Managing CRM in a white-label network – how to get it right

At least a third of our base plays with one or more of our white-label network casinos. They all get messages with virtually the same subject line, copy and offer, and annoyingly at the same time. That was pretty much the first problem statement of my last assignment.

I do hope that it is a rare case of lazy CRM practices in a white-label network. If you are planning to use the services and toolset of a white-label provider for player retention, suggestions below might help. Quite often, what starts as an inexpensive or differentiated acquisition-led business model transitions to one that is heavily reliant on player retention.

Evaluate the basics and the operational support structure

It is common for the demo and real world execution to have a gap, so my first suggestion is to look for examples of actual execution starting with the front-end capabilities or the CMS components. They have a direct impact on player experience, your ability to create and manage offers or communications.

How do you manage touchpoints like login messages, banners and player in-box messages? What formatting options do each of them have? Can you avoid being stuck with a boring single image and notepad text presentation on promotion pages? Sometimes a simple hack like being able to upload an infographic makes a massive difference in presentation.

Evaluate the capabilities of the providers for email services, SMS and push. Check for simple stuff like the ability to add your brand name, from address and personalisation variables available. Request for a list of key reports and their visualisation. Check how quickly you can get raw data to react in times of distress.

Get to know the people in the CRM team, their subject matter knowledge, how they deal with common pain points of executing lifecycle journeys and bonus costs. Evaluate if the execution is supported by the required headcount and operational procedures. Get hands on view of customer contacts and the kind of issues they are facing by having first level support; this will help you with reality checks. If you can, own the management of your VIPs, you will thank yourself later.

Player segmentation, offer management and multi-account management

Most of the white-label providers will not share this with you upfront but the smart ones build segmentation and intelligence on multi-brand behaviour of players in their network. They would be using parameters like first played brand, secondary brand, last played brand and most played on brand. In addition, they will have a differentiated risk management system based on the quality of players you are bringing in.

Take a good look at their segmentation interface, run time and real time and capabilities. You are better off with a provider who has a central segmentation engine that connects to any communication channel using an API. If the segmentation resides inside a communication channel for example in an email service provider, integrated campaign management will be an issue.

Offer management and mechanics to create missions, achievements, tournaments and competitions are no longer a good to have, but a must have. Go with a wish list and ask for specific examples targeting game adoption, active play days, loss management and rolling retention KPIs. Pay attention to cost attribution formulas and bonus limitations, for example if the network has a rule for a bonus to deposit ratio per brand, then how new players are factored in this rule is important.

Last but not the least, check how they ensure that you do not end up with the problem statement I stated at the beginning of this article.

Bhopendra Rathore is a CRM specialist and consultant with more than 10 years of experience in the online gaming industry. His portfolio includes working with industry majors like bwin.party, Mansion, BoyleSports and Probability.