Improvements in technology mean that every part of your life can now be personalised.
The algorithms of Netflix, YouTube, Amazon Prime et al. are constantly being updated with suggestions for what your next TV binge should be and all you have to do is mention an item once and your social media feed will be flooded with adverts showing you where you can buy it and for how much.
In a recent SBC Webinar, titled From Silos to Success: The Power of Unified CRM Marketing, Xtremepush’s Director of Product & Services, Adam Palmerini, predicted that this will be no different in gaming.
“There’s an increasing expectation from the consumer around personalisation, speed to delivery and showing that you understand the consumer and offering them an experience that is relatable,” he said.
“That is the sort of offering that they are receiving in other areas of their lives through different mediums. Everything is becoming more personalised and easy to use that expectation is something that sits on the industry now to deliver.
“That is executed in CRM, it’s executed in gamification and it’s executed from an on-site and product experience standpoint as well.”
A key theme throughout the hour-long discussion was unification. The need for all aspects of a CRM marketing solution, like Xtremepush’s, to be found in one place under one login which, Palmerini explained, is important for operators in terms of both time-efficiency and effort.
Also present on the panel was Fernando Garita, CEO of Betsul, who offered his insights from the perspective of an operator on why a unified process is so important.
He said: “For us, we are always looking for the best tools possible to monitor, track and get information”
“Omnichannel, which Xtremepush has, is very effective because we go through different [channels], TV, SMS, and Email. You get a 360 solution for every single channel of communication to launch campaigns.
“An omnichannel perspective and being user-friendly is key and for us, this is what we are looking for. I need to hire less people to handle information and get reports and I can get support from the company when we need it.”
Garita also revealed over 22,000 deposits had been made with Betsul thanks to the help of Xtremepush’s CRM campaigns.
Last year, Xtremepush acquired Thunderbite in a bid to add gamification and customer loyalty services to its omnichannel marketing platform, and Palmerini spoke about how integrating Thunderbite’s free-to-play games has improved Xtremepush’s CRM solution.
He said: “One of the things we have addressed is efficiency from a technical standpoint. If you have a free-to-play game that sits at a silo on your site or in your app, that is generating data and it has to be fed data as well to get the most out of it.
“All of that information is very useful to know in CRM when you’re deciding how you’re going to run campaigns around that game. You might send campaigns to people who used to play but have stopped playing. You might want to send a real-time campaign to people who have just won, congratulating them on their win and letting them know their bonus is available if that’s applicable
“To achieve that outside of a truly unified offering, there’s a lot of data and tech work that has to happen. You have to plug the game’s data into your data warehouse and then plug your data warehouse into your CRM tool and for us, this is at the heart of why we are trying to build a unified offering that continues to unify different challenges and different parts of being a CRM manager or team.”
For more insights and to watch the full webinar, click here.
