To remain competitive and compliant, operators need to be proactive in their approach towards socially responsible gaming.
The key is to develop personalized and responsible marketing strategies that differentiate between players and segments them into different groups based on their risk level.
By dividing players into different risk-based segments, operators can use marketing strategies to both encourage healthy gaming behaviors as well as reduce the number of players who become at-risk – all while increasing retention.
Here are a few quick ways to identify players and communicate with them appropriately.
Differentiate Between VIP and At-Risk Players
One of the major challenges that brands face when it comes to responsibly communicate with their players is the many similarities VIP, and at-risk players demonstrate. Intuitively, both VIP and at-risk players are likely to have large deposits and betting activities.
To differentiate between VIP and at-risk players, Optimove creates a bespoke weighted scoring system for each operator. The scoring system consists of player attributes that could indicate if a player is developing at-risk behavior.
React to Suspected At-Risk Behavior in Realtime
Operators need to have the ability to react to realtime events that could indicate problematic behavior. Some activities detected in realtime can easily be prevented, whereas, if left unattended, could contribute to the player’s risk level.
By leveraging Optimove’s realtime capabilities, you can easily identify players who are exhibiting the first signs of unhealthy behavior and trigger a website pop-up encouraging the player to take a timeout and refrain from making an additional deposit.
Furthermore, players exhibiting signs of this behavior can easily be excluded from any other promotional campaigns they were meant to receive that day.
Create Customer Journeys that Cultivate Healthy Gaming Habits
The interactions you have with a player have a tremendous effect on the likelihood of adopting healthy habits or developing problematic behaviors on their part.
For instance, one of the most important interactions an operator will have with a player throughout their lifetime is the welcome series, which can greatly influence players’ future behavior. Optimove research suggests that, on average, 75% of players who self-exclude do so within the first month.
As operators and regulators push for a more socially responsible gaming environment, it is important that marketing strategies shift to accommodate this new focus.
Gabriella Laster is Product Marketing Manager at Optimove, responsible for prospect marketing and product messaging. Gabriella holds a B.A. in International Relations and English Literature and an Executive MBA from Hebrew University.
