Social Media Tracker: Can gaming operators use social media to encourage loyal players to try new titles?
Digital Footprints provides insight on player loyalty and how social media can play a key role in diversifying customer spend
Over the years, casino and bingo operators have been diversifying their games in order to meet growing demand for new options. Some sites that solely focused on bingo games now offer hundreds of slots and live dealer games for players who want to try something different.
However, there are still many loyal bingo players in the UK who aren’t so keen on trying something new. More recently, some operators have been using new tactics to promote a wider selection of games and encourage loyal players to try something new.
Which games are players most loyal to?
According to research conducted by the UKGC, online slots are a major player in the UK gambling market. Between October 2018 and September 2019, around 69.3% of the GGY came from online slots. This is something that has certainly grown over recent years, as more games are developed by the industry leaders.
Between 2019 and 2020, there was around £910m generated in revenue from bingo in the UK. However, it should be noted that bingo revenue has been declining over the past 10 years. Despite this, many players are still extremely loyal to bingo games and have never tried an online slot or a table game – but why is this the case?
Why player loyalty is so important
When it comes to player loyalty, operators need to tread very lightly. Loyal players are highly valued as they are much more likely to come back and play some more games. However, loyal players are more likely to be loyal to one kind of game or a specific game rather than play all of the games that are on offer.
With a larger focus on online slots over recent years, operators need to tread very carefully when it comes to switching to a more casino game-focused approach. Bingo is still very popular with loyal players and if these players don’t feel as though they are being rewarded for playing the game they love – they may go elsewhere.
Tons of operators have loyalty schemes in place for this exact reason but more recently, we have noted that these are slots focused, rather than bingo. This is mirrored in the promotions that are live online. Loyal players understand their value and so operators must take care.
Can operators use social media?
Social media is a powerful tool and it can be extremely useful when it comes to encouraging players to try something new. Not only can operators simply use social media to showcase new games or focus on the popular ones but they can also offer players a reward for joining in on the fun.
It’s entirely possible that players who are loyal to bingo games simply haven’t tried their hand at slots before because they aren’t informed about them. Additionally, they may not see the benefits of trying other games if they have had a lot of wins on bingo games over recent years.
However, as long as social media is used correctly, it is possible to encourage players to try something new and turn them into even more loyal customers over time.
Case study: LeoVegas
LeoVegas is a leading casino brand in the UK with a strong presence on social media. The LeoVegas Facebook page has over 65K likes and is regularly updated with new content. The LeoVegas Twitter page has a slightly lower following but there are still over 9K people engaging in this content.
Players who are signed up to LeoVegas can choose from a range of games including table games, jackpot slots and bingo. However, the social media content pushed by the LeoVegas team is much more focused on slots. It appears that they are hoping to attract players who prefer these games and encourage bingo fans to try them out.
Every single week, LeoVegas highlights what they refer to as the ‘Game of the Week’. This comes alongside a short video clip, showcasing the game and some of the bonus features that can be triggered within it. In the same post, they will offer players the chance to win 50 free spins to play on the game. All the players have to do is leave their username in the comments section.
Based on the existing posts, it is clear that this weekly promotion is a success for LeoVegas. A recent post had 52 comments with players entering to win and another recent post had 65 entrants. While there is no way to know if these players have tried these particular games before the posts, there is a strong chance that they haven’t.
LeoVegas has clearly found an effective way to incentivise players to try new games by creating engaging content.
Loyalty can be built
It isn’t easy to build a large community of loyal players but it is possible. Operators should take a leaf out of LeoVegas’ book and use their social media channels to showcase as many games as possible. Those who are loyal to bingo might not jump right away but with the right incentive, they could try something new.
Social media content should always be carefully planned to maximise engagement. Treat loyal players well and they’ll stick around for even longer.
Sharon McFarlane is the managing director of Digital Footprints – a digital marketing agency that specialises in igaming. She has eight years’ experience in the industry and has contributed regularly to industry magazines and conferences sharing her expertise on all things digital marketing. Her company (www.digital-footprints.co.uk) offers an outsourced solution for igaming businesses when it comes to content marketing, social media, UX design, website design, branding and conversion rate optimisation.