How Genesys and Salesforce Are Transforming Player Engagement Across the Gaming Lifecycle

In today’s highly competitive gaming landscape, where every interaction can make or break player loyalty, the ability to deliver exceptional, personalised experiences is key. Whether it’s the thrill of a live sports bet, the excitement of a poker tournament, or the simplicity of a casual game, operators must ensure that their players are engaged, supported, and valued at every touchpoint.

At the heart of this transformation is the powerful alliance between Genesys and Salesforce, which together provide gaming operators with the tools they need to deliver seamless, personalised experiences across the entire player lifecycle. From the moment a player signs up to the point where they become a loyal, long-term customer, this strategic partnership ensures operators can maximise engagement, retention, and profitability.

But how exactly does this impact players and operators at each stage of the lifecycle? Let’s dive in.

1. Player Onboarding: Making the First Impression Count

The onboarding phase is critical. For new players, the ease and efficiency with which they can sign up, deposit, and begin playing can make all the difference. Genesys’s AI-driven customer engagement tools, combined with Salesforce’s Customer 360, ensure that from the very first interaction, players receive personalised assistance that makes their experience smooth and welcoming.

Imagine a player signing up for the first time during a major sports event. They might need help understanding how to place a bet or navigate the platform. With Genesys Predictive Engagement, the platform can identify when the player might need assistance and automatically trigger a live chat or voice interaction to offer guidance in real time. At the same time, Salesforce Customer 360 provides agents with a complete view of the player’s preferences, helping them deliver tailored recommendations and support.

This seamless start not only improves the player's experience but also sets the foundation for long-term engagement. Personalisation at the onboarding stage can increase player lifetime value by up to 40%, according to research by McKinsey.

2. Player Engagement: Personalisation at Scale

Once players are onboarded, the challenge shifts to keeping them engaged. Personalisation is the key to delivering relevant content, promotions, and recommendations that keep players coming back. With Salesforce Marketing Cloud and Genesys Predictive Engagement, operators can deliver hyper-targeted offers based on player behaviour and preferences, creating tailored experiences that resonate.

For example, a player who frequently participates in poker tournaments can receive special offers on upcoming tournaments or bonus chips to incentivise play. Meanwhile, another player who prefers sports betting might be targeted with exclusive bets or offers around their favourite teams. These timely, personalised interactions have been shown to have a 30% uplift in player retention, especially when AI-driven tools like Genesys are used to anticipate player needs and deliver proactive engagement.

This level of personalisation not only drives engagement but also increases revenue. By delivering the right offer at the right time, operators can significantly boost player spend and loyalty.

3. Managing Seasonal Demand: Scaling Customer Support for Big Events

Major gaming events like the World Cup, poker championships, or grand prize lotteries can cause a surge in player activity. During these periods, gaming operators need to ensure they can handle the increased demand without compromising the quality of customer support.

This is where Genesys’s workforce engagement management (WEM) tools shine. By using AI-powered forecasting, Genesys can predict when demand will spike and ensure that the right number of agents are available to handle the influx of inquiries. Salesforce Service Cloud complements this by giving agents access to the full player history, allowing them to resolve issues quickly and efficiently, even during high-pressure moments.

For example, during a major sports event, operators may see a 30% increase in player inquiries. With Genesys and Salesforce working together, agents can handle these inquiries without long wait times or frustration, ensuring that players remain engaged and satisfied.

4. Retaining Players: Delivering Long-Term Value and Support

Retaining players is just as important as acquiring them. After the initial excitement wears off, it’s the ongoing personalised experience and reliable support that keep players loyal. Genesys AI helps operators identify players who may be losing interest or those who are at risk of churn by analysing interaction patterns and behaviours.?

For example, if a high-value player hasn’t been active for a while, Genesys Predictive Engagement can trigger a personalised offer or incentive to bring them back. At the same time, Salesforce Marketing Cloud ensures that any outreach is consistent with the player’s preferences, whether it’s a VIP offer for exclusive events or targeted promotions based on their past activity.

This proactive approach to player retention has proven to be effective, with operators using AI-driven tools reporting a 30% reduction in player churn. Retaining players through personalised re-engagement not only ensures long-term profitability but also strengthens player loyalty.

5. Promoting Safe Play and Ensuring Compliance

A key responsibility for gaming operators is promoting responsible gaming and ensuring compliance with regulations. With growing regulatory oversight, operators must have the ability to monitor player behaviour in real-time and take action when necessary.

Genesys AI-powered tools enable operators to detect signs of problematic gambling behaviour early. If a player begins to show signs of unhealthy gambling habits, such as excessive betting or erratic behaviour, the system can automatically trigger an intervention, such as a personalised message offering responsible gaming resources or a direct conversation with a support agent.

Meanwhile, Salesforce Customer 360 helps operators maintain a comprehensive view of the player’s activity, ensuring that they stay compliant with all regulatory requirements. This not only helps operators avoid fines but also fosters trust with players by actively promoting safe gaming practices.

Operators that prioritise responsible gaming see a 20% reduction in regulatory fines and improved player trust, leading to better long-term retention and brand reputation.

6. Optimising Costs Without Compromising Experience

Running a gaming operation comes with high costs, particularly in customer service. However, with the combined power of Genesys AI and Salesforce automation, operators can reduce operational expenses while still delivering exceptional player experiences.

Genesys’s AI-driven workforce management optimises staffing, ensuring that agents are only allocated when needed, helping operators reduce costs by up to 25%. At the same time, Salesforce’s AI-powered chatbots and self-service portals handle routine inquiries, allowing human agents to focus on high-value interactions.

This balance of automation and human service ensures that operators can scale efficiently without sacrificing the quality of the player experience.

A New Era for Player Engagement

The strategic alliance between Genesys and Salesforce is transforming the gaming industry by enabling operators to deliver personalised, seamless, and proactive engagement at every stage of the player lifecycle. From onboarding to retention, from scaling for major events to promoting responsible gaming, the combined power of Genesys’s AI and Salesforce’s CRM is helping gaming operators create exceptional player experiences that drive loyalty, reduce churn, and maximise revenue.

In an industry where the player experience is everything, those who leverage this powerful partnership will be well-positioned to succeed in the long term.