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Case Study – Playtech

The Client

Playtech are an Israeli based technology company who offer its services and platforms to gaming operators. The Sun Bingo is one of Playtech’s clients and prides themselves on having the best online community. The company’s focus and largest market is Great Britain.

The challenge

The partnership between Playtech and EC dates back to January 2015. EC were used on an adhoc basis by Playtech to reactivate and convert “reg no deposit” customers. Playtech approached EC with a need to reactivate 1500 of their dormant VIP customers who hadn’t interacted with the brand for over two months and were at the risk of “churning”.
Our job was to win back these high-value customers by reinforcing the company’s offerings and offering them a generous match deposit offer.

What EC did

Combining finely tuned sales tactics with highly skilled sales advisors, we were able to tap into this unengaged audience on a personal level and provide each one with an individual journey until the customer had been reactivated.
Due to our level of experience in the industry, our strategies are executed regularly and are proven to provide an unrivalled level of ROI for clients, meaning we are experts in enhancing brand awareness and driving sales. We were able to identify the right tactics most likely to recapture The Sun Bingo’s lapsed VIP customer base, regaining 28% of the 1500 leads we were given. The campaign generated a very high ROI for the client.

What the Client Said

Stevie Shaves, Operations Director at Playtech, said: “We understand how important our VIP players are and we were at risk of losing some of them. Our top 5% of VIP customers generate a lot of revenue for the site and winning these players back was a high priority. We used traditional methods before engaging with EC to try and reactivate these customers ourselves, including texting and emailing but to no effect.

“We decided EC’s experience with this segment of player was the right way to go.”

The last chance we had to reactivate these customers was to engage with them over the phone and this is when we approached EC. “We decided EC’s experience with this segment of player was the right way to go due to their performance-based structure and dedicated and robust approach to customer reactivation. EC have become an integral part of our business and we now use them in all projects that involve any customer interaction over the phone.”

Key Achievements

Win back rate of 28%
Achieved over a 400% ROI of the amount initially invested by the client
Development of a strategic and compliant sales script to create impact and maximise results
Working with the client to come up with an offer that will help reengage the customer