CRM

Increasing bonus ROI

Ward de Bock, owner of egaming consultancy firm Wardurr, advises operators on maximising ROI on retention marketing budgets by lowering the amount spent on ‘bad’ customers and increasing the spend on ‘good’ customers

Online gamblers come in many shapes and forms. We categorise them into segments, based on value or behaviour. Well-known examples are ‘VIPs’ and ‘wiseguys’. In this article, I will simplify the segments to ‘good’ and ‘bad’ customers. The good ones are profitable, the bad ones are not. When an operator spends money on a bonus,…

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