iGaming & Online Casino: Pip.dk's Winning Strategy

In the competitive iGaming world, pip.dk stands out with its player-centric focus. Charlotte Møller Hansen, Head of CRM and Creative Content, explains how their emphasis on player engagement and high-quality content drives their success, boosting player loyalty and market position.

About Pip.dk

Pip.dk is an online casino run by Omnigame, a Copenhagen-based gaming studio known for its exclusive slot machines and unique games.

Pip.dk produces exclusive slot machines and online games available only on its own platform, pip.dk. Unlike many competitors who offer hundreds or thousands of slot machines sourced from various game studios, Pip.dk develops and hosts its own unique games.

“We want to entertain our players and compete on value and quality rather than on price.” This focus on quality over quantity sets Pip.dk apart from competitors who typically provide similar slot machines, Charlotte states.

Marketing that entertains is marketing that retains

Gamification marketing has been integral to pip.dk's player engagement strategy. They use the Scratcher platform for retention, engaging existing players and generating excitement around upcoming casino games.

By incorporating themes from their slot machines into small gamified experiences, pip.dk keeps players entertained and engaged without frequent deposits. Charlotte highlights, “The click-through rate on our Scratcher campaigns is really high. Our players love these mini-games in addition to our casino games. also because they know they can win some free spins.”

In 2023, the click-through rate (CTR) for Scratcher campaign emails was an impressive 18%, nearly matching the popularity of free spins offers. This is significantly higher compared to the average CTR of 2-10% for other campaign types.

Although pip.dk has not run specific Scratcher campaigns targeting churned players due to regulatory limitations on offers to inactive players, they have successfully re-engaged inactive players through other campaign types. For example, during a recent campaign, they managed to gain a significant number of RDCs (Returning Depositing Players), indicating that targeted campaigns can effectively bring inactive players back to the platform.

Initially, pip.dk considered developing gamification features in-house. However, they soon realised it was more beneficial to focus on their core strengths: creating and delivering top-notch online casino games. By opting for Scratcher, they avoided the significant resource allocation needed for continuous gamification innovation.

The flexibility to reuse and adjust existing Scratcher campaigns provided greater value and allowed them to stay focused on their main products. Their integration with Agillic has been transformative, enabling near-instant reward delivery and personalised codes for winners, enhancing the security and exclusivity of rewards. These campaigns are directly linked to player account management systems, highlighting the importance of personalised experiences.

Pip.dk emphasises responsible gaming, requiring players to be 21 instead of 18. “We focus a lot on responsible gambling,” says Charlotte. They also use AI to monitor and assist players, showing their commitment to long-term player welfare over short-term gains. This approach has built a loyal customer base that keeps growing despite market challenges. Players appreciate the unique gaming experiences and responsible practices, returning regularly to pip.dk. The industry is shifting towards more ethical practices, and pip.dk's use of gamification and AI demonstrates that integrity and success can go hand in hand.

“A key feature of Scratcher’s platform is its simple set up and its customisation capability, which allows our creative team to tailor gamified campaigns to align with and strengthen our brand identity.” — Charlotte Møller Hansen, Head of CRM and Creative Content

Key takeaways from pip.dk's approach

• Focus on quality content: High-quality, exclusive content can differentiate your platform and build a loyal player base.
• Use gamification: Integrate simple, engaging gamification elements into your marketing campaigns to boost engagement and retention. Use different game mechanics in marketing strategies to engage users beyond transactions.
• Prioritise responsible gaming: Implement responsible gaming measures to foster long-term player trust and loyalty. Avoid big bonuses or VIP programmes, steering clear of flashy incentives for a more sustainable model.
• Use data to drive decisions: Monitor and analyse the performance of gamification strategies to continually optimise player engagement.