April 27, 2011
-- Customer Management IQ: Why have online gaming companies been slow to adopt a player-focused view?
M Braga: For them it’s where the industry comes from, so let me start by saying that in our experience of working with this industry, and that's going back to the late 90s, we found that because it's built from a technical perspective, a player-focused approach is often missing, especially at the start, when you're developing and operating a gaming product or offering. So right at the very start, when the product’s being built, when the gaming experience is being defined, people often lose sight of the player and get wrapped up with the functional spec and the requirements, and what people tend to do, or operators of businesses tend to do, is look at the play right downstream, after its launched, after acquisition's happening, conversion and retention’s happening, people suddenly remember this very important person called the player.
To put that into perspective, when we started doing this business, the briefs we got were focused on, improve our retention. What we challenged the industry with was looking at attrition; across the industry most operators see a huge drop off in lead player levels, and they say that's a fact of life. They look at these players who come on board for one or two transactions, and that never return again, and say that this is a fact of life. It’s an unfixable problem across the industry.
To begin with, while we started looking at retention, we started taking on the challenge of attrition, and while we looked at attrition, we thought it was a very fixable problem, if you took on a player-focused view.
Time and time again we proved that a lack of player focus is a cause of this attrition, and when we worked with operators we suddenly found that this attrition rate could be fixed and tweaked by looking at the gaming experience we were offering players, by looking at the messaging we're giving to players right from the get go, from the advertising, right through to the new players, right through to existing players, and if you looked at an entire spectrum covering front end user journey, on and off site experiences, brand positioning, and took a player mindset to it, we found that that was optimal in reducing this attrition.
To access the full podcast/transcript please visit the event website - details below.
Michael Braga will be speaking at the Player Retention Strategies for Online Gaming Conference, which will take place from July 19th – 20th in London. For further information about this event please call 0800 652 2363, email email@example.com or visit www.playerretentionevent.com.