Casino Players Profiling :

a conceptualization attempt

© 2009 Régis Pissot

 Introducing « e-casino awareness »

Various exogenous improvements: broadband access for (almost) all, secure e-transactions, a more


diversified and professional offer, have had a decisive contribution in sustaining the online gaming market
growth, and in increasing players value (at least till mid 2008 and credit crunch).
Players internet litteracy, experience with online gaming, confidence with online transactions, are amongst
the key variables determining players potential value, together with their disposable income obviously.

This is what we will call here : « e-casino awareness », it's the level of understanding and confidence one


player has towards online casino.

If high value players are all e-casino aware, however, the relationship between e-casino awareness and
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player value is not linear. If e-casino awareness altogether has a positive impact on the industry, it also
means more demanding players, more pushy in term of bonuses which in turn tend to cut down players
value.
To cross both variables: e-casino awareness and player's value, enables the representation of the most
typical players profiles.
Each player profile carries its own type of risk, requires specific priority actions from CS/CRM, plays different
types of games.

Last but not least, a player's profile is not always immutable, especially for players with limited e-casino


awareness. With time, a better e-casino awareness and depending on his actual online experience, a player
can follow different paths, depending on his original profile.

© 2009 Régis Pissot

 Players e-casino awareness / value

E-casino awareness
Slots
Roulette VP
TG Slots Roulette
VP BJ
To To
To Pa
El
im
in
Abuser Optimizer
Fi
ne m
pe
Tu Addiction r
High
at
e ne
Fraud WD winnings
Charge Back Maximize bonus ratio
High Roller

Slots Slots
VP
T
Old School To
Po o A D
te sse (do they exist?) ig
Lucky B. Casual nt s
ia s
U
p
To l
R Traditionnal casinos players
et
Low

Hit and run Early low payout ratio Law abiding

ai
n Probably senior and not internet fluent
They may emerge online following liberalization

Negative Low High

Value
To
R
es Reactivation Strategy
us
Notes: risk is in red, favorite game in blue, CS/CRMci
ta priority task in green
te
Player possible path
© 2009 Régis Pissot
 CRM Implications (1/3)

 Lucky B: Player got lucky early during lifecycle (usually at slots) and thus is winning on the
house. CS/CRM must try to follow up the big win (smooth WD) to make sure the player got best
experience during that « moment of truth » and thus remain active. Two risks can be identified
here: the player by superstition may leave and never come back (« I won big on that site, it
won't happen twice »). On the contrary the player may start playing with stakes too high for his
level and got burnt. Therefore, to retain player on the long term, CS has to advise player to go
back to his stakes prior to the win (soft landing).


 Optimizer: This type of player is very familiar not only with casinos and internet in general,
but also with the way bonuses work. This player purpose is to get as much as possible in term
of bonuses and comps. However, if that type of player tends to be very demanding, that doesn't
mean they are a threat. Indeed, at the same time, they tend to be very loyal when they are
satisfied with service provided. CRM must fine tune their bonus ratio, keeping in mind they are
very likely to WD in case of significant winning.

© 2009 Régis Pissot

 CRM Implications (2/3)

 High Roller: They represent about 70 to 90% of any e-casino income (cf 20/80 rule).
They have a high income and a passion for the game. They play for the thrill of playing and
their value is not only the highest on any given period, but since they are also the most loyal,
they are the segment of choice in term of retention. To address their concerns on an individual
basis and provide them with premium service (pampering), online casino usually build up a
dedicated VIP team. Also, players with a lower budget dedicated to gambling but with a very
high loyalty level and with little or no WD can be included here. Thanks to their high loyalty and
their low level of risk, their value is higher than what it looks on the short term.
For the high rollers, in term of risk, addiction must be mentionned. Addiction signals are: when
players play beyond their means, when they become aggressive begging for bonuses and can't
seem to be able to have a break with the game.
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 Abuser: His only purpose is to bring down the house. To eliminate as soon as possible
during lifecycle, hopefully before 1st deposit. Risk can be assessed thanks to a combination of
factors: country of origin, affiliate of origin (key worder), duplicate acc...

© 2009 Régis Pissot

 CRM Implications (3/3)

 Casual: They are new to online gaming and not malicious. With time, depending on their
potential and on their experience, they will necessarily follow different paths. Indeed, on the
long term an online casino player usually doesn't remain « casual » (as in occasional). A
variable will have a decisive influence on the path they will take: their payout ratio. It has to be
underlined that players feelings towards payout ratio are highly subjective: sometime players
with relatively good payout ratio can have the feeling to be ripped off, especially if they have low
experience with casinos in general and low income. Generally speaking, early (small) wins and
Wds are allegedly determining in players retention, the player trying to reproduce that feeling of
winning (cf argument from states monopolies to limit payout ratio to control addiction).
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 Old School: With the liberalization process in Europe, online gaming hit the headlines
one country after another. While most Internet users are already aware of the existing e-gaming
offer, a less e-fluent audience is discovering this possibility. This certainly represent an
opportunity for operators. This new crowd is potentially of high value and is most likely
concerned by the legality of the offer. They are probably senior and not internet fluent.

© 2009 Régis Pissot



 Conclusion
Year after year the proportion of « optimizers » is growing amongst the online casino markets,
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especially the new / fast growing ones like France.

Market liberalization in Europe will see agressive competition by bigger players to get market
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shares. Winners will be the one able to tailor their CRM to their players profiles and to conqueer
new market segments, especially consumers seduced by the legality of their offer.

© 2009 Régis Pissot