To be successful, online casinos must both attract new players and retain existing players. The first is often achieved through welcome bonuses, incentives that encourage new players to sign up to claim their reward.
Retention, however, relies on brand loyalty and requires a more complex strategy. To retain customers and achieve player loyalty in a saturated market is not an easy task. The knowledge that there is always another online casino waiting to take their money means that players will not put up with poor service, a mediocre selection of games, or a lack of member incentives.
Most online casinos have some kind of VIP club or reward scheme in place, but how do you choose which, if any casino, to pledge your loyalty to?
Let’s take a look at the different kinds of loyalty schemes favoured by UK online casinos.
VIP Clubs
Traditionally, online casinos would have a VIP Club. Similar to the ‘private members area’ of a bricks-and-mortar casino, these ‘clubs’ would reward the high rollers and most prolific or longest-serving members with casino bonuses or other perks. Many online casinos still follow this format, with multi-tiered VIP Clubs encouraging players to deposit increasing amounts of money to climb the ranks. With rewards increasing at every level, this is an effective strategy. There are many different versions of VIP Clubs at online casinos.
Some VIP Clubs are invitation-only to retain the aspirational aspect, while others automatically include new members as soon as they sign up to the site. Rewards may include a more favourable exchange rate, hospitality such as prime tickets to sporting or cultural events, and a personalised customer service manager.
Loyalty Points
Sometimes used as an aspect of the VIP Club, or as an alternative, loyalty points or loyalty coins are a reward system centred around virtual coins or points which players can accumulate and then exchange. Often, online casinos will set rates such as you need to deposit £100 to start accumulating loyalty points and then you need 100 points to start using them. Sometimes, the number of loyalty points you have accumulated will determine which level of the VIP club you have reached.
Promo Code/Bonus Shop
Bonus shops are a newer feature of online casinos but one which suits the increase in instant payment methods and cryptocurrencies. The online casino may have its own on-site currency or encourage players to exchange real money for on-site rewards such as bonus funds or free spins. Exchange rates may be more favourable depending on your member status. At some of these shops, you can also buy promo codes to unlock the best bonuses available at the site.
Some sites may employ a combination of the above systems, while some UK Online casinos don’t have a formal loyalty scheme in place and simply rely on member promotions, excellent customer service and strong games selections.
Sites such as whichcasino.com not only detail welcome offers and game capacity, they will also evaluate the different loyalty schemes employed by online casinos. Reading through such independent reviews should help you to decide which offer and casino best suits your needs. Remember to always check the terms and conditions.
