Why is player reactivation key for a successful online casino brand?

Danila Novitsky ,?Player Reactivation Team Lead at SOFTSWISS Managed Services, shares insights from what he has learnt in his time working with reducing player churn and bringing players back into the game.

Danila has been the Team Lead of the department for a little over a year. He is experienced with building successful call centre and sales teams.

With the ever increasing CPA and CPL, keeping and reactivating churned players is critical to success. Instead of looking for new traffic sources it's easier and cheaper to try and increase a player's average lifetime value.

The SOFTSWISS Player Reactivation group works with dormant players, helps players to make a deposit, and makes sure customers are having the best experience possible.

The Player Reactivation department has been offering managed support services to operators for about 1.5 years. It has already proven highly lucrative for our clients with an average ROI of about 250-300%.

For newly-launched casino projects, the Player Reactivation team puts its efforts into helping new players make a successful deposit as every player counts. Our team looks out for the player when it comes to things that might not be obvious for the operator in this busy time.?

Having a payment provider with a low acceptance rate might seriously decrease FTD conversion so it's crucial to help players with their first deposits.

After about a year of the life of the project being up and running, many users stop being active. This happens for many reasons:

• Ran out of budget
• Friends/family made them stop playing?
• Lost too often
• Found another projeсt

You cannot really do anything about the first 3 points, but outgoing interaction can help you with the last one.?

There are a few ways to reach a player like emails and SMS campaigns, but I consider calls and messages to be the most effective.

Pros of SMS

• You can add links
• High visibility
• Can be followed-up while on call with the player
• Low costs
• High ROI

Cons of SMS

• High chance of being added to blocked contacts
• Not available for all GEOs

Pros of messengers

• No word limits
• Easy to respond to
• Easier way to build a relationship with a player

Cons of messengers

• High chance of being added to blocked contacts
• No links allowed for initial outreach

However there are some insights that might help you to increase your pick-up rate and conversion.?

If we are talking about outgoing calls it's very important to call from the local number as well as being energetic on the phone.?

Once you hear that the player is not particularly busy at the moment and the conversation develops in a positive way, always try to guide the player to the website and help them grab a bonus/make a deposit.

Speaking of messengers,? it won't really matter how nice your message looks if you don't put an alternative question at the end and motivate even a minor conversation with your player.?

For example:?What bonuses do you prefer to receive in the future? Free spins or cash?

Otherwise you are most likely to be left hanging on "seen" or even get blocked.?Many will be anxious to tell you what they did not like and what drove them away.

Conclusion:?Player reactivation is not only about bringing more deposits and decreasing the churn rate, but also about creating the best service possible based on your players’ experience.