The bait at the end of the line is to convince the social player to redeem a loyalty reward. The reward portion is vital and it is a bit of a balancing act between customer desire and profitability. However, even small rewards can positively reinforce the desired behavior as experiments have shown.
This small reward is where a social casino thrives. Within the flow of the game itself, there are player incentives that encourage interaction. We’re talking about game elements such as unlocking games, levels or mysteries that can be tied into your brand or interaction with your branded content. The loyalty rewards are essentially an exchange for this player interaction — an exchange that ultimately brings that player back into the front door of your brick-and-mortar.
2) Customer Engagement
A majority of the casinos have a player database. This player database is the casino’s secret weapon. However, what is the current method of reaching your player? A one-way email telling the player there’s a discount in the rooms?
A social casino and its associated fan pages can create a two-way dialog rather than a mass marketing email campaign. A game not only has an open direct channel into the player communication, it has context. An email sent out with a discount room rate (corporate messaging) is very different from an email/push notification informing the player that he/she has just unlocked a mystery item in the game. It is game/player context, it is a two-way dialog and the game (your brand) now has multiple open channels to reach the player. The social casino is email, web and social media marketing combined.
Engagement through reward redemption
The player is engaged when the player make his or her redemption. When they redeem the offer, they are effectively interacting with your brand, spending time with your brand and are now turning their loyalty into something tangible. This redemption also means that the player is now on average eight times as valuable as those who have not engaged.
Your social casino game also creates a vehicle where you can reach players at an individual level rather than through simple mass marketing. It is dynamic and interactive content that can easily tailor itself towards a specific player. This is done through in-game player profiling, customized messaging and customized content: these are fundamentals in a social game technology. This communication sometimes even promotes a co-creation process of the game. How is that for player engagement?
It is important to understanding that corporate messaging can be considered as ‘spam’ and is usually unsolicited. Consumers don’t want you pushing your brand, “being marketed to” and overrunning their social media newsfeed. The good news is that a social casino game that has context, timing, and personalized relevant messages on its side can reach your customers through entertainment.
3) Location, Location, Location or SoLoMo
SoLoMo means Social, Local, and Mobile and has recently become a marketing buzzword.
Everyone knows the importance of location. And unless your casino is a destination resort, your ideal customer probably lives within the 60-150 km radius of your casino. This ties into the mobile device. With the multiple mobile channels, and geo-location services, you can reach your target audience in a timely, relevant way.
A social game is also meant to be social. A good definition of a social game is a game where the underlying social network platform facilitates the game play. What this means naturally is that a social casino should be on the largest social network in the world: Facebook. It is vital. This allows the game to tap into the social graph to leverage the viral effect and customer acquisition. Think about your own Facebook friends: where are the majority of your friends located? That’s correct, near you.
Your best chance at acquiring new customers for free are your current customers. Facebook gives us a referral engine that is unmatched when leveraged properly.
4) Social Analytics That Matter
The application of measurements is the only way to prove the effectiveness of a digital social casino loyalty.
Social Gaming Metrics
Social gaming developers are some of the best at a data-driven approach to game design. However, considering the offline-online convergence, we are no longer just talking about the usual social gaming metrics such as dau, mau, D1-3-7 retention, etc. These are important to gauge the health and engagement of the players, but these are social gaming metrics and not social casino marketing metrics.
The online-offline convergence metrics is a combination of social game metrics, digital marketing metrics and qualitative metrics. Think about the metrics that you are interested in the offline world. If you look at the offers sent out by direct mail, how do you know if it was worth it?
In a digital world, the redemption/impressions metric is the equivalent of that answer.
This conversion rate is important as it applies to every stage of the funnel and to every communication channel that the game has to your player.
Two great examples are the following:
- Assuming you have multiple offers to entice the players to come to your casino, you can test multiple offers and look at individual conversion rates. What do high-performing offers mean compared to the low-performing offers? Can this information be applied to the offline world?
- If this game can leverage video promos, how does this conversion (view completion) x # of views compare to your YouTube channel, or television ad?
Whether we’re talking about activation/re-activation, engagement/re-engagement, or acquisition, one thing is clear: You already have the most qualified, relevant and most-likely-to-engage players in your arsenal. Your player database is your secret weapon, and it’s free.
You want to build a base of passionately loyal customers. A social casino is more than just a game. It is also an engagement tool that can be used to drive certain behavior to increase your customer loyalty, extend it and acquire new customers through it.