GPWA Times - Issue 20 - March 2012

Vertical leap: Driving player deposits through targeted promotions By Sarah Robertson W hen it comes to success- fully drawing new visi- tors and generating fresh deposits through player promotions, not all verticals are created equal. There are significant differences in demographics for the average bingo participant, sports punter, casino pa- tron and poker player. As a result, it is impossible to create a unified, one-size- fits-all approach to successful market- ing among all verticals. A demographi- cal disparity implies a general difference in viewpoint, values and response to stimuli. The promotions that pique the interest of the older female demographic prevalent in bingo may do little to en- courage younger male poker players. This being the case, it is important to know your target audience. The best way to learn about your audience is to create relationships and increase your customer relationship manage- ment strategy. This way you can find out what works and what doesn’t and obtain return optimizing information straight from your target clientele. B ingo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Demographic research shows that the average bingo player tends to be a mid- dle-aged or older female. When it comes to bingo, many players find the game to be secondary. Rather, customers are drawn to the communal nature of the game. Due to the fairly arbitrary nature of number selection in bingo, the game has classically been more about social interaction than pure gaming prowess. Players would gather regularly at bingo halls to play, which meant consistent, sustained interaction among players. Online bingo players have retained this desire for the social aspects of the game, and the most successful bingo provid- ers are the ones who have managed to replicate the experience and entertain- ment of the collective bingo gatherings. For bingo promotions, the ones that bring about increased views and deposits are the ones that best facilitate community building. Most bingo operators do this by offering players no-deposit welcome bonuses, general-deposit bonuses and daily, weekly, monthly and seasonal pro- motions. Popular welcome promotions involve a bonus of £5-£20, values which align with the expectations of the average bingo player. These are well received by players who are learning to play or trying out online bingo. Generally players can spend the free money anywhere within the website but they are not able to withdraw the bonus until the site’s requirements are met. The wager and depositing require- ments of some bingo sites will be far high- er than others. The no-deposit bonuses serve to entice players to play on the site by remov- ing the need to make any initial invest- ment. The subsequent routine promo- tions provide incentives for players to continually return to the same provider. Additionally, since players receive these steady promotions simultaneously, they come back and play together, which helps strengthen the gaming community that bingo participants seek in the first place. For this reason, if you have a lot of faith in the social environment your brand can provide, a higher welcome bonus like £20 could work well. The above-average welcome bonus is a wonderful acquisi- tions tool in the saturated bingo market that works best in tandem with strong retention resources, which can include social provisions or regular promotions that build a community by maintaining a steady pool of players. C asino . . . . . . . . . . . . . . . . . . . . . . . . . . . . . According to recent studies, casino players tend to be middle-aged or older, with a balanced distribution between male and female. The most dominant age group for casino is 55 and above, but players ranging from 35 to 55 are also strongly represented. While com- munity is just as important (if not as important) as actual gameplay for bin- go players, casino gamers care more about the actual games and software. People who play casino games play to win, as opposed to the primarily social goal of bingo players. Due to the desire for victory in casino gaming, the most effective casino pro- motions are ones that allow players the opportunity to win without incurring any loss. These riskless opportunities can include no-deposit bonuses, cash-back offers and free spins. With a no-deposit bonus, a player is presented with oppor- tunities to win without an initial deposit. With a cashback offer, a player stands to negate losses. Free spins are perhaps the most enticing as they require no action of the gamer and still increase the likeli- hood of winning. A strong offering I have seen is a deposit bonus of 100 percent on a player’s first casino deposit up to £50. The deposit bo- nus amount awarded and the qualifying deposit are subject to a specific amount of rollover that ensures that the player will continue playing and not abuse the bonus. 22 Vertical leap: Driving player deposits through targeted promotions