Industry News
When Times are Tough – Calling is Caring
Mikael Hansson, CEO of Enteractive, says that online gambling operators can still retain players even during the global sports blackout so long as they pick up the phone and give them a call
The global online gambling industry is facing a global challenge due to the ongoing crisis with cancelled sports events and many other difficulties. This is also the time for operators to show that they really care about their customers, and with the right approach they can come out on the other side with strengthened customer relationships.
This is absolutely the case for online sportsbook operators who are struggling to fill the void left by the world-wide cancellation of matches, tournaments and events.
While online casino and poker operators are seeing a rise in the number of players visiting their brands, there are concerns being raised over responsible gambling during this time.
This has seen regulators in countries such as Spain take fairly drastic measures such as banning all gambling advertising for the duration of the country’s lockdown.
But operators – even online sports betting sites – can and should be taking additional steps to reach out to players to reassure them and to remind them about the safe gaming tools offered.
Firstly, this is absolutely the right thing to do when it comes to being a responsible operator, and secondly it is a good opportunity to show players they are valued.
Retention is going to be critical if online gambling operators are to weather the storm. Opening a direct line of communication with customers is absolutely the best way to do this.
This is certainly the case for sportsbook brands who have to think of other ways to provide entertainment and value to customers while players and teams sit idle.
Pick up the telephone and speak to customers:
The best way of communicating with players is to pick up the telephone and speak with them directly. This allows for a human connection to be made.
Over the past week, we have seen that a quick phone call just to check in is highly valued by the customer, even with no sports events being held and limited betting markets offered.
You could simply ask how the player is doing, enquire about their situation – are they working from home, what are they doing to keep busy, etc.
Remember, this is a time where a lot of people are being forced to stay indoors and not spend time meeting with family and friends.
A quick call from their favourite sportsbook brand provides the feeling of community and socialisation they are seeking and strengthens their positive feelings towards the brand.
Of course, a good conversation would also open up to talk about additional game verticals such as virtuals, poker or casino and they can remind the player about these options.
But that’s not really what this is all about – It’s about relationships.
The main reason for calling customers is to strengthen the relationship between player and brand, not to upsell them additional products and services. That has always been the reason and it does not change because of changed circumstances.
Anecdotally, online poker has enjoyed a resurgence since sports events have been cancelled and lockdowns put in place – there is a great deal of cross-over between sports and poker.
So, if the sportsbook operator also has a poker product and the person talking to a customer thinks the player would enjoy poker, it is of course ok to make them aware of it.
Naturally, if the online gambling brand is able to build a stronger relationship with the player, they are highly likely to remain loyal to the brand and an increase in revenues occurs as a result, so caring for players does indeed have an undisputable ROI.
Re-think how you communicate with players:
Given increasing restrictions regarding how online gambling operators can market to players during the crisis, there is an opportunity for operators to rethink their communication strategies.
Because they are not able to target players with bonuses and incentives during this time, they are going to have to engage with them in different ways – as mentioned above.
But many will find that this actually improves the relationship they have with their players. This in turn will drive loyalty and ultimately retention even during these uncertain times.
It really just comes down to showing players that you value them and that you truly care.
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Industry News
International Accolade for Campaign from the Danish Gambling Authority
At a conference for gambling regulators from all around the world, the Danish Gambling Authority has been awarded “Best regulatory campaign”. The award was given for the Danish Gambling Authority’s campaign “The One-Armed Bandit”, which on social media highlighted the consequences of gambling for young people under the age of 18.
The award was presented by a jury from the International Association of Gaming Regulators, an association of 81 gambling authorities from around the world. Every year, they gather for a conference to discuss current gambling topics across countries. This year, the conference was held in Rome under the heading “Navigate the future of gaming regulation in a transforming world”.
It was a proud Director of the Danish Gambling Authority, Anders Dorph, who received the statuette in front of the 400 participants at the conference gala dinner.
“I am incredibly proud and happy that we have won this award! It is a very special recognition and honour that our colleagues from all over the world have chosen our campaign,” said the Director.
Campaign personifies gambling addiction
Despite the fact that most types of gambling have an age limit of 18, a study by the Danish Gambling Authority in 2023 showed that 15% of young people aged 15-17 have gambled.
To prevent this and to prevent young people from becoming addicted to gambling, the Danish Gambling Authority launched the campaign “The One-Armed Bandit” in December last year, targeting young people aged 14 to 17.
The campaign talks about the potential consequences of gambling in a humorous and exaggerated way.
It does this through the fictional character, “The One-Armed Bandit”, who is the personification of gambling addiction. In videos on social media, the One-Armed Bandit tries to lure young people to gamble in unorthodox ways. He uses humour, sarcasm and provocative language to achieve his goal.
To spread awareness of the One-Armed Bandit among the target audience, the Danish Gambling Authority used influencers, among other things.
“It’s a very different campaign from our previous campaigns. It required completely new approaches and a lot of courage to reach a new and very young target group. The people we wanted to reach are very hard to reach with campaigns, but with “The One-Armed Bandit” we hit the mark and I’m very proud of that,” said Anders Dorph.
International recognition
When the nomination was written and sent to the jury for evaluation, Anders Dorph and the rest of the Danish Gambling Authority were very excited: “It’s one thing for us in little Denmark to think it was an unconventional campaign, but would our colleagues in the rest of the world understand the irony or would they think it was really about being enticed to play?”
The concern was put to rest when Anders Dorph, on behalf of the Danish Gambling Authority, lifted the trophy for the award, which was won in competition with three other countries’ campaigns.
“There was a great diversity in the nominees’ submissions, reflecting our members’ increasing efforts to improve the regulation of the gambling market,” said Sarah Kelly, Vice President of IAGR.
Campaign with impact
Subsequent surveys among the target audience showed that the One-Armed Bandit had actually made them reflect on their relationship with gambling: 44% said the campaign had made them think about how often they gamble and how much money they spend and 41% indicated that they have talked to their friends about how difficult it can be to control their gambling.
“It’s fantastic to be able to say that we have made a difference,” said Anders Dorph, who is also aware that the great results are a contributing factor to the authority being able to take home the international award from Rome.
He is joined by Sarah Kelly from IAGR: “The winners stood out for their commitment to improving standards to regulate the gaming market for the benefit of both industry and consumers.”
The agency Advice, in collaboration with the Danish Gambling Authority, is behind the campaign, which features comedian David Minerba in the role of the One-Armed Bandit.
The post International Accolade for Campaign from the Danish Gambling Authority appeared first on European Gaming Industry News.
Industry News
ECA Announces Winners of Diversity and Inclusion Scholarship to the EDP 2024
The European Casino Association (ECA) has announced the winners of its esteemed Diversity and Inclusion Scholarship for the Executive Development Programme of the Universities of Las Vegas and Reno.
“Our jury has made their selection, and we extend our heartfelt congratulations to: Siham Makrache, Director of Marketing & Communications at Grand Casino Brussels, Belgium and Vesna Goričan Čač, Marketing Manager, Mond, Resort & Entertainment, HIT Universe of Fun, Slovenia,” the Association said.
Now in its landmark seventh year, ECA’s initiative continues to champion diversity and inclusion within the European casino industry by offering two scholarships annually to ECA member employees, providing fully-funded participation in the renowned Executive Development Programme at Lake Tahoe, USA.
The Executive Development Programme (EDP), a partnership between UNLV International Gaming Institute and the University of Nevada, Reno, stands as the pinnacle of gaming leadership education. This intensive 8-day professional development programme, now in its 35th year, is tailored for future C-suite executives in the gaming industry. With over three decades of excellence and more than 1600 alumni worldwide, the EDP focuses on developing leadership, management, and strategic thinking skills. It emphasises strategic issues in casino gaming while providing global networking opportunities, offering participants a unique chance to establish lasting professional relationships with industry peers.
ECA Board Member Tiina Siltanen underscores the importance of this initiative, stating, “Promoting diversity and inclusion in the land-based casino industry remains a cornerstone of the ECA’s mission. These scholarships play a pivotal role in fostering these values, providing opportunities for underrepresented groups to rise in the industry and bring unique perspectives to decision-making roles.”
The ECA firmly believes that a diverse and inclusive environment enhances employee engagement and satisfaction. The scholarships awarded to the Executive Development Programme are instrumental in nurturing these values within the land-based casino sector, creating pathways for currently underrepresented groups to ascend in the industry and contribute their unique perspectives to decision-making roles.
The ECA extended its sincere gratitude to its partners – Clarion, AGEM, and the Universities of Las Vegas and Reno – for their unwavering support and commitment to this transformative scholarship programme. Their ongoing dedication ensures that all costs, including travel, accommodation, and the training programme, are covered for the scholarship recipients.
This initiative not only enhances employee engagement and satisfaction but also propels the European casino industry towards a more diverse and inclusive future.
The post ECA Announces Winners of Diversity and Inclusion Scholarship to the EDP 2024 appeared first on European Gaming Industry News.
Industry News
Betsson Group Triumphs at the EGR Operator Awards 2024, Securing Five Major Wins
Betsson Group has once again proven its dominance and dedication to excellence, taking home five awards at the EGR Operator Awards 2024. This year’s event, held in London, saw the industry’s best gathered to celebrate outstanding achievements, and Betsson emerged as one of the night’s biggest winners.
The accolades this year include top honours in the categories of Sports Betting Operator, Customer Services Operator and ESG Strategy of the Year, with Betsson also securing a silver award for Operator of the Year. Additionally, Jonna Danlund, Head of ESG at Betsson, received the coveted Individual Achievement Award, reflecting Betsson’s leadership in both industry standards and sustainable practices.
“As we celebrate these accomplishments, Betsson Group remains focused on the future. Our ongoing investments in innovation, customer service, and responsible gaming will ensure we continue to lead the way in the online gaming industry. The recognitions we’ve received at the EGR Operator Awards 2024 are a testament to the dedication of our teams, the trust of our customers, and our commitment to setting new standards for excellence,” Betsson Group said.
The post Betsson Group Triumphs at the EGR Operator Awards 2024, Securing Five Major Wins appeared first on European Gaming Industry News.
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