Campaign Analysis: Reactivating Players with Low RTP and Single Deposit

Campaign Analysis: Reactivating Players with Low RTP and Single Deposit

Low RTP is a clear reason why players might abandon a game. This is particularly true for new players whose first experience involves depositing, encountering low RTP, and ultimately leading to a disappointing experience. Notably, new players make modest initial deposits, which means a low RTP can rapidly deplete their balance.

Concept and Implementation

In March, a campaign targeted players who had an RTP below 94% after their first deposit, observing that conversion to a second deposit dropped by roughly 15–20% compared to those with a higher RTP. The strategy involved:

• Creating a selection of 20 high-RTP games based on their hit rate, aiming to bolster player engagement by ensuring early wins.
• Focusing on players who deposited once and whose last activity was 2-4 weeks prior.
• Excluding players who attempted a second deposit, emphasising those deterred by low RTP.

The targeted group received an email detailing five major wins of the previous week and the curated high-RTP games. Buttons in the email linked directly to this game selection on the website.

Campaign Results

The campaign yielded an open rate of 29% and a 13.7% click-through rate, with 4.1% of players making a second deposit and 2.3% proceeding to a third. These results are considered satisfactory, as the campaign was cost-effective and did not offer direct bonuses beyond information on high-yield games and potential missed opportunities.

Considerations and Future Strategies

While reactivation is effective to some extent, eliminating players' negative experiences from low RTP isn't the most efficient method. Real-time RTP tracking offers potentially better retention by engaging the player immediately when a dip occurs, utilising platforms such as Smartico and Plug2Win. Additionally, addressing average first deposit amounts may prolong the gameplay experience, thereby improving RTP stability during initial sessions.

Reactivation remains a useful, albeit last-resort, strategy when other methods fall short, as reigniting interest is cheaper than acquiring new players.

Source: igamingceo Telegram