TRAFFIC
Figure 2: How new player experience affects next lifecycle stage
Churn
Active
80%
77%
73%
20%
23%
20%
27%
Bad
Good
Great
time-only depositors, and also have a
higher lifetime value. This is regardless
of the total amounts the player deposited
and wagered (see Figures 3 and 4).
●●Actions
It is important to view new players
as being in an “incubation” stage, the
primary objective being to proactively
encourage players who have made only
one deposit to make a second one.
Provide different incentives to players
based on their experience level. For
example, offer to compensate onetime-deposit players who’ve had bad
experiences with a cash-back for their
loss to encourage them to continue
playing. Likewise, entice players who
had a good experience with offers aimed
at preventing them from withdrawing
their money (and perhaps redepositing
that money with a competing operator!).
In each case, the goal is to make offers
that keep players active and engaged,
each according to his or her particular
experience.
The active player
The active player is one who made at
least one deposit at any point in time, and
has played recently (the number of days
considered “recent” depends on various
factors as determined by each operator).
●●Insights
Multi-tasking during bingo, primarily
while the numbers are being announced,
is very common. Players simultaneously
enjoy available activities such as
the interactive chat functionality to
communicate with other players, and
playing instant casino games (such as
slots and digital scratch cards) provided
by the operator.
The data indicates that players who
frequently play the instant games offered
alongside the bingo game itself exhibit,
on average, double the lifetime value of
players who ignore the instant games.
On the other hand, those players who
tend to almost completely ignore the
bingo itself, and spend almost all their
time engaged in the side activities, tend
to remain active for shorter periods
of time.
While the instant game-only players
will generate more money in the short
term, bingo players tend to remain
active longer if they are also playing the
instant games .
In order to further segment active players
for insight on how to communicate
with them, we can use RFM
segmentation (RFM stands for Recency,
Frequency, and Monetary). This type
of segmentation helps us understand
things such as: Who are the strong/
weak players? Which players play most
frequently? Which players have high total
wagers on the one hand, but are at the
risk of churning on the other hand?
Using RFM to segment active players
into personas can indicate which groups
of players offer the highest lifetime
value potential to the operator, and
suggest points of intervention (e.g.,
players at risk of churn).
●●Actions
The most effective way to keep Active
players engaged over the long term is
to ensure that communications to each
Figure 3: New player survivability according to deposit frequency
$
Survival
Rate
Multiple Deposits
Multiple Deposits
One Deposit
One Deposit
Days
Days
iGB Affiliate Issue 55 FEB/MAR 2016
17