Marija Teodosic, chief operating officer at Meridianbet, outlines how several aspects of marketing and player interaction combine to deliver successful player engagement.
Could you outline marketing and player interaction in gaming and their strategic role in all operations at Meridianbet?
At Meridianbet, marketing and player interaction are more than just tools; they are the backbone of how we acquire, engage and retain players. For us, they are without any exaggeration the strategic operation as they allow us to optimise every stage of the player journey while keeping costs in check.
Acquiring new players is important, but ensuring they remain active is where real value is created and the difference made. Not all registered users engage immediately. Marketing and player interaction help us identify and reconnect with players who may need an extra nudge, ensuring they have a seamless experience and remain active.
Retention campaigns tailored to user behavior not only increase engagement but are also significantly more cost-effective than acquiring new players. The end goal is clear: we want to see reactivated and retained players at the end of the month outnumbering the newly registered ones who engage.
Could you explain how marketing and player interaction are used at Meridianbet for a range of campaigns and for dormant accounts?
Dormant accounts are an opportunity, not a challenge. Using our marketing and player interaction systems, we can segment players based on their activity - last login date, bonus usage pattern or deposit history - to name just a few.
For example, if a player hasn’t engaged in a week or ten days, they receive targeted and highly personalised incentives. Importantly, we continuously test and optimise these campaigns. If a segment responds positively, we build on that success. If not, we pivot with new strategies.
Dormant accounts are also cost-effective to re-engage because they are already familiar with the platform. A simple email or SMS can often deliver better results than an expensive ad campaign aimed at acquiring brand-new users - and with the highest compliance standards.
When traditional reactivation methods don’t yield the desired results, we invite dormant players to share feedback voluntarily. This approach has delivered impressive outcomes; many participants returned, demonstrating that listening to customers and addressing their suggestions can be far more effective than conventional methods.
How does artificial intelligence and advanced technology factor into Meridianbet’s use of CRM?
There is hardly a bigger buzzword these days, but anyway AI is central to how to our CRM. By analysing vast amounts of player data, from game preferences to response times on messages, our systems can predict player behavior and automate personalised engagement strategies.
For instance, if a player starts but doesn’t complete a deposit, AI-triggered notifications can prompt them to finish the process. Similarly, if a user frequently plays slots but hasn’t logged in for a while, AI can craft offers specifically for that game type.
We also use behavioral heatmaps to understand how players interact with our platform, identifying where engagement drops off. These insights allow us to adjust our approach, ensuring we connect with players at the right moment and with the right message.
The power of AI lies in its ability to personalise engagement at scale, helping us retain players longer and provide them with experiences that feel individually tailored.
Could you explain what neuromarketing is and how it is used by Meridianbet?
We understand it as the next frontier in our player engagement strategy. At its core, it is about understanding how people react to marketing stimuli - banners, ads, or messages - by analysing their emotional and psychological responses.
For us, it serves as a tool to refine our campaigns. By studying where users’ attention peaks and where it drops, we can craft messages and visuals that truly capture their focus. This approach allows us to design ads that are not only effective but also meaningful to the user.
For example, a poorly timed or misplaced banner might lose a player’s interest, but one that appears at the right moment - during peak engagement - can encourage them to take action. Neuromarketing helps us understand these subtleties, ensuring our campaigns deliver results while enhancing the player experience.
How does Meridianbet handle its data obligations to players when using marketing and player interaction technologies?
For us, being a part of the publicly listed company Golden Matrix Group means data privacy and security are non-negotiable. While we use advanced systems to analyse behavior and optimise engagement, we operate within strict regulatory frameworks and ensure full compliance with EU and national data protection laws.
Our marketing and player interaction systems collect and process data solely to maximise player experiences, never at the expense of their privacy. Players’ trust is paramount, and we protect their information with the highest standards of security and transparency.
We are also mindful of ethical boundaries when using marketing and player interaction technologies. Our focus is on delivering value to players through personalised campaigns, tailored incentives and meaningful feedback loops that ultimately improve their experience with our platform.