Booongo: Fast friends with intimate player intelligence

IGT165-G2E-Booongo
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“Booongo is about more than games”, explains business development manager, Yuri Muratov. It’s about “the client relationship”, and sharing as much information as possible to maximise retention.

Progressives games studio Booongo was making its own play for Asian operators at G2E this month, promising clients a hyper-attentive approach.

Having established itself in Ukraine in 2015, the Curacao-licensed provider opened an additional office in Taiwan last summer to corner more of the booming Asian market.

“We’re a passionate team that loves slots and loves playing slots, and our players really understand that emotion that goes into them,” explains Booongo’s diligent business development manager, Yuri Muratov.

“On top of that we know the mechanics and the maths involved, enabling us to create something unique and disruptive for this industry.”

Recognising the highly fickle climate for player retention, Booongo prides itself on business intelligence, and working closely with its clients to use its armoury of marketing features – achievements, in-game tournaments, a full set of promotional tools etc – to the most efficient ends.

“Booongo is not only about games by itself,” Murativ reiterates. “It’s also about our client relationships.”

Booongo may have 30+ games in its portfolio, but while a lot of providers focus on simply making every brand available to clients, “that’s not enough for us,” he adds. “We want to add value to the service at each stage.”

“We’re always trying to reach out to someone who we can establish a good relationship with – usually the manager responsible for marketing and who makes decisions about promotions.

“So it’s not only thinking about the game’s exposure, but how the players playing our games are engaged and retained.

Understanding the game performance is vital, says Muratov – and generating business intelligence reports each month, based on 15 DPIs, and sharing them with the clients.

“Who are the VIP players? How are they retained? How is the whole audience engaged. How many daily activities do they have?” he recites.

“These are all gathered into accumulated points. We can then recommend which games from our portfolio are the most appropriate in any marketing actions, promo activities and so on.

“So just giving games and asking for good position is not enough for us,” he goes on.

“We seek to establish even deeper knowledge, and shareable relations, whether its with a case manager or marketing manager – someone we can find those connection points with, and activate the tool kits, bonuses and loyalty programs more effectively.”


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