Revenue optimization has emerged as one of the key success factors in the highly competitive online poker industry. With the growing costs of acquiring players and the challenge of retaining them, poker operators need more ways of generating revenue. In this light, the In-Store feature developed by EvenBet Gaming has brought a new change in the industry: boosting the operator’s revenue while offering engaging game perks for the players.

The mechanics of online poker rooms

Historically, online poker rooms have been able to attract a variety of players with diverse games, starting from the more common Texas Hold’em to the less known Razz. In the past, poker platforms have depended on rake, which is a small percentage of every pot, or tournament fees as their main sources of income.

However, nowadays, these models have become less dependable as poker operators face a number of challenges. They are always torn between the need to meet regulatory requirements, maintain their profit margins, and keep the players happy. This has led to the need to increase the average revenue per user (ARPU) without losing customers in this competitive environment.

Welcome cross-sell and upsell — two effective techniques successfully implemented in niches like e-commerce and are now actively used in the poker segment. These strategies have been effective in increasing the LTV and customer retention rates. For poker rooms, this could mean the difference between going bust and holding out for the long term.

Cross-selling in poker

Cross-selling is the practice of selling related products or services to existing customers. In the poker context, this could take several forms:

1. Basic cross-sell: advertising casino games to sports bettors and the other way around. For example, a poker room may recommend slot games to the players who frequently play Texas Hold’em.
2. Intermediate cross-sell: the use of player data to develop more specific campaigns. For instance, if data reveal that poker tournament players like to play blackjack, the room may target blackjack to tournament players.
3. Advanced cross-sell: a more complex approach that employs dynamic and data-driven models to provide the player with customized suggestions. For example, when a player’s activity and their preferences are used to recommend new games or tournaments that may be interesting.

Upselling in poker

Upselling persuades the customer to choose a better version of the product they are already using. In poker rooms, this might involve:

• Providing VIP tournament seats to the ordinary cash game participants.
• Offering higher risk and reward tables to players who play at lower limits.
• Offering additional services such as higher level statistics or time bank top-up.

Through these strategies, poker operators can develop multi-players — customers who interact with several products. Multi-players have higher retention rates and an average future value of 50% higher than that of single-product players.

For poker room operators, understanding these cross-sell and up-sell strategies might be the only way to not only survive but prosper in the highly saturated online gaming market. It’s about the long-term perspective and the audience that will provide constant revenues.

Applying cross-selling and upselling to poker platforms

The poker industry is one of the most suitable for cross-sell and upsell strategies. The EvenBet Gaming In-Store feature is a game-changer for operators as it provides a range of virtual items that can improve the players’ experience. 

Items available for cross-selling include:

• Play money packages: for those who wish to play or warm up with other games without staking their real money.
• Time bank extensions: allowing the players to spend more time making strategic moves over the course of the game.
• Rabbit hunting feature: enabling the players to see the cards that would have been dealt in the next round once a round is over.
• Opponent game statistics: informing the players about the actions and strategies of their opponents during the game.

Upselling opportunities in the store include:

• VIP cards with bundled perks: EvenBet store offers customisable sets of benefits that come at a lower price when bought together.

Yet another option are loyalty programme incentives that can come in different styles:

• Premium tournament entries: as players accumulate cash game points or achieve a certain hand count, they can unlock access to exclusive tournaments.
• Exclusive game access: higher-tier loyalty members might gain entry to special cash games or tables not available to the general player base.

These features are beneficial for the platform’s revenue, and they also boost the gaming experience and bring greater satisfaction to the players.

Strategies for increasing the cash flow

To optimize revenue in online poker stores, operators should implement a comprehensive strategy that encompasses several key elements:

1. Strategic offer placement: display relevant promotions in the lobby and during the game, so that they do not interfere with the gameplay. This approach keeps the audience interested in your offer without being annoying.
2. Personalized marketing: use player data to create specific promotions that will appeal to the players’ preferences and activities.
3. Value-driven bundles: offer appealing promotional offers like “two for the price of one” and combo packages. Such offers have high perceived value for the players, as in a bundle they receive more than each separate item’s worth.
4. Time-sensitive promotions: take advantage of the FOMO effect by offering time-sensitive products or services. This creates urgency, which in turn leads to faster buying decisions.
5. Integrated loyalty schemes: integrate cross-selling and upselling opportunities in the loyalty programme. This helps retain the players for a long time and makes them use the platform more frequently.

By implementing these strategies, poker room operators can create a more engaging and profitable store environment. This holistic approach not only drives revenue but also enhances the overall player experience, fostering loyalty and sustained growth in the competitive online poker market.

Seizing the opportunity

Well-adopted cross-sell and upsell strategies can greatly improve both the cash flow and the players’ experience. This way, operators can increase their user lifetime value while enhancing the quality of the game. If you want to transform your poker platform’s monetisation model, learn more about EvenBet Gaming’s advanced store options and find out how these enhancements can help you increase player worth and involvement. The operators able to balance the revenue targets and player satisfaction will be in good standing to succeed in this competitive market.