About Client
The client is one of the world’s largest and oldest multi-channel bookmaking and gaming companies from the United Kingdom, operating in over 25 countries with annual revenue exceeding €3 billion as of 2020.
Background
- To acquire a player, igaming operators need to fight the stiff competition in their industry, ensure their players’ KYC operations are quick and smooth, verify their payment accounts setup and they need to keep them engaged for as long as they can on the internet by providing the best experience possible. Through every step, a significant number of players will choose to never return to the site. Retaining the customer for as long as they can is one of the key indicators an online casino consistently tries to improve.
- However, this is easier said than done. To keep a player engaged means to study and understand their behaviour, hyper-personalize their gaming experience to retain them for longer and make personalized marketing offers so that they return.
- Churn analytics is extremely important and online casinos nowadays use machine learning and deep learning algorithms to gain a high-quality perspective of their players in order to reduce churn rates
Challenge
- The client wanted to reduce their player churn rate and predict most valuable players early on to retain them through personalized offers. Further, they needed the information integrated to their CRM for campaign analysis and measuring efficiency of their marketing efforts.
