There are many examples of event-based trigger marketing techniques being used for the iGaming industry. Below are the most common:
- Welcome Bonuses. This one is straightforward. A customer signs up to an online casino and is offered the welcome bonus, which can offer free spins or match bonus in case of the first deposit.
- Loyalty Trigger. Some casinos send out bonuses to players who have been customers for some period of time but did not play lately, encouraging them to keep staying loyal or revisit the casino they've been a member of for so long. It's common practice for casinos to send special bonuses to reward the players' loyalty and encourage them to keep playing.
- Cancelled Transactions. If a player has a problem carrying out a transaction for whatever reason, he may receive a notification prompting him to get help.
- Congratulations on Big Wins. If a player's lucky enough to scoop a large win, a casino may send a personalised message with congratulations on the win, encouraging him to keep playing at the casino.
- Mystery Rewards. Some casinos offer mystery rewards to players if they, for instance, lost a certain % of their balance (these can be a deposit bonus, cashback or free spins). If a gambler lost the game, he may decide to quit playing, while targeted bonuses can help change his mind.
- Notifications About Jackpots. If a progressive jackpot is getting quite big, a casino may send out a notification to let players know about the opportunity to win this large prize.
- Hot Trends. What many casinos do is they tie new game releases with their promotions. For example, if a new slot is released, a casino may offer a bonus that can be used only on this slot. Popular slots and games also can be a topic for promotions.
- Bonuses for Personal Information. A casino may reward you with bonuses for sharing and confirming personal details. These can include info on your personal social media pages.
There are lots of different cases in the iGaming industry, where behavioural marketing is used. Players tend to interact with online casinos a lot, so there's a wealth of information casino operators have at their disposal to deliver nicely targeted communication with their players. With so many gambling sites out there, it's more important than ever for operators to retain the players they attracted once. They use trigger marketing not only to keep reminding players of their brand but also of opportunities they may get and bonuses they're entitled to.
Traditional marketing is still used in iGaming, but it's becoming clear that a more personalised strategy is a step forward; it's about giving players exactly what they want when they want it and figuring out how best to maximise their engagement.