Optimove has released data revealing that most players are exhausted by marketing fatigue from igaming operators, with almost one-third of players feeling overwhelmed by the frequency of promotional messages.
The Optimove 2023 Report of Players’ Preferences in iGaming Marketing surveyed 396 US online players across September and October 2023, aged 21-plus and household incomes of $75,000-plus.
Released at the 2023 Global Gaming Expo, the survey stated that 86 per cent of players don’t appreciate excessive or irrelevant emails, texts, and push notifications from igaming websites, and they unsubscribe as a result.
Specifically, 30 per cent of players feel overwhelmed by the frequency of promotional messages from operators, but 64 per cent believe the frequency is acceptable.
Optimove describes marketing fatigue as consumers “feeling overwhelmed or disengaged due to a relentless barrage of repetitive marketing messages”.
The marketing platform said that marketing fatigue is taking place across the igaming industry, and this type of marketing can result in “diminishing response rates and flagging engagement”, impacting a brand’s perception and customer loyalty.
To make sure marketing fatigue doesn’t occur, Optimove’s survey noted that customers want relevant offers and communications, as 56 per cent of respondents cited the relevance of an offer as the single most crucial factor motivating them to open operator communications, with the same percentage for opening messages from operators they use.
While marketing fatigue can occur across any industry, the marketing platform has recommended that igaming operators follow eight marketing strategies to improve their customer communications.
These strategies are player-personalised messages, audience targeting segmentation, controlling message frequency, promotional quality over quantity, simplifying the player’s unsubscribing process, monitoring player feedback for messaging strategies, a promotional balance between content and valuable information, and consistent message relevance.
Optimove believes these recommendations can “serve as a compass” for igaming operators, helping them create “more personalised, player-centric messaging strategies that elevate the player experience while effectively countering marketing fatigue and reducing excessive unsubscribe rates”.
