INSIGHT
in front of them. At this point, you’ll
most likely cut and paste them into
a dead player pool where they shall never
be spoken to again. Alternatively, in a
new, snazzy cross channel world you
could segregate players by postcode
then geo target emails or text message
campaigns towards them related to their
nearest land-based casino, sports betting
outlet or bingo hall. In this brave new
world, retail marketing teams have the
same KPIs as digital teams – they need
new customers and are prepared to pay
for them. This might be by rev share,
more likely through CPA, the market
will decide, but it’s safe to say if you
have retail traffic there’ll be a market
willing to pay for it.
3. Increased opportunities to convert
You have an avid, high value casino player.
You have a rev share deal for said player.
They stop playing at their preferred site. As
in point one, in your traditional model your
“So you’ve acquired a new online casino player via your
smoke and dagger magic of choice…how’s about you
send that same player to a land-based casino and collect
a further rev share when they play in the real world.”
options are limited to trying to reactivate
them initially to their initial site, then onto
competitors you feel have the best offers
and might suit their needs. In an MCS
world, however, your options are amplified
to conversion opportunities in land based
casinos too, and as Churchill once said:“A pessimist sees the difficulty in
every opportunity; an optimist sees the
opportunity in every difficulty”.
In online gaming, sports books have
been trying to master MCS for years.
Shared wallets, databases, conversion
funnels and the like are commonplace.
But for casino and bingo affiliates the
opportunity is still in its infancy, and for the
astute affiliate, all it means is that there’ll
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be a whole new seam of gold just waiting to
be tapped by the early prospectors.
HARRY is Head of Digital
Marketing at Mecca Bingo. If
you’d like to work with Mecca
you can get in touch with
their affiliate manager Steph
at [email protected]
or go to their affiliate site here:- http://
meccaaffiliates.com