Retaining bettors is the watchword in the gaming market. With numerous betting houses operating in our country, loyalty programs are increasingly used strategies.
Typically, exclusive benefits and rewards for customer loyalty are offered, with the aim of creating a more rewarding experience. So, let's talk about how these programs work and highlight some important points when designing a loyalty program for your website.
What are the most important points to consider when creating a loyalty program?
Loyalty programs are designed to reward players who choose to stay at a particular site longer. It is usually possible to accumulate points or virtual coins based on betting and constant activity. These points can then be exchanged for benefits such as bonuses, free spins, tickets to exclusive events, among others.
We can then separate the three key points to consider when designing a loyalty program.
- Offer personalized rewards: Loyalty programs should present the customer with benefits adapted to their gaming preferences, making the experience as personalized as possible.
- Encourage loyalty: When offering exclusive benefits, loyalty programs must utilize every resource possible to ensure players remain on the platform, with the aim of creating long-term loyalty.
- Access to exclusive offers (the more VIP the better!): Members of loyalty programs also need to be differentiated from each other. It is a relationship in which the closer you are, the better it will be. In other words, the more loyal the customer, the greater their access to exclusive offers, such as special promotions, tournaments and VIP events. The public is really motivated by this type of “competition”. In other words, you can create levels that differentiate the “vipinho” from the “vipão”!
What features should your website loyalty program have?
There are four characteristics that I consider to make a difference in a loyalty program:
- Transparency: Your loyalty program should be clear and concise in terms of what your customer can earn. Any loyalty program that contains “secrets” or is ambiguous about how much a player can earn could be in big trouble. Therefore, it is very important to prepare the terms and conditions of a promotion very carefully.
- Creativity: Find creative ways to repay your customer's loyalty, whether through more personalized promotions or offering unusual and unexpected prizes.
- Accessibility: It is important that loyalty programs reward all customers in some way. A reasonable entry requirement for a loyalty program makes customers feel valued rather than exploited, wouldn't you agree?
- Choosing requirements: The amount you need to bet to join a program or to earn a point is also very important. Some bookmakers have extremely high requirements for players to earn points and, in some cases, offer very little in return. The best loyalty programs are those that offer a fair return on the initial bet and demonstrate value to the customer.
Ultimately, creating a well-designed loyalty program with clear rules and real benefits is certainly a huge difference in retaining players on a betting platform. Did you like the theme? Contact me!
André Vinícius de Alencar Alves
Partner at Control F5
