Making the Market: Players, Participation, Promotions

Nicky SenyardManaging Director

Income Access Group

A G2E 2016 Panel Takeaway

Moderated by:

The Panelists

The goal of the session was to explore the intersection of iGaming with brick-and-mortar casinos in the US, marketing opportunities and intelligence about iGaming customers to make the most of the available market.

Huw ThomasChief Corporate Development and Marketing Officer NYXGG

Bryan Bailey Founder and WebmasterCasinomeister

Luisa WoodsVice President of Online and Internet MarketingTropicana Entertainment

Key Topics

4 Brand intersection points

7Affiliates10

Customer demographics

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INTERSECTIONUnderstanding the intersection of iGaming with

brick-and-mortar casinos in the US market

WHAT DOES THE INTERSECTION OF IGAMING AND BRICK-AND-MORTAR GAMING IN THE US MEAN TO YOU?

“ Corporations no longer control brand identity. In the age of user generated content, a brand’s identity is determined by its customers. Users increasingly expect an easy, collaborative and consistent omni-channel relationship with a brand.” – Luisa Woods

“ One of the biggest challenges that operators face is being able to recognize all of the disparate ways that their customers interact with their brand, both online and on-property.” – Luisa Woods

“Making the user experience seamless using technology and content.” – Huw Thomas

WHO DO YOU THINK IS DOING THESE INTERSECTION POINTS WELL IN THE US TODAY – EITHER SOCIAL OR REGULATED?

“Despite a number of challenges and roadblocks, I think Tropicana has done a great job in creating a single loyalty program that intersects across online and offline. While the integration was in the initial stages of development, Tropicana used online channels to promote events and designed promotions to drive traffic to property. This then allowed Tropicana to leverage those online players relationships when the software systems were able to deliver integrated loyalty rewards.” – Luisa Woods

“ Takeaway: It’s important to always be taking steps forward, even if they’re small ones.” – Nicky Senyard

“Not a US example, but Coral in the UK has done a great job in Europe with this. They were able to synchronise their efforts online and across their 1,800 retail units.” – Huw Thomas

DEMOGRAPHICSDiscussing iGaming player demographics, how

players are being acquired and at what cost

FROM YOUR EXPERIENCE, WHO ARE THE ONLINE PLAYERS AND HOW DO YOU DEFINE THEM – GAMES, SPEND, INTERSECTION WITH PROPERTY, ETC.?

“We were very surprised to the makeup of our online customer base. Of Tropicana’s online players, about 50% were completely new customers, not in our database. The other 50% had some previous relationship with the property, but about half of those were inactive customers who had not been to the property in more than a year. Fewer than 3% of all our online players moved their play exclusively online, when compared to their activity in the twelve months before launch.” – Luisa Woods

“Segmentation is extremely important when we talk about ‘players’ in this industry. Blanket targeting doesn’t work and often gives a negative perception of the brand. With so many data-points and technology platforms, it’s become easier and easier to reach players with the right message at the right time.” – Huw Thomas

WHAT ARE THE TYPES OF ACQUISITION METHODS BEING USED TO ACQUIRE THESE PLAYERS ONLINE?

“It is important to make a distinction between global and geographically restricted markets. In a global market, highly targeted niche digital campaign strategies can be used as there is a large base to pull from. In a small market like New Jersey, however, above-the-line marketing strategies are often more feasible.” – Luisa Woods

“Large brands with bigger budgets typically invest 20-30% of their marketing efforts into affiliates in order to increase player acquisition. Brands with smaller budgets have invested up to 80% of their budget in affiliates.” – Bryan Bailey

"Alongside traditional digital strategies, we’re also seeing a huge amount of interest in social casino gaming in pre-regulating markets. This builds brand awareness and engagement in the run up to market opening.” – Huw Thomas

AFFILIATESExploring the status of affiliates and what that

means to online casinos

HOW CAN OPERATORS BENEFIT FROM AFFILIATE MARKETING?

“Some of the benefits of affiliate marketing are as follows: • The channel provides operators with free exposure in niche markets.• Affiliates provide a trusted third-party endorsement for operators’ brands.• The channel’s performance-based approach means operators only pay for

results, providing them with a strategy that’s mutually beneficial.” – Nicky Senyard

“Impossible for operators to pull all levers the same way that an army of third-party marketers can.” – Luisa Woods

HOW DO THEY MARKET IN THE US?

“Affiliates in the New Jersey market have had to jump through a lot of hoops in order to promote legally. This, in turn, has led to a smaller environment with low competition and high-quality affiliates.” – Luisa Woods

“Because affiliates are unable to purchase AdWords [ads] in the US, they rely on using SEO to build a community and create a buzz. ‘Viral Sites’ have proven effective as they are based on providing the player with valuable content while also minimizing marketing spend.” – Bryan Bailey

THANK YOU!For more information,

please feel free to reach out: Email – nicky@incomeaccess.com

Twitter – @NickySenyard