Nominated for the Heptagon Awards, Gaming1 has once again received critical acclaim for its ambitious marketing campaign on the Portuguese website ESC Online
A new recognition in the market:
After winning 4 awards at the Malta iGaming Excellence Awards, Gaming1 is once again applauded on the international stage. Organised by Optimove, the Heptagon Awards for CRM Marketing Excellence honour the brightest minds, the most talented teams and the most influential campaigns in the CRM world. With a campaign on the Portuguese website ESC Online, Gaming1 was selected as a finalist in the Campaign of Highest Impact category.
In total, over 200 companies and no less than 2,500 campaigns were considered. Optimove analysed the average uplift per customer of the different campaigns, their added value and their good execution by the CRM teams. ESC Online's campaign was ranked among the top 5 most impactful marketing campaigns of 2020.
David Carrion, CMO of Gaming1, commented on this new recognition in the market:
I am very proud of the work done by our teams, both in Belgium and Portugal. This appointment is further proof of the smooth collaboration with Estoril and the excellent work done by the CRM teams. With a true data-driven approach, they constantly monitor targeted marketing campaigns and analyse their statistics to achieve the best possible results.
A data-driven campaign:
In place since 6 January 2020, this campaign is part of the recurring AROC (Active Risk of Churn) plan. It targets casino players with a low churn rate, known as the churn factor, to provide them with an offer adapted to their gaming behaviour. The aim is to encourage players to return to the site by offering them a deposit bonus.
This campaign on ESC Online generated a 33% open rate and a 16% click rate. Of the 10,995 players targeted, 38% made a deposit of an average of €188. In addition, 39% of them bet in a casino game or placed a sports bet as a result of the campaign.
The right message at the right time:
More than ever, 2020 was a crucial year for building, maintaining and consolidating relationships with players. But each of them is driven by different motivations. Emmanuelle Meurice, CRM & Loyalty Manager at Gaming1, explains:
CRM teams need to understand their targets in order to predict their behaviour and generate effective campaigns for each player profile. Delivering the right message, at the right time, to the right person and via the right channel. The objectives are key: to improve retention rates, increase player loyalty, provide offers tailored to each profile and deliver a fun and responsible experience.
To achieve this, CRM teams analyse the different player profiles, evaluate the effectiveness of different campaigns and collect the results. Each campaign becomes a measurable marketing experience. By analysing and targeting players, we can personalise their experience from A to Z by offering them adapted communication: tips, promotions or information on responsible gaming.
