Taking your Loyalty Program Online for Short & Long-term ROI and Complementing your

iGaming Initiative

Who is SplashDot?

We have been creating fun & engaging gaming experiences since 2000, and have grown to become the leader in the Canadian gaming space

We have run thousands of contests, games, promotions and loyalty initiatives, reaching millions of members

Our Clients range from Lottery, Gaming & Casinos, Consumer Products, Travel, Media, Technology, and Agency Partners

The Gaming Challenge

Plenty of fun & entertainment on-site

Once players leave, they have little to remind them of the positive experience

How will they spend their time afterwards?

Why extend the experience?

Consumers have shorter attention spans than ever before

They remember their positive brand experiences less than ever before

Which means they don’t come back as often… when they leave, they are more likely to move on!

How to keep them engagedAlmost every

casino follows the inner circle of this

diagram…

How to keep them engagedAlmost every

casino follows the inner circle of this diagram - so few extend beyond it

to continue reinforcing the

casino experience

Challenge # 1:But we don’t want to send

them away from the casino

People leave and do things online that they could easily do with you…

“Games are the second most frequent Internet activity for Americans after social networks”

- Nielsen

“By 2014 a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon”

- Gartner

“50 percent of gamers are now female, with 30 percent of the gamer population now being over 45; there are 40 million active social gamers in the

U.S. and more than 200 million gamers on Facebook” - LA Games Conf. 2011

Solution:If they do those things with you, they are captivated by your casino brand, and you

manage the interaction…

Phase I: Establish interactive online Rewards ClubThe foundation with an immediate payoff

Phase II: Integrate progressively more engaging gamesEvolve players/increase comfort level with casino brand

Phase III: Forge a path towards online gamingBest positioned to launch iGaming, and retain online loyalty environment to

ensure online AND offline growth

A Three phased approach to success

Phases I & II for effective online player’s club

Player Personalization

Points, tier specific offers, Win/Loss

TailoredContent

Based on player habits, interest

Games of Interest

Combination of ‘for fun’, viral, gamified extended play, brand specific

Demo/Training

Learn to play, try for Free

Unlockable Features

Gamify player site participation

Contests, Offers, Sweepstakes

Simple and gamified promotions, all designed to engage and push back to sites

Social Media

Share worthy activities, auxiliary

promotions

Point Redemption

Coupons, offer purchasing,

partners

Mobile Apps, Games

Location aware, game extensions, useful apps – all linked to Player Club Account

Game evolution through the phases

Quick Play/Viral

Social/Extended PlaySocial Quick Play

Casino Games – simpler to more involved, training

iGaming Games

Current players and new players

• Existing players act as referrals to new players through complementary acquisition strategy

• Extension of Player’s Club activity outside of club to entice consumers

• Contests/games designed to bring in new people, and reward existing players

• Well defined social strategy plays huge role

Funnel to bring in new consumers to the casino brand, and Player’sClub acts as the conversion and retention tool

Web VS Mobile VS Social

• Mobile access to web growing constantly – 10% worldwide

• Social games growing exponentially

• So do mobile and social replace the ‘web’?

Key is using all ‘channels’ for what they are best at achievingwith desired demographic

Using an online player’s club, casinos can extend the

entertainment experience beyond their walls…

into their players’ homes

Challenge #2:Where is the ROI?

A case study…

One of our North American clients has one of the largest and most successful online loyalty programs. With over 625,000 members, their site is personalized and includes games, contests and a variety of other engaging elements

Some background

• In 2008, they were at 35,000 online members• By 2012 we had taken them from a basic info site, to a more

personalized & engaging site with continuous activity• As a result, their membership grew to over 125,000 . Now

in 2012, membership is over 270,000• They always receive a high levels of participation in online

activities; typical contest attracts up to 40% of activated online membership

• Site offers tier-specific offers, casino location info, personalized information and very active online>offline>online cycle

Why does this online loyalty program work?

• Valuable and reliable experience for members• Excellent mix of pertinent, player specific information, and

engaging content• Promotions that drive the offline>online>offline cycle

through secret codes and offers• Contests that reward players with points redeemable only

at sites• A strategy that built up the database sharply in 2010/2011

through a combination of acquisition and retention tactics

And the results?

• Online members demonstrate significantly higher visits and spend/visit

• Promotions that have an online component are substantially more successful

• Online members are very interested in participating in research activities, from which much valuable data has been gleaned

• Online members stand out as some of the most valuable within the overall program

Games/promotions rely on…

• Quick, simple and fun game play

• Complementary to casino games

• Multi-channel reinforcement (direct mail, email, site, etc)

• Regular scheduling

Players visit casinos more often, and increase their spend

Solution #2:Through well designed and

executed promotions, the loyalty site has provided

immense value to our client for four years running

Phase III – Ready for iGaming

Player Personalization

Points, tier specific offers, Win/Loss

TailoredContent

Based on player habits, interest

Games of Interest

Combination of ‘for fun’, viral, gamified extended play, brand specific

Demo/Training

Learn to play, try for Free

Unlockable Features

Gamify player site participation

Contests, Offers, Sweepstakes

Simple and gamified promotions, all designed to engage and push back to sites

Social Media

Share worthy activities, auxiliary

promotions

Point Redemption

Coupons, offer purchasing,

partners

Mobile Apps, Games

Location aware, game extensions, useful apps – all linked to Player Club Account

A large group of players ready for iGaming

• Our experience with jurisdictions that are already online has shown that this approach creates players that are:

• Educated, ready to play

• Loyal to casino brand

• Trained to try new things

• Accustomed to personalized/rewarding online environment

Well orchestrated online ‘for fun’ environment continues to complement iGaming well after launch to keep players playing online and offline

Epilogue – What about free play/virtual currency?

• So many options… can a new casino compete?

• Free play has a place, but important to leverage established strengths of offline brand with players

• How does a casino compete in the real world… how does that translate to the virtual world?

• Virtual currency is a new business onto itself

Free Play has a place, but is only one tactic for a well orchestrated online>offline strategyVirtual currency must be studied closely to determine if a casino can compete

Next steps

• Assess the opportunity – would an online>offline strategy pay off?

• Study what others have done

• Establish a structured set of tactics for player engagement

• Find a partner that isn’t just trying to provide the flavor of the month

• Seek out a proven software system that will securely and reliably help evolve your brand online

SplashDotinfo@splashdot.com

1-604-899-0597

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