Retention strategy

Marketing strategy has always been at the heart of an online bingo operator’s agenda, as many of us opt for a software provider instead of introducing proprietary platforms to the market. Although always important, retention in the industry from 2004 to 2007 was easier than it is now and perhaps required less insight. The main focus of a business back then was acquisition, knowing that no one was adopting the multi-brand strategy that is so prevalent today and having the comfort that few bingo players had more than one account to their name.

The marketing tables seem to have turned in favour of retention in recent years as acquisition has become less complicated because of the industry’s increased exposure to the target market. Of course, it will never become irrelevant because without acquisition, there is no retention. The majority of operators, however, now have the ability to send a few email campaigns, offer an affiliate incentive and perhaps produce a television advert and show it to viewers during the day. Few have the ability to keep their players on board long after the hefty first deposit bonus that they may offer.

The easiest strategy to adopt is to email those lapsed players an offer they cannot refuse on a site that is owned by the same holding company. While this may garner good short-term results, you’re still not creating a loyal community that will stick with you through low jackpots, technical problems and, dare I say it, the same winners winning all the time.

More difficult ““ but far more effective ““ is to have your retention team spend time thinking up unique promotions and prizes, while listening to what your community desires. Do they want more fixed jackpots or perhaps weekly promotions? They know best ““ listen to them, not your media-buying agency.