- personalizes marketing
- boosts retention
- optimizes casino management
- identifies high-risk players
- dynamic analysis
- regularly updating data
- employing careful data collection methods
iGaming is a fast-growing industry where it is becoming more and more difficult to maintain customer loyalty every year. In this regard, the creation of an individual user experience comes to the fore and plays a key role in the formation of the advertising strategy.
Experts of the Casino Market studio will tell you about the features and benefits of the players’ segmentation and how it can be used in the marketing sphere.
About the Tool
It means the division of gamblers into groups (clusters) depending on their behavioural characteristics, preferences, demographics, and other criteria. This practice is used by all market participants: owners of iGaming platforms, slots developers, and payment system providers.
Key benefits of the segmentation:
- Formation of a personalised experience. Entrepreneurs offer exactly what a particular client is interested in. These could be games, promotions, bonuses, or settlement methods. This approach increases the customers’ engagement.
- Targeted marketing. Audience segmentation increases its loyalty to the iGaming brand. It is much easier to launch a successful advertising campaign and build trusting relationships with players if operators choose to divide them into groups.
- Increased customer retention. Gamblers are pleased to be on such casino platforms since everyone’s interests and needs are taken into account, and there is a friendly atmosphere on the website. Newcomers quickly become regular clients and bring good income to business owners. Segmentation also helps to develop gaming habits, thanks to which people stay on the resource for a long time.
- Improved casino management. The use of clusters increases the efficiency of the platform’s administration. Operators reduce the amount of manual labour and optimise the distribution of finances.
- Creation of a safe environment. Segmentation makes it possible not only to determine the preferences of users but also to identify categories of gamblers with a high level of risk. These are minors, participants with signs of ludomania, and potential fraudsters. Special software automatically filters out suspicious casino visitors, making honest players feel completely safe.
By What Criteria Operators Can Divide Customers
Let us consider the common characteristics based on which clusters are usually formed.
Demography
These are gender, age, region, education, and other parameters. This is the easiest type of segmentation and a key stage that many marketers, content providers, and iGaming platform owners are focusing on.
Understanding basic demographic factors allows entrepreneurs to efficiently divide clients into groups at the very beginning and adapt available offers to each selected category.
The age split, for example, makes it possible to filter out minors. According to the laws of most countries, operators cannot interact with gamblers younger than 18 years old. They cannot be allowed to place bids, receive bonuses, or even see advertising of entertainment for money.
These days, players usually prefer such trendy content as:
- cluster slots;
- casual games;
- eSports betting and virtual sports.
Older people prefer traditional content: 5-reel slot machines, bingo, keno, and lotteries.
Segmentation according to regional affiliation ensures the legal operation of online casinos. Gaming sites can block bets from foreign clients using geolocation data.
The separation mechanism brings enormous benefits to content developers since they can focus on the requirements of the specific audience. For example, entering the EU market is preferable compared to the Middle East niche, where casino entertainment is prohibited.
Preferred Types of Games
The most popular content includes:
- slots;
- live dealer solutions;
- board games with built-in RNG;
- lotteries;
- casual products;
- multiplayer fishing, etc.
Within the selected kinds, there are subcategories. For slot machines, for example, these are entertainment with cluster mechanics, retro games, classic 5-reel options, and solutions with jackpots.
Understanding the needs of players helps operators create a complete catalogue. Entrepreneurs save time and money by purchasing only those products that will be of interest to their target audience.
Behavioural Characteristics
Depending on the nature of the game, several psychological types can be distinguished:
- high-ranking users;
- casual participants;
- infrequent casino visitors.
The psychotype determines the main behavioural patterns, such as the frequency of access, duration of sessions, limits, the effect of bonuses, reactions to big wins or frequent losses, and much more.
Analysis of gaming preferences allows operators to build a strategy correctly to attract and retain customers. Business owners must understand which gamification mechanisms and tools to use in each specific case to build a trusting relationship with the audience.
To segment players, many experts rely on the Bartle model.
A professor at the University of Essex proposed a system for dividing gamers into 4 psycho-types:
- “killers”;
- “achievers”;
- “socialisers”;
- “explorers”.
Thus, “killers” are ready to invest a huge amount of money into the game. They enjoy challenging missions and prefer video slots united by a common idea. For them, financial gain always comes first.
“Socialisers” play at the lowest limits, but they actively invite friends to the specific online casino, significantly affecting the growth of the platform’s client base.
Payment Habits
Analysis of preferences related to the size of bets, settlement method, and currency of transfer allows entrepreneurs to correctly create an initial offer. This parameter affects the level of user attraction and conversion (the number of casino visitors who performed the target action).
Evaluation of payment habits plays an important role in affiliate marketing. To make sure that cooperation with a partner will bring results, the advertiser needs to have an effective plan. It is quite difficult to do this without understanding the gamblers’ attitude toward financial aspects.
Studying client fees allows operators to develop a profitable bonus program. It is also advisable to offer VIP bonuses to those customers who make large payments. Participants with a modest starting budget can receive small monetary gifts.
Tech Savvy
In this case, segmentation is based on the type of gadget used. Most players, just like 5 years ago, spin reels in slots via PCs, but the share of mobile gambling is growing rapidly.
Entrepreneurs need to understand which device their clients prefer to place bets on. This affects the nature and duration of sessions, as well as the choice of content.
Activity on Social Networks
Today, there is no longer a clear division between age groups and their use of digital resources. Both 18-year-old gamblers and users over 45 have accounts on popular instant messengers such as Telegram, Viber, Facebook, and Instagram.
Young audiences traditionally demonstrate higher activity on the Internet. Telegram will be the best platform for attracting customers since it can also boast of a loyal attitude toward casino entertainment, considering it is completely legal. Driving high-quality traffic from Facebook is a little more difficult due to some restrictions regarding gambling.
Secrets of Successful Segmentation
Modern software is used to divide clients into groups. This can be either an independent product or a module that is part of an online casino CRM system. The solution allows operators to conduct a quick and informative analysis of the audience and detect weaknesses in a bonus program or a marketing campaign.
Let us consider how to increase the tool’s effectiveness:
- Reasonable detail. Excessive segmentation can lead to huge sample sizes and difficulty in understanding the acquired facts. Business owners should find a balance between levels of detailing and practicality.
- Data updating. The habits of users are constantly changing, so the collected and processed information needs to be renewed from time to time. Operators need to know everything about the mood and preferences of their customers.
- Careful approach. It is important for entrepreneurs to use proven data collection methods. This way, the finished sample will show the players’ preferences as accurately as possible.
How to Monitor the Audience’s Interests in Dynamics
The needs of gamblers are constantly changing. What works today will not bring the expected results already in a month. Therefore, casino owners need to constantly keep track of people's moods to provide them with relevant content and bonuses.
The main stages of client analysis include:
- Tracking active users. The sample includes all registered customers who placed their first bet in a given timeframe (month, quarter, or year).
- Monitoring the monetisation history. These are transactions (deposits and withdrawals), profits from in-game purchases, advertising revenues, the use of paid items (for example, NFT assets), and much more.
- Entering key data on the involvement of gamblers. We are talking about the number and duration of sessions, frequency of access to the website, preferred types of content, etc.
- Creation of a game profile. Special software saves essential information about each user and the dedicated cluster.
The Main Things about Audience Segmentation
Division of players into groups is a useful tool for every operator.
Among the key features of the phenomenon, we can name the following aspects:
- Proper segmentation helps entrepreneurs attract and retain gamblers, offering them a personalised experience. That is how the owners of iGaming platforms can create a safe environment and make their business more profitable.
- Clients can be segmented based on a wide variety of criteria. These are demographics, preferences, behavioural characteristics, payment habits, tech savvy, and activity on social networks.
- For the division process to be useful, there are a few rules that must be followed. This is reasonable detailing, data updating, as well as careful collection and analysis of information.
The Casino Market studio is your reliable partner in the gambling market. From us, it is possible to buy a turnkey project, a White Label platform, or a universal script.
We also provide the following useful services:
- development of HTML5 slots based on individual sketches;
- installation of a payment system;
- integration of certified games;
- drafting a business plan;
- promotion of an already launched online casino, and much more.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- Skype: support.casinosupermarket
- feedback form.
Check the information used to contact us carefully. It is necessary for your safety.
Fraudsters can use contacts that look like ours to scam customers. Therefore, we ask you to enter only the addresses that are indicated on our official website.
Be careful! Our team is not responsible for the activities of persons using similar contact details.
