten years’ time, from just $5 billion. The countries with the biggest growth trend include western countries such as the United Kingdom, most parts of Europe, the United States and Canada.

As the accessibility and performance of smartphones, tablets and PCs has improved, more people have the opportunity to find and play these types of games. The increased use of social media and search engines also means that there are more opportunities to see advertisements and promotions for these sites.

In the US and Canada, the increased popularity of this industry has been driven by changes in the legislation and actions taken by governments and stakeholder groups. The benefit of employment opportunities and taxation has become more widely recognized.

Consumers are also becoming more aware of the regulations and licencing that has been put in place to encourage safe gambling. These help to prevent harmful gambling behaviours and restrict those who are underage from accessing casino platforms.

Increasing popularity has led to far more competition for online casinos…

With more and more players signing up to online casinos and new providers frequently joining the web, the market has now become highly saturated. This has presented a number of new challenges for online casinos who must now fight to stay ahead of the competition in order to retain and grow their revenues.

To remain competitive, these businesses most have a unique selling point, a wide selection of games with regular new releases. Importantly, they must know how to communicate with their customers as well as how to reach potential customers.

Brand Loyalty

For any online casino to succeed in such a difficult market, something that they must be able to establish is brand loyalty. It is five times easier to keep a current site user than it is to find a new one.

Brand loyalty can have a significant impact on site revenue. As a general rule, your loyal customers may make up 20 percent of your customer base but will contribute to 80 percent of your business’ revenue.

Loyal players will keep returning to your online casino to play their favourite games, they will also be more open to trying new ones that you release on your site. You might also find they are happy to spend more money as they have greater trust and familiarity with the casino and its features.

Brand Loyalty

It is important for gambling providers to reward their loyal players so they return back to the site.

Your most loyal customers can also do some of your work for you by bringing in new customers through referring you to family and friends. These customers unknowingly act as brand ambassadors, but this can of course go both ways as if they aren’t happy with something they may shout about it through online reviews or word-of-mouth and damage your reputation.

One way in which online casinos and other gambling providers encourage brand loyalty is through offering loyalty programmes. Both online gambling sites and bricks-and-mortar venues offer these. They are great for providers as they get them rich data insights and more in depth understanding of consumer behaviour.

Another way online casino providers reward their customers is through bonuses and promotions. For example, if a player visits an online slots site to play a variety of slot games then makes a return to the site on numerous occasions, the slot provider is likely to reward the player by offering them free spins on a slot game.

Customer Profiles

It is essential that all gambling providers understand who their customers or potential customers are before they commence any marketing activities. One of the most important steps in this process is creating customer profiles.

Customer profiles summarize who these individuals are, including their socio-economic background, age, interests and location, as well as the types of games they enjoy, level of risk they like to take and what times of day they like to play and even what devices they like to play on.

Once the business has built a clear picture of who it is they are trying to attract, they can begin to research the most optimal ways of reaching these target audiences. They may wish to utilise email campaigns, social media advertising, search engine advertising and SEO as well as traditional forms of media such as TV and radio.

Customer Profiles

Gambling providers should be aware of what media their target customer consumes to ensure their advertising messages are reaching the correct audience.

Personalized Ads

Personalization has become an increasingly popular tool in marketing in recent years, as markets have become more saturated customers look for more carefully brands that interest them. As the gambling is so competitive, personalization in communications is a very useful tool for these brands.

Personalized advertisements can be defined as those that are based upon previously collected data that influence ad selection. This might be data that indicates a user’s internet activity, their interests or their demographic.

This data can be really helpful for remarketing campaigns in particular. For example, if data shows that a user previously looked at a casino’s slot game selection but didn’t sign up for an account, a welcome offer with free spins is likely to appeal to them.

There are many reasons why a gambling provider should be aware and understand their customer. Not only is it strengthening the chances of the customer making a return visit to the casino site but it also can help acquire new customers through word of mouth marketing or social media advertising.

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