LuckyFish Games delivers a new genre of soft casino games, specifically tailored to the world of social networks. The company’s high-end social gaming portal allows users to enjoy the variety of creative and unique games while experiencing social benefits.
LuckyFish is strongly focused on communicating with each player in the most relevant and effective ways possible. The company was already running campaigns using Facebook Custom Audiences, but saw the need to scale and automate their Facebook-based player marketing operations. The company’s player marketing team had already been doing basic customer segmentation (for example, based on last login and payment behavior) and running a few Facebook Custom Audience campaigns accordingly. However, they were doing all of the data analysis and customer list uploads manually. The company needed an efficient way to scale and automate the Facebook marketing operation, along with much more sophisticated customer segmentations, better measurements of campaign effectiveness and systematic methods to evaluate and optimize the ROI of every campaign.
THE OPTIMOVE SOLUTION
Optimove segments the entire LuckyFish customer database daily, using granular segmentation based on a number of dimensions, including lifecycle stage, recent activities and predicted future behaviors. The software makes it easy for the company’s marketing team to run Facebook campaigns that target numerous individual “player personas” – each one as a separate Custom Audience – with highly-focused messaging. The Optimove software then automatically updates every Custom Audience list, daily, with no further manual effort.
During their first three months of using Optimove, the marketing team increased the number of distinct monthly campaigns executed via Facebook Custom Audiences by more than 300%, reaching 70% coverage of the company’s entire player database. More than a third of all of the company’s retention campaigns during this period were executed via Facebook.
By using test and control groups to accurately determine the impact of each campaign executed via Facebook, and by generating automated suggestions for more granular target personas, the software provides LuckyFish marketers with the data-driven guidance they need to continually refine and improve their campaign targeting and messaging.
Optimove has helped the marketing team to push players to higher-value personas, based on the software’s value-based segmentation (historical and predictive). This has dramatically increased conversions of free players to paying players, reduced churn and increased overall player lifetime value. With Optimove, the company has increased the ROI of the Facebook marketing channel by hundreds of percent.
BENEFITS BY THE NUMBERS
Within three months of implementing Optimove, the LuckyFish Games marketing team increased the number Facebook Custom Audiences it uses to engage players from 3 to 17, targeting hundreds of thousands of players, daily. The results of this retention automation system are impressive: 2.7X higher deposit rates (as compared with control groups) 2.2X higher deposit amounts (as compared with control groups) 3X increase in number of monthly campaigns executed via Facebook 70% of the entire player database targeted via Facebook campaigns.
“Optimove has enabled us to dramatically increase the scale and effectiveness of our Facebook marketing campaigns, through intelligent, data-driven campaign automation and optimization,” said Lee Cohen, VP Marketing.
To find out more, visit http://www.optimove.com/