Paul AinsworthPaul AinsworthSeptember 19, 2019


Gaming firms in the UK are facing a customer loyalty crisis, with 96 percent of punters saying they switch betting providers every year.

Customer insight firm Feefo found that despite this challenge, 93 percent of customers claim they can be persuaded to stick with a favourite firm, and 98 percent admitting that they value aspects of their current gaming firm.

Exploring the habits of 1,000 adults who use UK gaming firms, along with the views of 50 gaming industry decision-makers, The Gaming Report  found customers feel no incentive to be loyal. More than a fifth of customers (21 percent) switch every three-to-five months. Younger and more frequent customers are more likely to switch.

A quarter (25 percent) of 18-34-year-olds switch every two months, for example, compared with six percent of over-65s.

Punters are tempted away by better odds (40 percent) and better introductory offers (39 percent). Only 44 percent of decision-makers say their company can persuade more than half its customers to make more than two deposits.

Ben Marley, head of market development at Feefo, said: “UK gaming companies are employing lower league loyalty tactics against top-level competition, constantly losing customers to rivals. Almost all punters are ready to quit their company at least every 12 months, yet more than nine-in-ten tell us they will stay loyal if they get the right offers, odds or overall quality of experience.

“It’s time for a serious re-think about the tactics betting companies employ. The majority still lack real insight into what precisely customers want.”

The research found that 82 percent of respondents use more than one company at any time and more than half (51 percent) use two. Half of players (50 percent) stick with a company because they like the loyalty programme, and almost as many (46 percent) because a firm is ready to match another company’s offers. However, 50 percent of customers choose a company because of its good reputation.

Ben Marley added: “There’s an ace up every company’s sleeve they continue to overlook – using customer feedback insights to understand precisely punters want, so that loyalty programmes, odds and offers hit the jackpot more often. They need advanced, AI-powered Customer Experience platforms to provide game-changing levels of insight into what players want right now.”


CXM Editorial TeamCXM Editorial TeamMarch 11, 2019


For any product or service, a good Customer Experience is essential.

We see this in video games, casino, and bingo games. They are designed to ensure that the player will have a great time, remember the game, and as a result, have that desire to play again. These basic design factors are included in many traditional games, and have been kept in their online and mobile versions.

The perfect example is mFortune and their games like bingo. Consequently, there are many lessons that can be learned from gaming and how the Customer Experience continues to engage and maintain the interest of the player.

Good first impressions

New games are often available to download for free, whether it is a demo or a game that will have content to purchase within the application. Studies suggest that a quarter of games are only installed once, meaning that it is crucial that the developers create a good impression to ensure that the game doesn’t get deleted.

To do this, it is important that loading times are limited, advertising isn’t over the top, and the game must be easy to understand and have a good interface. If a game goes against any of these, the player is likely to be very frustrated and is likely to delete the game and not recommend it to family and friends.


One thing you will notice when a new game is installed and played for a short amount of time is that you will be asked to rate the game and add your comments. This ties into first impressions, as the game developers and/or operator want the player to be immediately engaged, and want to know whether or not this is happening.

Negative comments can help the developers identify bugs within the games and quickly fix them for a new release. Many developers will release beta versions of a game and hire players specifically to test them to find and report any problems. This is a very useful Customer Experience lesson – embrace feedback, and if there is a problem, fix it quickly or your customers will go away.


The established gaming franchises, such as Grand Theft Auto and Call of Duty, start the Customer Experience with their promotion, sometimes years before the game is released. Trailers with sneak previews are shown to gather interest amongst the die-hard fans. This is an example of how brands look to keep their existing customers engaged, and it is proved very successful when some gaming trailers get up to 50 million views on YouTube over a year before the release of the game.

Another way of keeping existing customers interested is by offering additional content and rewards if the game is pre-ordered. Here we see how the gaming industry successfully uses promotion techniques to keep their loyal players engaged.

There we have it – the gaming industry is a great example of how the Customer Experience is designed to be perfect and to ensure customers remain loyal and engaged. Businesses can learn a lot about how the Customer Experience is a constant ongoing theme, from promotion, right through to release and obtaining feedback.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



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