SBC News Framme: well-executed gifting drives long-term player engagement

Framme: well-executed gifting drives long-term player engagement

Gifting and gambling tend to go hand in hand. Especially when it comes to working with VIPcustomers, the igaming industry utilises gifting as part of its customer engagement and player retention strategies.

Framme is a company which helps its clients to give away prizes such as Louis Vuitton bags, branded PlayStation5s or concert tickets across Europe, North America and Latin America. It uses smooth automation technology to ensure the process is swift, provides a delivery service and creates limited collection items for their stakeholders that build brand exclusivity.

As well as partnering with SBC ahead of this month’s flagship SBC Summit in Lisbon, Framme counts Betwinner as a key customer.

Ahead of the company’s partnership with SBC, iGaming Director Sam Vikström chats to SBC News about how the company’s operations work and why clients find success with its platform.

SBC News: What impact does having an effective gifting scheme have on an igaming company’s operations?

Sam Vikström: Gifting physical products and gift cards helps operators to increase customer loyalty, retention and life-time value as end customers see gifts as positive surprises outside the normal free-spins and cashbacks.

Many modern operators combine gifting as part of their customer journeys to reward and delight customers on their birthday or customer anniversaries, customer’s favourite events or when a behaviour happens, such as a deposit.

Having an effective gifting scheme can significantly enhance an igaming company’s operations. It not only boosts customer retention and loyalty but also enhances the overall user experience. A well-executed gifting strategy can lead to increased player engagement, as players feel appreciated and are more likely to return to the platform to increase ROI.

Ultimately, it contributes to long-term customer relationships, increases brand loyalty and revenue, and can set a company apart from competitors in the highly competitive igaming market.

SBC: What are the main benefits of the Framme platform for gifting and merchandising compared to others in the market?

SV: Framme platform enables igaming companies to order and distribute both merchandise for events as well as gifts to their customers globally.

Similarly to many other gifting platforms, the end customer can choose their desired gift from the selection that our client has chosen. Then, it is delivered by us and our partners.

The biggest difference to many other companies in the market is the selection of possible gifts. Our platform and sourcing team help igaming companies to send all kinds of products from branded products like t-shirts, hoodies and poker card decks, gift cards to global ecommerces like Nike all the way to premium gifts like Louis Vuitton bags, watches, PlayStation5s and concert tickets. The selection therefore is almost unlimited and igaming operators and casinos like Yolo’s Bombay, we often create extremely tailor-made items.

Furthermore, we often collect multiple gifts into a single box where we’ve added personally written notes from the operator’s account team before sending them to the end customer. This helps the account team to create even more personalised experience especially for the VIPs.

In summary, our process from selection and branding of products, sending the Magic Link to choose gifts to the end customer all the way to packing the products can be fully customised to the igaming company’s brand and feel.

SBC: How important is it to implement automation into the process and how does Framme’s automation work?

SV: Automating the process helps igaming operators in multiple ways:

  • Improve VIP customer experience and loyalty, as customers can choose their preferred gifts from the selection
  • Scale operations with automation. Automation also helps to save account team’s time or even reduce the number of required full-time employees
  • Receive data on campaign ROI performance, preferred gifts (physical vs. cashback) and impact on customer behaviour and loyalty

Our automation works by integrating the Framme platform to the client’s own CRM system or by using our open APIs to pull out gifting links whenever needed from a specific campaign and gift selection.

SBC: How crucial is gifting in 2024’s igaming market, specifically when it comes to developing relationships with VIP customers?

SV: In most cases, VIP customers bring the majority of the client’s revenue. In 2024 where customer expectations are all-time high, and customers have hundreds of operators to choose from, they have the power to jump into another provider if they feel they’ll get a better overall experience elsewhere.

Moreover, in an era where customers are bombarded with generic marketing messages, personalised gifts can cut through the noise and create a memorable brand experience. This not only helps in retaining VIP customers but also in encouraging higher spending and promoting word-of-mouth referrals.

Therefore, igaming companies need to consider the holistic experience they provide to their VIPs including those surprising, delightful moments and ‘freebies’ that help them differentiate from the competition and build a stronger brand.

You can learn more about gifting automation and how Framme can elevate your gifting at framme.com.

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