Situation

An existing gaming brand wanted to create an effective online presence. While they were very experienced with their current customers, they needed to understand the essential differences between existing customers and online prospects. This included what would motivate new site visitors unfamiliar with their brand to register and deposit, and how to develop patron loyalty for long-term retention. Ultimately, the goal was to develop a marketing strategy that would circulate traffic between online and brick and mortar operations.

Approach

WhiteSand started with a thorough review of the software platform that the client would be using, and its products and capabilities. The next step was a competitive analysis report that reviewed current and past operators in the client’s market, as well as the top online gaming sites with proven industry success and longevity. After working with the client to determine their target demographic, WhiteSand used their experience, combined with the software and industry reviews, to create a comprehensive player acquisition, conversion and retention plan. The overall marketing was designed to integrate into their current rewards and recognition program to provide a seamless online to on-property customer experience, while giving brick and mortar customers incentives to continue their experience online.

Results

The client was able to complete their pre-launch planning with a suite of competitive player bonus promotions designed to be attractive to both new and experienced online players. Initial acquisition and conversion programs were optimized through engaging and aspirational promotions, with the added benefit of relevant content for their social marketing efforts. The operator was also able to launch retention campaigns to their existing customer database to promote taking their next wager online.