The online gambling sector is an excellent example of online marketing with the compound annual growth rate (CAGR) of 11.5%, which is expected to reach $102.97 billion by 2025. The casinos and betting operators work with large territorial restrictions and legal requirements, so they have to do their best more than anyone else to attract and retain customers. They are in possession of a variety of different tools and methods to stimulate the growth of the number of players, as well as encourage actual players to come again and again.
It is not enough just to launch a site, connect products, obtain authorization permits and flow traffic pending for the magical growth of GGR. But still there is a large part of the entrepreneurs who believe that the gambling business consist in launch of the site, filling it with traffic, after which you can shovel up the GGR. In the long term, such an approach will result in a suspension of operational activities due to a lack of liquidity, which will affect all the operator’s business processes with time.
But there is another part of the business that stays afloat when faced with obvious shortcomings in retaining and involving the players. There can be quite different operational problems, such as lack of a sufficient budget for maintenance of the marketing department, lack of promotions and bonuses, unwillingness to hold Jackpots, seasonality, lack of growth in games, and so on. The list of problems can be very different, including both internal and external factors. How to overcome this avalanche of inefficiency and start to receive conversion from each promotion or marketing activity?
In TVBET, we decided to create a partnership department to help the operators. The main objective of which is the development and support of the product on the side of the operator. We do not stop communication after integration, just the other way round, we support by providing marketing outsourcing services. In other words, the partner takes our product and receives as a bonus a large marketing team that will work with three main areas: analysis of the operational status, development of a product promotional strategy and implementation of the strategy together with the operator’s team.
Constant work with the involvement and retention of players that creates a really effective KPI growth. The number of players and bets is growing, which influences the turnover and profit of the operator. An excellent tool of attraction and retention of players are promotions and jackpots. On an average, we run 2 promotions and 660 Jackpot draws per month with one partner. This figure always changes in dependence to the size of the target audience. But it is enough to maintain interest in the game and produce a constant growth of GGR. It is important to keep an exclusivity of promotions and jackpots in order to make them less frequent and consequently “not to devaluate” the product. The amount of money collected during the promotions should attract and motivate players to act. On an average, the TVBET jackpot amounts to €30K among all partners.
The TVBET analytics department has noted that those operators who use Jackpot tools are 27% more popular among players than those who neither use the loyalty system at all nor work on its attractiveness. We can give an example of a company that, after starting work with the TVBET partnership department, has increased its monthly active audience of players from 1.5 million to 2.2 million, and the growth in the number of bets has amounted to 45%. Choosing a place to play, many players pay attention to the prizes offered by the platform. Besides, the Jackpot amount speaks of the honesty and reputation of the operator. For this reason, aside from bonus systems and beautiful design, an online casino and a bookmaker should look out for the largest jackpot that they can afford.
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