Harry Cott: ”How player wealth data can reshape casino operators’ content strategy”

Harry Cott, CEO at beBettor, discusses how Player Wealth Scores can help online casino operators personalize user experiences and engage high-potential customers. beBettero’s solution focuses on assisting companies in better understanding their existing and potential customers and offering mutually beneficial content. Understanding wealth data could help operators optimize the user experience in online casinos and beyond.

Q: What role does player wealth data play in optimizing user experience and marketing strategies for online casinos?

Few verticals of the betting and gaming industry have seen more rapid evolution than online casinos, with data the undisputed engine behind cutting-edge product development and sophisticated marketing strategies.

Many CRM and marketing teams now use third-party data analytics software to gain a granular understanding of what themes, features, and mechanics resonate best with players. Another layer of insight that has the power to unlock revenue potential comes from recently launched Player Wealth Scores. Wealth data allows operators to analyze a player’s financial status upon sign up, before layering this on top of their overall content and engagement strategy for long-term impact.

Wealth scores give online casino operators an instant view of potential value. By assigning a score of between 1 and 10, with 10 representing the top 10% of the GB wealth bracket, and 1 the bottom 10%, customer experience teams can segment their player base according to their capacity and propensity to spend. Using this, operators can present personalized user interfaces, giving access to the content their most affluent players enjoy most and delivering customized bonuses or promotions that take into account their capacity to spend.

Q: What content do wealthier players prefer?

Wealth scores don’t just provide insights into how much a player can spend, they offer valuable information about what they engage with most when integrated as part of an operator’s business intelligence platform.

Players with higher wealth scores may enjoy higher volatility games, where the potential for big wins is greater but having access to larger funds is useful. These players tend to be more comfortable with taking risks and may place higher bets in a single session. High volatility games, such as progressive jackpot slots and premium table games, including baccarat, are often more attractive to players with higher wealth scores.

This knowledge may allow brands to more intelligently assign free plays or integrate new features. While player preferences can vary widely, wealthier players also lean toward more sophisticated and personalized experiences, such as live dealer games.

Q: Can you tell us more about VIP and personalized reward programs?

Another advantage of using wealth scores is the ability to tailor VIP and loyalty programs. Operators can create bespoke rewards and experiences for players based on their wealth scores, making them feel more valued. For example, players with a high wealth score may receive more rewards and promotional offers or be assigned higher betting limits in some markets. Additionally, operators can offer priority customer support to their highest potential or super affluent players to ensure a smooth and premium experience at all times.

With hundreds of new casino games released each month, the industry is becoming increasingly competitive with few differentiators among similar graphics, titles, and mechanics. Understanding players on a deeper level that does not just measure current behavior, but also future potential, is key for both improving customer experience and driving business growth.

Image credit: Casino Guru News