The social casino space is thriving by doing the impossible; convincing players to place bets that have no chance of real reward. To accomplish this the best social casino games micro-manage the player experience in real-time to ensure that each interaction is a positive one that will lead to conversion. This process is driven by data, connecting demographics with player preferences and in-game behaviour to ensure that players get an experience perfectly tailored to them. This presentation will demonstrate the techniques and tools used by social casino operators, and how these can be adopted in the gambling sector to improve player lifetime and value.

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Real-time player management lessons
from social casino
YOUR
HOST:
Isaac Roseboom
Head of Insight
© deltaDNA 2016

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AgendaSocial casino & the challenges of mobile
• High volume of players
• Short sessions & lower retention rates
• Diverse range of devices
• How players interact with apps is still
evolving
• Many players are novices
• Poor player experiences, especially in the
first 60 seconds
Mobile
© deltaDNA 2016
Social casino
• Monetizes through virtual money
mechanics
• Effectively makes money despite no cash
rewards
• Billion+ dollar industry in its own right & it
is growing
• Players are engaged and motivated

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Agenda
© deltaDNA 2016
The best approach toward player management
Players can be encouraged to return to the game with incentives once they have churned

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Agenda
© deltaDNA 2016
A better approach toward player management
Players can be discouraged from churning with real-time interventions offered at the appropriate time

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AgendaTypical approach toward player management
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Player churn can be prevented if interventions are made to nurture positive player behavior

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AgendaPlayer management in gambling
• The vast majority of current gambling operators use exclusively ‘off-channel messaging’ (i.e. bad)
• This approach is the least cost-effective
• Lessons can be learned from social casino in adopting a proactive approach to player management
© deltaDNA 2016

8. YOUR
HOST:
Mark
Robinson CE
O
Agenda
Effective player management: Targeting lifecycle
• Understanding and targeting players at the appropriate point in their lifecycle is the key to
effective player management
• Real-time player management is the engine for keeping players engaged and increasing lifetimes
© deltaDNA 2016

9. YOUR
HOST:
Mark
Robinson CE
O
Agenda
Effective player management
Aim: Frictionless path to
deposit
• Onboarding
• A/B Testing
Aim: Prevent churn
• Player segmentation
• Real-time targeted
messaging
• A/B testing
Aim: Encourage
players to return to
spend
• Make offers
• Email campaigns
• Push-notifications
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Agenda
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• New players do not need a personalized approach, they need
a frictionless path to deposit
• Most important goal is to build trust and confidence with the
player - number one reason for early churn in gambling
games is a lack of confidence
• Use analytics to map out your first time user experience
(FTUE), identify churn points, and A/B Test messaging
Effective player management: New players

11. YOUR
HOST:
Mark
Robinson CE
O
Agenda
Effective player management: Churned players
Re-activating churned players is expensive - it’s best to prevent them from churning in the first place
© deltaDNA 2016

12. YOUR
HOST:
Mark
Robinson CE
O
Agenda
Effective player management: Active players
• Active players need a personalized approach in order to prevent churn
• Players need to be segmented with behavioral metrics and the right strategy applied to each segment
• Real-time response to player behavior is essential to maximize their potential
© deltaDNA 2016

13. YOUR
HOST:
Mark
Robinson CE
O
Agenda
© deltaDNA 2016
Managing active players: Identifying player behaviors

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Agenda
© deltaDNA 2016
• Understanding what player behaviors are present in your game is the first and most vital
step to using personalization
• Behaviors should be as generic as possible i.e. not connected 1-1 with the game type or
platform
• Don’t include key spending and churn metrics: it’s no use to know that spenders are likely
to spend!
Managing active players: Identifying player behaviors

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Agenda
© deltaDNA 2016
Managing active players: Identifying player behaviors

16. YOUR
HOST:
Mark
Robinson CE
O
AgendaManaging active players: Player segmentation

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Agenda
© deltaDNA 2016
Managing active players: Player segmentation

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AgendaManaging active players: Player segmentation
© deltaDNA 2016
Once key segments have been identified, correlate them with critical monetization and churn
milestones e.g.:
• Overall comfort and engagement with game environment
• Propensity to spend and where/when spending occurs
• Propensity to churn at given points

19. YOUR
HOST:
Mark
Robinson CE
O
Agenda
© deltaDNA 2016
Managing active players: Targeting

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Agenda
© deltaDNA 2016
Managing active players: Targeting

21. YOUR
HOST:
Mark
Robinson CE
O
Agenda
© deltaDNA 2016
Managing active players: Designing targeted campaigns

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AgendaDesigning targeted campaigns: Simplified / optional UI
PKR ‘Classic vs. Simple View’
Alternative content view options to meet
all player needs / prevent early churn
WSOP PLAY NOW! takes critical top left slot
Real Money Gambling applications are notoriously complicated and confusing when it comes down
to UI design (Not moving with the times/feels outdated).
A preference for legacy users but a potential blocker for new players
Make it easy / quick for new players to start
playing ASAP
Offer new players a pre-defined
selection of popular game types
888.COM Beginner tables
© deltaDNA 2016

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AgendaDesigning targeted campaigns: Zero balance / first deposit
Slotomania: Timed offer appears when
player hits zero first time
Huuuge Casino: Free gift on first low balance / second
low balance personalised limited time offer is presented
myVegas: Reduce bet hint + selection of
lucrative offers
Huuuge Casino: Personalised limited-
time offer when out of funds

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AgendaDesigning targeted campaigns: Bonus wheels & upsell
Slots Reel Frontier: Free daily spin bonus wheel
with option to spin using premium currency. Limited
time 10% EXP booster, driving engagement.
888 Poker: 888 Poker have used a ‘Spin to Win’ daily reward as a Deposit
incentive. It also acts as a strong retention mechanic encouraging players to
return to the game each day
Huuuge Casino: Gacha is tied to rare item
collection to earn special high value rewards.
Additional rewards like XP boosts and tickets are
used to tempt repeat spend / everybody wins

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AgendaDesigning targeted campaigns: Task systems
Mirrorball Slots
Poker Texas hold ‘em
Machine dependant tasks
Huuuge Casino Slots Reel Frontier
Daily objectives
© deltaDNA 2016

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AgendaDesigning targeted campaigns: VIP scheme
Live Hold’em Pro Wizard of Oz Free Slots Casino
• Make dedicated players feel special / Stand
out on the tables
• Lesser players should aspire to become them
• Clear instruction on how to become VIP
• Clear VIP benefits
• Visual VIP progression on UI
© deltaDNA 2016

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AgendaDesigning targeted campaigns
Apply these interventions in a number of ways:
• As a pop up
• As signposting or a ‘call to action’
• Show interventions to everyone but modify
content (e.g. timed events for sharks, daily
tasks for beginners)
© deltaDNA 2016

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Managing active players: Personalizing interventions

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Identify potential VIPs by monitoring telltale
behaviors within the game
• Increase in deposit amount
• Increase in frequency of play
• Increase in bet amount
• Changes in social activity
© deltaDNA 2016
Managing active players: Personalizing interventions

30. YOUR
HOST:
Mark
Robinson CE
O
Agenda
© deltaDNA 2016
Managing active players: Testing & monitoring outcomes

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Agenda
© deltaDNA 2016
Testing & monitoring outcomes
• A/B Test all messaging to find the most effective variables
• Make sure your strategy works: use analytics to track your campaigns and measure outcomes
Reduce Early
Churn Rate
Increase
Lifetime
Increase
Repeat
Deposits
Increase LTV

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AgendaSummary
Rich, live data streams allow:
• Alerts to changes in behavior
• Understanding of behaviors, to segment and plan
messaging strategies
• Complete view of player history
• Fast evaluation of activity
Real-time personalization allows:
• Instant response to changes in player
behavior
• Fast iteration of AB testing
• An intelligent dialogue with your players to
develop
© deltaDNA 2016

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AgendaThe deep data approach
© deltaDNA 2016

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AgendadeltaDNA: powered by deep data
© deltaDNA 2016

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AgendadeltaDNA gambling solution
• Your own dedicated private infrastructure
• A completely secure environment that manages all
your data
• Real-time campaign delivery
• The tools to effectively target different customer
segments
• The ability to proactively manage each stage of the
lifecycle, from on-boarding to VIP
• Consultancy support from our experienced Insight
and Design teams
• Free proof of concept
© deltaDNA 2016

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Agenda
Thank you!
YOUR
HOST:
info@deltadna.com
© deltaDNA 2016
Isaac Roseboom
Head of Insight