If you’ve heard about Playtech’s Player Journey– a key part of our Engagement Centre toolset – you’ll know that it can be used to guide players towards specific goals; whether it’s making a first deposit, trying a new game or returning after a period of inactivity. But deciding which journey you want to send particular players on is only the beginning. To look deeper into what Player Journey can help you to achieve, here are ten things you may not know that you can do with this tool – and if you did already know, here’s why you should be doing them:
1. Encourage Safer Gambling behaviours
Player Journey is linked to Playtech’s Responsible Gambling tools, meaning journeys can be created which target players based on deposit limits, loss limits or self-exclusion status. Players who have not set limits can be identified, and interventions can be triggered in real-time while the player is already on-site and engaged. Plus, with Player Journey’s real-time results, you can monitor the success of your safer gambling interactions as you go.
2. See results come through in real time
With Player Journey, you don’t need to wait until the end of a campaign to see how well it is working. Real-time results mean that you can extend successful campaigns, or pause and tweak underperforming campaigns, as and when the stats guide you.
3. Understand how players are engaging with different communications channels
Your player reached the goal of the journey – but how did they get there? With Player Journey you can track when and how the player engaged; for example, by clicking through from an email or push notification, even down to which button they clicked in response to an in-game message. Once you know, you can communicate with players in the way which you know will give you the best response.
4. Test different interventions simultaneously
At any stage of a journey, you can easily create a range of A/B tests backed by control groups; for example, testing the effectiveness of different message types, versus the uptake rate from control group players not receiving a reminder. This makes Player Journey perfect for a ‘test and learn’ approach where you can discover what works best for your players.
5. Promote new games directly to the right players
Playtech’s in-game messaging can be a highly effective way of promoting new content to potentially interested players, whether it’s the latest entry in a game suite or a game with a popular theme. With Player Journey’s Milestones feature, you can not only track whether players try the promoted game, but also gauge the level of stickiness by measuring how many spins they subsequently took. This allows you to assess the impact of a campaign in more detailed terms than a ‘Yes or No’ measure and to easily identify your most responsive players.
6. Journey between verticals with cross-sell campaigns
Player Journey isn’t just for Casino. A campaign promoting the recent launch of Live Casino Slots saw 30% of targeted Buffalo Blitz players try the Live version in just one hour following an in-game message launched by a simple Player Journey.
7. Add ‘surprise and delight” elements to a campaign
While incentives such as Free Spins are an obvious way to encourage players to begin a journey, they can also help to create a positive experience along the way with an unexpected boost as part of a Player Journey. For example, if your journey’s ultimate goal is for players to play at least 30 spins on a game, you could choose to release five free spins after the first 15, keeping them engaged with the game.
8. Maximise promotional participation
Valuable players often go straight to play their favourite games, without checking out your latest promotions. Player Journey can trigger in-game messaging to let these players know that they are missing out on their chance to get extra value. Adding ‘opt-in’ or ‘find out more’ buttons to in-game messages can boost overall promotional participation by double-digit percentages.
9. Award bonuses based on real-time events, at any time
You don’t need to restrict bonus awards to a set amount or reward point. For example, you could choose to reward players with a surprise bonus based on the value of any deposit that forms part of the journey. Bonusing doesn’t necessarily have to be instant either. In the case above, a deposit over a certain amount, for example, can be the trigger event to offer the player free spins, but when and how you release them is completely within your control.
10. Control your bonus spend with Caps
For an incentive-based campaign, you can limit the number of rewards available to help control your budget and set a finite cost for the overall campaign. In this way, you can ensure that you only release a pre-determined number of rewards, even if more players than expected are eligible, or that you have enough available for all eligible players.
Even better, all this can be managed via a single, intuitive drag and drop canvas. With ten – and more – good reasons why you should, there’s really no good reason not to engage with your players using Player Journey! To find out more, contact us or take a look at the Player Journey guides in our Playtech Academy training centre.