The quandary of how to retain customers is one that is pondered by businesses around the world, and across the gambling landscape this is a constant primary talking point.
We are not averse to the development of new solutions in attempting to solve the numerous challenges that accompany such a dilemma, however, on this occasion SYNOT Games believes that it has cracked the code.
The studio’s player engagement and acquisition kit, or PEAK, was introduced approximately 18 months ago, and, as iGaming Expert discovered at the recent SBC Summit, confidence continues to soar.
In conversation with SYNOT representatives on the showfloor at ‘The Greatest Show in Gaming’, Product Operations Manager, Ronald Zaumanis, begins by elaborating on just why the retention tool is currently in a very exciting phase.
“Peak is live with operators in seven markets, and customer feedback confirms that they are not only very satisfied with the tool, but that it has also made a large impact on their businesses,” he says.
“On average, operators see up to a 30% increase in total bets and around a 40% increase in player visits.
“Our newest promotion type challenges are also going to be released quite soon. That’s going to be a new, exciting chapter for us.”
“Unique functionality features … allow operators to link promotions together.”
Ronalds Zaumanis, SYNOt games
WIth numerous products on the market looking to tackle the conundrum of user interaction, the ability to deliver something truly unique is undoubtedly of the utmost importance.
Delving into the key aspects on what makes PEAK an individual and distinctive tool when contrasted with what is already available, Zaumanis continues by noting that the reasons are plentiful.
“First of all, the range of promotion types, tournaments, price drops, dream dial, and now challenges are going to give operators flexibility for both short and long term campaigns,” he explains.
“Also, unique functionality features like happy hours, extended scoring formulas, multicurrency promotions, and ticket access allow operators to link promotions together.
“Customisation is also one of the key features, with complete theming and branding. PEAK can mirror each operator’s identity. Basically, they can customise the tool to match the casino’s theme, logos, or even upload their own custom images.
“Player centric engagement, real time icons and notifications inside the game keep players constantly aware of promotions, and of course the management strength, easy setups, monitoring, real time analytics and segmentation options for specific player groups.”
“Peak is becoming an essential part of our promotional toolkit”
GAMRFIRST
However, with all the talk thus far centred around the current make-up of PEAK, Head of Platform Account Management, Jan Malicher, reserves a moment to take a step back in time.
“We’re live with a couple of clients and we’ve started gaining feedback and information from them. I’ll be happy to quote some of our most important clients.
“First is GAMRFIRST in Switzerland, and quoting them ‘Peak is becoming an essential part of our promotional toolkit’, so this is very valuable and positive feedback.
“Next one, we have SLOVMATIC in Slovakia, and quoting them ‘we’ve been impressed with how seamlessly peak integrated with our overall business strategy’.
“This way we can see it goes further than just the product itself, and it helps the business in a more complex way.”
In turn, this helps shape a roadmap that demands increased personalisation and progression mechanics, with flexible visuals leading to themed branding and Dream Dial mechanics becoming a hit across target markets.
“Operator feedback is essential and we use this to develop and progress with the product going further,” he adds.
“We’ve been impressed with how seamlessly peak integrated with our overall business strategy”
SLOVMATIC
Picking up the baton once again, Malicher continues down this path to look at the major obstacles encountered during this journey so far, and how these were overcome.
The largest of these centres around long integration timeless on the operator side, which he says centres around automatic payouts.
“This is something that is out of our control because the technical work and requirements have to be done on the other side, We can only direct them so far,” Malicher notes.
“While PEAK itself is ready out of the box, operators need to prioritise the integration of the platform. However, we have overcome this by strengthening our support during the integration, we’re providing best practices and ensuring that PEAK delivers value throughout the whole operation, even without automated payout integration.
“This means operators can use it immediately while the integration is ongoing, and the automated part is in progress.”
Simplicity and ease are central components of the integration process, which is buoyed by “very light” integration requirements which are labelled as one of the strongest points for PEAK.
This permits operators to run promotions directly through the SYNOT Games back office without any technical integration.
“…transforming Peak into a complete gamification company, not just for campaigns, but long term retention.”
Jan Malicher, synot games
“Now we can take it a step further if they would like to automate some of these parts,” he says. “If they would like automatic price payouts, there is some slight integration required.
“For this, we have an integration team and documentation, and we provide full support along the way for each of our partners who are interested in data. The integration itself is very seamless and effective.”
As the conversation draws to a close, attention switches to what lies on the road ahead in terms of future developments to heighten the appeal of PEAK.
When it comes to what the industry and players can expect regarding how SYNOT plans to keep pushing ahead to heighten the appeal of the tool, a number of “several major upgrades” are detailed.
“First of all is commissions, a new promotion type with deeper progression and storytelling,” he concludes.
“There’s also table game support. We’re going to extend this beyond slots into roulette, blackjack, and other table games.
“Also, promotion types tailored for table games with unique mechanics that reflect table game play.
“Lastly is loyalty system integration, transforming Peak into a complete gamification company, not just for campaigns, but long term retention.
“These developments will make peak one of the most comprehensive gamification and retention tools on the market.”
