Our deep functional expertise and insights in this market focus on addressing increasing regulatory challenges, operational efficiencies and marketing strategy for our clients.
Membership Backs a Bet on a Gaming Organisation
PCG worked with our client to identify and regenerate key customer segments, better align the customer loyalty program and implement a plan to restore growth and create a new customer base.
A gaming company had a passive membership program with minimal consumer interaction. New legislation prevented certain types of rewards and consumer advertising. The company needed an effective and government approved customer loyalty program to drive growth.
An analysis of the company’s existing database allowed the identification of key member segments.
Member segments were defined around key revenue drivers and consumer behaviour.
A member life cycle was defined as a framework for direct marketing communications.
Member lifecycle framework used to drive marketing investment decisions
Using a mixture of standard loyalty software and customisation, PCG designed and launched a leading member loyalty program.
After 18 months from launching the new membership program, the results were as follows :
- Average 15% market share gain in regional markets
- Member acquisition rates increased from 5% to 24% per annum
- Member retention increased from 81% to 96% per annum
- In 18 months, revenue leapt by 32% and EBITDA more than doubled