Repeat Last Deposit Feature: Experiment Insights and Learnings

Increasing Player Engagement through the 'Repeat Last Deposit' Feature

Introduction to the Feature

The 'Repeat Last Deposit' feature aimed to streamline the deposit process for players by reducing the steps needed for subsequent transactions. However, concerns were raised about its potential impact, as it might limit opportunities to encourage larger deposits.

Player Behavior and Motivation

Analysis revealed a player segment consistently depositing the same amount with minimal interest in bonuses. These players showed a high conversion rate for repeat deposits, particularly those making smaller, yet frequent, deposits.

Experimental Design and Methodology

The hypothesis was that the 'Repeat Last Deposit' feature would increase the average number of deposits per player. New players, who had made one minimal deposit of 20 Euros without a bonus, participated in the experiment. They were divided into a test group with access to the feature and a control group without any changes.

Results and Observations

Short-term Results

After one month, the test group showed improvements: a 57% utilization rate for the feature, an ADCPU of 1.8 versus 1.6 in the control group, a deposit sum increase of 4.1%, and a net gaming revenue (NGR) rise of 2.1%. However, the average deposit was slightly lower in the test group (22 Euros) compared to the control group (24 Euros).

Long-term Results

At the three-month mark, although 71% of the test group used the feature, longer-term retention favored the control group. The ADCPU was 3.9 for the test group compared to 3.6, while the average deposit grew to 29 Euros in the test group and 38 Euros in the control group, resulting in a deposit sum decrease of 8.4% and an NGR decline of 3.3% for the test group.

Conclusions and Future Considerations

The initial hypothesis was confirmed with an increase in deposit frequency per player. Short-term deposit sums were favorable in the test group, but long-term results highlighted that control mechanisms promoting higher average deposits prevailed. Insights suggest the quick deposit option was highly valued by players, influencing their deposit habits.

The feature may well be suited for long-time players with stable deposit patterns, as it simplifies the deposit process without encouraging minimal deposits. This approach can potentially increase deposit frequency without impacting average deposit size adversely.