Gaming took center stage in a recent FullStory webinar with four expert panelists from the industry: Justin Le Brocque, Manager of Operations at Yolo Group, Tim Axon, Co-founder of LeanConvert, Efi Peleg, Chief Marketing Officer at ComeOn Group, and panel moderator Kofi Anikmah, Enterprise Accounts at FullStory.
The gaming and betting industry is extremely competitive with a heavy digital focus—we wanted to know how brands can stand out in the marketplace and attract new customers.
Here, we recap five key points from the experts.
How is FullStory’s Digital Experience Intelligence helping gaming clients? Find out in this eight-minute demo.
Get the basics right
Asked about strategies for increasing lifetime value and consumer engagement, the panelists agreed on the importance of a solid foundation.
“Keeping it simple is a good place to start,” said Justin. “Taking the time to think through the basics of that customer journey and how they interact with your site can tell you where you need, for example, a loyalty scheme or higher level of personalization. That kind of knowledge is necessary before you can ask for more from that customer.”
“If you want to stand out,” said Efi, “strive for world-class CRM segmentation. To really get to know your customers, the more digital touchpoints the better—strategies like free-to-play tools and social media engagement can tell you a lot,” he said.
Learn about how FullStory helped Rank Group score more conversions.
Be ready to pivot
All the panelists talked about how their organizations rolled with the punches of COVID.
“Overnight, the home entertainment space in gaming became crucial,” said Efi. “And consumers needed to get what they wanted even easier and faster—for example, compatibility with a range of preferred payment solutions including ewallet, ebanks, and crypto. And you have to meet market demands quickly because the competition has only grown, especially in regulated markets.”
Efi added that before the pandemic, he primarily monitored monthly trends. Now, he monitors data on a weekly, daily, and even hourly basis.
Kofi spoke about his experience with FullStory clients. “We’ve heard so many stories from clients in entertainment and about how the pandemic and recovery has changed the economic climate—from how businesses operate and engage with customers to how customers themselves spend their money,” he said. (See more insights from our recent consumer survey of 7,000 spenders globally.)
Tim talked about the importance of continually challenging your assumptions. “For us, it starts with a hypothesis that you are constantly trying to disprove. You have to test and retest your positions frequently to make sure that they stand true in that market.”
Look for inspiration outside your industry
Justin stressed the importance of avoiding silos, and taking insights and inspiration from a broad spectrum of brands.
“While it’s crucial to be able to look at qualitative evidence and data from the gaming industry, I think it’s really valuable to look at other players in the digital field and try to understand what they're doing and how they are capturing the hearts and minds of their users."
He cited personally looking at how Netflix manages their personalization and segmentation, as well as the digital experiences of messaging platforms like Telegram and WhatsApp.
Lean into new technology
While no one could predict how AI will look in 20 years, the panelists said they are all staying abreast of new technologies and their potential to improve efficiencies.
Justin talked about a simple time-saving application his organization currently employs. “When our sports book representatives receive betting lines for an upcoming event, they’re able to use AI to map it to our internal systems and push it through to the website.”
Tim mentioned having some success with virtual reality—a technology he admits still needs refining—as a way for a small remote team of employees to “collaborate and ideate in a more effective manner.”
FullStory uses machine learning to structure and index all the data captured from a site, app, or software–so you’re not just autocapturing everything, you’re also getting data that’s searchable, accessible and immediately usable.
Your data won’t do it all
Capturing all the right data points is important, according to Tim, but it won’t do your business much good without the right people and mindset.
“People think this field is only about having the latest ‘wowy’ technology. But data won’t always tell you what to do. You need the right internal teams who can take the insights and implement the necessary action.
“And on the same token, just because you’re offering the latest cutting-edge product doesn’t mean people will understand it. The real work is in explaining how it can meet the needs of different types of customers,” he said. (Learn more about maturing your organization’s digital mindset.)