Ashwin Shetty is the Senior Marketing Manager for Retention, Loyalty, and Analytics at Adda52 – an online gaming platform. He holds expertise in driving customer loyalty with extraordinary engagement strategies. Previously, Ashwin worked as the Senior Marketing Manager at Zee Entertainment – a broadcasting company.
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In this episode:
Priyam: How has COVID impacted the gaming industry?
Ashwin: The lockdown has benefitted the entire gaming industry by leaps and bounds.
→ People are getting more time to experiment with different gaming platforms and switch from free gaming to real money play.
→ There is a big upsurge in the consumer base for the Adda52 platform as well.
→ People are flowing in through all sorts of channels and are even switching between different gaming platforms frequently.
Priyam: How does the user engagement aspect work for a free gamer at Adda52?
Ashwin: We use WebEngage journeys to onboard a new user who is opting to play free chip rolls. We nudge him after a few wins with a deposit code to allow him to enter the real money gameplay.
→ Since it’s a skill-based gaming platform, we are highly cautious in running all the required onboarding journeys teaching the new users about the nitty-gritty and strategies of the game.
→ We don’t want new users to lose their money in the initial learning phase, so we run plenty of responsible gaming campaigns including a 30-day onboarding campaign.
Priyam: What are your views on the right communication strategies during a pandemic?
Ashwin: Instead of over-communicating, marketers should focus on story-driven campaigns. It’s more effective to engage your users by carving a story out of the journeys you’re running.
→ A platform like ours has a lot of serious and responsible gamers in comparison to the casual ones. We focus on delivering the right communication campaigns at the right times.
→ The main agenda of our communication strategy is to build loyalty among the users and restrict them to jump to other gaming platforms.
→ We are trying to humanize the messaging as much as we can and build a solid connection with the users making them our evangelists.
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