Optimove's New Research May Help Social Gaming Operators with Marketing StrategiesPublished November 19, 2016 by Elana K
New research released by Optimove, an internationally recognized customer retention marketing company, sheds light on the current trends in social gaming and gives operators tips for marketing strategies that maximizing conversion.
New research released by Optimove, an internationally recognized customer retention marketing company, sheds light on the current trends in social gaming and gives operators tips for marketing strategies and maximizing conversion. According to the research, there are six types of social gamers, and each type should be approached with a different marketing strategy.
Six Types of Players
New Non-Spenders are players who have registered within the past fourteen days but haven’t yet made a payment. The goal here should be for operators to encourage players to become active and only then push for a first deposit.
New Spenders are players who have made a deposit within the first two weeks of signing up. The strategy for these players should be gamified campaigns, welcome packages, targeted promotions, and making sure their gaming experience is a good one.
Active Spenders are those who have made deposits on at least two different days in the past fourteen days. Operators’ strategy with this group should be daily monitoring, contacting players directly after important milestones (big wins or losses), and implementing a VIP plan.
Active Non-Spenders are players who made at least one payment in the past, continue to play, but have not made another payment in twenty-one days. The goal with this group is to push for the next payment, because the more time that passes without a payment makes the player less likely to deposit again.
Churn Spenders are those who have paid in the past but have not played or paid in the past twenty-one days. The goal for operators here should be to reactivate these players by analyzing their activity before they stopped playing and then create targeted marketing campaigns.
Reactivated Spenders are those who have made payments in the past, churned, and then became active, either by playing or paying. Data shows that these players are likely to churn again within two weeks of their return, so the goal for operators should be to create campaigns to keep these players active for as long as possible.
The Bottom Line
Optimove's research shows that constantly monitoring player trends and creating targeted campaigns for the right segments will help operators boost player engagement, loyalty, and retention.