EveryMatrix’s CEO of Casino Stian Enger Pettersen has revealed his company’s inspiration behind a recent upturn in individual player’s total bets – as he credited the video game industry.
Speaking in an interview with SBC Media’s Charlie Horner, Pettersen spoke in detail about their usage of EngageSuite which is a set of intuitive tools crafted to boost player acquisition and retention in iGaming.
It features six aspects including BonusEngine, Loyalty, Jackpot, Price, Tournaments and Challenges all of which help to increase player retention and engagement.
While drawing parallels to the video game industry is no ground-breaking revelation, the application of it in this way is certainly fresh and paying dividends – literally – for the company. Discussing the idea of customisation and gamification, he elaborated on the topic.
“We also looked at how computer games are better at building this 360 approach for players, there’s always something going on if it’s progressing to receive a reward, you’re always close to the next thing. You’re looking to level up – that’s what I wanted to achieve.”
Another outside influence was that of Netflix; he referred to the idea of recommending games to players whilst in a lobby, mirroring the way that the streaming platform looks to offer you certain TV shows or films, based off previous interactions. This is all focused on the pursuit of a stronger user-experience.
“It’s a combination of many tools. One way is game recommendations. We have the ability, with the use of AI, to offer them games whilst they are in the lobby. That doesn’t limit you from choosing other games but it is one way to present games, similar to how Netflix operate.”
The ‘LoyaltyEngine’ has a strong ability to produce actionable data that can inform strong decision making. Despite only being in the early stages of receiving such metrics, the early signs are promising and could be a very profitable avenue moving forward.
The focus is around levelling up and giving players more of a reason to continue playing and engaging which, in turn, leads to the positive growth previously claimed – he was even surprised by the data review that players bet more and stay longer when involved in a tournament and when there’s a jackpot involved.
“What we’re seeing with loyalty engine is that player engagement in the tools that the loyalty engine offers increases as they level up.
“That data is early days; when it comes to older products like tournaments, we say 9x as many bets during the tournaments. We see 9x as many playing tournaments too. For the Jackpot Engine we see close to 9% longer game sessions when there’s a jackpot sitting on top of a game.
“A surprising figure is that the average bet increases by 5-5.5% when there’s a jackpot involved, it was something we didn’t expect. We expected them to play longer, expected more unique players but I didn’t expect bigger bets – but they do!”
