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PKR
Increasing player engagement and enhancing
player experience
Introduction
PKR is the World’s 14th largest on-line gaming company. Their USP is providing the ability to build and utilise an avatar to play in your place, creating a very unique playing environment. As with other gaming companies, the need to convert casual gamers to regular gamers is very high and, as such, the way in which PKR communicates with players over the course of their time spent playing is a real need.
Solution
PKR’s primary means of communication with its customers is email and it uses a technology platform that enables it to run as many as 65 email campaigns every 5 minutes, or up to 780 per hour. These are a combination of scheduled campaigns, customised to a personal level, that include regular newsletters, birthday messages and special offers, and near real-time campaigns (or trigger-based messages) based on players’ behaviour. Near real-time campaigns include sign up confirmation, notification of competition performance, and invitations to join other games, and are deigned to increase player interactivity and encourage brand engagement.
In addition, PKR also employs a sophisticated response tracking strategy. By embedding personalised code in links and images, PKR is able to gain insight on players’ preferences. Offers can also be controlled at an individual level so that bonuses can be awarded to players depending on spend, performance and the frequency of activity by each player.
By embedding personalised code in links and images, PKR is able to gain insight on players’ preferences.
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