Interwetten 'revolutionises' player conversion in the aftermath of the World Cup

This week, Interwetten announced the rollout of Wiraya’s Mobile Customer Activation Solution across Germany, Austria and Switzerland, combining a personal yet automated approach to player communication built around World Cup Campaigns.

Interwetten’s Head of Gaming, Mario Bilic said; ‘As for so many iGaming brands, our investment in customer acquisition is high, yet loyalty remains increasingly difficult to obtain. Across the industry, we see on average only 35% of new customers actually making that all-important first deposit. When we gain registrations it’s vitally important we not only convert them to depositing players, but we keep them as long-standing, loyal customers. In response, we are now proactively changing our approach to the customer activation process.’

Across the industry, there is a steep drop off in player retention just 12 hours after registration. As the industry becomes more saturated with operators, and in response, an array of short-term, free bet led offers flood the market, brand differentiation is proving difficult.

Moving away from traditional communication channels and short-term offers, Interwetten were keen to explore new efficient ways to save money, increase players deposits and provide a scalable yet personal approach to communicate with players across different target regions.

Bilic continued; ‘Compared to our previous traditional approach of email and text offers, using Wiraya has seen a significant increase in player conversion for both activation and reactivation, in particular, a 7% increase in the number of deposits from customers who have registered but not made a deposit’

Wiraya’s CEO Oskar Klingberg said; ‘Rather than simply enhancing the traditional approach that so many operators are taking to player conversion, we are working with a number of leading operators in the industry to revolutionise and challenge the assumptions on what inspires actions from players. The market-leading conversion results we have seen are a testament to a new way of working.’