Category: Gaming

B2CRM News

Safer Gambling Week: The Pros, the Cons, and the…

Safer Gambling Week, hashtag #SGWeek20, is a cross-industry initiative to promote safer gambling, chiefly in the United Kingdom and Ireland.

From last Thursday, November 19th, and through today, approximately 100,000 employees within the gaming sector are participating by communicating what it means to be a responsible gambler.

Led by Betting and Gaming Council, Bingo Association, and the British Amusement Catering Trade Association, the goal is to trigger a national conversation on the topic. And more than 200 organizations worldwide are helping promote the campaign this year – the first since changing its name from “Responsible Gambling Week.”

“We want to take the message about safer gambling even further this year and are hoping that this will be our biggest campaign yet. The continued engagement and support of football clubs is enormously helpful in highlighting the week and triggering conversations about what it means to gamble safely throughout the year,” a Safer Gambling Week spokesperson said.

A major part of the campaign consists of the following 5 key ways to manage gambling habits, both online and offline:

  1. Only spend what you can afford
  2. Set your limits for time and money
  3. Gambling is not the answer to any problem
  4. Gambling when angry or sad is never a good idea
  5. Gambling shouldn’t interfere with your personal life

 

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Gaming Operators Who Support the Campaign

Some of the world’s leading gaming platforms have joined forces to support players who experience gambling problems by providing them with free materials combined with specialist knowledge, insight, and research.

New initiatives to promote Safer Gambling Week from William Hill include releasing a series of mini-clips and customized messages from its sports ambassadors and sponsorship partners.

While 888 is launching an innovative customer-centric interface called Control Centre, which will be featured across the operators’ numerous gaming brands to further increase the prominence of 888’s safer gambling tools.

“As part of our wider Safer Gambling Week initiatives, we are delighted to announce the phased roll-out of our latest safe gambling innovation, the Control Centre, initially launching to our customers in the UK this November,” Itai Pazner, CEO of 888, explained.

“The first phase of the Control Centre will focus on making safe gambling tools more accessible and visible to customers, with several additional safe gambling product features due to be integrated over the coming months.”

What will Phase 2 include?

GGPoker is highlighting the tools that players have at their disposal this week by sending out messages that strongly promote Safer Gambling Week.

Another big player participating in the campaign is Sky Bet: “We’ve got some great awareness which is going on over the weekend. Every football club that’s part of the EFL – sponsored by Sky Bet – are going to have Safer Gambling Week branding at all their matches,” says Brigid Simmonds, chair of the Betting and Gaming Council.

BetVictor replaced their names on the teams’ shirts with Safer Gambling Week, on Sunday’s match between Everton and Fulham.

EFL, PokerStars, GGPoker, and more will dedicate advertising space on their websites, marketing materials, big screens, and across social media channels. While other operators have created comprehensive gaming programs, training academies, promotional resources. Operators will also provide 24/7 expert advice and support.

Gambling Help Lines:

  • In GB call 0808 8020 133 Free call
  • In IRL call 1800 936 725 Freephone
  • In NI call 08000 886 725 Freephone

From PostFunnel Editor-in-Chief:

This week is not only Thanksgiving week but also the final stretch before BlackFridayCyberMonday. It also happens to be Safer Gambling Week (since changing its name from “Responsible GW”), where the industry gives gamblers at risk top priority.

But doing so by mostly talking to the players themselves could kinda feel like operators and regulators are rolling the task of improving gambling habits away from them and on to the customers.

If there’s one thing 2020 has taught brands, responsibility is something they must embrace and lead. They have the footprint to drive significant change faster. Some customers will never forgive brands that do not get it. In other cases, customers’ families won’t.

(first appeared on the PostFunnel B2CRm News newsletter from November 24th)

Further Reading on Responsible Gaming, from Optimove:

“Responsible Gaming Should Be Front and Center”

“Responsible Gaming Should Be Front and Center”

6 Marketing Methods for Socially Responsible Gaming

6 Marketing Methods for Socially Responsible Gaming

Guide: Building a Predictive Model for At-Risk Players

Guide: Building a Predictive Model for At-Risk Players

The post Safer Gambling Week: The Pros, the Cons, and the Actionable appeared first on Post Funnel.

CRM

William Hill Winning the CRM Game?

Welcome to PostFunnel’s 25th episode in the Seven CRM Commandments series. Today, we will be checking whether William Hill’s basic CRM practices are on top of their game.

While at it, make sure to see how they compare to Dream11 – the fantasy sports platform we analyzed recently.

 

Let begin.

1. Be Transparent 10/10

Because of the coronavirus, William Hill reported a loss in its Q3 revenues of 9% compared to the same time last year, as lockdowns throughout Europe meant much less sport to be on.

Additionally, the bookmaker noted that as long as football (soccer) season continues with no crowds, its expectations for surprise outcomes will continue. The empty sports stadiums are “taking a hit on WH’s profits by producing a string of unpredictable results at fixtures being played behind closed doors,” according to The Guardian.

The fact WH was open about it and collaborative when working with the media in recent months buys the company a few points here.

“We’re in brand new times. There’s nothing to fall back on but your gut and a good guess,” Nick Bogdanovich, Director of Trading, William Hill.

WH also added a special section to their Help page on coronavirus impact. The dedicated Coronavirus page details numerous COVID-19 FAQs including info on their betting shops:

Another way the brand is being transparent is by letting customers know that due to COVID-19, they won’t be able to contact them as usual:

Not all brands are doing so, and it’s worth all the points here.

2. Incentives and Perks 10/10

 

William Hill knows how to offer promotions to customers that make sense. Everything from the free bet offers in their HP banner below, to the promo code to use upon signup, and additional free bet offers in the scrolling banner:

On top of that, William Hill’s promotion page has additional offers on a wide variety of games/brands/platforms – free spins, welcome packages, bonus codes, discounts, and so much more.

It’s hard to do more than this.

 

3. Be Relevant 7/10


They are going strong on promoting games and events that happen right now.

In addition, William Hill added a 2020 US Presidential Election betting game – which shows how they’ve altered their product offering so that it is timelier and super relevant for customers to partake in.

Could the brand have mentioned the coronavirus on a more prevalent spot on their site – besides from at the very bottom of the HP footer in the help section. You could think everything in the world of sports is normal right now. They lose points on this.

4. Be Helpful 10/10

Back in June, William Hill donated $125m to tackle problem gambling in the UK.

Together with GVC Holdings, Sky Betting and Gaming, Bet365, and Paddy Power Betfair, the funds they donated would be allocated from Betting and Gaming Council (BGC).

“This latest funding commitment is yet more evidence of the industry’s determination to improve the quality and provision of treatment for problem gamblers – and of our members’ eagerness to get on with it as quickly as possible,” BGC chief executive Michael Dugger.

At the coronavirus outbreak, William Hill CEO donated salary to laid off, furloughed workers, too.

“I didn’t feel right about continuing to get paid while so many people were out of work,” said CEO Joe Asher.

“So, I just decided to donate all of my salary to the foundation and encourage everybody else in the company who’s still working to donate what they can. Obviously, people aren’t going to be able to donate all their salary, but everybody can do something, even if it’s 20 bucks. And the response has been great.”

5. Realtime Personalization 1/10

After looking through casino games when logged into the platform – we were retargeted with similar games when going back to the HP of the specific product:

However, the HP wasn’t personalized according to our recent activity or search when logging out and going back to the HP. Additionally, we did not come across any cross-selling attempt.

When logging off the platform, no retargeting efforts were implemented by the brand on our social media accounts.

Maybe something was wrong at the moment we checked. But this is way below basic expectations.

6. Master UX 7/10

When logging into the platform, everything seemed a bit crammed into the first fold – quite overwhelming for the new player. There are so many buttons, colors, and text to look – it’s hard to focus, and your eyes don’t know where to go first.

On the other hand, the entire process of picking and choosing games to bet on was very exciting, delightful, and quite engaging. If gamers are looking for some escapism and an online thrill – William Hill definitely knows how to provide that on their platform.

Finally, each game organizes the categories on offer in an elegant way, making it easy to engage all around. For example, see the navigation banner in the casino games:

And the sports menu bar:

7. Leverage Social Media 6/10

William Hill’s Twitter account boasts over 29K followers. The brand Tweets in high frequency, mostly content on popular bets, mobile promos, sportsbook games to play, odds and trends, and more.

This Tweet, however, was quite different and nice to see:

With the sporting content available to them, we’d maybe expect more followers.

 

Their Instagram account boasts 5.5K+ followers, and the brand also uses the platform mainly to promote the sports games they offer players to bet on. A more well-rounded approach to the topic they deal with – sports -could allow perhaps for more followers here, too.

We didn’t notice them using the Instastory/Reels feature.

However, perhaps the brand’s target audience isn’t really an active Instagrammer – therefore – no need to invest as much in the platform.

William Hill’s Facebook page boasts over 700K followers. The brand posts the same type of content as the above two social channels, in high frequency.

We deducted a few points here simply because we feel that the brand can be doing a bit more on social media besides posting mostly matches that are taking place. Maybe a giveaway, a weekly tutorial to keep customers engaged, influencer marketing, tips/tricks on sports betting, and there’s so much more that could be useful.

**

Overall, William Hill is getting a 51/70 here (73%), placing them smack in the middle of the pack on the 13th spot. Though they did beat Dream11 at the CRM gaming match – they’ve still got some catching up to do – especially with their realtime personalization efforts. in that sense, we felt their CRM team is playing with one hand tied behind their backs.

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. West Elm 81%
  7. The North Face 81%
  8. Brooks Running 79%
  9. Best Buy 78%
  10. Etsy 76%
  11. The Body Shop 74%
  12. Gymshark 73%
  13. William Hill 73%
  14. Iceland Foods 71%
  15. Total Wine & More 70%
  16. Tommy Hilfiger 70%
  17. Walgreens 70%
  18. Kohl’s 70%
  19. Buy Buy Baby 68%
  20. Fiverr 67%
  21. Next 63%
  22. Patagonia 61%
  23. Burberry 60%
  24. COS 57%
  25. Dream11 53%

We publish a new analysis every week, so watch this space for more brand analyses coming your way!

The post William Hill Winning the CRM Game? appeared first on Post Funnel.

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