ICE London 2024: The Importance of CRM in Online Gaming

Christine Foulds • February 12, 2024

Introducing ICE London 2024

Last week, I attended ICE London 2024, one of the most anticipated events in the gaming industry. This annual conference brings together industry leaders, innovators, and enthusiasts from around the world to showcase the latest developments in online gaming. This has been my tenth time attending the event and it has been one of the busiest one yet.

The event was held at the ExCeL London, a renowned venue for international conferences and exhibitions. The exhibits featured a wide range of companies, each offering unique products and services to enhance the gaming experience. Among the many exciting advancements showcased at ICE London 2024, the importance of Customer Relationship Management (CRM) in online gaming stood out.

With this in mind, let's look at the reason why CRM plays such a vital role in the success of any online gaming business:

CRM in Online Gaming

In the highly competitive world of online gaming, maintaining a loyal customer base is crucial for success. This is where CRM comes into play. CRM in online gaming refers to the strategies, tools, and technologies that enable gaming companies to build and maintain a strong relationship with their players. It goes beyond just acquiring new customers and focuses on fostering long-term engagement and loyalty.

The Importance of CRM in Online Gaming

CRM plays a vital role in the overall success of an online gaming business. Here are some key reasons why CRM is crucial:

1. Comprehensive, Unified View of Player Data

One of the primary benefits of implementing a CRM software is the ability to have a comprehensive and unified view of player data. By integrating and analysing data from various touchpoints, gaming companies can gain valuable insights into their players' preferences, behaviours, and playing patterns. This data can be used to personalise the gaming experience, tailor promotions, and offer targeted rewards, ultimately leading to increased player satisfaction and loyalty.

2. Financially Viable Advanced Segmentation

A CRM allows gaming companies to segment their player base based on various criteria, such as demographics, playing habits, and spending patterns. This advanced segmentation enables them to target specific player groups with tailored marketing campaigns and offers. By focusing their resources on the segments that yield the highest return on investment, gaming companies can optimise their marketing efforts and maximise revenue.

3. Ability to Automate and Tailor Experiences

CRM tools and technologies enable gaming companies to automate various aspects of the player experience, saving time and resources. Automated features such as personalised messages, reward distribution, and targeted recommendations enhance the player experience by providing timely and relevant information. Additionally, CRM allows for the customisation of the gaming experience based on individual player preferences, ensuring a personalised and engaging interaction.

Online Gaming Grows With Enhanced CRM Software

The implementation of a CRM can significantly enhance an online gaming business in various ways. Below are some key features of customer relationship management that contribute to the success of online gaming companies:

Personalised Offers: By leveraging player data, CRM enables gaming companies to offer personalised promotions and bonuses to individual players, increasing their engagement and loyalty.
Data-Driven Decision Making: CRM provides valuable insights and analytics, empowering gaming companies to make data-driven decisions regarding game development, marketing strategies, and monetisation opportunities.
Predictive Analytics: By analysing player data, CRM can predict player behaviour and preferences, allowing gaming companies to anticipate and respond to their needs in advance. This proactive approach enhances the overall player experience.

In conclusion, CRM plays a vital role in the online gaming industry. Its ability to provide a comprehensive view of player data, financially viable advanced segmentation, and automated tailoring of experiences makes it an indispensable tool for online gaming companies. By implementing a CRM with a in-depth CRM strategy, gaming companies can enhance player satisfaction, boost player engagement, and ultimately drive business growth. As the gaming industry continues to evolve, the importance of CRM in online gaming will only grow stronger.

Make sure to seamlessly integrate your CRM and respective strategy in your online gaming business to stay ahead of the competition and foster lasting relationships with your players.

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Closures, Launches And Everything In Between

June 7, 2024

To say that the last few weeks have been extremely busy would be an understatement. There has been a lot of change over the last few weeks and we’re still in the midst of it. So, what’s been going on? Some brands were let go. Seven of the bingo brands that I was looking after have been sold to a new owner. This meant a lot of handovers, finishing of campaigns and preparing as well as executing the exit strategy well. It was with mixed feelings seeing these brands go as I’ve been working with them for over eight years. However, feelings aside, it was a very good business decision. Some brands were migrated. On top of handing over existing brands, I also managed to migrate one of our current casino brands to a casino environment that we’re already using with the remaining casino brands. This was actually a very smooth process as most of it was handled by our partner Progress Play. Nevertheless, the CRM journeys had to be updated and we also took this as an opportunity to give the marketing material a bit of a refresh. Two of our bingo brands are being launched at a completely new platform with a company in Manchester called Grace Media. This has been very time consuming as we’re starting completely from scratch. I’m getting to know new systems like XtremPush which I’ve not used in the past. Setting up new CRM journeys, promotions, terms and conditions as well as updating the look and feel of the brands has kept me very, very busy. New brand was taken on. As part of the new partnership with Grace Media , we took on a new bingo brand called BOGOF along side our two brands that we’ve migrated to Grace Media. I had the pleasure of going to Manchester and working with the team for a week. What else? On top of that, I started work with a new Klaviyo customer called Blue Line Abrasives . It’s an industry that I know where little about so it’s great to have their team at hand to assist when I have product related questions. What’s next? Over the next few weeks, things should slow down and settle a bit. Fingers crossed.

Google + Yahoo’s New Sender Requirements

By Christine Foulds • January 12, 2024

What You Need To Know

Has it really been three years?

By Christine Foulds • September 22, 2023

On a Friday afternoon, when all the main tasks had been done, I wondered when was the last time that I uploaded content onto my blog? I knew it has been a while, but I would have never thought that it was close to three years. Yikes! It’s one of the key rules of digital marketing to stick to a frequency of posting content online but as everyone can see, I failed. Luckily, the reason puts a smile on my face. I'd always hoped that I would be in this position when I first decided to set up FouldsCRM. I’ve just been incredibly busy. Over the last three years, I’ve increased my client portfolio quite significantly. Here is a quick overview: I started to work with the email marketing platform Klaviyo assisting three of my clients to migrate from Mailchimp to Klaviyo. None of them have regretted their decision and have seen a boost in email marketing sales due to changing the platform. I started to manage the CRM for 8 additional casino brands who use the Progress Play software. This was quite work intensive as we were the first ones to run their own CRM out of all of the Progress Play partners. It’s been an incredible 12 months since we took over the CRM. I welcomed back clients that were lost due to COVID which was really lovely. The travel industry was hit especially hard so being able to work with these businesses again has been really rewarding. I joined Mayple as one of their email marketing experts as part of their partnership with Mailchimp. The project aimed to show existing customers how to use the platform more effectively. Even though I thoroughly enjoyed being part of the Mayple community, I decided a few weeks ago to stop as most of the clients are based the United States. The time difference wasn’t working for me and my family. Family always comes first even though I’d have loved to continue working with the Mayple team. I worked on a few ad-hoc projects. Even though my blog and overall website haven’t been updated as much as they should have been, FouldsCRM is busy and I’m open for business!