In 2021, SOFTSWISS Managed Services, available to all SOFTSWISS Online Casino Platform clients, made significant changes to its organisational structure, in particular, splitting VIP Player Support and Player Retention services into two separate services. In addition, a new Player Reactivation team was created, to focus on getting previous users back into the game.
The result is that the Managed Services structure now comprises five core teams: First Line Support, Anti-Fraud Support, VIP Player Support, Player Retention and Player Reactivation.
“We have highlighted five separate teams that are responsible for key areas of work with players,” says Vitali Matsukevich, Head of Managed Services. “Thanks to the experience gained, we have a clear understanding of how to build work in the B2C segment. This helps to promptly resolve issues and increase player loyalty, which directly affects the financial performance of a casino.”
Through 2021, the First Line Support team handled more than 1.5m chats, on average and excluding emails, this equates to 200+ chats with players per day per agent. The average Customer Satisfaction was 83% across the 55 clients that First Line Support services worked with last year. The Anti-Fraud team handled more than 40,000 requests and confiscated over €14m, a 40% increase on 2020.
The VIP Player Support team increased their number by six times, to 2,500 players in 2021. Total VIP deposits for the year amounted to €189m, with an annual GGR of over €107m. The Player Retention division engaged more than 230,000 players over 2021, securing a conversion rate for promotions of 35% and an average deposit per player of €300. And finally, despite its fairly recent launch, the new Player Reactivation team ended 2021 with almost 6,000 users who had resumed their gaming activity, 54% of whom took advantage of bonuses and made a deposit. As a result, the team ended the year with a total of over €1.75m in deposits and an average ROI per client of 220%.
Vitali Matsukevich concluded: “The main goal we set ourselves for 2021 was to provide the best B2C service in iGaming, and I believe that we have succeeded. Not only the metrics, but also the feedback from clients and players shows that we are moving forward in the right direction. A more targeted approach to players, segmentation of departments and team expansion allowed us to fare well among competitors.”