As a result, the brands in question, Rizk, Guts and Kaboo, will now enhance their reactivation performance through the addition of Enteractive’s (Re)Activation Cloud plug-and-play service.

Ross Parkhill, GiG’s director of B2C casino, commented: “”We expanded our partnership with Enteractive’s reactivation cloud to cover all brands and markets. Their responsible approach, the ease of integration and a solid ROI make this partnership one which we see adding value well into the future.”

The (Re)Activation Cloud is driven by human interaction and boosts the operator’s P&L by aiming to activate inactive players. This is done by having personalised conversations on the brand’s behalf, which begins where the CRM processes end.

This feature is now set to augment the GiG brands’ player retention rates whilst further strengthening both the focus and the work on responsible gaming that has been earlier communicated by the company

Mikael Hansson, Enteractive founder and CEO, added: “We are delighted that GIG has selected us to assist them in further strengthening their focus on their great B2C brands Rizk, Guts and Kaboo. We look forward to helping them achieve their targets through the deployment of our tools.”

The expansion with GIG’s core brands marks the latest addition to the growing number of gaming entities within Enteractive’s portfolio, which boasts clients such as Betsson, Kindred, Casumo and Aspire Global. 

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The total investments, alleged to be around “several million euros” for a non-controlling interest equity stake, will see Enteractive enhance its pace and capability to scale globally. 

Mikael Hansson, Founder & CEO of Enteractive, stated: “We’re super excited about Yolo Investments joining the Enteractive family. Tim and his team have done a great job in challenging conventional thinking and pushing the industry forward with new ideas and a good portion of enthusiasm. 

“We believe that we can further accelerate our already strong growth with their added knowledge and strong network.”

Yolo Investments was founded by Tim Heath, who is also the company’s General Partner, to utilise his experience across the gaming, fintech and blockchain spaces. 

Heath added: “We love businesses which find creative ways to add value for their partners, and that’s why Enteractive is such a natural fit for the Yolo Investments network. 

“Retention and reactivation are challenges facing many of the companies we’ve already invested in, and we see significant opportunities to build synergies and help Enteractive develop into a global industry leader across many more markets.”

As a partner to igaming operators around the world, Enteractive is said to increase retention and player loyalty through engagement with players in one-to-one conversations.

The post Yolo to ‘further accelerate’ Enteractive growth via equity completion appeared first on CasinoBeats.

Online gambling operators in markets around the world spend a great deal of time and money on acquiring new players. From multi-million-pound advertising campaigns to generous welcome offers, the main focus is on driving new player sign ups. 

Such is the focus on player acquisition that the majority of operators simply do not do enough when it comes to retaining customers and rewarding their loyalty. A study by the American Society of Quality Control found that 68 per cent of consumers leave a brand because they do not feel valued. 

We are convinced the same applies to online gambling brands, and means that operators are spending vast sums of money on acquiring players only to lose them a short while later, because they have not continued to look after them once they have signed up to their site and deposited for the first time. 

Savvy players that understand how loyalty schemes work 

Sure, most online gambling brands offer smart loyalty schemes that encourage players to keep wagering in order to climb through the levels and unlock more perks and prizes. But today’s players are savvy and understand that ultimately these schemes just encourage them to bet more. 

Another way operators drive retention – and activation – is through investing in their product offering, with most packing their portfolios with hundreds and sometimes even thousands of games. We are also seeing a growing number strike exclusivity deals with developers. 

“By connecting with customers, operators can learn more about them and ensure their needs are being met”

Again, this works in the short term, but if online gambling brands really want to keep their players coming back for more they need to shift focus away from product and gamification towards customer service and communicating with players instead. 

Why? Because playing at an online casino is just like engaging with any other ecommerce or entertainment offering and in this day and age the key to succeeding in what is a highly competitive space is providing a personal product and service. 

Open a direct line of communication with players 

For online gambling operators, this means opening a direct line of communication with their customers and spending the time communicating with them via telephone. For example, they could call a player and personally welcome them to the site after sign-up. 

Telephone is important because it provides a human connection to the online gambling brand, something that cannot be achieved via email, SMS and even live chat. A phone call allows the operator to show they really do care. 

So instead of thinking about CRM and pushing bonuses and incentives at players, think about the emotional aspects of playing at an online casino or sportsbook. By connecting with customers, operators can learn more about them and ensure their needs are being met. 

It’s all about getting to know the customer

Think of it like a restaurant where the waiter spends the time getting to know you, what food you like, what wine you prefer and so on. You are more likely to return to that restaurant time and again over an establishment where the waiter simply takes your order and brings food to your table. 

“Loyalty has always been very profitable”

Even if this restaurant offers you vouchers and money-off deals to return, your loyalty will rest with the establishment that welcomes you by name, seats you at your favourite spot and remembers that you like to enjoy a beer while browsing the menu. 

Online gambling operators must take the same approach if they are to ensure their players remain loyal, and for them not to fall into the category of those 68 per cent of players that leave a brand simply because they don’t feel valued. 

There are other upsides to taking this approach, too. Not only can operators enjoy a much higher ROI on their acquisition spend, but it is much easier to sell additional products – perhaps the casino launches a sportsbook – to existing customers. 

It’s easier to sell to existing customers

Industry data says the probability of an existing customer buying an additional product is between 60-70 per cent while the probability of selling to a new customer is as low as 5-20 per cent. So it’s a win win if operators can improve player retention. 

Of course, they should also focus on reactivating the 68 per cent of players that have already left their brand. This should be done in exactly the same way as when retaining a new player – keep an open line of communication, speak with them and meet their needs. 

Loyalty has always been very profitable as it means operators do not have to invest so heavily in acquisition, which is significantly more expensive. And all operators really need to do is spend a little more time on making their players feel valued. 

The post Mikael Hansson – Why it is crucial to value your customers appeared first on CasinoBeats.

To put it simply, operators are sitting on a gold mine. There’s no need to spend huge sums of money on acquisition campaigns to attract new customers, as they’ll already have a vast database of players to target.

Inactive users – those who have previously deposited funds but for whatever reason have stopped playing– should be a prime target for those sites looking to build their customer base in a cost- effective way.

The question is: how do you attract these churned players back into the fold?

There are different factors as to why consumers become inactive. From bonus hoppers looking for the best sign-up offers, to those who have been tempted by a competitor with an innovative new game, it’s inevitable that churn will happen.

“Rather than call customers with an offer they can’t refuse, ask them what kind of content they prefer“

However, there are ways to spark their interest again. One of the most effective ways of bringing those lost players back into action is to speak to them on an individual basis. Through a simple phone call, you can build up a relationship much quicker than a generic email bonus offer or push notification.

Rather than cold call customers with an offer they cannot refuse, the most effective approach is to ask them what kind of content they prefer, and the reasons why they have become inactive. The conversation is effectively a survey and allows the agent to build up a picture of the player’s likes, dislikes and current circumstances.

While this is a proven approach to player reactivation, advancements in technology will only make the process more sophisticated and significantly sharpen the way in which operators can engage with their customer base.

Deploying a scalable cloud platform driven by artificial intelligence is set to usher in a new era of player reactivation.

Automated approach

Given the huge volume of customers that will have registered with an operator over time, where do you even start to engage with them? At platform level, incorporating the use of artificial intelligence can significantly simplify the process.

The technology has the ability to automate the method in which players are approached, pinpointing exactly who should be contacted, at the ideal time and understanding why they are being approached in the first place.

“while technology can help to speed up reactivation, it should never replace the human ASPECT“

Techniques such as real-time monitoring, automated dialling and schedules for callbacks and follow-ups can ensure that inactive users are contacted both responsibly and effectively. What’s important is that while technology can help to speed up the method of reactivation, it should never replace the human interaction aspect of the whole process. Machines and bots can only do so much when talking to individuals, and simply cannot replicate what a one-to-one phone call can offer.

Enhancing responsible measures

Operating within today’s marketplace means companies need to be as vigilant as ever when it comes to implementing responsible gambling procedures. One slip through the net can be very costly, with regulators across various jurisdictions prepared to hand out hefty fines, as seen in recent times.

Sophisticated cloud platforms with scale will only enhance security measures, as they can store large volumes of data. The introduction of GDPR means proper procedures need to be in place to handle sensitive customer information. Storing such data via the Microsoft Azure cloud platform ensures all data is safeguarded, through Microsoft’s security and privacy requirements.

At Enteractive, our new (​Re)activation Cloud is the industry’s first AI-driven platform for large-scale personal player retention and win-back. Through the cloud service, operators can re-engage with their inactive customer base via our one-to- one personal player conversations, resulting in up to 50 per cent of players re-depositing.

With spiralling acquisition costs, along with increased regulatory measures being put in place across many jurisdictions, player reactivation will become increasingly important as operators look for alternative measures to build their active player base.

Converting these lost players can only be achieved when they are contacted in a responsible manner. Human interaction, along with a platform that is sophisticated, are the key ingredients to unlocking the gold mine.

The post Reactivation needs AI – with a human touch: <br>Mikael Hansson, CEO, Enteractive appeared first on CasinoBeats.

The Enteractive solution helps turn churned players into active users through one-to-one phone calls, where trained agents interview individuals to understand exactly what they want from their gaming experience.

Enteractive’s (Re)activation solution also improves operators’ ability to act socially responsible with one-on-one calls also valuable in alerting operators to potentially vulnerable players.

Michail Koutsoukos, head of customer communication at Kindred Group, said: “We’ve been hugely impressed with the initial success of Enteractive’s reactivation service and had no hesitation in entering a long-term partnership with them.

“Making churned players active again is having a really positive impact on our business, especially with acquisition costs continuing to rise.

“As well as reactivating lost players, we’ve also found the service to be highly effective in identifying problem gamblers and helping us maintain the highest responsible gaming standards as possible.”

Enteractive CEO Mikael Hansson added: “Operators are now discovering the true value in how reactivating churned players can benefit their business.

“Through our unique service, we’re providing companies with the perfect opportunity to access these lost players in a responsible way, offering them a tailored gaming experience based on their preferences.

“Working alongside Kindred Group and their flagship brand Unibet is a major milestone for us, and we’re excited to provide them even greater results over the coming months.”

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The 800 square metre HQ, designed to create a comfortable working environment, “features a number of modern comforts to make staff feel at home,” with an overall aim of enhancing productivity levels by improving the well-being of employees.

Mikael Hansson, CEO of Enteractive, stressed a belief that energy levels amongst staff will be significantly increased as a result of the new working environment, in addition to aiding future growth strategies and employment opportunities for new talent:

“Having a comfortable working environment is something we feel very strongly about, and we are sure our staff will really appreciate the recent investment we have made into our new office surroundings.

“At Enteractive, we always go beyond the call of duty to provide an excellent service for our customers. We’ve adopted the exact same mentality for our own staff to give them the best possible chance to flourish in a comfortable working environment.”

The retention solutions provider details that the new office is to initially house 70 employees, with more set to follow in the not too distant future as part of the organisations ongoing recruitment drive.

At the heart of the new operation is a 4-metre media wall with a dual work and social purpose, being used for brainstorm meetings in addition to showing live sports events.

This compliments the installation of its very own sports bar, complete with seven plasma televisions which will broadcast the latest in a plethora of global sporting offerings.

The post Enteractive presents new Malta HQ appeared first on CasinoBeats.

“The saturated online casino market means cutting through the noise to attract new players is becoming increasingly difficult, not just for new entrants but also for those well-established brands hoping to grow their business.

“Rising acquisition costs are becoming an issue for the sector, especially when budgets are being monitored closely and return on investment is under the microscope whenever a new marketing strategy is devised.

“While creative minds may come up with a sparkling new product to offer something unique to the market, for many the process of making the dream a reality can be hampered due constraints on resources.

“Instead, there is a growing need to look internally for a scalable solution that can help a casino move to the next level and entice new players.

“Rather than working out how to acquire the next generation of players to deliver additional revenues, casinos are already sitting on a goldmine they can readily access. There’s a huge database of individuals at operator’s disposal that have previously enjoyed a spin at the tables – it’s a case of guiding them back to the brand and, ultimately, playing again.

“Reactivating a casino’s ‘churned’ audience is not only a cost-effective solution but also a means to get those previously profitable players back into an operator’s ecosystem.

“However, trying to get those lost players back into the online casino is easier said than done. It’s not just a case of dangling a carrot of 100 free spins or a £10 bonus – the engagement has to resonate with the individual on a personal level for reactivation to be effective.

“The methodology of reactivation can take many forms, such as a direct email message or push notification, but the old-fashioned action of speaking to someone directly over the phone has a proven track record of delivering long term results.

“The personalised approach can reactivate more than 50 per cent of an operator’s reachable inactive player base. This further supports Enteractive’s research, which suggests that spending vast sums of money on an acquisition campaign may not necessarily be the most effective means in practice

Acting responsibly

“Human interaction is not only effective in reactivation but can also become an important responsible gambling tool for casinos.

“Online sites will be all too aware of the heightened scrutiny they currently face from regulators, with some already on the receiving end hefty fines, while there are several others being investigated for improper socially responsible measures.

“And while many will have the appropriate procedures in place, they cannot afford to let those that are vulnerable slip through the net, especially when they are aware of them in the first place.

“When conducting a one-to-one phone call to a churned player, similar to the system we have in place at Enteractive where trained interviews speak to individuals on a personal level, casinos can also identify those problem gamblers when talking to them directly.

“Important factors such as underage players or problem gamblers can be noted to ensure they will not be contacted again.

“Enteractive is certified in responsible gaming and the company’s Reactivation team is often guiding players through different possibilities and tools to restrict their gambling if they wish to do so. This can be as simple as setting limits on losses and deposits, depending on the individual client’s needs.

“The soaring costs involved in acquiring new customers shows no sign of letting up, leaving online casinos with limited choice but to search for alternative options to build their player base.

“Discovering those churned players and reactivating them could hold the key to solving such challenges, in a cost-effective manner.”

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