In the competitive iGaming industry, creating integrated campaigns is essential for attracting and retaining players. Here’s how you can do it in 5 steps:
- Know Your Players: Use CRM tools to segment players based on behavior (e.g., high spenders, casual bettors) and analyze data like gameplay and transaction habits.
- Pick Your Marketing Channels: Combine email, SMS, push notifications, and social media to engage players at different stages.
- Write Better Messages: Craft personalized, time-sensitive, and relevant messages tailored to player segments.
- Set Up Automation: Use automation tools to streamline workflows, trigger messages based on player activity, and track performance.
- Launch and Track: Optimize campaigns by tracking metrics like player retention, conversion rates, and lifetime value.
Quick Overview
| Step | Focus | Tools/Examples |
|---|---|---|
| Know Your Players | Analyze behavior, segment players | CRM platforms like InTarget |
| Pick Marketing Channels | Use multi-channel strategies | Email, SMS, push notifications |
| Write Better Messages | Personalize communication | VIP rewards, reactivation offers |
| Set Up Automation | Automate workflows for consistency | Real-time triggers, dashboards |
| Launch and Track | Monitor key metrics for optimization | Retention, GGR, churn rate |
By blending data-driven insights, personalized strategies, and automation, iGaming operators can boost engagement, retention, and revenue. Ready to dive deeper? Let’s break it down step-by-step.
Step 1: Know Your Players
Modern CRM platforms like InTarget are changing the way data is collected and analyzed, making it easier to deliver targeted marketing campaigns.
Player Groups
Segmenting players effectively means going beyond basic demographics and focusing on behaviors that truly set different types of players apart. The goal is to create groups that mirror actual gaming habits and preferences. Here’s an example of how iGaming operators can divide their players:
| Segment Type | Characteristics | Marketing Focus |
|---|---|---|
| Aces | Active 20+ days a month, high spenders | VIP perks, exclusive bonuses |
| Jacks | Loyal to specific games, moderate spenders | Promotions tailored to their favorite games |
| Jokers | Interested in sports betting, explore other products | Cross-selling opportunities |
| Sixes | Infrequent players, prefer casino games | Reactivation campaigns |
Player Data Analysis
Analyzing player data reveals patterns that help shape marketing strategies. However, poor-quality data impacts 83% of companies, and outdated tools hold back 53%. To make the most of your player data, focus on these key areas:
| Data Category | Key Metrics | Strategic Value |
|---|---|---|
| Demographics | Age, Location, Platform | Better targeting |
| Gameplay | Session length, Game preferences | Tailored content |
| Transactions | Deposit habits, Betting history | Risk management |
| Platform Interaction | Login frequency, Device usage | Enhancing user experience |
“InTarget has become a strategic part of our marketing team to develop personalization at scale, strengthen our player relationships, and drive revenue growth. InTarget makes it easy for us to send messages that make money.” – Daniel V, Casino Manager
Consistently analyzing and adjusting based on player behavior is crucial. By tracking how different segments respond to offers and tweaking strategies as needed, operators can boost campaign results and keep players engaged. These insights will also help you identify the best marketing channels in the next step.
Step 2: Pick Your Marketing Channels
With the iGaming industry growing at 14% annually, choosing the right marketing channels is crucial for keeping acquisition costs low and boosting player retention. By understanding your audience, you can ensure your messages hit the mark.
Channel Mix
To connect with players at every stage, a mix of marketing channels is essential. A balanced approach combines direct and indirect communication methods, such as:
| Channel Type | Best Use Case | Key Advantage |
|---|---|---|
| In-Platform Messages | Active players | Engages players instantly during gameplay |
| Email Marketing | Retention campaigns | Converts existing players more effectively (around 40% higher) |
| Push Notifications | Time-sensitive offers | Prompts immediate action |
| SMS | Critical updates | Achieves high open rates |
| Social Media | Brand awareness | Builds a stronger community |
For example, VIP players often prefer tailored email campaigns, while casual players may respond better to prompt push notifications about current deals.
Channel Performance
Tracking how well each marketing channel performs is essential to fine-tune your campaigns. Tools like InTarget provide real-time analytics to monitor conversions and assess the impact of your multi-channel strategy.
| Metric | Measurement Focus | Impact on ROI |
|---|---|---|
| Conversion Rate | Channel effectiveness | A 10% boost can lower CAC by $41 per player |
| Response Time | Player engagement | Directly affects retention rates |
| Cost per Action | Channel efficiency | Helps allocate your marketing budget |
| Player LTV | Long-term value | Guides where to invest for the best returns |
Studies show that increasing retention by just 5% can lead to a profit increase of up to 95%. Keep in mind that channel performance can vary based on player segments and game types. Use real-time data to tweak your channel mix, ensuring your marketing budget delivers maximum impact. At the same time, maintain consistent messaging across all platforms to reinforce your brand. These insights will also help you create more targeted messages in the next step.
Step 3: Write Better Messages
Now that you’ve nailed down your player insights and chosen the right channels, it’s time to fine-tune your messaging. The goal? Craft messages that truly connect with iGaming players. With stats showing that 90% of SMS messages are read within three minutes, it’s clear that creating effective messages can make or break your campaign.
Message Types
Each message type plays a unique role in the player journey. Here’s a breakdown to guide your strategy:
| Message Type | Purpose | Best Channel | Key Elements |
|---|---|---|---|
| Welcome Series | Introduce players | Game guides, platform walkthrough | |
| Promotional Offers | Drive engagement | SMS/Push | Limited-time bonuses, exclusive odds |
| Retention Messages | Reduce churn | Email/SMS | Personalized rewards, VIP perks |
| Re-engagement | Reactivate players | Push/SMS | Comeback incentives |
| Event Updates | Boost participation | Push | Live betting opportunities |
The secret to success? Timing and relevance. Once you’ve got these basics down, take it a step further by tailoring your messages to specific player groups.
Message Targeting
Using the data you’ve gathered so far, customize your messages for each player segment. Real-time segmentation based on behavior ensures your messages hit the mark:
| Player Segment | Message Focus | Best Timing |
|---|---|---|
| High-Value Players | Exclusive VIP rewards | During peak playing hours |
| Casual Bettors | Weekly promotions | Weekends or major sporting events |
| At-Risk Players | Retention bonuses | After notable losses |
| Inactive Users | Re-activation campaigns | 30–60 days after their last activity |
Want to maximize engagement? Try these tips:
- Add urgency with time-sensitive offers
- Personalize messages by mentioning favorite games or sports
- Include actionable advice, like betting tips or strategies
- Keep SMS messages short and direct
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Step 4: Set Up Automation
Turn your personalized messages into automated workflows to maintain consistency and scale your efforts. Automated campaigns can help boost retention rates to an impressive 70–80% within 30 days.
Using InTarget Tools
InTarget lets you manage email, SMS, and push notifications from one central dashboard. Its automation tools make it easy to deliver campaigns across multiple channels:
| Automation Type | Purpose | Key Features |
|---|---|---|
| Welcome Series | Player Onboarding | Triggered messages, platform guides |
| Behavior-Based | Engagement | Real-time responses to player actions |
| Retention Flow | Player Loyalty | Automated bonuses, VIP rewards |
| Re-activation | Churn Prevention | Smart triggers for inactive players |
Behavior-based triggers allow you to create real-time workflows that feel personal and efficient:
- Track player activity and automatically segment them based on game preferences, betting habits, or deposit frequency.
- Assign players to pre-defined segments using their current behavior.
- Sync your messaging across email, SMS, and push notifications.
- Customize offers using detailed player data.
Once automation is set up, tracking and analyzing results becomes essential to improving your strategy.
Measuring Results
Keep an eye on these metrics to evaluate how well your automation is performing:
| Metric | Target Range | How to Optimize |
|---|---|---|
| Gross Gaming Revenue (GGR) | Varies by market | Adjust bonus structures |
| Player Lifetime Value (PLTV) | 3:1 CAC ratio | Refine retention strategies |
| Churn Rate | Below 5% | Enhance engagement triggers |
| Conversion Rate | Market dependent | Experiment with different offers |
“Organizing, executing, and monitoring e-campaigns easily through its friendly interface and with a strong emphasis on iGaming. And the most incredible thing is that it’s cost-efficient. Thank you InTarget for making my life easier!” – Vlasta C, Head of Retention
InTarget’s reporting tools provide real-time tracking of these metrics. Many clients report an average 28% increase in lifetime value through automated lifecycle marketing campaigns.
Step 5: Launch and Track
Launch Steps
Before rolling out your integrated iGaming campaign, double-check that you’ve met all legal requirements and publisher guidelines.
Set up the tracking system to ensure everything runs smoothly:
- Pixel Implementation: Add tracking pixels across all campaign touchpoints and link them to your retargeting network.
- Landing Page Optimization: Fine-tune landing pages with clear data forms and consistent visuals to increase conversions.
- Channel Integration: Connect all marketing channels through your CRM, making it easier to manage player interactions and maintain smooth communication.
Performance Tracking
Once your campaign is live, tracking becomes crucial for measuring success. Keep an eye on key metrics to transform raw data into actionable strategies.
| Metric Category | Key Indicators | Target Benchmarks |
|---|---|---|
| Acquisition | Sign-up Rate, First Deposits | 10-20% Conversion Rate |
| Engagement | Session Frequency, Betting Patterns | 30% Real-time Engagement |
| Revenue | ARPU, GGR, NGR | 10-15% Annual GGR Growth |
| Retention | Player Lifetime Value, Churn Rate | Below 5% Churn Rate |
Modern iGaming platforms come equipped with advanced analytics tools to help you optimize your campaigns as they run.
“Data-driven decisions empower you to optimize campaigns, improve player experiences, and achieve sustainable growth. With analytics at the core of your strategy, the possibilities are endless.” – Gabriela Profir, Author
Here are some tracking practices to keep in mind:
- Study player behavior to uncover opportunities for personalization.
- Track campaign performance across all channels to allocate resources effectively.
- Segment players to fine-tune your targeting and messaging.
- Use predictive analytics to identify and address potential player churn.
Act fast when tracking reveals areas for improvement. Real-time adjustments, especially with AI tools, can significantly improve retention – sometimes by as much as 45%.
Conclusion
Creating campaigns for the iGaming industry requires a smart mix of data insights and creative strategies. With the market expected to reach $138.10 billion by 2028, getting these campaigns right is more important than ever.
The best iGaming campaigns make use of multiple channels. Research shows that using four or more digital channels can boost performance by 300%, while consistent messaging across platforms can increase purchase intent by 90%.
New technologies are reshaping the future of iGaming marketing. Tools like hyper-personalization and AI-driven analytics are becoming must-haves for engaging players. As Oren Cohen Shwartz, CEO of Dealsport, explains: “The iGaming sector lags behind other e-commerce sectors…players should always come first, and operators that have products that offer personalized experiences are more likely to succeed in the long term.”
Recent campaigns highlight the power of integrated strategies. For example, Vbet’s efforts in Southeast Asia and Korea brought in impressive results: $228,534 in deposits from 2,228 new depositors, thanks to targeted and localized approaches.
To stay competitive, iGaming campaigns should focus on:
- Mobile-first strategies, as user penetration is set to rise from 6.1% to 7.6%
- Web3 integration for faster transactions and greater transparency
- AR/VR technologies to deliver immersive gaming experiences
- Responsible gambling features to build trust with players
Success in this growing market depends on staying flexible and making decisions rooted in data. By keeping up with these trends and refining their strategies, iGaming operators can create campaigns that attract and retain players effectively.
