The essence of our work is the internal marketing management of online casinos. Beyond handling all the elements pertaining to the functioning of the casino – promotions, bonuses, incentives, user experience & ease of use and navigation, game selection and display – the core of our work is player account management, expressed as customer conversion and retention.
We approach this task through data mining, statistical research and modeling, gambling behavior modeling – all aspects of business intelligence (BI) – and most fundamentally ‘old fashioned’ spreadsheet-style account management, where we examine player accounts one-by-one to become familiarized first-hand with each of our players and their characteristics; from this we develop individualized as well as segmented tactical methodologies for the optimal management of player accounts, to address critical aspects of their game play, profitability and spending – across their lifecycle. We focus on assessing and balancing between player bet risk and profitability, while aiming throughout to retain gamblers as active bettors for as long as possible. Our implements include customer relations management (CRM), targeted incentives and communications, and suitable bet limits. Where most casino operators and marketing companies spend their time with the trimmings – automating “processes” and pursuing business theories – we spend ours engaging with the data and doing actual marketing work, getting our fingers, proverbially, dirty.
In the same manner of account management, data mining, statistics research and segmentations, we also manage our external marketing activities, to promote our igaming sites through search engine optimization (SEO), media buy, and affiliation: the optimal management of one side of the operation complements the other, and vice versa, where the common denominator is, an emphasis on delivering value to our partners – our gamblers and our traffic providers.
Our guiding principles are integrity and transparency with both our traffic sources and our players.