Personalized marketing has become an indispensable tool for modern casinos. Mass communications are gradually losing their effectiveness in the context of a saturated information space. Users no longer perceive universal offers as relevant. They expect lively communication with dealers and operators.
The development of digital platforms and mobile technologies has led to the emergence of advanced online platforms. Among them is the Allstar casino. Personalization has become a controlled technology. Modern marketing works with user behavior and analyzes actions in real time.
Adaptive marketing: segmentation of casino players
This type of segmentation is a systematic process of dividing the user base into groups with behavior and risk characteristics. Unlike the formal division by demographics, online casino segmentation is built on the real actions of gamblers within the platform. Among the factors are bet types, frequency of in-game activity, and reaction to free spins.
Any platform, like the All star casino or a bookmaker’s online office, is a business with high variability of user behavior. Two gamblers with the same deposit can have quite different values to the platform. Someone plays the same slots for months. Other users are constantly changing their betting mechanics.
Segmentation allows us to more accurately predict events and actions of gamblers, manage bonuses, reduce risks of gambling fraud, and build personalized customer retention scenarios.
Any behavioral segmentation is based on analysis of the user’s gaming and financial actions. Within this model, gamblers are classified according to the following aspects.
- Frequency of game sessions.
- Duration of the game.
- Average rate or deposit amount.
- Preferred game type (slots, live casino with a dealer, or betting).
- Receive bonuses and free spins.
Behavioral segmentation reflects the real economic role of gamblers.
The player value segmentation
One of the basic models is segmentation by the financial value of service consumers. There are three groups of gamblers.
Low-value players
These are gamblers with low or unstable economic value for the casino. As a rule, they are characterized by rare sessions and small deposits. Their activity is often impulsive or situational. Many of them start accounts when the operator holds promotions. Big bonus campaigns and regular mailings are rarely effective against this type of gambler.
There are some solutions when working with these gamblers. Among them are limited welcome bonuses and a minimum level of game and bet personalization.
Mid-value players
This is a more preferred type of gambler than the previous one. Mid-value players are stable gamblers with regular activity and predictable behavior. However, they have moderate financial turnover. This is the reason why they are not a priority for casino operators. Anyway, this segment forms most of the casino gaming revenue.
High-value and VIP players
They have become gamblers with frequent gaming sessions and large deposits. They can form most of the casino’s revenue despite their small number.
This segment of gamblers is the most difficult for management. The gambling activity of these gamblers is high, so they bring the casino high financial risks and increased attention from regulators.
Conclusion
Casino companies can understand the behavior of the target audience and adapt communication between operators and users in a timely manner with the help of specialized marketing tools. Attracting customers is a model that requires time and financial costs. For this reason, personalized marketing is becoming an indispensable technology.
