Asia’s igaming looking for long-term relationships

The rising cost of acquiring new online players is forcing operators in Asia to ramp up their customer relationship management (CRM) capabilities in a bid to build deeper bonds and gain more value from existing customers. Marketing teams at online operators have long been fixated on all important CPA numbers — that is the cost per acquisition of a new player. This figure varies dramatically between markets and tends to be a closely guarded secret among operators, but AGB understands it stands around US$250 for a new online casino player in a mature European market, and around half of that for a new sportsbook player. CPAs in Asia’s grey markets will be lower, but they are on the rise — as evidenced by the growing marketing spend of Asia-facing online operators on display every weekend on the shirts of many major English football clubs. And as CPAs rise, it is becoming increasingly important...

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