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Slotegrator’s CRM empowers socially responsible operators

| By Laura Gumbrell
Loyalty programs have long been a staple of online casino gaming. Designed to reward players for sticking with one operator, they offer a mix of tangible and intangible perks — from exclusive tournaments to dedicated account managers available around the clock. But what are the risks?

Over the past few years we’ve seen a tightening of the regulations addressing loyalty programs in various jurisdictions. Social concerns are not necessarily about loyalty programs per se, but rather their impact on a specific slice of the player base — high value customers.

Due to their levels of spending and playing frequency, high value customers are at a greater risk of harm compared to the average player; on top of that, they present a heightened risk when it comes to money laundering. Operators’ repeated failures to tackle both of these issues have resulted in the tightening mentioned above, and upcoming changes — starting from those that will be outlined in the UK’s gambling review — might take restrictions a step further.

Going forward, online gaming operators must strive to demonstrate their goodwill and social responsibility by enhancing the oversight and protection of high value customers. The continuous evaluation of players’ health and funds availability has been widely identified as a must for both responsible gaming and AML, so it needs to become the default approach within the industry.

Slotegrator gives operators the ability to reward players while offering them truly responsible entertainment: the bonusing system built into its online casino platform makes the management of loyalty programs easy, while advanced CRM tools come in handy to analyse customers’ behavioural patterns and conduct exhaustive preemptive harm checks.