Three important lessons Asian online casino operators can learn from established European brands
Online casino operators in established European markets have spent the past decade and a half fine-tuning their brands, products and customer service offerings. It has taken a while, but many have now found the formula for delivering a top-notch online casino experience to their players, which in turn keeps them engaged and loyal to their brand.
Online casino, especially slots, is still finding its feet in Asian markets, and operators have yet to execute their proposition to such a high standard. Game portfolios lack firepower, marketing strategies are focused on acquisition and not retention, and data is not being leveraged to better understand player habits and preferences, and to tailor the experience to their requirements.
If Asian online casino operators are to enjoy the same success as their European counterparts, they must close the gap in these areas and more. Below are my top three lessons Asia can learn from Europe.
1) Content is King:
European operators pack their portfolios with hundreds of games from all of the top suppliers, including the likes of Microgaming, NetEnt, NYX Gaming, Yggdrasil Gaming and Quickspin. Some offer in excess of 700 titles, giving players plenty of choice and variety.
Up to now it has been impossible for Asian operators to offer many of these games, as the suppliers have been focused on Europe. But this is changing, and Flow Gaming is now the main distributor of NetEnt and Quickspin content in Asia, with Yggdrasil set to come online shortly.
It is vital that Asian operators stock these games; developers such as NetEnt set the standard when it comes to rich graphics, crisp sound, intelligent math and state-of-the-art mechanics. Players in Eastern markets are hungry for these titles; and those offering them will be in the driving seat to cash in.
2) Foster Loyalty:
It is far costlier to acquire a new player than to retain an already registered one. But Asian operators are yet to fully understand this, and remain focused on acquisition and driving new sign-ups. This is being done through overly generous bonuses and promotions, which in turn has led to bonus hunting.
In short, players are promiscuous and jump from site to site chasing the best offers and rewards. This is not the case in established European markets, however, as operators have fine-tuned the art of retention. This is done by taking a strategic approach to marketing and bonusing, and rewarding players for their loyalty.
This can be achieved via rewards schemes and VIP programmes. For example, players earn points for every wager. The more points they earn, the higher up the VIP scheme they climb. Each level they clear, they receive a prize, and each new level unlocks a better experience – tailored bonuses, personal account manager, etc.
This is further strengthened by offering the right games from the right suppliers. Quickspin, for example, has developed an innovative Achievements Engine that allows players to collect coins when playing on their slots, which can be cashed in to gain access to the bonus round.
It’s all about keeping acquired players engaged with your brand, and preventing them from walking through the doors of your rivals.
3) Numbers don’t Lie:
European online casino operators are now very much data driven. It is used to inform all aspects of their business, from product to marketing via bonuses and rewards. Asian operators are simply not using it enough, which means they are unable to offer the tailored experience players are now seeking.
Information can be gathered on key indicators such as player stats (name, age, gender, location, occupation), player activity (deposits, withdrawals, games played, session times, preferred channel) marketing (has the player responded, what bonuses and promotions are they drawn to) and more.
Operators using a powerful back office, such as the one provided by Flow Gaming, can make use of automatic data segmentation and categorisation. The information is also displayed clearly and concisely, allowing operators to roll up their sleeves, get stuck in, and learn more about their players.
Armed with this knowledge and understanding, they can tailor the experience offered to each individual player. This, in turn, helps drive loyalty.
These are just three lessons Asian operators can learn from online casino brands in Europe. Those that take note will lay the foundation for long-term success as online gambling rolls out across Eastern markets, while those that don’t will almost certainly fall by the wayside.