FEATURE
“ If I had my time again, I would be very targeted against no-deposit free spins. That money would be much better used on affiliate placements or more product improvements”
you will see a typical mix of people complaining about cashouts being refused and customer service fails where somebody has a problem and customer services doesn’ t have a clue about sorting it.
As I said earlier, it’ s expensive getting customers in and therefore hanging onto them should be a number one priority. If you’ re a white label operator, it’ s likely you’ re going to be using the customer services representatives from that white label provider.
It’ s important to do your homework and pick out at least three or four brands from each white label provider you’ re interested in and read the customer complaints on places like Casinomeister, AskGamblers, Latestcasinobonuses
Percentage of affiliates thinking about becoming an operator
NO 37 %
YES – NOT CURRENTLY GOING THROUGH THE PROCESS 23 % and ThePogg. You will start to get a sense of the quality of customer services per white label operator.
For me, I’ m glad to say my customer services support has generally improved massively as the SoftSwiss team settled down. For any customer services representative it’ s difficult to discriminate between people trying to cheat the system and legitimate customers, so there will always be customer issues.
As a white label operator, you have say over how aggressive customer services will be with customers. If you can throw loads of fresh customers at a website and do not bother about online reputation, then you can take a very hard line. It’ s not the way I like to roll, but there are lots of operators who do it this way.
NOT SURE / DON’ T KNOW 29 %
Source: The industry landscape: affiliates in igaming 2017
YES – CURRENTLY GOING THROUGH THE PROCESS 11 %
Customer relationship management The strange thing about customer relationship management is that ultimately it comes down to‘ words on screens’. Most CRM is done via email and depending on the words in that email, it will determine how successful you are at keeping customers on your side.
Spam customers too hard and you get unsubscribed. Don’ t push them enough, and they forget about you.
Our approach is that we keep our emails as short as possible. Typically, they might be 20 words long. If someone is interested in what we’ ve got to say, they’ ll come back to the site and if not we’ ve only taken 10 seconds of their life.
I don’ t know whether I’ ve been too hard or soft, but I know our unsubscribe rates are very low and our open rates are in the 20 % to 30 % range, which is pretty good apparently.
Brand The definition of brand would be something around“ mental association between you and what somebody wants”, i. e., boredom: Facebook; shopping: Amazon; finding: Google.
Get the brand right and you can create profitable associations very easily.
There are something like 300 registered online gaming operators in the UK alone. There are probably 2,000 to 3,000 brands globally. You can find operator sites themed around travelling to Mars, limousines, cute characters, celebrities and even cute animals.
What makes a great brand? I believe it’ s what the service provider does for you. If you’ re a white label casino, you’ re like every other white label except for one thing and that is the brand look and feel.
While your utility is probably going to be very uninspiring, in a way that’ s OK because you’ re meeting low customer expectations anyway.
What brand do you use? For my casino, I called it‘ Oshi’ because the smallest denomination of bitcoin is in fact a‘ Satoshi’. For look and feel I went down the‘ Tokyo nights’ theme, with dark colours so you can focus on the games.
50 iGB Affiliate Issue 63 JUN / JUL 2017