Let’s start with the meaning: segmentation of players is division them into groups by different criteria for improving user experience. In this article we will discuss why segmentation is necessary for online casinos and sportsbooks, how to do segmentation and how to operate results. 

Why is segmentation crucial for iGaming platforms?

• Personalisation of users’ experience 

Each players’ behaviour is unique. But they could be united into groups by their preferences. For example, by most favourite games. This will let you offer corresponding bonuses and recommendations. So, this will enhance players’ loyalty and conversion to second deposit. Users love to feel unique and valued. That is why personalised offers attract them.

• Enhance retention

Segmentation is a powerful instrument to improve communication. By suggesting valuable offers you can save players from the risk zone. It is a way to attract more deposits and prolong users’ time on the platform.

• Effectiveness of marketing

As follows from the previous two points, the main aim of segmentation is to promote right offers to the right group of players. Therefore, you don’t waste marketing budgets. You implement only relevant offers. 

As a result, segmentation is a straight track to increasing income of your iGaming business. Increasing loyalty and satisfaction from playing on the platform, you make users play more and more.

Ways of segmentation

• By Habits on the platform

Offer to fans of the particular game updates and send them daily reminders to play. To those who are just researching the platform you can offer content on how to start playing and most popular games. 

• By GEO

Provide users with content with corresponding language and offer easy ways of making a deposit. Also, you can promote bonuses for the most popular games in the GEO.

• By payment behaviour

Research which type of bets a group of players prefer and send promotions for suitable types of bets.

• By device

Suggest special offers for mobile users and send them via push notifications in addition to other ways of communication.

How to use segmentation to platform: 4 steps

Step 1: Set bonuses and offers

After analysing segments and their preferences and behaviour create different promotions for groups of users. For example, welcome bonus for newcomers and VIP offers for luxury players. 

With our CRM system you can automate the whole path of communication with players: from segmentation to sending offers via many channels such as emails, SMS, push notifications.

Step 2: Personalise recommendations

Use in-built data-driven technology for recommending most suitable games and bets to different segments of users. 

Step 3: Use segmentation data to launch marketing campaigns 

Segmentation will show you the most efficient ways of advertising and channels of communication with customers. So, you won’t waste the budget but will use targeted offers for particular groups.

Step 4: Analyse and improve segmentation

You can easily create new segments of players using any criteria you need. Try new approaches and improve marketing strategy and user experience.

To improve loyalty and retention of users your business needs segmentation. To test out our automated approach for segmentation and CRM system book a demo on our website.