Cultivating customer loyalty in igaming

Μanaging a multi-brand model effectively is key to creating long-term player loyalty to the parent operator. While igaming is a fiercely competitive market, a well-executed multi-brand strategy can offer distinct advantages in maintaining and growing a loyal customer base across different markets.

This is particularly true when the right blend of technology, loyalty schemes, marketing strategies and player-centric practices are employed. But the main question is, how can a multi-brand model be optimised to ensure players remain loyal to the parent operator while also discussing actionable strategies to enhance loyalty?

How can a multi-brand model ensure players remain loyal to the parent operator?

At its core, a multi-brand model enables the parent operator to segment its audience based on preferences, demographics and interests. The strength of this approach lies in its ability to cater to different player types without forcing them into a one-size-fits-all experience. A multi-brand portfolio allows the parent operator to present diverse gaming experiences – whether it’s a focus on sports betting, casino games, slot games, or more niche offerings like esports or fantasy sports – under one umbrella.

By tailoring each brand to a specific type of player, the operator can create an immersive gaming experience, focused on personalised content. The key to retaining loyalty is ensuring players recognise the common value and quality across all brands, viewing the parent operator as the overall provider of these experiences. This is achieved through consistent user experience, shared features like unified customer service and cross-brand rewards, ensuring that, regardless of which brand a player chooses to engage with, they remain within the broader ecosystem of the parent company.

What loyalty schemes can be put in place to encourage users to stay within the parent company’s ecosystem?

Loyalty programmes are essential to building a strong relationship between players and the parent operator. A well-designed scheme can encourage players to explore multiple brands under the same umbrella while reinforcing their loyalty to the parent company.

One powerful approach is a multi-brand loyalty system where points, rewards or exclusive benefits can be earned and redeemed across any of the parent company’s brands. For instance, a player may earn points in a sports betting brand that can be spent on exclusive offers in the online casino brand, giving them the incentive to explore other brands within the portfolio. This creates an interconnected ecosystem where loyalty to one brand translates into loyalty to the parent operator.

Furthermore, VIP programmes can be centralised, rewarding high-value players with benefits such as personalised account managers, faster withdrawals, higher betting limits or even exclusive real-world rewards. These VIP programmes should recognise players’ engagement across all brands, providing a seamless loyalty experience that incentivises them to remain within the network. A player might gravitate to different brands depending on their ‘gaming mood’, but they will always return to the parent company because of the comprehensive, cross-brand rewards they receive.

Cross-brand exclusive promotions can also encourage engagement across the entire ecosystem. For example, players who participate in a poker tournament might unlock free spins in the casino brand or receive free bets in the sports betting brand. This fosters a sense of community and engagement with the parent operator while encouraging brand exploration.

What marketing strategies can be used to cross-pollinate players between brands?

Marketing strategies that emphasise cross-pollination between brands are essential for keeping players engaged across a multi-brand portfolio. One effective approach is to use cross-brand promotions that encourage players to explore and engage with the operator’s other offerings. For example, during major sports events, a sports betting brand could offer casino bonuses or poker tournament tickets to further engage sports betting players in other parts of the ecosystem.

Cross-brand communication through newsletters or app notifications can highlight exciting events, special offers or new games across all the operator’s brands. Personalisation is key here; targeting players with relevant offers based on their preferences and activity on one brand can nudge them toward trying another brand within the portfolio. For example, if a player primarily engages in casino gaming, they could be offered special betting bonuses on upcoming sporting events or exclusive poker offers, effectively broadening their engagement.

Additionally, gamification strategies can be applied across brands, where players can achieve milestones or unlock rewards that span the entire ecosystem. A dynamic leaderboard, for example, could track player performance across different brands, adding a competitive and fun element that encourages interaction with the entire multi-brand network.

What makes a loyal player, regardless of brand?

Ultimately, player loyalty hinges on several key factors that transcend individual brands. Trust is paramount. Players need to trust the parent operator not only with their funds but also with providing a safe and fair gaming environment. Transparency, reliability and security are the cornerstones of building this trust.

Players also want value. Whether through competitive odds, exciting game selections or rewarding loyalty programmes, a loyal player feels that they are getting consistent value from the operator. Consistent customer service is another element that breeds loyalty. Regardless of which brand the player interacts with, they expect the same high-quality support and customer care that reflects the values of the parent operator.

Moreover, loyal players need to feel understood. This is where personalisation plays a critical role. Players who receive tailored offers, personalised rewards and curated experiences are more likely to remain loyal. Technology like AI can be leveraged to anticipate player preferences and deliver personalised content, offers and experiences, reinforcing the connection to the parent operator.

Conclusion

A multi-brand model, when optimised correctly, offers a massive opportunity to cultivate deep player loyalty within the igaming industry. By utilising shared loyalty schemes, seamless technological solutions like single wallets and cross-pollination marketing strategies, the parent operator can create a cohesive ecosystem that players want to remain a part of.

The goal should always be to deliver a consistent, valuable and personalised experience that builds trust, incentivises cross-brand exploration and keeps players loyal – not just to a specific brand, but to the entire portfolio of the parent company.

With a background in marketing, Marinos Shiapanis transitioned into the dynamic landscape of igaming in 2011.

He gained valuable experience at companies including PlayVenture and EvoBet before founding Campeón Gaming in 2017, alongside Akis Tosounidis and Alex Manios.

Assuming the role of the CEO, Shiapanis leads with a strategic vision and is dedicated to his people, fostering the company’s growth and excellence.