How to Prevent the Outflow of Clients and Increase Their Loyalty

The life cycle of modern gamblers is extremely short. They quickly register on casino websites, collect all kinds of bonuses, and go to other platforms in search of new rewards and experiences.

Casino Market's specialists will explain how to prevent the loss of the audience. We also offer comprehensive services to attract and retain customers.

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About the Outflow of Players

In the gambling niche, contradictions often arise. The client base is growing, but profits are declining, even in the case of the use of popular advertising channels. The Pareto rule can be applied here. 20% of gamblers bring 80% of the revenue and the remaining 80% only 20% of the income.

The operators' task is to build trusting relationships with that same 20% of customers and prevent their outflow by developing an effective retention strategy.

To calculate the loss of the audience of an enterprise, 2 basic metrics are used:

1. Customer Churn Rate. The coefficient shows what percentage of people previously placed bets in online casinos but, for some reason, stopped playing. The parameter can be calculated for a week, month, quarter, etc.
2. Revenue Churn Rate. The metric demonstrates the amount of money business owners have lost due to the outflow of gamblers. To calculate it, the number of inactive users is multiplied by their average check and the number of payments made during the reporting period.

Odds can be controlled thanks to the built-in CRM system. The key advantage of this product is the analysis of indicators over time in the context of different client groups and the players' preferences.

Why People Stop Visiting iGaming Platforms

Users can leave online casinos at any stage of the customer life cycle.

The indicator reflects the interaction process between gamblers and operators, from brand familiarity to leaving the website when all its services were tried.

The CLF consists of the following stages:

• first visit to a casino (transition on the referral link and mobile application download);
• registration and verification of an account;
• deposition of funds and welcome bonus claiming (if provided);
• each subsequent contact with the platform (selection of a game, withdrawal of money, participation in promotions and tournaments).

Users can leave at any time, so every step on their way (from signing up to fulfilling the wagering requirements) should be as engaging and flexible as possible. Otherwise, the customer churn rate will constantly increase, and operators are going to lose profit.

Let us consider the most common reasons why players may leave iGaming resources.

Technical Issues

They are typical for low-quality platforms when business processes are not thought out carefully, and the portal constantly freezes even with minimal growth in Internet traffic:

1. Difficulties with sign-up and verification. This may be an inconvenient registration form, issues related to uploading documents, and a long consideration of an application by the technical support service. All these aspects are the real reason why gamblers quickly leave online casinos.
2. Problems with payments. In this case, players can face too long withdrawal time, huge commissions, additional transaction fees, and the absence of a popular settlement method in the list of available options. If gamblers experience difficulties with the cash out of their winnings, then in 70% of cases, they will no longer return to the website.
3. Technical failures. This is a decline in the platform's performance during increased loads on its infrastructure (for example, in the evening, on weekends, or during holidays). Frequent freezes of the resource, problems with playing on a mobile device, and failed attempts to launch slots scare away the target audience.

Poor Gaming Experience

To prevent client loss, it is important to pay attention to the following factors:

1. Poor choice of bonuses. If the competitors' loyalty program is better, then players will go to another website. To prevent this from happening, it is necessary to introduce a diverse bonus system. It includes rewards for registration and first deposition of funds, gifts for loyalty, and cashback. In-game tools provide a good cumulative effect. These are free spins and bets, as well as access to additional rounds.
2. A modest selection of entertainment. The more solutions are offered in a casino, the better the chances of attracting and retaining customers. A good decision would be to add different types of games to the catalogue. These are slots, cards, rounds with live dealers, and multiplayer products. Content from top developers (NetEnt, Amatic, and Pragmatic Play) should also be presented on the platform.
3. The list of offerings does not meet the needs of the audience. Players are a little tired of traditional 5-reel slot machines. Instead, they choose options with virtual and augmented reality elements, games with innovative features, as well as solutions with jackpots and NFT bonuses. One of the most in-demand types of entertainment in recent years is the series of Megaways solutions from an Australian vendor, Big Time Gaming.
4. The portfolio is not updated regularly. It is essential for operators to add the latest releases to their casinos. Otherwise, business owners risk losing clients. Many providers (for example, Playson or Yggdrasil) supply slots along with high-quality promotional tools. We are talking about demo versions, training videos, screenshots, and previews.

Low User Experience

From the gambler's point of view, the convenience of staying on the platform is determined by the following factors:

1. Customer support. Players may have a wide variety of requests, from difficulties with registration to the generation of information on new promotions and bonuses. Technical specialists should respond quickly and politely, help with problem resolution, and give advice on safe and responsible gambling. Otherwise, the audience will switch their attention to another portal.
2. Navigation. Those users who have difficulty finding the game and licensing data or choosing a payment method are unlikely to return to the website again. Therefore, it is better to place buttons calling the most popular commands (list of slots, available bonuses, and seasonal promotions) on the main page.
3. Bonus policy. The outflow of clients may happen due to incorrect calculation of rewards, too complex wagers, poor incentives for VIP clients, and other factors. All this scares players away. They go to those resources where there are more bonuses.
4. Adaptation to the needs of the audience. Gamblers will stop placing bets if the platform does not support the local language and currency. Modern users like blockchain slots, so cryptocurrency payments should be available.

How to Prevent the Outflow of Clients

Each industry has its standards related to customer churn. According to the Gravitec online publication, this figure is 6.17% in the gambling field. Anything more than that requires careful analysis and correction to prevent a decrease in the profits of online casinos.

Let us consider what steps operators need to take to avoid losing loyal players.

Determine the Reasons

For this purpose, customer lifecycle analytics is used. The method provides extensive statistics that take into account information about clients and their actions and help entrepreneurs predict how a particular gambler will behave under certain conditions.

CLF analytics make it possible to identify groups of people who:

• are interested in new products, bonus offers, and promotions;
• are ready to increase the size of bets and spin the reels at higher limits;
• prefer only one type of entertainment and are cautious about new solutions.

The method helps divide the audience into categories depending on the stage of its lifecycle and indicates those planning to leave the website. They are characterised by a low interest in promotions and minimal activity on the resource. These gamblers will most likely leave within the next 2–3 weeks.

High-quality CLF analytics allow operators to study customers and determine what they are missing to prevent the outflow.

Expand the Entertainment Catalogue

The best way to regain the audience's loyalty is to add new content.

In 2023, casino visitors prefer games with innovative features and excellent design:

1. Cluster slots. Here, victorious combinations are formed in accumulations of different shapes, from 2x2 to 6x6 and more. The solution features increased chances of winning.
2. Entertainment with live dealers. Broadcasts are conducted from studios equipped with advanced technology. On the other side of the screen, there are friendly croupiers who deal cards, spin the wheel of fortune, and pleasantly communicate with participants.
3. Blockchain content. It supports the acceptance of bets in cryptocurrency (Bitcoin, Litecoin, and Ethereum) and has the provably fair results function.
4. VR slots. They are distinguished by the most realistic picture and surround sound, as if the gamblers are watching a film in an IMAX cinema.

The cohort of innovative software vendors includes NetEnt, Evolution Gaming, Amusnet (EGT), Ezugi, Playson, etc. The product range of these companies is constantly updated with modern entertainment, which the audience is quite enthusiastic about.

Take a Proactive Approach

Operators need to constantly communicate with clients to study their needs and make gaming sites more convenient and interesting for users.

An excellent decision would be to launch a news digest with a convenient personal newsletter via email. Gamblers will be the first to learn about new promotions and bonus offers, as well as the latest releases from top providers, the addition of modern settlement methods, etc.

Stand Out Among Competitors

Adding bonuses in the form of NFT assets to the loyalty program will be useful. The famous European manufacturer Evolution Gaming followed this path and launched a premium collection of NFT cards, Crypto Cuties.

Business owners can interest their audience by developing exclusive HTML5 solutions. Such content will receive a tremendous response from players and encourage them to spend more time on the iGaming platform.

Reactivate the Departed Clients

Such a task incurs labour, financial, and time costs since it is necessary to find out how to bring back those who have stopped placing bets for one reason or another.

Entrepreneurs need to expand the team of marketers, hire employees responsible for reactivation, pay their wages, allocate money for additional advertising campaigns, and much more.

In order not to waste money, it is important to conduct an end-to-end analysis of the audience. It allows operators to identify those 20% of loyal customers (according to the Pareto rule), which generate 80% of revenues.

Business owners can do that using CLF analytics tools. They are available in many CRM systems and give an idea of what groups of clients to work with to successfully reactivate gamblers.

The Main Things about the Outflow of Casino Visitors

This problem is quite common in the iGaming sector.

• To calculate the loss of the audience of an enterprise, 2 popular metrics are used: Customer Churn Rate and Revenue Churn Rate. They illustrate the percentage of those who stopped placing bets and the losses incurred by entrepreneurs due to the decrease in the number of loyal players.
• The audience's outflow occurs due to technical problems on the website, as well as poor gaming and user experience. Low customer support, wrong choice of entertainment, nuances of money withdrawal, and ill-conceived bonus policy are considered the most common reasons.
• To avoid losing clients, operators can expand the entertainment catalogue, improve the quality of provided services, add innovative features, and make the reward program more interesting.
• The feasibility of reactivation can be calculated using CLF analytics. Entrepreneurs need to determine the target audience to not waste money (for example, on scammers or bonus hunters).

The Casino Market studio provides comprehensive services and products to attract and retain Internet traffic. We use modern marketing tools and effective communication channels to make iGaming projects successful and recognised in the market.

For all questions, please contact our managers.

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James Burton The Casino Market partner, the owner of the gambling establishments’ network

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