This document discusses how casinos can extend their loyalty programs online to keep customers engaged after they leave the casino and drive both short and long term return on investment. It recommends a three phase approach: 1) Establish an online rewards club, 2) Integrate more engaging games, 3) Launch online gaming. It provides an example of a successful online loyalty program that increased membership from 35,000 to over 270,000 and drove higher customer visits and spending. The document argues that well-designed online promotions can provide immense value by training customers and strengthening the offline-online relationship.

1. Taking your Loyalty Program Online for Short
& Long-term ROI and Complementing your
iGaming Initiative

2. Who is SplashDot?
We have been creating fun & We have run thousands of
engaging gaming experiences contests, games, promotions
since 2000, and have grown to and loyalty initiatives,
become the leader in the reaching millions of members
Canadian gaming space
Our Clients range from Lottery, Gaming & Casinos, Consumer
Products, Travel, Media, Technology, and Agency Partners

3. The Gaming Challenge

4. Plenty of fun & entertainment on-site

5. Once players leave, they have little to
remind them of the positive experience

6. How will they spend
their time afterwards?

7. Why extend the experience?
Consumers have shorter attention spans than ever
before
They remember their positive brand experiences
less than ever before
Which means they don’t come back as often…
when they leave, they are more likely to move on!

8. How to keep them engaged Almost every
casino follows the
inner circle of this
diagram…

9. How to keep them engaged Almost every
casino follows the
inner circle of this
diagram - so few
extend beyond it
to continue
reinforcing the
casino experience

10. Challenge # 1:
But we don’t want to send
them away from the casino

11. People leave and do things online that they could
easily do with you…
“Games are the second most frequent Internet activity for
Americans after social networks”
- Nielsen
“By 2014 a gamified service for consumer goods marketing and customer
retention will become as important as Facebook, eBay, or Amazon”
- Gartner
“50 percent of gamers are now female, with 30 percent of the gamer
population now being over 45; there are 40 million active social gamers in the
U.S. and more than 200 million gamers on Facebook”
- LA Games Conf. 2011

13. Solution:
If they do those things with
you, they are captivated by
your casino brand, and you
manage the interaction…

14. A Three phased approach to success
Phase III: Forge a path towards online gaming
Best positioned to launch iGaming, and retain online loyalty environment to
ensure online AND offline growth
Phase II: Integrate progressively more engaging games
Evolve players/increase comfort level with casino brand
Phase I: Establish interactive online Rewards Club
The foundation with an immediate payoff

15. Phases I & II for effective online player’s club
Point Mobile Apps, Games
Social Media
Redemption
Share worthy
activities, auxiliary Coupons, offer
purchasing, Location aware, game extensions, useful
promotions apps – all linked to Player Club Account
partners
Demo/Training Unlockable Games of Interest
Features
Learn to play, try Gamify player site Combination of ‘for fun’, viral, gamified
for Free participation extended play, brand specific
Player Tailored Contests, Offers, Sweepstakes
Personalization Content
Points, tier specific Based on player Simple and gamified promotions, all
offers, Win/Loss habits, interest designed to engage and push back to sites

16. Game evolution through the phases
iGaming Games
Casino Games – simpler to more involved, training
Quick Social Quick Social/Extended Play
Play/Viral Play

17. Current players and new players
• Existing players act as referrals to new players through
complementary acquisition strategy
• Extension of Player’s Club activity outside of club to entice
consumers
• Contests/games designed to bring in new people, and
reward existing players
• Well defined social strategy plays huge role
Funnel to bring in new consumers to the casino brand, and Player’s
Club acts as the conversion and retention tool

18. Web VS Mobile VS Social
• Mobile access to web growing constantly – 10% worldwide
• Social games growing exponentially
• So do mobile and social replace the ‘web’?
Key is using all ‘channels’ for what they are best at achieving
with desired demographic

19. Using an online player’s club,
casinos can extend the
entertainment experience
beyond their walls…
into their players’ homes

20. Challenge #2:
Where is the ROI?

21. A case study…
One of our North American clients has one of the largest and most
successful online loyalty programs. With over 625,000 members, their
site is personalized and includes games, contests and a variety of
other engaging elements

22. Some background
• In 2008, they were at 35,000 online members
• By 2012 we had taken them from a basic info site, to a
more personalized & engaging site with continuous activity
• As a result, their membership grew to over 125,000 . Now
in 2012, membership is over 270,000
• They always receive a high levels of participation in online
activities; typical contest attracts up to 40% of activated
online membership
• Site offers tier-specific offers, casino location info,
personalized information and very active
online>offline>online cycle

23. Why does this online loyalty program work?
• Valuable and reliable experience for members
• Excellent mix of pertinent, player specific information, and
engaging content
• Promotions that drive the offline>online>offline cycle
through secret codes and offers
• Contests that reward players with points redeemable only
at sites
• A strategy that built up the database sharply in 2010/2011
through a combination of acquisition and retention tactics

24. And the results?
• Online members demonstrate significantly higher visits and
spend/visit
• Promotions that have an online component are
substantially more successful
• Online members are very interested in participating in
research activities, from which much valuable data has
been gleaned
• Online members stand out as some of the most valuable
within the overall program

25. Games/promotions rely on…
• Quick, simple and fun game play
• Complementary to casino games
• Multi-channel reinforcement (direct mail, email, site, etc)
• Regular scheduling
Players visit casinos more often, and increase their spend

26. Solution #2:
Through well designed and
executed promotions, the
loyalty site has provided
immense value to our client
for four years running

27. Phase III – Ready for iGaming
Point Mobile Apps, Games
Social Media
Redemption
Share worthy
activities, auxiliary Coupons, offer
purchasing, Location aware, game extensions, useful
promotions apps – all linked to Player Club Account
partners
Demo/Training Unlockable Games of Interest
Features
Learn to play, try Gamify player site Combination of ‘for fun’, viral, gamified
for Free participation extended play, brand specific
Player Tailored Contests, Offers, Sweepstakes
Personalization Content
Points, tier specific Based on player Simple and gamified promotions, all
offers, Win/Loss habits, interest designed to engage and push back to sites

28. A large group of players ready for iGaming
• Our experience with jurisdictions that are already online
has shown that this approach creates players that are:
• Educated, ready to play
• Loyal to casino brand
• Trained to try new things
• Accustomed to personalized/rewarding online
environment
Well orchestrated online ‘for fun’ environment continues to
complement iGaming well after launch to keep players playing online and offline

29. Epilogue – What about free play/virtual currency?
• So many options… can a new casino compete?
• Free play has a place, but important to leverage established
strengths of offline brand with players
• How does a casino compete in the real world… how does
that translate to the virtual world?
• Virtual currency is a new business onto itself
Free Play has a place, but is only one tactic for a well orchestrated online>offline strategy
Virtual currency must be studied closely to determine if a casino can compete

30. Next steps
• Assess the opportunity – would an online>offline strategy
pay off?
• Study what others have done
• Establish a structured set of tactics for player engagement
• Find a partner that isn’t just trying to provide the flavor of
the month
• Seek out a proven software system that will securely and
reliably help evolve your brand online

31. Contact Us
SplashDot
info@splashdot.com
1-604-899-0597