The Enteractive brand has been one of the most trustworthy and reliable iGaming brands in the modern market. John Foster, Enteractive Head of B2B Sales, has shared exclusive details about the company’s outlook on the modern industry, effective strategies for player retention, and future plans for AI adoption to the business.
The Enteractive company has been in the market for more than 14 years. What tendency have you noticed through all these years? How has player retention changed since 2008?
Enteractive was established in 2008 by Mikael Hansson, our CEO, to help iGaming operators both activate and reactivate players that proved unresponsive to standard CRM practices, and the company has enjoyed continuous growth in the market due to our innovative approach to player outreach – highly personalized one-to-one direct interaction with lapsed players.
Although CRM practices in the iGaming sector have developed in the last ten years alongside advances in technology and internet services, Enteractive’s service complements operators’ existing digital CRM activities by reaching audience segments that have not responded to email or SMS outreach.
In 2022, Enteractive’s approach to activation and reactivation generated additional revenues of €51million from inactive players, for operators in markets around the world, whether converting non-depositors or reviving dormant accounts.
Since I joined the company at the end of 2022, we’ve already seen a huge uptake in our services in both our existing markets, as well as new and emerging markets such as the USA, Latam, and Asia.
Through all the vast experience that Enteractive has in the industry, what are the most popular mistakes that operators can make while retaining players?
One of the most important things for operators to remember is that the players are their most valuable assets, so it’s not just about gaining new customers, but also about keeping the existing customers enjoying the entertainment.
Innovating as the sector grows is crucial for operators, but keeping existing players informed about new products will keep their experience and enjoyment of the entertainment fresh and ongoing.
What are the top iGaming player retention techniques in 2023?
There are numerous layers to player retention in 2023 – the quality of the experience is one of the leading reasons that players will stay or go, but it’s also about how you make the players feel. With digital CRM, while clever algorithms are designed to offer a personalized approach for every player, it can lack the personal touch of a one-to-one conversation.
The secret to Enteractive’s growing success story is the truly personal approach that we’ve developed for all vertical markets in which we operate – in each audience segment we target on behalf of our operator partners, every player we contact receives a phone call from a local number, with someone who speaks their native language from the relevant country teams. It’s proven to be the most effective way to engage the audience and prompt action.
Considering the current trend of AI implementation into iGaming, do you expect to use this technology in player retention?
The adoption of AI technologies across business sectors has grown exponentially this year, and iGaming companies can only benefit from adding these new technologies into all areas of their business. Enteractive is exploring a number of different ways to exploit the opportunities AI has to offer, from player sentiment to improved transcription and reporting procedures. It’s going to supercharge the services that we provide for our clients.
How do player retention strategies change depending on the geo? Do you even need to consider the geo factor while retaining players?
It is very important to use call agents who speak the language of the target market and understand the cultural differences and betting habits of each particular territory. This is the unique approach to our personalized player retention techniques that add another layer to our clients’ existing digital CRM activities.
What are the primary differences between player retention in online betting and casino? What are the key factors that distinguish these audiences?
Sports betting audiences and online casino players are inherently different. Sports fans are passionate and motivated by their enjoyment of sports, and sports betting adds another layer to their sports entertainment experience.
Whereas online casino customers are interested in the latest games, the thrill of the experiences, and have a more personal enjoyment of online gambling.
In both cases however, the conversations are driven by the player, meaning they are ‘heard’ and feel ‘valued’ – it’s the connection with the players’ passions that are most important when building a rapport on each call.
Responsible gambling has definitely been a primary focus in the modern iGaming industry. How do you manage an effective player retention strategy that wouldn’t harm players?
Enteractive understands that Responsible Gambling (RG) is an integral part of iGaming and is fully aware and conscious of the responsibilities and regulations surrounding the industry, especially when it comes to player protection.
All Enteractive team members undergo ongoing RG training, and any at-risk players are flagged up to operator partners immediately, with no further contact to be made by Enteractive agents.
Enteractive is committed to endorsing our client's Responsible Gambling policies and efforts including promoting the awareness of problem gambling and improving prevention, intervention, and treatment of gambling addiction or problems.
We believe it is our duty as a responsible partner to keep up to date with our client's policies and with full discretion report any potential gambling problems that players might have.
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