The role of player acquisition in launching a new iGaming brand What to look for when setting up your market entry plan Ohad Narkis, Entertainment Consulting Ltd

Index Prologue Planning your acquisition campaign: The 4 ‘I’s Get your message right The customer perspective CRM –The crucial stages in customer’s life cycle Post Launch -What to look for during the first 30 days Diversifying and optimising acquisition channels in support of brand leadership

Prologue The iGaming industry is more competitive and challenging than ever. However opportunities exist for companies willing to invest in their product and brand Planning and the early phase of launching a new brand are crucial for the long term success of the business ---------------------------------------------------------------- "You can have the best product or service in the world, but if people don't buy - it's worthless. So in reality it doesn't matter how wonderful your new product or service is. The real question is - will they buy it?" Noel Peebles

Planning your acquisition campaign- The 4 ‘I’s 1. Identify the market landscape: Maturity Competition: Local vs. international operators Established brands vs. new entrants Wide product offering vs. focused& specialised offering Legal landscape Impact on media and adv. regulation Is the market heading towards regulation? Brand awareness Transitioning brick and mortar brand to the online space? Entering new territories? Think- Can you grow the category or is it a market share game?

Planning your acquisition campaign- The 4 ‘I’s 2. Identify your customer: The basics: Age, gender, language and demographics Propensity to gamble and to transact online: Does your customer gamble offline, play other online games? Identify popular payment methods; cash economy, cards or online transaction Existing players; where do they play and why, how often and how much do they spend

Planning your acquisition campaign- The 4 ‘I’s 3. Identifying product USPs: Key differentiation factors PKR Ad 4. Identify channels to market: Budgets Channel mix (TV, online, offline, sponsorships) KPIs (new signups, CPA, LTV, ROI)

Planning your acquisition campaign- Get your message right The message must support your brand promise. Focus on a key message supported by different creative execution PokerStars.fr Ad PokerStars.fr Ad2 ------------------------------------------------------------------------------- Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool Phil Knight, CEO Nike

Planning your acquisition campaign- The customer perspective Define and track the user journey: 1 Source of traffic 2 Homepage and Marketing Landing Pages Product Party Poker QS 3 Acknowledgment

Consistent user journey from ad to homepage 888 TV ad 888 landing page

Planning your acquisition campaign- The customer perspective Identify and mitigate drop off points: Get your customer support team ready for action! 1 Visits to downloads 2 Download to registration 3 Registration to deposit

CRM –The crucial stages in customer’s life cycle Your preliminary CRM plan should focus on: Conversion cycle; It is not all about headline bonus! Retention cycle ; Offer compelling rewards for loyally Bricks &Mortar linked VIP programme Loyalty programme offering rewards from entry level Land based gaming terminals linked to online accounts Reactivation cycle Offer new games and cross sell Use new communication channels

Post Launch -What to look for during the first 30 days Test ,Measure Optimise campaigns, are you hitting your KPI targets? Evaluate cross channel efficiencies: does your online channel support your ABT TV? Are you reaping SEO rewards from generating buzz? Follow and react to players feedbacks; forums, support emails/calls Track players’ behaviour on the website/software- does it match the predefined customer journey? Measure the performance of your CRM program adjust as needed

Diversifying and optimising your acquisition channels in support of brand leadership The ongoing challenges: Continue to Apply Test ,Measure Optimise methodology Are you hitting net marketing contribution target? Optimise marketing spend Stay tuned to market evolution As markets become mature financial KPIs will change Adjust you marketing plan and diversify your acquisition channels Look for inexpensive marketing channels Constantly look for business growth drivers Innovate and be creativity; think live dealer, poker on TV, Rush poker Listen to your existing and prospect customers Continue to evaluate brand awareness, purchase consideration and likelihood to recommend

Questions and Answers Ohad Narkis Entertainment Consulting Ltd Phone: +44-(0)7818412140 Email: onarkis@yahoo.com