Innovations in CRM Services Designed for Casino Operators

About the Concept

It can be described as software that helps operators to perform several tasks:

• manage interaction with players;
• monitor and analyse the behaviour of users;
• automate marketing campaigns;
• increase audience retention.

An effective CRM system is always adapted to the specifics of the industry. In this case, the key task of the operators is to maximise the LTV indicator, increase the loyalty of clients and prevent their outflow.

Today, the tool is an indispensable assistant for business owners. It allows them to mechanise routine tasks, improve the quality of service, set up successful advertising campaigns, and much more.

Innovations in CRM Services

New technologies are useful in many online casino areas.

Let us consider which solutions increase the efficiency of such systems.

Artificial Intelligence

The main task of AI tools is personalisation. Thanks to them, it is possible to create targeted promotional campaigns, offer individual bonuses, and customise the UX interface.

High-Quality Segmentation

The CRM service based on artificial intelligence analyses data in real-time and automatically groups players based on their characteristics, such as:

• activity;
• preferred types of entertainment and bonuses;
• risk level;
• outflow probability.

Dynamic segmentation contributes to greater audience retention and an increase in LTV metrics. Those casino visitors who, say, place bets on live sessions, receive exclusive bonuses and recommendations.

Trigger Campaigns

The launch of local and targeted advertising activities is another advantage of AI. The technology helps to conduct marketing campaigns depending on the actions and experience of gamblers.

Examples of triggers:

1. Customers have completed registration but have not replenished the deposit. In this case, they will be sent a welcome offer with a selection of popular slots and initial bonuses.
2. Players have not visited the virtual casino for a long time. A retention plan with personalised e-mail notifications and valuable prizes will be activated.

Built-In Warning Systems

AI-based monitoring services track suspicious behaviour, including signs of fraud or the development of ludomania. The accounts of such clients can be temporarily blocked if there are risks to the security of the entertainment platform and its visitors.

Voice Assistants

AI-based chatbots process players’ requests 24/7.

Virtual assistants perform the following tasks:

• advise on incentives and bids;
• set up notifications about live entertainment;
• instantly handle any issues (with chargebacks or accrual of bonuses).

Big Data

Like artificial intelligence, the solution is responsible for audience microsegmentation.

CRM services along with such a tool collect information about clients’ actions (bets, winnings, deposits, and game time).

Based on the data received, narrow segments are created. For example:

• users who prefer large bets;
• beginners making their first deposits;
• “sleeping” gamblers who need motivational promotions, etc.

CRM systems with big data predict the likelihood of customer outflow and automatically offer measures to retain them. These are exclusive promotions and bonuses, increased cashback, selection of slots, and a personal manager.

The advantages of the tool also include sending recommendations in real time. Most often, these are individual offers for participation in current events, such as tournaments, missions, or raffles.

Omnichannel

Modern CRM programs combine data from mobile devices, desktop sites, social networks, and chats into a single system.

Players can start spinning reels in an online casino, continue in a mobile app, and get high-quality technical support via a special channel. All information (from the user’s profile to betting history) will be synchronised, and clients will get a unique seamless experience.

Omnichannel CRM services simplify integration with messengers. Social networks are often used for instant communication with gamers through push notifications or chatbots. It is possible to send news reports, reminders of competitions, bonus offers after a big win, and other information.

Gamification

Innovative solutions offer:

• loyalty points;
• leaderboards;
• achievement systems;
• status levels;
• rewards.

Built-in gamification tools motivate users to play more often and at higher limits, participate in various multiplayer activities (from mini-quests to large-scale tournaments), and bring decent profits to operators.

With the help of CRM systems, it is possible to create effective loyalty programs with a flexible reward system and progress that entrepreneurs track in real time.

Comparison of the Leading CRM Solutions in the Market

Let us consider how popular management systems introduce innovations and affect the work of business owners.

Salesforce

The solution offers wide opportunities for customisation and adaptation of the service to the needs of operators. They can set up audience segmentation, bonus management, activity monitoring, and other options.

Benefits of the tool:

1. Artificial intelligence. The built-in Einstein AI module is responsible for analysing user behaviour, predicting the outflow of clients, and launching personalised marketing campaigns.
2. Omnichannel. Salesforce applies all channels (from e-mail newsletters to push notifications) for fast and effective communication with gamblers.
3. Advanced reporting. Special analytics tools allow operators to study the preferences of customers, predict their actions, and build long-term retention strategies.
4. Compliance with industry requirements. The solution has built-in functions for tracking transactions, monitoring the adequate attitude toward the placement of bets, and timely KYC (Know-Your-Customer) verification.

Salesforce is characterised by a high cost of implementation and maintenance, which can be an obstacle for beginning entrepreneurs. The tool is suitable for large and medium-sized companies with multiple sources of income (casinos or bookmakers’ offices) and a multi-channel system of interaction with the audience.

HubSpot

CRM service is a good choice for young brands that are just starting to implement a management system and want to avoid complex settings. The program can be easily integrated into popular entertainment platforms via a multi-tasking API.

Key advantages of HubSpot:

1. Universal promotion module. The service provides convenient management of advertising activities, quick setup of e-mail newsletters and push notifications, as well as quick tracking of results.
2. Automation of routine tasks. This includes technical support, customer service, the launch of trigger campaigns, and engagement of passive players.
3. Free access. Project owners can integrate the basic version, which is suitable for getting to know and testing the system.
4. Intuitive interface. Even a beginner who has never interacted with a CRM system before will be able to understand all the options and filters.

At the same time, HubSpot has limited customisation options compared to Salesforce. The product is suitable for small and medium enterprises. As for scaling, it can cause difficulties for large operators.

Pipedrive

The service has a clear focus on sales, which is perfect for attracting new customers and partners. The software can be easily installed on desktop sites and mobile applications. It also provides instant data synchronisation and a seamless user experience.

The product’s advantages include high-quality visualisation. Interactive graphs, charts, and tables allow entrepreneurs to quickly track the progress of advertising campaigns, selling leads, and client segments.

The CRM system is distinguished by its budget cost, simplicity of setup, and convenient integration with existing iGaming platforms. However, Pipedrive does not have sufficiently developed analytics or AI tools, which complicates the activities of major brands.

Zoho

The program offers a wide range of functions at a low price, which makes it attractive for small and medium businesses. It is the best option for those who want to maintain a balance between value and functionality.

Advantages of the tool:

1. Flexibility and scalability. The service contains a huge number of additional modules, which are useful for diversifying activities, cross-selling, and entering new markets.
2. Automation. Built-in Big Data technologies help segment the audience, evaluate its activity and campaign effectiveness, as well as create triggers and personalised notification systems.

According to customer reviews, Zoho has a less intuitive interface compared to HubSpot and other advanced modules. The program takes time to adjust, and the free version has limited customisation options.

The Main Things about Innovative CRM Systems

Key aspects that operators need to take into account:

• The tasks of special modules include monitoring and analysing user behaviour, automating marketing campaigns, and reducing the outflow indicator. The services are responsible for personalised service, technical support, as well as the accrual of bonuses.
• Among the innovations in CRM, it is worth highlighting the introduction of artificial intelligence and Big Data. Omnichannel and gamification provide excellent results in audience retention.
• The most in-demand solutions of this type in the entertainment niche are Zoho, HubSpot, Pipedrive, Salesforce, etc.

From us, you can also order the following useful services:

• games for sale and rent;
• installation of payment services;
• security software integration;
• acquisition of a licence;
• preparation of a business plan, and much more.