EveryMatrix’s CEO of Casino Stian Enger Pettersen has revealed how EngageSuite has transformed player engagement in iGaming, resulting in positive results.
Speaking in an interview with SBC Media’s Charlie Horner, Pettersen revealed how integrating EngageSuite, a set of intuitive tools crafted to boost player acquisition and retention in iGaming, has transformed operators’ casinos and how it can do the same for others in the industry.
EngageSuite features six aspects including the bonus, loyalty, jackpot, price, tournaments and challenges engine, all of which aim to increase player retention and engagement.
Having a tool like this is key to helping them face, as Pettersen describes, the ‘tough competition’ out there. The key to success is differentiation and offering something new and fresh to attract the attention of the customers hoping to enjoy a fun and rewarding iGaming experience.
Pettersen broke down the biggest challenge as acquisition of new customers, which later would inform the use of the EngageSuite. He said: “(There is) Tough competition out there, you have to differentiate, offer something that the others don’t offer. The cost of acquisition has increased which has brought you over to retention; the importance of retention increases as the cost increases.
“It’s all about bringing in the right players and offering them something that makes them stay and loyalty can be built in many ways. We focus on the tools to do exactly that.”
Petterson then explained the many EngageSuite applicable uses in context, focusing on how EveryMatrix combine its tools with its goals of player experience, citing the player embarking on their own journey as fundamental for success.
“Putting the player in charge of the customisation, what appeals to you is free spins, then you have free spins or if what appeals to me is a tournament ticket then I would buy a tournament ticket,” he added.
“Challenges for example, you can create journeys using challenges. Once you complete a challenges, you could open up three more. Allowing players to choose their journey is key.
“You can do the same thing with the LoyaltyEngine which is about levelling up, earning XP to level up and you can earn coins which you can spend in a shop. Items in the shop can meet the needs of different players which can appeal to different people.
“I’ve looked a lot at social games that comes through tournaments or split this down and do a specific tournament for specific players or recurring weekly tournaments, or daily, only for a particular game.
“The idea is that you can create different levels of engagement that there is something for any type of player. The player can shape their own journey, the best way to build loyalty is to build it around player choices.”
Moving away from the player experience, another use case is leaning into the AI revolution. Its uses are debated heavily but the ability to track real-time data helps to identify key issues that arise in iGaming: churn prevention and bonus abuse mitigation.
AI’s ability to track a number of metrics such as deposits, playing styles and patterns helps to combat bonus abuse which can see companies lose money. Something Pettersen describes as EveryMatrix’s ‘new weapon to combat bonus abuse’.
“Bonus abuse can be very seductive, because it comes with more signups, more first deposits and it looks good at the first glance but if you have a deeper understanding, you’re actually losing money.
“There’s AI-powered bonus abuse protection which is real-time which is a proactive approach. Previously, if you detected bonus abuse then you would have been a little bit late because you’ve seen certain patterns but Bonus Guardian can catch it as it happens.
“It looks at the identity of players, deposit method used, country and it can be many things but the real focus is looking at how a player behaves on the website. It’s our new weapon to combat bonus abuse.”
The original version of this article was published by iGaming Expert.
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