The online gaming industry has enjoyed steady growth over the past decade, while banks have failed and world and European economies teetered on the edge of collapse. But don't be fooled: the dynamics that shaped the early days of the online gaming industry are quickly fading in the shadows behind stiff new competition, waves of new government regulations, the ascension of new technologies and changing consumer behaviors.
In such an environment, a one-size-fits-all approach to online gaming isn't good enough. Acquiring visitors is an important first step, but converting them into customers, enticing them to return, and encouraging them to spend more time playing and interacting now are activities that are demanding more attention. Such capabilities depend on new insights about customers and understanding their motivations and preferences. Gaming operators need to know in real time whether their gaming experience is exciting, engaging and, at the end of the day, producing successful return on investment.
Such insight and understanding only comes when operators have continuous evolving online and mobile optimization and personalization programs in place. This means monitoring the site’s performance, testing alternative content, analyzing campaign results and adapting the site to the gaming habits of individuals. Otherwise, money will be left on the table.