Poll results: Gamification could provide big CRM boost
Majority of readers say operators must be more innovative in their approach to customer reward schemes
Operators should be more innovative in their approach to customer rewards schemes if they are to increase retention and repeat play, according to the majority of respondents to this week’s eGR poll.
As Ladbrokes showed last week with its new Ladbrokes Life Adventure scheme, some operators are taking a fresh approach to CRM by using techniques more familiar to social gaming customers.
Lads’ scheme allows players to collect coins each time they play casino games, which can then be traded for scratch cards that offer prizes.
Others including Casumo and Casino Heroes have integrated a customer journey experience to build engagement around casino gameplay beyond the traditional reward and bonusing methods.
And some 70% of respondents to eGR’s poll agree a shift to more immersive CRM could provide a big boost to retention.
The remaining 30% believe that traditional CRM methods are a much more sustainable approach, a view which appears to be shared by the majority of sportsbook operators who have yet to bring much innovation in this area.
Bwin even went so far as to shut down its b’inside loyalty programme for sports last year and most of the major operators remain focused on more straightforward bonusing.