Sky Vegas, Sky Betting and Gaming
What do they do?
Sky Vegas online casino has built a bespoke promotional platform that decisions, credits and communicates with players within two seconds of a game result. To increase customer retention, a Hadoop cluster and CRM marketing tools are used to identify customers eligible for retention marketing (excluding those at risk of problem gambling). The system processes the results of gameplay to identify a run of anomalously “unlucky” gamers.
For such users, after their liabilities are checked, their accounts are credited with a “comp” reward and a message, all within two seconds. This is done by taking real-time data streams and associated processing technology and enriching it with customer meta data.
Measured against a control group over a two-month period, the impact on churn (defined as whether or not a customer was still active one, seven or 14 days after the bonus was credited) was significant. For each of the time periods, the crediting of the bonus reduced churn considerably. The teams responsible for this promotion comprised members from technology, data science, insight, research, marketing, product and commercial finance.
What did the judges say?
In the fast-moving online gaming sector, retention is a huge challenge and promotions are key. By applying science and technology, Sky Vegas has improved the experience for “unlucky” gamers and also improved its revenue base.
