This is the second part of a two-part roundtable discussion on the benefits of Network Promotions within igaming, courtesy of Wazdan. Join Andrzej Hyla, Chief Commercial Officer at Wazdan, Ivan Shastsiuk, Team Lead of Promo Managers at SOFTSWISS, Alexandra Domingo, Rewards Manager at Bally’s and Enrique Jimenez Reyes, Senior Casino Product Executive at Playtech & SunBingo, who discuss how these initiatives fuel player acquisition and retention. Read part one here.
CB: How do network promotions affect the relationship between slot providers and operators?
AH: Network promotions cultivate a strong foundation of collaboration between slot providers and operators, ensuring a win-win situation for both. In an industry where dozens of suppliers release several new games daily, network promotions with multi-million prize pools based on an award-winning promotional tool are something only a handful can offer.
We take the initiative by handling prize funding and managing the logistical complexities, allowing operators to dedicate their resources towards effective marketing campaigns and maximising player engagement. This streamlined approach facilitates a more efficient path to achieving shared objectives and propels the promotion’s success.
We advocate for several best practices to enhance this collaborative spirit, including open communication, sharing detailed performance insights, and aligning promotional strategies with player preferences. This way, we can craft promotions that truly resonate, leading to maximum impact and a more enjoyable and rewarding experience for all involved. We don’t bet on success – we engineer it!
AD: Network promotions offer mutual benefits for both parties involved. Operators can offer prime retail space and positioning on their site for providers while also gaining first access to exclusive games and other additional perks. Building strong relationships between both parties is essential for ensuring smooth operational processes and open communication. Having a dedicated key contact from each party is crucial for maintaining this synergy.
EJR: Network promotions foster a symbiotic relationship between slot providers and operators. Providers manage technical aspects and funding, while operators focus on marketing and engagement. This collaboration strengthens the partnership and ensures both parties achieve their goals.
To maximise effectiveness, we recommend frequent communication to discuss performance and optimise strategies. Sharing detailed data empowers operators to tailor promotions to player preferences, leading to higher engagement and satisfaction.
Promotions should then of course be marketed effectively, with prominent displays in casino lobbies and utilising key social media channels to reach the widest audience possible.
IS: The operator’s participation in network promotions organised by the provider is crucial for building strong relationships. When operators actively take part in these tournaments and prominently feature the provider’s games, it doesn’t go unnoticed. Providers are more likely to offer these operators individual benefits, such as a separate budget for tournaments or discounts for featuring games in top positions.
At SOFTSWISS, we highly recommend all our clients use the Tournament Tool to maximise benefits for both operators and providers. This tool allows the inclusion of slots from various providers, as well as live and crash games, making it versatile and engaging.
Ongoing, collaborative promotions between operators and providers are a testament to a strong partnership. The SOFTSWISS Game Aggregator plays a significant role in these promotional arrangements. We share information about upcoming tournaments and promotions from providers and assist in developing exclusive tournaments for SOFTSWISS operators. Additionally, we occasionally receive requests from operators to organise individual tournaments. In such cases, our team handles the negotiation and coordination of all details, ensuring a smooth and successful event.
CB: What role do data analytics and player behaviour insights play in designing effective network promotions?
EJR: Data is the key to crafting impactful promotions. By analysing player preferences, habits, and engagement, we can design targeted campaigns that resonate with different audience segments. This might involve dividing players based on demographics or play style, and then tailoring rewards accordingly. High-value players might receive exclusive bonuses, while new players get special incentives to keep them engaged. Ultimately, personalising promotions with data-driven insights ensures they’re attractive and effective for every player.
IS: Analysing data and understanding player behaviour are crucial when organising promotions, especially those tailored for specific markets.
For instance, we know that players from CIS countries tend to place smaller bets in promotions, while players from European countries are more inclined to bet big. Game preferences also vary by region. CIS players typically enjoy classic slots and crash games, which have gained popularity recently, whereas Asian players tend to prefer games like blackjack and baccarat.
When planning a promotion for a particular region, it’s essential to consider these preferences.
For global tournaments that welcome players from around the world, it’s important to strike a balance. Setting appropriate minimum bets, tournament durations, and prize pools, and including popular games from various regions, is key. This balanced approach ensures that the tournament appeals to a wide audience, maximising bet amount and GGR.
AH: We craft personalised promotions with targeted rewards by analysing player behaviour, session times and engagement patterns. Big data empowers us to tailor promotional tactics to appeal to different demographics and ensure a more enjoyable and rewarding experience for all, such as our seasonal network promotions, which are prepared for periods of increased player activity.
Our network promotions cover over 200 Wazdan games certified for 25+ regulated markets worldwide, including the top-performing Coins™ and Mighty Wild: Panther series. This allows casino operators to promote games that best resonate with their target audience.
AD: As I mentioned earlier, having your data and insights well-organised is crucial. By setting the correct metrics before campaign planning, you set yourself up for success. However, the process doesn’t end there. It’s essential to measure your campaign’s performance before, during, and after its execution. I always recommend conducting workshop sessions afterwards to identify areas for improvement or, if the strategy is successful, consider how it can be applied to other products. It’s also important to think from a player’s perspective when running a promotion. Ask yourself: if you were the target audience, would this campaign meet your expectations?