There is a lot of competition in the iGaming sector and players know this just as well as operators. It can be quite a task for casinos to get new sign-ups and ultimately create loyalty among players. Over a decade ago, Enteractive recognized the importance of technology combined with a personalized touch when it comes to customer engagement. The company has since made this its mission and the team has been working with casino operators to retain and reengage players with a customized approach. We reached out to Enteractive CEO Mikael Hansson to learn more.
Q: Enteractive specializes in the retention and reengagement of an operator’s existing player base. What’s the story behind the establishment of the company in this area of the iGaming sector?
A: Over 10 years ago we saw that the iGaming sector, being inherently digital had difficulties in building real and long lasting customer relationships with their customers. Focus was on acquiring new players and not so much on retention, and what was done was made without any personalisation or customer customization in mind. So, we started building a scalable platform to enable operators to have personal 1:1 conversation with players to build loyalty, maximise retention and monitor for gambling problems at the same time. This platform is now our (Re)activation Cloud product. We also found that we were much more effective doing the actual calls and having the conversations, so built into (Re)activation Cloud is both the technology to deploy retention/reactivation calls at scale, and our trained agents performing the calls.
Q: The rise of online gambling operators has resulted in educated players. In your opinion, what are the fundamentals of establishing loyalty?
A: You have to be different and stand out. It’s that simple. But since most games are similar, that’s pretty difficult to do in practice. However, a real human-to-human conversation is always personal and always unique. And that is why it is so amazingly effective in building loyalty and retention, and simultaneously listening for gambling addiction risks.
Q: How do you approach the science of reactivating players?
A: Well, to us player retention is what we do every hour of the day, year around. We’ve perfected the processes and tech for this for over 10 years, as well as made sure all of our agents are trained Responsible Gaming experts. So in a way, that is a science of its own.
Q: Tell us about the (Re)Activation Cloud®.
A: As mentioned before, RC is a platform we’ve been building for quite some time and is getting more and more sophisticated every month. We have an exceptional tech organization dedicated to developing the platform, which really shows. The whole purpose of RC is to provide operators a true plug-and-play solution where technology and agents perform retention, reactivation and responsible gaming calls and are built into one single API.
Q: The partnership with Gaming Innovation Group was recently announced. “Personalised conversations” are part of the strategy with them as well as other partners. In general, how do players respond to the method of phone communication?
A: Well, we’ve been amazed over the years how strong the personal call is to raise retention levels and reduce churn. Human beings are wired to connect with other humans. It’s just our nature. So, if you want to build a lasting customer relationship, and show that you really care, there is nothing more effective than the personal 1:1 conversation. On top is the physical meeting, no doubt. But since that is massively difficult to scale the personal phone call is simple, scalable but still very effective.
Q: How do regulatory requirements affect your business and how do you stay on top of the latest?
A: We’ve been very active in the regulatory space, we ran a lot of education and knowledge sharing around GDPR and I believe we were able to provide some real guidance around some questions on e.g. customer communication where the interpretation and practical implementation became quite unclear. In those cases we form partnerships with subject matter experts and work together with them to turn legal guidance and/or policies into practical advice.
Q: What changes do you foresee in the industry over the next decade and where is Enteractive headed?
A: I think everyone in the industry is looking at the U.S. and the development there. So are we. The U.S. is a lot about conversion. Conversion of land based to online. Conversion from DFS players to real money, and conversion of legacy pre-ban databases to activity. We’re a great partner to work with in all of those scenarios, since we can scale conversation through (Re)activation Cloud.
About Enteractive:
Enteractive is the industry leader in Reactivation, driving innovation through our tech, powered by personal human interaction. As the pioneers behind the (Re)Activation Cloud®, we are experts in personal contact. We partner with operators to increase retention and player loyalty, by engaging with players on a 1-on-1 conversation. Our (Re)Activation services use the latest innovative technologies to keep your player data safe, highly-secured and compliant with modern regulation including GDPR & G4 Responsible Gaming. We’re about building bridges between operators and their players. By learning more about them we help you create a win-win situation where players are happier and your company is more profitable. We also offer ongoing 24/7 Customer Support as an easy plug-and-play extension of your operations. For more information, visit the website here.
MelissaN
4 years ago
I like their idea of implementing personalized conversations since people like to interact with other people. Personal human interaction is very important for building a long -standing relationship and keeping your customers.
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