STORY SUMMARY
Entertaining, Trusted Online Casino
PlayOJO is for everyone; people the online gaming organisation refers to as ‘the high rollers and just-forfun-guys, the feet-up-unwinders and the buzzseekers’. And with 3,000+ games available on the platform, this customer base is growing fast. However, as PlayOJO expanded, it was outgrowing the static slide shows and basic tutorials it relied on to onboard customers and explain the site’s unique features. By standardising on a transformative Whatfix Digital Adoption Platform (DAP), PlayOJO is streamlining the customer onboarding process and creating a more engaging gaming journey. The PlayOJO Digital Marketing team can also create this personalised adoption guidance quickly and easily, without IT intervention.
Problem Statement
Socially Responsible Gaming Organisation
PlayOJO burst onto the online gaming world in 2017 with a fresh approach to rewards and bonuses. PlayOJO is growing exponentially, with slots, jackpots, live casinos and other games now offered to customers everywhere from the UK, Sweden, and Spain, to Canada and South America.
This success is not without its challenges. As customers join and games are added, PlayOJO needed to scale customer onboarding and blend that with an improved experience. A reliance on static, generic slide show content provided only a limited walk through of the registration process and journey on the platform. Players would manually click through a series of basic pop-ups, each one explaining the game fundamentals – but not much more.
According to Dylan Rozario, Digital Marketing Executive, PlayOJO, an interactive, personalised onboarding system was needed to deliver a more rewarding experience and continued growth. He says, “The tourslides explaining our unique features was buried in the ‘Help’ section and didn’t offer much. There are also pain points that the original onboarding slides could not address, such as uploading verification documents. This led to inevitable drop-offs. And frankly, the approach didn’t scale. Finally, to add or make changes to content, we needed to work through developers in the IT department which can take time.”
SOlution
Personalised Advice Across 3,000+ Games
PlayOJO has standardised on Whatfix to facilitate seamless gaming adoption and learning through personalised content, step-by-step guidance, and inapp communication. These guided pathways streamline and accelerate the onboarding of new customers, simplify the gaming experience, and increase customer satisfaction.
Intelligent and intuitive Whatfix features like guided pop-ups, beacons, and contextual self-help are transforming the platform experience. In the last six months alone, more than 500,000 unique users viewed Whatfix content. Some 21 pop-ups were shown more than 300,000 times and 26 flows were played more than 170,000 times – including over 62,000 ‘Hot or Cold explained’ flows. Almost 25,000 support queries were served.
For example, PlayOJO offers customers ‘Kickers’ – daily promotions personalised around individuals’ gaming routines. Rozario and his team created a series of popups linked to these Kickers, offering customers the option to participate in a recent ‘Everyone’s a Winner’ campaign.
PlayOJO experienced similar success with its exclusive ‘Hot or Cold’ feature, which shows players how each game is performing, when the last big win occurred, and how popular the game is with other players. Whatfix is used to create pop-ups, with content promoting the ‘Hot or Cold’ feature to specific player segments. In just a few months, the ‘Hot or Cold explained’ flow was played more than 62,000 times. “We’re able to target specific player segments in specific geographies with a popup promoting Hot or Cold.”
By clicking on ‘Learn More’ they see a pop-up video of how the promotion works, with the flow ultimately leading to a recommendation to play. The Whatfix DAP is so intuitive, we can have promotions like this developed and launched in just one day. And it’s all done by the Digital Marketing team – there’s no IT intervention.”
User Actions is also being trialled to understand customer interactions and analyse behaviour. PlayOJO can follow players’ progress, even if they do not engage with Whatfix content. For example, the team can monitor the number of players that follow a flow to reach a gaming feature, and the number that bypass the flow but continue to use the feature.
PlayOJO also uses Whatfix for player surveys. Rozario explains, “We can quickly embed a Google Survey into a pop-up and distribute it to a targeted set of players. For example, we took a segment of several thousand players that had completed the ‘Hot or Cold explained’ flow and asked for their feedback. We received more than 800 responses in under 48 hours: that’s rich, intelligent feedback we can build into future content.”
BENEFITS
PlayOJO Wins with Whatfix
Whatfix is helping this forward-thinking online gaming business to rapidly onboard more customers, simplify the platform experience, and increase customer satisfaction. Moreover, this agile and innovative DAP is helping the Digital Marketing team responsible for customer experience to be more agile and productive.
The specific benefits include:
- Retain the Customer Base: By ensuring fast, effective game registration and adoption, Whatfix is helping PlayOJO to smooth the onboarding experience. For example, the registration (onboarding) journey is now more interactive and important areas of the site are highlighted more clearly. If players choose to close the onboarding journey via the pop-up, they still have the option to access it via the ‘Quick Tips’ (self-help) tab. Moreover, the ability to embed a video into a particular step enables PlayOJO to deliver a more engaging user journey.
- Keep Users Engaged: Intuitive, informative pop-ups, funnels, and other features are helping PlayOJO to better understand how customers navigate and use games. By making it easier to play, the organisation is increasing game use. For example, PlayOJO recorded over 25,000 engagements with the pop-up associated with a ’Summer Spinoff’ promotion. This led to a 40% uplift in the number of opt-ins to the spinoff. As noted earlier, the ‘Everyone’s a Winner’ promotion had more than 21,000 engagements with the popup, including a 200% uplift in opt-ins within 24 hours of the pop-up going live.
- Reduces Customer Drop-offs: The Whatfix DAP is helping to make the verification process easier, such as uploading identity documents. This in turn removes pain points, improves the user experience, and ultimately drives increased adoption.
Recently, for example, PlayOJO made changes to the onboarding journey (such as adding steps and removing the ‘Skip Tour’ option) to improve the completion rate. Following this, PlayOJO experienced a 165% increase in times played and a 154% increase in completion.
“It’s all about moving closer to our customers. Whatfix is helping PlayOJO transform the onboarding and adoption process, ensuring more players join the PlayOJO gaming community and enjoy responsible gaming,” says Rozario.
