Agenda

The Reality of Real-time Marketing

HOST:

Mark RobinsonChief Executive Officer

Agenda Our background

• Founded in 2010

• Offices in Europe and US

• Valuable blend of gaming and CRM heritage

• Improve online experiences by understanding player journeys

• Using big data, analytics and realtime marketing

• Working with the biggest names in games and gaming

• Experts in targeted CRM and gamification across all platforms

• Reviewed as leading analytics and real-time CRM provider

Agenda Real Money Gaming – Today & Tomorrow

The State of Play….• Fragmented data across operators and suppliers• Over-reliance on email marketing• Broad targeting therefore low relevance• PoC tax in UK means acquisition budgets squeezed• Problem gambling high on the agenda• Lots of competition therefore noise

Use Opportunity…• Use data to understand your online customers• Think multi-channel especially real-time in-app• Use gamification to improve online environments• Think comms strategies not tactical campaigns• Focus on development and retention

Agenda How deltaDNA helps

Agenda How to get closer to players….

Precise player intervention

OPERATORPlayer / account data

SUPPLIERGame data

Agenda Three phased opportunity

CRM FOUNDATIONS ADD IN-GAME BEHAVIOURS REAL-TIMEPERSONALISATION

✦Deposit and Betting History

✦Evaluate Previous Responses

✦Player Segmentation on Spend, Intensity and Interests

✦AB Testing Strategy

✦Email and Push campaigns

✦Detailed Evaluation

✦‘Test & Learn’

✦Real-time In-Game Data

✦Augment Player Segmentation with Behaviours and Playing Styles

✦Understand ‘Whole’ Experience

✦Track Funnels and Journeys

✦Improved Targeting

✦Assess Gamification Opportunities

✦Devise Multi-Channel Strategy

✦Create RealTime Interventions

✦Multi-Channel Approach with In-Game, Push and Email

✦Make Environment Responsive to Players

✦Maximize Retention and Lifetime Value

✦Intelligent, Consistent and Timely Online Marketing

Agenda Onboarding – churn risk

✦New player✦Browsed around content (mainly poker)✦Abandoned without deposit✦Use realtime FUNNELS to highlight

✦Targeted EMAIL immediately after first session✦Promote training options✦Promote free-to-play ✦Then IN_GAME✦Track training achievements✦Trigger new player bonus✦Convert to deposit

OPPORTUNITY:

SOLUTION:

Agenda Onboarding - potential VIP

✦New player✦Makes large deposit in first session✦Played Slots in first session – long session, high value bets, settled on one machine.

✦IN-GAME interventions✦Thanks for deposit✦Promote events based on initial gameplay✦Promote rewards scheme✦Promote game recommendations ✦EMAIL✦Follow up with details of loyalty scheme✦Links back to favourite games

OPPORTUNITY:

SOLUTION:

Agenda Content Targeting based on playing style

✦We know player table preference in poker✦Aware of gambling style - cautious ✦Makes regular, moderate deposits✦Engaged with previous poker tournaments✦Good outcomes

✦EMAIL✦Promote special events specific to poker and player competency

✦Personalised deposit bonus✦IN-GAME✦Prompts for suitable table availability

OPPORTUNITY:

SOLUTION:

Agenda Churn Prevention – engaged player

✦Slots player✦Shorter session and lower bets✦Risk of leaving

✦IN-GAME✦Signpost onboarding tasks and rewards

✦Offer free spins✦Offer new machine unlocks

OPPORTUNITY:

SOLUTION:

Agenda Content Management in sports betting

✦Betting history – regular bets on Liverpool games

✦Not shown interest in Casino games✦Has engaged with previous Poker Tournaments

✦Targeted EMAIL on forthcoming games with Liverpool theme

✦Special odds to promote click-through✦Cross promotion of entry level poker tournaments

✦IN-GAME✦Trigger Liverpool bet offers during game

OPPORTUNITY:

SOLUTION:

Agenda VIP Management

✦Long term Slots player✦Deposits often✦Engages well with deposit bonuses

✦IN-GAME✦Offer triggered on low balance✦Highlight continued loyalty – message personalized

✦Make player feel special with unique reward

OPPORTUNITY:

SOLUTION:

Agenda VIP management & cross promotion

✦VIP retention and cross promotion✦Affinity to Poker✦Has shown interest in Blackjack

✦IN-GAME✦Respond to losses✦Promote Blackjack to reduce burn out✦EMAIL✦Communicate VIP benefits✦Promote high stakes VIP invite only event✦Cross promotion of Blackjack with £3 free bet

OPPORTUNITY:

SOLUTION:

Agenda The winning formula

✦ Single view of player✦ Deep and rich data✦ Multi-channel CRM

✦ Lots of opportunities to enhance the player experience

✦ Applications in fraud and problem gambling

✦ Positive impact on both GGR and NGR!

Thank you!

info@deltadna.comdeltaDNA

HOST:

Mark RobinsonChief Executive Officer