Super Show - How Gaming Operators Use Video to Increase Revenue

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Everybody talks about the benefits of online video but few operators have mastered the power of this medium for driving traffic and converting visitors to players. This session will review the story of operators like 888.com, Mansion, and William Hill, who are ahead of the curve for online video, making it a key part of their performance strategy. The presentation will provide detailed examples of videos that have increased online conversions with an emphasis on what makes these videos so effective for the gaming industry.

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  • Size – How big is the trigger? Identifiability – OK, I know that’s a made-up word, but it means whether or not visitors coming to the site are able to identify the element in question as a trigger that will launch a video Text – What are you asking visitors to do? What are you telling them will happen? Location – Where on the page does the trigger sit? Will the visitor find it? Not every site can carry an embedded video that autoplays. But after conceding that watching a video is better for conversion than not watching a video, the challenge becomes finding ways to ensure that visitors watch the video. The two triggers here differ in Size, Identifiability and Location, although the Text, “Watch Video”, is the same for both. The trigger on the left occupied a classic video spot. Check out the placement of the video player on YouTube or almost any video sharing site and you will find exactly the same layout. The idea here is that this spot carries some expectation of content in it even if it’s not an embedded player. The trigger bears the recognized video play symbol and the accompanying text. The text, although small relative to the size of the trigger, is larger than other explanatory text on the page. The trigger on the right is smaller and occupies a spot that is often used for an ad or other information. The size of the text is larger and bolder especially when set in the smaller rectangle. Perhaps the most important part of this trigger is that it’s animated. The trigger contains an action which draws the visitor’s eye even when located outside the expected video spot. The animated trigger achieved a click rate roughly 10% higher than the trigger in the upper left of the screen, but there may be room for greater improvement when testing other versions of the trigger.
  • Super Show - How Gaming Operators Use Video to Increase Revenue

    1. 2. Agenda <ul><li>Overview on online video in iGaming </li></ul><ul><li>EyeView’s methodology </li></ul><ul><li>Ten samples of video implementations </li></ul><ul><li>Questions and answers </li></ul>
    2. 3. Online video audience 3 Misconceptions: Male Teenagers User generated <ul><li>Men accounted for 52% of viewers and women 48%.   </li></ul><ul><li>68% of viewers are between the ages of 25 and 64. </li></ul><ul><li>Approximately 60% of video streamed are “user generated”. </li></ul>
    3. 4. Adoption * Data: www.emarketer.com %U.S. online Adoption of internet
    4. 5. Adoption * Data: www.emarketer.com %U.S. video viewers (monthly) %U.S. online Adoption of internet vs. online video
    5. 6. Main video uses in iGaming industry Increase landing page conversion Improve affiliate performance Enhance Email effectiveness
    6. 7. Video Solutions for Performance Advertising Affiliates Performance Traffic SEM Videos Video players Streaming Engagement Ad campaigns Views Click Throughs Distribution Video Performance Advertising Production SEO Landing pages <ul><li>Conversion </li></ul>EyeView
    7. 8. Methodology Tested video impact on performance
    8. 9. Ten customer samples It’s more than just a video… <ul><li>Triggers </li></ul><ul><li>Content </li></ul><ul><li>Action buttons </li></ul>
    9. 10. 1. Shouldn’t look like and Ad
    10. 11. 2. But should catch attention…
    11. 12. 3. Position of the trigger is important
    12. 13. 3. Position of the trigger is important
    13. 14. 4. Content should be to the point
    14. 15. Full version Short Version 5. Focus on the REAL value proposition
    15. 16. English voice over French voice over 6. Localization and languages are key
    16. 17. Female Male 7. Pace and tone is important
    17. 18. 8. Accent is important
    18. 19. Accent results <ul><li>British Vs. American Accent </li></ul>
    19. 20. 9. Call for action- See it hear it click it
    20. 21. 10. Test the call for actions!
    21. 22. Summary <ul><li>Online video is mainstream and rapidly adopted </li></ul><ul><li>A key part of performance strategy </li></ul><ul><li>Think about your triggers, content and call for action </li></ul>Increase landing page conversion Improve affiliate performance Enhance Email effectiveness
    22. 23. Video creation Video optimization EyeView’s end-to-end solution
    23. 24. Q&A www.eyeviewdigital.com [email_address]

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