1. 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

2. 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

3. 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

4. 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?

5. 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

6. 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)

7. 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

8. 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

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

10. 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

11. 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

12. 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 s/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

13. 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

14. Questions and Answers
Ohad Narkis Entertainment Consulting Ltd Phone: +44-(0)