Causes diminishing response rates

86% of iGaming players leave sites due to excessive marketing messages, survey shows

Reading time 1:22 min

A notable 86% of players turn off iGaming sites due to an onslaught of excessive or irrelevant emails, texts, and push notifications, reveals the 2023 Optimove iGaming Survey.

According to the Report of Players' Preferences in iGaming Marketing, released at the Global Gaming Expo (G2E) in Las Vegas, players are exhausted by marketing fatigue. Nearly one-third of players (30%) feel overwhelmed by the ceaseless deluge of promotional messages from iGaming operators.

Marketing fatigue, characterized by consumers feeling overwhelmed or disengaged due to a barrage of repetitive marketing messages, looms as a growing menace, says Optimove. Its effects include diminishing response rates and flagging engagement, which can severely impact brand perception and customer loyalty, the report said.

The paramount antidote to marketing fatigue is relevancy within the iGaming sphere. A majority (56%) of respondents cited the relevance of an offer as the most crucial factor motivating them to open communications from the operators they engage with.

The survey, which was conducted among 450 US consumers in January 2023, shows 66% of respondents expressing their desire for fewer marketing messages, while 27% feel bombarded by marketing content. 73% emphasize their preference for a reduction in marketing messages in 2023 compared to the previous year. 

The study suggests a set of recommendations to combat promotional messaging fatigue including:

  • Personalize Messages: Tailor promotional messages to individual player preferences. 
  • Segmentation: Leverage player data to segment your audience, enabling more precise targeting. 
  • Frequency Control: Implement tools that empower players to control message frequency. 
  • Quality over Quantity: Prioritize high-quality, relevant promotions over sheer volume. 
  • Unsubscribe Management: Simplify the unsubscribe process for players. 
  • Monitoring and Feedback: Continuously monitor player feedback and response rates to refine messaging strategies. 
  • Balance Promotions: Strike a harmonious balance between promotional content and valuable information. 
  • Consistent Relevance: Ensure message content remains relevant over time. 

As per the company, these recommendations serve as a compass for iGaming operators, guiding them toward crafting more personalized, player-centric messaging strategies that elevate the player experience while effectively countering marketing fatigue and reducing excessive unsubscribe rates.

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