Poll: Should operators expand customer rewards schemes?
This week's poll asks whether operators are missing an opportunity by not focusing on gamification and extended rewards programmes
Last week, Ladbrokes’ gaming division said it was trialling a new customer rewards system it believes will increase retention and drive repeat play.
Labelled ‘Ladbrokes Life Adventure’, the rewards scheme will see customers collect coins each time they play casino games, which can then be traded for scratchcards.
Extending the scope of rewards schemes and introducing gamification elements to them is seen by some in the industry as an innovative approach to increasing retention.
But only a handful of operators have so far made moves in this direction, with Casumo and Casino Heroes the most obvious examples, and it remains a rarity in the sports betting sector.
BetBright runs its BetBrightPlus rewards programme which spans sports and casino, allowing users to convert points into free bets or spins, and the Sky Bet Club gives regular punters a free £5 bet each week if they wager £25 a week.
But these remain exceptions in the sports betting vertical, with bwin shuttering its b’inside loyalty programme for sports last year and most of the major operators focused on more straightforward bonusing.
With sportsbook margins under pressure and a wider move towards a more personalised approach to CRM, there is also a compelling argument it might be better to reward customers on a case-by-case basis with more traditional retention techniques.
With this in mind, this week’s eGaming Review poll asks whether operators should be using more innovative strategies with their rewards schemes or if the existing model remains the correct approach. Have your say on the right-hand side of the page.