In 2021, SOFTSWISS Managed Services finalised its structure and highlighted key results. As an important part of SOFTSWISS solutions offered to clients to support and maintain their brand, Managed Services has expanded the list of provided services. The statistics presented reflect the division's performance from January to December 2021.
Managed Services is available to all the SOFTSWISS Online Casino Platform clients. The most important highlights in the development of Managed Services in 2021 were the changes in the organisational structure. In particular, the split of VIP Player Support and Player Retention services into two separate services. In addition, a new player reactivation team was created within the Managed Services to focus on getting users back into the game.
As a result, the Managed Services structure comprises five core teams at the end of 2021:
- First Line Support. Handles incoming players' requests and helps resolve issues arising.
- Anti-Fraud Support. Responsible for dealing with suspicious activity and fraud detection.
- VIP Player Support. Focuses on targeted and personalised key player assistance.
- Player Retention. Helps to keep users in the game and increase their loyalty to the casino.
- Player Reactivation. Constantly in touch with players who show reduced or no gaming activity.
"One of the important achievements of 2021 was the finalisation of the Managed Services team structure. We have highlighted five separate teams that are responsible for key areas of work with players. 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," said Vitali Matsukevich, Head of Managed Services.
In the past year the First Line Support team has managed to handle more than 1,5 million chats, which is an impressive result. On average, excluding emails, there were 200+ chats with players per day per agent. At the end of the year, the average Customer Satisfaction Index stood at 83 per cent. These are the overall statistics for all 55 clients that First Line Support services worked with last year.
According to the Anti-Fraud team’s results, the amount of confiscations in 2021 exceeded 14 million EUR, a 40% increase compared to 2020. One of the team's major achievements were the three ICA certifications, which increased the level of service and expanded the expertise of the Anti-Fraud support staff. In turn, the number of requests handled rose by 35% to over 40,500.
"2021 was a landmark year for all Managed Services teams. The increase in the number of clients using the SOFTSWISS Online Casino Platform has had a direct impact on the number of players and operators we interact with. Unfortunately, this is also reflected in suspicious activity statistics, which we monitor very closely. In order to maintain the highest level of service for which we are valued by our clients, the Managed Services team has grown several times over 2021. Therefore our clients can be sure that their players are in good hands," commented Artyom Rudakov, Deputy Head of Managed Services.
When it comes to the interaction with VIP players, the team managed to increase their number by 6 times: from 400 in 2020 to 2,500+ in 2021. This is reflected in the amount of deposits VIP players have made in the casino. At the end of the year it amounted to over 189 million EUR. The team saw monthly growth in GGR among VIP players of around 15-20%, resulting in an annual GGR of 107+ million EUR.
The Player Retention division has managed to engage more than 230,000 players over the past year. This is directly attributable to the launch of regular unique promos, from which users learn about campaigns, new providers and the latest game releases. The conversion rate for such email blasts in December 2021 was 35% compared to 22% in January of the same year. As a result, the average deposit per player was recorded at 300 EUR.
Despite the recent launch, the Player Reactivation team ended 2021 at nearly 6,000 users who had resumed their gaming activity. 54% of them not only took advantage of the bonuses offered, but also made a deposit. As a result, the team ended the year with a total of more than €1,75 million in deposits. In turn, the average ROI per client was 220%.
"The main goal we set ourselves for 2021 was to provide the best B2C service in iGaming. I believe that we have succeeded! Not only the metrics, but also the feedback from our 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," summed up Vitali Matsukevich, Head of Managed Services.