In this webinar, Nicky Senyard, Managing Director of Income Access, led a discussion on building a 2017 acquisition and retention strategy that drives year-on-year revenue growth, alongside a panel of industry marketing directors and veterans operating in a range of verticals.

1. eGR Webinar
Maximising Annual Revenue Growth:
Developing an Acquisition & Retention Strategy for 2017
Post-webinar recap
Moderated by:
Nicky Senyard
Managing Director
Income Access Group

2. The Panelists
In this webinar, Nicky Senyard, Managing Director of Income Access, led a discussion on building a
2017 acquisition and retention strategy that drives year-on-year revenue growth, alongside a
panel of industry marketing directors and veterans operating in a range of verticals.
Simon Collins
Founder
Gaming Realms
*- SC
@getminted
Harry Lang
Marketing Director
Pinnacle
*-HL
@FactDeJour
Luisa Woods
VP of Online and Internet Marketing
Tropicana Entertainment
*-LW
@luisa_woods
2
Take note of the s throughout the presentation, as they represent additional
notes taken directly from the webinar.

3. What’s Ahead
Part 1 – slide 4
Context: Key iGaming
milestones
Part 2 – slide 6
The changing nature of
player acquisition and
retention
Part 3 – slide 11
How the two marketing
approaches intersect and
complement each other
Part 4 – slide 18
How the various channels will
be used to optimise
acquisition and retention in
2017
Part 5 – slide 25
Conclusions and attendee
Q&A with Nicky and Panel
3

4. PART 1:
Context: Key iGaming milestones
4

5. Context: Key iGaming Milestones
1996
• The first online
sportsbook
launches
LATE 1990s
• Launch of mobile
gaming
• Google & Yahoo
restrict display ads
for US-facing
online casinos
2004 2007
• Explosion of
micro-
transactions and
social gaming
mechanics
2010
• First iPad released
by Apple
2013
• Nevada iPoker
market goes live
1998
• William Hill becomes
the first UK operator to
offer online wagering;
Pinnacle founded the
same year
EARLY 2000s
• European expansion
in iGaming and
exploration in South
America
2006
• US UIGEA
enacted
2007
• First iPhone
released by
Apple
2012
• Gaming Realms
founded
2013
• New Jersey iGaming
market goes live,
TropicanaCasino.com
launches
2014
• UK point-of-
consumption
(POC) tax goes
live
5

6. PART 2:
The changing nature of player
acquisition and retention
6

7. What would you say are the two
biggest changes in acquisition over the
last decade? What is the reasoning?
What impact will this have in future?
7

8. Growth of Retargeting & Programmatic Buying
Retargeting: Driven by increased real-time processing power,
availability of third-party data and integration of mega-channels like
Facebook and big ad networks.
Programmatic Buying: Programmatic has gone mainstream, with
much more available inventory and targeting options.
Impact: Retargeting and competitive cross-targeting will blur the lines
between acquisition, retention and co-marketing. Personalisation of
retargeted messages will become much more common, and
differential pricing will become more widespread.– LW
Player Bonuses
Ever more valuable and yet complex player bonuses. Bonus
value and clarity on rollover/Terms & Conditions should be
better self-regulated before they get ruled on by licensing
bodies. – HL
Pay Per Click
PPC competition and increased CPA costs - bidding for ever
more diverse long tail keywords & the challenges of squeezing
max value from PPC in competitive markets like the UK. – HL
Shift to Mobile
Player device preference has shifted away from desktop
towards tablets and smart phones.
Why: 85% of Gaming Realms’ usage is via tablets and mobile.
Impact: Going forward, 85% is likely to grow to 95%. – SC
8
“Market is getting more and
more competitive. It’s
getting more costly to
achieve a decent ROI; CPAs
that were once $4 are now
as high as $400.”– HL
“We’re not willing to spend
$400 on a player if they’re
not valuable. Now we need
to rely on in-depth targeting
to get a good ROI.” – LW

9. What would you say are the two
biggest changes in retention
over the last decade?
9

10. Customer segmentation
Segmentation has evolved to a micro level. Going forward, business intelligence and data analysis will
become even more vital disciplines. – HL
Predictive segmentation & ‘soft’ retention
factors
Moving away from demographic and historical data to more ‘predictive segmentation’ based on
customers’ and prospects’ propensity behaviors.
Impact: BI and data analysis become even more vital disciplines, and emphasis will move away from
campaign execution to managing campaign complexity and hierarchies. There will be a return to high-
touch customer service as marketing automation processing power grows. – LW
Mobile retention & channel diversification
There are more channels to market now - from push notifications to SMS, direct messages and email
marketing, the retention channels are diversifying ever more. – SC
10
“We now have the tools to
identify what kind of customer a
player is going to be. We can
start incentivizing them and
offering bonuses based on
predictive behaviours. This, in
turn, allows us to snag VIPs as
soon as they're in the door.” – LW
“It’s a great time to be in player
retention. We can now retarget
via messages, reactivate through
external websites and follow-up
on the phone. All while sticking
to guidelines, of course. It’s
important not to overreach – you
don’t want to overbear
customers.” – SC
“There is a huge reliance on data
and business intelligence to
ensure that customers get the
right message at right time.” – HL

11. PART 3:
How the two marketing approaches
intersect and complement each other
11

12. Do you see acquisition
and retention being distinct?
12

13. “They have distinct elements but
are inherently related.” – HL/LW
“They are distinct but our teams are
working together as one unit.” – SC
13
“The role of the marketing and
research team is to find out what
the customer wants. It’s then
product team’s job to build it
according to player needs. That’s
how most successful companies
are making it work. ” – HL

14. Is the best way forward for these two
activities to sit with different
departments?
14

15. “Yes – there are different skill
requirements but the two departments
should sit next to each other and
maintain a constant dialogue.” – HL/LW
“Retargeting is managed by both
sides and so Chinese walls are
key.” – SC
15
“Teams need to be talking to
each other. It is vital that they
understand the whole mix in
order to adequately utilize
demographics and data.” – SC
“ Things tend to go awry when
you separate acquisition and
retention. Acquisition focuses on
its own metrics. When separate,
you end up seeing growth in
numbers, but a deterioration in
quality of customers you’re
acquiring.” – LW

16. What are the pros and cons
of this structure?
16

17. “I think the biggest positive from maintaining
separate acquisition and retention programs is that
it creates a propensity to dig deep into each
channel. When teams are given a very broad
purview, there is a tendency to skim the surface
rather than keep digging down seeking veins of
opportunity for continual improvement.” – LW
“It is critical that the teams are in contact not
only to align their efforts, but to collaborate
ideas and energise each other. Without external
stimulus a team can stagnate.” – LW
17
“I’m sure everyone has come into
work and thought, ‘That’s it,
there’s nothing new. I’ve tried
everything.’ But you have to keep
digging.” – SC

18. PART 4:
How the various marketing channels
can be used to optimise acquisition
and retention in 2017
18

19. What do you think, if anything, will
significantly change in 2017? Why?
19

20. Breaking Down the Barriers Between
Online & Offline
US land-based casinos in regulated markets will focus on
breaking-down the barriers between online and on-premise
gaming, continuing to push the boundaries of integrated
experiences, promotions and rewards.
The goal is to create a unified customer experience when
beneath the surface operators are working to seamlessly
integrate product verticals with different executional,
regulatory and competitive frameworks. – LW
ASA
App store advertising (ASA) will become just as important a
part of operators’ mobile marketing strategies as traditional
ASO. – SC
ASO
ASO is becoming a more accessible means of generating new
players for the ever more popular mobile channel. There will also
be more merger and consolidation action that will continue to
impact the market’s evolution. – HL
Digital Dominance
Traditional offline channels such as TV will increasingly be
reduced in operators’ marketing mix, replaced by an
overwhelming emphasis on digital channels. – SC
20
“4.5 million customers come
through the property every
year - so we’re getting really
old school. We’re leveraging
all channels (events, booths,
etc.) in order to get the 360°
view of the player.” – LW
“The election in the US is a
great example of the power
of digital. Trump targeted the
right customer at the right
time - and got the numbers
he wanted.” – SC

21. Has your formula
(mixture of channel, content, tech)
changed for 2017?
21

22. “Tropicana Atlantic City hosts approximately 4.5 million visitors each year. We’re pushing
to get to know our online customers face-to-face where possible, and to reach more
prospects with online gaming. Up until this year, we have done so passively; we are
expanding our marketing programs to be much more active in 2017.”
“Yes – we are increasingly using digital and reducing our reliance on TV.”
“Yes of course – “optimise or perish” remains a Pinnacle marketing mantra.”
22
“It’s all about going out and
taking risks. You need to test
things in order to find success for
your brand.” – LW
“Brands are now getting way
more targeted with their efforts.”
– NS
“We’re shifting our focus to
digital. Digital is improving its
capabilities to deliver.” – SC

23. What’s driven this change?
23

24. “The competitive landscape in Atlantic City and New Jersey has changed dramatically in
the last 3 years. The higher costs of acquiring customers through media channels, in
conjunction with the growth of our land-based business, means player conversion where
they already play is becoming increasingly cost-effective in comparison.”
“The results as well as acquisition costs across our various marketing channels have
driven the shift to a heavier focus on digital.”
“A bit of everything – marketing opportunities, product enhancement, better
customer understanding.”
24
“Our landscape has completely
changed. There are now more
than double the online brands
than brick-and-mortar brands.
This shift to online has absolutely
changed the way we do business
here.” – LW
“There have been big
announcements around brand
licensing opportunities. A
renewed focus on digital
activities has given us the
opportunity to take things to the
next level.” – SC

25. PART 5:
Conclusions and Attendee Q&A with
Nicky and Panel
Answers to posted questions coming soon!
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26. Thanks to those who sent in questions!
Stay tuned to our blog and social
media channels for the replies.
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27. ONCE AGAIN, THANK YOU FOR JOINING
US!
If you have more questions, please email us at
inquire@incomeaccess.com.
A warm thank you to EGR for hosting our panel, and to our experts
who joined us for the session.
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