Stake Increases Average Deposit Amount by 161% with Optimove

The Challenge 

In their early days, Stake was still a young startup with a small marketing team that focused on mostly elementary tactics, sending only a couple of emails per month. The process was very manual and tedious. The team had no way of segmenting players, creating realtime, automated player journeys, or measuring the success of their efforts. The team over at Stake understood that for them to continue growing, they would need to invest and improve their CRM Marketing efforts, and as a result, customer lifetime value. The company decided to invest significant resources in retention marketing and seek a trusted CRM Marketing partner that could provide the technology, the expertise, and the consulting services that would improve players’ loyalty and lifetime value, as well as company revenues.

Why Stake Chose Optimove 

Stakes’ main goal is to increase retention rates by personalizing the player experience. Optimove’s market-leading technology, professional services group, and years of deep experience in the online gaming and services sectors made it a perfect partner for helping Stake accomplish its strategic goal. Optimove’s segmentation abilities, orchestration capabilities, and testing tools gave the team the opportunity to move from manual, spray-and-pray email campaigns to reactive, relevant campaigns that maximize personalization by being sent automatically to granular micro segments. This strategic shift allows Stake to communicate the ideal message to the right customer via the right channel and exactly at the right time.

Leveraging Customer Insights to Drive Segmentation 

Once onboarded to the Optimove platform, Stake’s marketing team was able to, for the first time, explore and understand their complete customer base and make strategic, data-driven decisions based on Optimove’s Customer Model. This was a game-changer for such a small team that went from manual marketing all the way to automating their entire CRM strategy while gaining complete data independence. Thanks to Optimove’s segmentation abilities, the team is able to segment players into granular groups. In fact, today, more than 58% of Stake’s segments include less than 50 customers, which results in highly personalized campaigns.

“The customer model is something we’re really impressed with and that we definitely could not do before Optimove. We also use our lifecycle stages as stages to understand marketing impact”. — 

Jarrod, Retention Manager, Stake

Increasing CRM Marketing Impact with Realtime Campaigns 

Driven by the goal of personalizing the experience of each player, Stake’s team knew that there’s another piece of the puzzle which could help them increase personalization even further – realtime data. By leveraging Optimove’s blend of batch and realtime data, CRM marketers can combine the rich historical context of players with their realtime behavior. This allowed the team to take their CRM strategy to the next level, serving messages more intelligently in realtime. For example, when a player-initiates a deposit but doesn’t complete it, they receive a special offer via a popup to keep them engaged.

“We like to keep players engaged and yet comfortable with the promotions we send them. Track and Trigger has helped us achieve that. Extending our realtime capabilities is definitely our goal over the next six months.” — 

Jarrod, Retention Manager, Stake

Driving Success with Optimove Strategic Services Working closely with the Optimove Strategic Services team, Stake’s marketing team had a very successful Euro 2021 season. Optimove’s Strategic Services created a dedicated marketing plan for the event that included segments, campaign ideas, and timing based on games’ schedules. That strategic guidance helped Stake’s marketing team focus on each customer’s experience and preferences, translating these insights into a CRM communications strategy that resulted in large increases in all key customer metrics. For example, the Euro campaigns led to an uplift of: 

• 152% in Total Deposit Amount
• 76% in Activity Days
• 66% in Sport Net Revenue 

Thanks to the special marketing plan built by Optimove’s Strategic Services, Stake also increased Customer Activation Rate by 64%.

“It was great to be able to personalize our players' experience based on events they're interested in, rather than feed them random bits of information. We were able to segment players down to a tee, focusing on the players that have a genuine chance to convert into active players.” — 

Jarrod, Retention Manager, Stake

Stake’s management was so pleased with the results that they decided to implement the strategy for additional upcoming events such as Copa América, the Olympics, and next year’s World Cup.

”Thanks to the knowledge they bring, Optimove Professional Services have not only helped us to improve results, but also improve ourselves as marketers.” — 

Jarrod, Retention Manager, Stake