It is how bookies serve players better, s question we should all ask when trying to gain a competitive edge in the pay per head (PPH) industry. Instead of adopting a one-size-fits-all strategy, bookies who embrace player segmentation can develop personalized experiences that foster engagement, enhance satisfaction, and increase retention.
The Importance of Segmentation for Sportsbook Success
Player Segmentation: Player segmentation is the process of dividing users into different categories according to their behavior, preferences, and betting habits. This data-oriented approach enables bookies to tailor offers and messages, improving the player experience altogether.
Segmentation is so important in iGaming that, as Faruk Aydin, Chief Revenue Officer at Revpanda explains:
“Player segmentation is a key best practice for keeping players engaged and loyal. We can segment these based on their behavior within the game such as high rollers, casuals and churn risk etc. This allows us to tailor strategies that appeal directly to their interests.”
Applying these insights gives us clues as to how bookies can do better by players. Casual bettors, for example, may value educational content or low-stakes promotions, whereas VIPs might expect access to exclusive bonuses and dedicated support. Segmentation lets bookies engage each audience relevantly.
How Bookies Can Better Serve Players
Segment players based on behavioral indicators
Strong segmentation is going to require you get more granular than broad types like “new” or “churned” users. Bookies can input data based on:
- Frequency of bets
- Preferred sports or games
- Average wager size
- Behavior of deposits and withdrawals
- Dawn and dusk (or early mornings and late evenings)
This is why CRM tools and Pay Per Head dashboards such as the ones from VIP Pay Per Head come in handy with this analysis. Armed with detailed insights, it allows bookies to proactively devise plans to serve different segments and meet their needs more efficiently.
Consolidate Promotions and Campaigns
The second benefit of player segmentation is operational efficiency. Instead of creating customized offers one by one, bookies can segment similar players and deploy targeted campaigns in bulk. They could, for example, roll out a weekend cashback promotion for casual users, or a new tournament for high-stakes bettors—all with little manual work.
Personalization Is the Key to Retention
Much of what bookies can do to better serve players comes down to putting the right offer in front of them at the right time. Customised offers, for example free bets for dormant players or improved odds for active users, ensure commitment remains high. Personalized email campaigns that speak to the interests of each group are far more effective than generic blasts.
HELP & RESPONSIBLE GAMBLING
It also enables bookies to find vulnerable users. Allowing for wager limits, providing cooling-off periods, and educating can all engender trust and responsible betting. This not only assists the player but also safeguards the bookie’s goodwill.
Player Segmentation: The Long Term Gain
Boosted Player Retention and Loyalty
Players are far more likely to stick around when they feel seen and appreciated. Targeted rewards, personalized communication, and dedicated support create a sense of an ongoing relationship between users and platforms—and lower churn and increase lifetime value.
Better Marketing ROI
Targeting campaigns to players likely to respond makes marketing more efficient. Through segmentation, you can keep your costs down by targeting your efforts towards the most responsive audiences to improve your conversion rates and ROI.
Improved Overall Experience for Players
At its core, segmentation is about designing a smooth, meaningful and valuable journey. The question of how bookies are doing more for players connects directly with the idea of taking the time to understand exactly what it is that players want and making sure that they deliver on this on a consistent basis.
Implementing Segmentation with VIP Pay Per Head
VIP Pay Per Head provides all of the technology and tools required for bookies to maintain advanced player segmentation. With tools for real-time analytics and customizable communication, their platform enables bookies to re-engage players and unlock their full potential.
From smart segmentation to personalized experiences and responsible gaming tools, getting to know their users on a more personal level is where bookies can give better seamless user experience to players.
