Stephen shares an article post he has produced relating to how you can welcome new customers in the igaming industry and a tactic you could look to adopt.



Have you ever been into a restaurant for the first time and had an awful meal? I'd take a wild guess that you've never returned to have one more bash at another fine dining experience.

The principles are the same right here in the igaming industry. In the cross over from acquisition to retention, it is essential to welcome new customers in a positive way. Yes you have probably given them at least a 100% free bet / bonus, maybe even a no deposit bonus, but from those that did deposit, do you know if they have a good first experience?

I have experienced and helped a number of operators see the benefits of “first time loser” promotion tactics.

One of the examples from previous campaigns saw the following promotion as part of the welcome journey on Day 2. Segmentation included: new player = Yes, deposited = X, Turnover = Z, Gross win = X, Withdrawal = 0, Contactable = Y, Balance = 0. Based on the product they have used, games / bet and deposit level, I would offer a customer a cash bonus back into their account the following day.

Foviance also touched on this type of tactic in a presentation at EGR last year, where they helped a poker client to promote to new players that needed extra guidance. These customers showed characteristics /deposit level of a novice player and had lost their first 3 hands. In both examples above, both of us noticed a large percentage of lapsing customers that lost their whole deposit on their first day of play.

Going back to the restaurant analogy, a waiter could try and save your bad experience by offering a free dessert or a discount. Once again, you can perform similar principles depending on your systems. Some casino suppliers have a threshold trigger that kicks in a message / bonus if your new customers balance hits under a certain amount.

It depends how you wish to run your operation, plus how and when you want to get these customers to return.

So, look at your numbers and check to see if you have a churn rate of single depositing customers that fit the above criteria.

Rest assured, if you do nothing, ........ these customers are eating a tasty meal elsewhere tonight!