Cross-selling services to target the right market is key to a brand’s success. Gaming convergence analyst Traffic Generation offers iNTERGAMINGi an insight into how operators can strike the right balance.
A QUESTION that Traffic Generation is asked time and again by operators is “What kind of players are most likely to cross-sell between brands, and what will the impact be on my total revenue?”
To answer this, TG studied a cohort of several tens of thousands of social casino players, measuring customer responses to cross-marketing activities in order to identify the best candidates for cross-sell.
A sample of players from a social casino product (Game 1) was encouraged to install a new social casino product (Game 2). In order to assess the level of engagement within the original game, players were segmented using their level in Game 1 at the time of cross-sell (higher level = greater engagement). This created three distinct segments: early stage, mid stage and late stage.
This enabled the measurement of how a player’s engagement level affected (1) their propensity to respond to cross-sell marketing messages, and (2) their gameplay and purchasing behaviour in both apps once cross-sell had occurred.
A player’s maturity is a powerful and easy to quantify metric that operators can use to determine targeting for cross-marketing. While it should not be used in isolation, it is a useful guide based upon the amount of time and sometimes money vested in playing the game.
Read the full article in issue 2 of iNTERGAMINGi
