If the ‘customer is king’, why do many marketers in the online gaming industry face an uphill battle when seeking to bring their MarTech abilities up to date with evolving customer expectations?
When looking to secure development resources, their requests are often deprioritized in favour of product development and platform maintenance. As a result, they lack the tools to build the hyper-personalized customer journeys essential to acquiring and retaining players.
In large iGaming operators, product development and platform maintenance typically take priority. But launching a gaming platform that simply lets users play roulette or place a bet on the upcoming football match isn’t nearly enough to capture and retain the attention and loyalty of consumers – and most definitely not in such an increasingly competitive marketplace.
The gaming product, while essential, is table stakes. Then comes the actual experience. Will the experience your brand delivers be uniquely memorable? What happens when a registered player encounters a generic or dull promotion? Chances are, their attention will drop off – and they’ll drop out of your site or app to a competing brand’s in search of a more engaging, fun and personalised experience.
To compete and grow today, every interaction and touchpoint between a brand and its customers needs to be timely, contextual, and engaging – from the very first visit to registration and all the way to retention. In order to excel in delivering an exceptional experience in every life stage and touchpoint, marketing automation and CRM managers need advanced and strategic MarTech solutions.
CTOs delay dauntingly complex and costly data projects
To be competitive, marketing automation for online gaming operators demands a high level of personalization based on real-time data.
The problem for online casinos and sportbooks is not a lack of player data: They possess vast volumes of data, from KYC, payments, games, betting activity, and bonuses and much more that can be used to gain a contextual understanding of each player.
The real problem? Processing and leveraging this data for marketing in real time, so that it can be used to more intelligently manage player experiences and help make more informed strategic decisions.
More often than not, this requires extensive, resource-heavy data projects, which can be incredibly discouraging for the CTO office. Faced with limited resources and competing priorities across the business, CTOs will in many cases settle for partial, limited solutions instead.
But limited solutions also limit just how personalised Marketing Automation and CRM strategies can ever be – putting marketing teams in a difficult position: How can they acquire and retain players at scale without access to the tools required to get the job done? And how can they get their CTO on side?
CTO-friendly MarTech solutions: Accelerating ROI without complex data projects
With most CRM marketing solutions, the operator must first prepare the data for integration, which usually necessitates a complex internal data project. And if that project requires real-time data, it becomes tens times more complex and burdensome on time and resources.
With most CRM marketing solutions, the operator must first prepare the data for integration, which usually necessitates a complex internal data project. And if that project requires real-time data, it becomes tens times more complex and burdensome on time and resources.
Solitics’ Customer Engagement and Gamification platform was built to solve these challenges: Empowering operators with the ability to access and act on all of their customer data while enabling efficient and seamless integration. iGaming MarTech platforms are evolving to meet the demands of hyper-personalized user journeys without burdening IT.
With Solitics’ CTO-free solution, brands eliminate the need for extensive data preparation. Instead, Solitics connects to all company back-office data sources, CRM, website, mobile app, BI tools, and third-party providers (e.g. sports feed, gaming platforms, bonus engines, trading platforms, email, messaging apps, SMS, push etc.). It collects both historical and real-time data from all these sources, including visitor profiles and attributes, interactions, and live raw events (e.g. registration, deposits, withdrawals, login, page changes). It then processes them in real time, and unifies them into a single interface (UI) for marketers to access and work with.
Use case: Contextualised journeys powered by Live player data
Live data is the X-factor that enables iGaming marketers to execute the most contextual, timely, and personalised user journeys.
For example, a sportsbook operator can send automated updated odds as the football game between Team A and Team B is being played. during the game. Updates will be sent only to players with open bets on this match, with different messages, odds and bonuses tailored to fans of each team, triggered by any change
in the game itself.
This requires combining both the player’s betting patterns and sports events data in real-time — capabilities still out of reach for many operators. Typically, they’ll promote the game by sending push notifications to all those who bet on football. But without the ability to access and leverage customer activity data that may have just occurred a second ago, real-time personalisation using all of the data simply is simply not possible.
This requires combining both the player’s betting patterns and sports events data in real-time — capabilities still out of reach for many operators. Typically, they’ll promote the game by sending push notifications to all those who bet on football. But without the ability to access and leverage customer activity data that may have just occurred a second ago, real-time personalisation using all of the data simply is simply not possible.
Solitics’ unique data aggregation and processing technology adapts to your data structure and infrastructure, enabling you to respond Live (in 1.8 seconds or less) to anything your customers do – or don’t do – and to any change in the data.
A solution that supports growth with minimal IT burden
The best way to convince your CTO to invest in the MarTech you need? Identify a solution that answers your marketing needs and expedites ROI for the business but requiring minimal effort from your IT and development teams to integrate and deploy.
Using Solitics, operators are no longer stuck with the unenviable trade-off between the needs of marketing and IT. By unifying the data and making it usable in real-time, CRM, marketing, and product managers can create and deliver a Live hyper- personalised experience through any communication channel – enabling them to make good on split-second opportunities to increase conversion, drive engagement, enhance customer retention and grow loyalty. With Solitics’ award-winning platform, they can transform Marketing Automation and CRM managers’ ability to generate revenue and enhance player loyalty with the power of Live data.
And for the CTO office, this transformation can be realised without the burden of a lengthy and resource-sapping data project. With a contractual commitment to complete integration within just 45 days, iGaming brands can set up personalised player journeys and promotions, view data-driven analytics and finetune their strategies to continuously optimise results across the lifecycle.
