Stop rewarding loyalty <ul><li>Will Lytle </li></ul><ul><li>eGaming 2.0 </li></ul><ul><li>[email_address] </li></ul><ul><l...
Lifetime Distribution Players are increasingly difficult to hold on to, especially in a commoditised online market.
Revenue Distribution Revenues are inversely distributed throughout the player base (Pareto)
Rewards Distribution <ul><li>Maximise ROI by: </li></ul><ul><li>rewarding those who generate the most revenue </li></ul><u...
The current loyalty model <ul><ul><li>Tiered levels that increase rewards as players gain ascension (e.g. Bronze, Silver, ...
Time limits ROI <ul><li>Places emphasis on players with diminishing return and higher likelihood to defect </li></ul><ul><...
Proactive Development <ul><li>Generate significant revenues by identifying and addressing high value players  early </li><...
Agile  CRM Cycle Review Plan Act Collection and adjustment of ongoing data mining efforts Automated campaigns that are man...
Player development at Buzzluck.com <ul><li>Holistic view of Player Experience, with the “dedicated host” positioned at the...
Thank you <ul><li>Will Lytle </li></ul><ul><li>eGaming 2.0 </li></ul><ul><li>[email_address] </li></ul><ul><li>EIG Expo - ...
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Stop Rewarding Loyalty

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Stop Rewarding Loyalty

  1. 1. Stop rewarding loyalty <ul><li>Will Lytle </li></ul><ul><li>eGaming 2.0 </li></ul><ul><li>[email_address] </li></ul><ul><li>EIG Expo - Copenhagen </li></ul><ul><li>www.eigexpo.com/2009 </li></ul><ul><li>16th September, 2009 </li></ul>
  2. 2. Lifetime Distribution Players are increasingly difficult to hold on to, especially in a commoditised online market.
  3. 3. Revenue Distribution Revenues are inversely distributed throughout the player base (Pareto)
  4. 4. Rewards Distribution <ul><li>Maximise ROI by: </li></ul><ul><li>rewarding those who generate the most revenue </li></ul><ul><li>rewarding those who stay the longest </li></ul>
  5. 5. The current loyalty model <ul><ul><li>Tiered levels that increase rewards as players gain ascension (e.g. Bronze, Silver, Gold, Diamond etc.) </li></ul></ul><ul><ul><li>Tiers are largely based on TIME with the business and revenues generated thus far. </li></ul></ul><ul><ul><li>TIME centered models based on rewarding the customers that drive the biz </li></ul></ul>
  6. 6. Time limits ROI <ul><li>Places emphasis on players with diminishing return and higher likelihood to defect </li></ul><ul><li>Does not create loyal behaviour </li></ul><ul><li>Leaves a large area for potential revenue untapped </li></ul><ul><li>Players don’t commit (Commodity product, bonuses, “luck”, internet promiscuity) </li></ul><ul><li>Difficult to effectively test, measure, scale </li></ul>
  7. 7. Proactive Development <ul><li>Generate significant revenues by identifying and addressing high value players early </li></ul><ul><li>Create a criteria and process that facilitates real-time action </li></ul><ul><li>ROI driven campaigns (1 more deposit, spin, etc) </li></ul><ul><li>Service that is proactive, differentiated and empowers your frontline team </li></ul><ul><li>Player feedback driving development and strategy </li></ul><ul><li>Scale! </li></ul>
  8. 8. Agile CRM Cycle Review Plan Act Collection and adjustment of ongoing data mining efforts Automated campaigns that are managed by intelligent process and well integrated tools. Review results real-time; improve Data and Campaign processes Good judgement comes from wisdom, but wisdom comes from bad judgement
  9. 9. Player development at Buzzluck.com <ul><li>Holistic view of Player Experience, with the “dedicated host” positioned at the center. </li></ul><ul><li>CRM solution that supports player development process </li></ul><ul><li>Online Reputation Management (ORM) </li></ul><ul><li>KPI/Financial transparency, empowerment, and results-based incentives </li></ul><ul><li>Bottom-to-Top Management Style </li></ul>
  10. 10. Thank you <ul><li>Will Lytle </li></ul><ul><li>eGaming 2.0 </li></ul><ul><li>[email_address] </li></ul><ul><li>EIG Expo - Copenhagen </li></ul><ul><li>www.eigexpo.com/2009 </li></ul><ul><li>16th September, 2009 </li></ul>

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