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Once someone has signed up to an igaming site it is vital to bring them back and get them to play again and again. This is process of keeping players happy is called retention and every igaming business works hard at it.
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Why are CRM jobs available in iGaming in Malta today?
The work and process of customer relationship management, otherwise known as CRM, is a very important element of the business model for online gaming companies. As described in the pages about SEO and PPC, it is very expensive to advertise in most major markets for igaming companies. Since their cost to acquire new customers is so high, they have no choice but to try and keep existing players active.
Most companies also have a separate process to try and bring back players that have not been active for some weeks or months. This is known as reactivation.
In a digital business most retention efforts happen through either email or SMS message. When a customer first signs up to play at an online casino or a sports betting firm, they have no option but to provide some personal details. These businesses are requlated to do their best to prevent money laundering, which means that they have to obtain real customer information. While that information has specific legal uses, it also makes it possible for the company to contact the user.
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How is CRM used to keep players happy and playing?
In most igaming companies the CRM team run segmented player lists by country or language and the amounts that players gamble and contact these lists frequently with special offers or free spins to tempt players back. The offers are created in conjunction with the relevant country managers, VIP managers and affiliate managers.
The emails generally consist of images, created by in-house graphic designers, with some information or written content relating to the offer. Offers might be date based, for Christmas or New Year, or related to a specific sporting fixture. Some companies tie their CRM offers to their social media channels for extra reach.
These email offers need to direct visitors to the correct web page to claim their offer and connect to their accounts correctly. While this process is not usually technically difficult, it is time consuming and preparing all the campaigns for a weekend can take many hours or days. Sometimes these efforts can be handled by the CRM team alone, other times they might require graphic design or product management assistance.
The sportsbook firms have the most work to do in their CRM efforts since there are so many big sporting fixtures for them to promote and people to bet on. Global TV and online streaming means that there are audiences for sports in almost every country.
What CRM roles are there?
There are usually a number of roles in a CRM team, starting with the Head of CRM, followed by campaign managers for each country and then campaign executives. Some teams will also have business intelligence and analysis roles. Within the igaming sector, CRM executive positions are some of the few jobs in the betting industry that require little or no experience.
Some companies employ specialist copywriters to help with their retention and reactivation efforts. It is a surprise that more companies do not do this. There are also a few – just a few – igaming firms that have converstion testing specialists in their CRM teams. These are the most advanced companies by far.
CRM is normally something that an operator does. Most affiliates do a very limited amount of email or SMS marketing. As operators have multiple languages and licenses, a CRM team can be quite large because there are potentially staff for each country or language.
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How much are CRM salaries?
A specialist igaming recruitment firm published their annual salary survey in early 2019. They suggested that the ranges for CRM executive staff – sometimes called coordinators – were around €30,000, CRM managers earned around €40,000 and a head of CRM around €80,000. The importance of retention and reactivation to igaming companies is clearly reflected in the salaries.
If you are looking for a CRM job in iGaming in Malta, let us help!
There are almost always CRM jobs available in igaming in Malta because of the large number of positions in most companies. Recruiting staff for CRM jobs in some languages – such as Norwegian or Danish – can be very difficult. If you speak English as a second language, but your mother tongue is a northern European language and you are organised with an understanding of marketing, then there are job opportunities for you! Here at MaltaStar we have partnered with a recruitment agency that has helped one of our team to find two jobs in igaming. We know they are good because we have used their services. If you would like help to find your next job, please follow the link below and send us your details today.
YES! PLEASE HELP ME FIND A NEW JOB IN CRM
Photograph (c) ScheiMedia