“We have a seamless platform to manage all our player activities in one place and in real time, contacting them at the right time, following all compliance and responsible gaming rules.”
– Kim, CRM Manager, Play North
The Challenge
Play North, a young and ambitious brand in the Netherlands’ newly regulated iGaming market, faced significant challenges at the beginning of 2024. Kim, the CRM manager at Play North, explains:
“We struggled with low conversion of our players – we have a good player base, but not all of them actually play. The Netherlands market opened just 3 years ago and for us, it was extremely important to differentiate, provide the best player experience following all regulations, and drive our player retention rates.”
The company faced a triple threat:
- Low player retention rates
- Poor conversion from registration to active play
- Limited visibility in a crowded market
Compounding these issues was a labyrinth of regulatory compliance and responsible gaming policies. Play North needed a solution that could:
- Target players in real-time based on behavior
- Verify player age (24 years and older)
- Check consent for promotional messages
- Ensure compliance with product update-only messaging for non-consenting players
Turning the Tables with OptiKPI
Play North chose OptiKPI as their provider and trustful partner. This cutting-edge real-time CDP and CRM software transformed their approach to customer engagement. Kim shares:
“We integrated OptiKPI relatively fast (keeping in mind data we needed to pull from regulators), in 2 months. Now we have a seamless platform to manage all our player activities in one place and in real time, contacting them at the right time, following all compliance and responsible gaming rules.”
The powerful marketing automation platform enabled:
- Precise customer segmentation based on behavioral data
- Targeted marketing strategies that comply with regulations
- Customer journey automation for seamless player experiences
Engagement in Motion: Crafting Personalized Experiences
With OptiKPI integrated, Play North launched a series of data-driven Player Journeys. Kim describes a key campaign:
“To encourage players, in June, we deployed a series of player journeys to all eligible registered players, reaching them via Email on Sundays. We offered 5 Free Spins on a popular game daily, during the following week, plus additional Free Spins for every goal of the Dutch team in the tournament the same weekend.”
The implementation focused on:
- Personalized Email Marketing: Tailored messages sent at strategic times with enticing promotions.
- Smart Customer Onboarding: Automated welcome journeys to convert registered users into active players.
- Retention Management: Targeted strategies to re-engage dormant players and enhance loyalty.
The Jackpot Results
The impact of OptiKPI on Play North’s performance was remarkable. Kim enthusiastically reports:
*”We are very happy with the results!
- 29% increase in player engagement
- 15.1% boost in deposits, even though it was not a condition in this offer
- 25.8% players used the offer and played in the game”
These metrics underscore the campaign’s success in driving both engagement and revenue, all while maintaining strict compliance with regulations.
Key Takeaways
- Data-Driven Decision Making: OptiKPI’s real-time analytics enabled Play North to make informed, agile marketing decisions.
- Compliance Mastery: Successfully navigated complex regulations, ensuring all communications were compliant.
- Engagement Drives Revenue: Strategic player engagement directly translated to increased deposits and activity.
- Holistic Player Journey Management: By focusing on the entire player lifecycle, Play North created a comprehensive strategy for sustainable growth.
Your Winning Hand
Ready to transform your player engagement strategy in the competitive world of iGaming? With OptiKPI, you can:
- Implement sophisticated customer segmentation based on real-time behavior
- Deploy targeted marketing strategies with precision, respecting regulatory requirements
- Automate customer journeys for maximum impact, from onboarding to retention
- Measure and optimize campaign performance in real-time, ensuring continuous improvement
As Kim from Play North says, “Our motto is ‘Putting the player at the core’. Our players follow us for the best player experience and unique offers!” OptiKPI shares the same value, we put our clients at the core, ready to support and grow together.
Don’t leave your success to chance. Contact us today and let OptiKPI deal you a winning hand in customer engagement, turning regulatory challenges into opportunities for growth.
