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Started in Jan 2007, Chelbis has adopted a multi-brand and multi-network approach in redefining the gaming operations world. Our product portfolio includes more than 85 games of Bingo, Slots, Casino and Scratch Cards across online and mobile platforms.
Chelbis continues to expand it’s reach through affiliate marketing and new whitelabel brands.
CHALLENGES SOLUTIONS
STRATEGIES IMPLEMENTED
Copyright © 2016 Cheeze Marketing Services Pte Ltd. An Angaros Group Company.
18% INCREASECUSTOMERRETENTION
OUR CRM EXPERTISE HELPED ONE OF OUR UK BASED GAMING CLIENT’S
INCREASEREVENUEGENERATION
SERVEDPLAYERSSUCCESSFULLY
LEADING ONLINE GAMING OPERATOR SINCE 2007
5X4,00,000+
When Client approached Cheezemark, their objective was to increase players on their site
Client wanted to convert free players into cash players (depositing) as soon as possible from the time they are registered
The revenue of the client had started dipping, and hence they wanted us to advise on some growth strategies
Algorithmic CRM
Inorganic Campaignsfor User Acquisition
Player Segmentationbased on Behaviour
Implementation ofPPC Campaigns
CRM PROCESSThe CRM Program aimed to:
WEEKLYCRM
FREEPLAYER
LAPSEDCASH
PLAYER
ACTIVECASH
PLAYER
DORMANTCASH
PLAYER
DORMANTFREE
PLAYERMONTHLY
CRM
This program converted free players into cash players.On an average 70% of future depositors make their firstdeposit within seven days of registration. Only 8% of of players convert from free player to cashplayer (depositing) after 28 days of registration. Hence,it is highly viable to have the players convert after theyhave joined than at later stages.
53.20%
100%100%
80%
60%
40%
20%
10 deposit5 deposit4 deposit3 deposit2 deposit1 deposit
0%
% of depositors making a further deposit
If the players are unable to convert during the first 14 days, they will receive weekly CRM offers until 180 days after registration.
141312111098765432
50%
40%
30%
20%
15%
13%
11%
10%
7%
5%
3%
6 months and above30 days - 6 months15-30 days
1%
10%
1
First deposit within n days after registration
First deposit within n days after registration
14.78%
24.53%29.42%
37.78%
USER ACQUISITION CAMPAIGN
On an average the mailers sent to the players weekly from the 3 networks
3,36,824 2,29,703 3,20,053BBN SBN FBN
Best Bingo Network Super Bingo Network Fun Bingo Network
Lapsed Dep PlayersHave deposited in last 60 days butno deposits made in last 14 days
Active Dep PlayersHave deposited in last14 days
Dormant Dep PlayersHave deposited in last 180 daysbut no deposits made in last 60 days
Cash Players (depositing players) are grouped as follows:
This category is further divided into 4 different sub-categories – List 1, List 2, List 3 and List 4.List 1 and List 2 are targeted alternately with List 3 and List 4 during the respective Weekly CRM Cycle.
Old Free PlayersPlayers who made loginduring the last 30 to 180days
New Free PlayersPlayers registered in last30days
Dormant Free PlayersPlayers inactive beyond 6months
Classification of Free Players
PLAYER SEGMENTATION
PROMOTIONAL CAMPAIGNS (200+)Chelbis runs email campaigns for its brands.One such example is illustrated below:
New user Acquisitions CampaignFor one of Chelbis flagship gaming brand “ GONE BINGO”
Customized PromotionalCampaigns
AffiliateMarketing
EnhancedChat HostingEngagement
Algorithmic CRM
SUCCESS STORYCRM
THE BACKGROUND
Increase conversions from free player to cash player
Retain active customers
improve the activity of lapsed and dormant players