How to Prevent the Outflow of Gamblers and Build Their Loyalty

To gain consistent returns, it is important to retain players on casino platforms for as long as possible. However, today, the customer life cycle is very short. Most people leave entertainment sites almost immediately after receiving bonuses and gifts.

Rosloto experts explain how to prevent the outflow of gamblers. We help with the marketing promotion of projects and develop effective user retention programs.

Basic Information about the Customer Churn

Business owners often notice an unpleasant feature: the number of clients has risen, but the level of profit has decreased. Even marketing activities do not help to change this situation.

The paradox is perfectly explained by the Pareto rule: 80% of the establishment's earnings come from 20% of visitors, and another 20% of the revenue comes from the remaining 80% of gamblers.

Operators need to focus on retaining exactly those people who form the lion's share of their income. For this purpose, many effective programs have been developed.

The CR is calculated using 2 main metrics:

1. Revenue Churn Rate. This indicator enables entrepreneurs to determine the amount of funds lost due to an audience outflow. To obtain a specific figure, it is necessary to multiply the number of inactive clients by their average costs and payments made over a certain period of time.
2. Customer Churn Rate. Using this indicator, operators will find out how many gamblers made bets, but for some reason stopped playing. The metric is calculated for a quarter, month, week, or other reporting cycle.

A perfect tool for monitoring and calculating these indicators is a CRM system built into the portal's administrative panel. It allows casino owners to conduct analytical research in dynamics, taking into account the characteristics and preferences of various client groups.

Why Gamblers Can Stop Playing

Customer Lifecycle is a very important indicator. The metric fully demonstrates the process of people’s interaction with the company: from getting to know the brand to the moment when consumers use the services and leave the resource.

In the iGaming vertical, the CLF consists of several stages:

• familiarity with an online casino — this is the first visit to the digital portal (for example, the installation of a mobile application or click-through);
• registration on the website and account verification;
• deposition of funds and receipt of the first bonus (if it is provided in the establishment's system);
• further contacts with the gambling project (a choice of entertainment, placement of a bet, withdrawal of prizes, participation in promotions, etc.).

Players can leave the platform at any of these stages. The task of operators is to create the most flexible conditions that motivate continued interaction with their brands. If this is not done, the churn rate will increase significantly, and entrepreneurs will lose real income.

There are several reasons why clients may leave an iGaming portal:

Malfunctions and Failures

On low-quality resources, the following technical problems usually occur:

1. Difficulty in logging in and verifying visitors. The online casino audience notes several common malfunctions: an inconvenient registration form, troubles with uploading document scans, and a lengthy consideration of an application.
2. Financial problems. Players do not like to wait to cash out prizes or deposit funds to their accounts on the casino site. Also, the outflow can be provoked by large commission fees or the lack of user-friendly payment services. Studies have shown that more than 70% of gamblers will never return to a digital portal if they have problems with the withdrawal of winnings.
3. Technical malfunctions. They occur when the load on the online resource increases — on weekends, holidays, or in the evenings. Such failures include website or application downtime, difficulties when launching slots, issues with authorisation, etc.

Gaming Experience

Factors that negatively affect user interaction with a virtual casino:

1. A modest selection of bonuses. Usually, people prefer platforms with the best loyalty programs. To retain the audience, it is recommended to develop an interesting reward system that will include gifts for registration or the first account replenishment, incentives, and a return of a certain percentage of the lost funds. In the long term, excellent results are given by extra spins, free bets, and VIP draws.
2. A small number of products. The variety of content has a great effect on the level of customer retention. It is worth diversifying the portfolio as much as possible by adding slots, card entertainment (poker, baccarat, blackjack, etc.), games with live dealers, as well as AR and VR solutions. It is important to cooperate with the best developers: Evoplay, Pragmatic Play, Playtech, Yggdrasil, and others.
3. The preferences of players are not taken into account. The requests of modern users are varied and change quickly. Casino visitors are already tired of the usual 5-reel slots with fruits. The most popular products are the ones that have the elements of augmented and virtual reality, solutions with modern options, and Bitcoin content. The Megaways product from Big Time Gaming has significantly changed the market and is extremely relevant.
4. Irregular catalogue updating. Project owners need to constantly monitor the industry to keep abreast and promptly add new developments. This will have a positive effect on the level of customer engagement and retention. Today, manufacturers offer many exciting solutions.

User Experience

An inconvenient platform provokes the outflow of customers. The most common reasons why gamblers leave online casinos are:

1. Misguided bonus policy. A poor-quality reward calculation system, a complete lack of seasonal promotions, unclear wagers, and insufficient motivation of the VIP clients are factors contributing to the customer churn. Gamblers will switch to portals where they are offered a transparent bonus scheme.
2. Poor navigation. If a person has problems finding entertainment or a convenient settlement method, they will not return to the website. It is necessary to carefully consider the placement of sections, a search bar, a list of slots, etc. Consumers should intuitively understand which buttons to press and where to look for the necessary information.
3. Lack of adaptation to the audience’s needs. In this case, it is important to consider the region of operation. Entrepreneurs need to offer their clients an opportunity to choose a language and currency for making payments (this should be done because many players prefer digital assets).

How to Prevent the Outflow of Customers

The maximum acceptable CR for the entertainment platform is 6.17%. This is the figure reported by the Gravitec analytical publication. If it is higher, operators should conduct a detailed study and make the necessary adjustments. Otherwise, the companies will face losses and, in the worst case, bankruptcy.

There are several ways to prevent players from leaving a casino site:

Search for Causes

Analytical studies of the platform and its audience will help obtain the statistical indicators related to clients and their actions. The collected information is used to predict the possible behaviour of people in certain circumstances.

The examination of Customer Lifecycle allows business owners to find out:

• who is interested in new entertainment;
• for whom bonuses and promotions are a priority;
• how many gamblers prefer increased limits;
• who chooses only one product and does not like novelties.

The collected data helps entrepreneurs to segment clients depending on what stage of the life cycle they are at and promptly detect those who are planning to leave the portal.

Increased Gaming Portfolio

The best way to increase customer loyalty is to constantly work on expanding the catalogue.

Modern players are quite demanding. They love digital solutions that have innovative options and an attractive design:

1. Entertainment with live dealers. For broadcasts, providers use modern studios with innovative equipment, thanks to which gamblers can see every move of the host, as well as the face value of the cards.
2. Cluster machines. These devices provide special sets of different sizes for forming winning combinations — 5x5, 6x6, etc. Such slots have an increased number of opportunities to receive prizes.
3. VR solutions. They are characterised by realistic images and excellent sound. Users say that they are not just playing, but feel as if they were in an IMAX cinema.
4. Blockchain products. Modern entertainment involves cryptocurrency settlements. Clients prefer to pay in Bitcoins, Litecoins, Ethereums, and other digital assets, because it guarantees their anonymity. The main advantage of the option is the provable honesty of the results.

Among the most famous developers of innovative gambling content are NetEnt, Evolution Gaming, Amusnet, Ezugi, Playson, and many other brands. Developers offer interesting solutions that can attract and retain the audience.

Proactive Approach

Online casino owners need to take the lead. To study the needs and preferences, it is recommended to maintain constant contact with clients. This will help entrepreneurs to understand what entertainment is of interest to players and which changes need to be made to maximise the functionality.

E-mail newsletters with information about the latest events, promotions, and bonuses give good results. Gamblers will be the first to receive content reviews, descriptions of the features of payment services, etc.

Uniqueness of Offers

An important task of operators is to outshine the competitors. An interesting idea would be to add non-fungible tokens to the loyalty program. Such digital assets are used in the products of the Evolution Gaming brand. It offers users an exclusive collection of NFT cards, Crypto Cuties.

Another way is to create HTML5 entertainment based on unique sketches. Such products can get a positive response from players and attract new clients.

Customer Support As a Way to Increase Loyalty

One of the most effective retention techniques is professional service. Direct communication with managers helps to build trust in the iGaming platform.

Reasons to engage a team of qualified support staff:

1. Effective problem solving. Users may have various troubles. It is important that specialists are sensitive and can quickly deal with them. The ability to settle conflicts is another admirable trait of consultants.
2. Prompt request processing. Often, players want to get additional information about promotions, features of using bonuses or replenishing an account, etc. A competent support service has to explain everything without delays, thanks to which customers will feel more confident.
3. Prevention of fraud. Qualified managers can promptly identify atypical activity of casino visitors, directly indicating possible illegal actions or violation of the rules of the entertainment portal. Thanks to this approach, it is possible to guarantee the fairness of games and full protection of players.
4. Better user experience. High-quality service is one of the most important aspects due to which clients form a positive attitude toward online casinos. A reliable support team creates pleasant emotions and increases the likelihood of returning consumers.
5. Positive reputation. Digital establishments with responsible customer service are more trusted. The image of a reliable operator helps to retain gamblers.

The support staff is an important channel for obtaining detailed feedback, complaints, and wishes from players. Project owners will be able to deeply analyse their activities, identify errors, and improve the quality of services.

The special department should work 24/7. If an online casino has entered the international market, it should hire managers who speak different languages.

Responsible customer support is an important component of a successful platform. The level of user loyalty will increase significantly, and the CR figure will drop.

The Main Things about the Outflow of Gamblers

This problem is familiar to all casino operators and needs to be solved.

Key aspects that should be taken into account:

• To determine the outflow indicator, 2 effective metrics are used — Customer Churn Rate and Revenue Churn Rate. They allow entrepreneurs to determine the percentage of gamblers who stopped playing, as well as the losses they suffered.
• Among the negative factors are technical issues and poor user experience. Insufficient amount of entertainment, modest bonus programs, and long withdrawal of prizes are common problems due to which bettors may leave the platform.
• To prevent the audience loss, it is necessary to use various methods: expand the catalogue of games, offer unique products, add interesting reward systems, and improve the level of service.

The Rosloto studio offers professional help in attracting new players and retaining regular casino visitors. We use proven marketing tools aimed at increasing the profitability of iGaming platforms.

From us, you can order the following useful services:

• turnkey project development;
• launch of a digital portal under the White Label scheme;
• creation of HTML5 slots based on individual sketches;
• integration of payment systems;
• security software connection, and much more.