Enteractive to deliver campaigns in the Netherlands for BetCity
One of the leading retention and reactivation service providers, Enteractive, recently announced that it added BetCity to its already impressive client list to deliver retention and reactivation campaigns for the operator in the Netherlands. The Entain-owned BetCity is one of the first online gambling operators to receive its license from the country’s gambling authority, Kansspelautoriteit (KSA).
Retention reactivation giant recently announced the addition of BetCity to its roster of clients. ©Marvin Meyer/Unsplash
Retention campaigns fall under the category of marketing. These campaigns are designed to retain existing customers and keep them engaged with an operator’s products and services. These campaigns can be targeted toward customers who are at risk of churning or those who have become inactive. The goal of a retention campaign is to encourage customers to continue using the operator’s offerings and maintain their loyalty. BetCity is one of the Netherlands’ leading online sports betting and iGaming operators and has an extensive number of players on board. Enteractive’s role here will be to develop campaigns that will keep the existing players engaged in activities desired by the masses.
In addition to the retention campaigns, Enteractive will also derive and deliver reactivation campaigns for BetCity. Reactivation campaigns are similar to retention campaigns, but they are specifically targeted towards customers who have become inactive or have stopped using an operator’s products and services. A reactivation campaign aims to bring former or inactive players back and re-engage them with the operator’s offerings. In order to do so, many marketers come up with exclusive offers, discounts, or other incentives that are derived to lure the inactive and former players back towards the operator. However, these campaigns will have to adhere to all rules set forth by the Dutch Gambling Authority.
This includes ensuring that advertising is appropriate in light of the potential gambling addiction associated with the operator’s services and products. Enteractive will have to keep all this in mind before its team starts creating these campaigns for BetCity in the Netherlands. However, it may not be a challenging task for the Malta-based service provider because this will not be the first time it’s roping in an online gambling operator on its portfolio. Before signing the deal with the Entain-owned entity, Enteractive has already been conducting similar activities for renowned Malta-based operators like Gaming Innovation Group (GiG) and Kindred Group. Sweden-based Betsson Group and USA’s Fanduel Group are also on the provider’s portfolio
Once the deal was made official, the Marketing Director at Bet City, Robert Kooiman expressed his contentment with the collaboration that will help the operator gain its desired CRM strategies to catalyse its growth in the Dutch gambling market.
“We’re delighted to join forces with Enteractive, giving us the edge over competitors in the Dutch sector. Enteractive’s personalised one-to-one solutions enable us to grow the relationship with our players as well as ensuring that we’re the responsible choice for players. To generate revenues from previously dormant segments only anticipates a long-term fruitful relationship.”
Enteractive understands safer gambling and data security
The KSA is one of many regulators worldwide that promotes responsible gambling. The association of any licensed operator with an entity that does not support this cause will surely place that operator under the KSA’s spotlight. However, BetCity and Enteractive will have nothing to worry about in that sector because both entities recognize responsible gambling as a vital aspect of the online gambling industry. Enteractive is fully aware of the regulations and responsibilities associated with player safety. To create campaigns keeping all this in mind, the members of Enteractive’s team receive extensive training on responsible gambling on a bi-annual basis.
Players who are detected with harmful gambling traits are instantly reported to their operator partners, with no further communication from Enteractive’s agents. Additionally, when it comes to data security, Enteractive has earned the Cyber Essentials Plus certification, showcasing its reliability and security in regard to cyber protection. This certification is a well-respected, industry-supported scheme that emphasizes the highest level of defense against typical cyber threats, ensuring that client data is held to the exceptional standards required by the technology-driven online gambling industry.
KSA’s fight against illegal operators continues
Advertising limitations are only a part of the KSA’s rulebook. The KSA keeps a vigilant eye on the Dutch gambling market to see compliance of licensed operators and detect illegal operators trying to enter the market without the nation’s gambling license. Since the gambling markets in the Netherlands came under regulation in 2021, the KSA has imposed fines that are worth more than €25 million on multiple illegal online gambling operators. Recently, the regulator detected two more illegal gambling operators in the country and imposed a €900,000 fine on both entities.
Curacao-based Equinox Dynamic NV and Slovakia-based Domiseda and Partners S.R.O were both hit with these fines, bringing the total fine amount up to €1.8 million. Both operators allowed the Dutch national players to engage in online gambling on their respective platforms without holding a KSA-issued gambling license. An investigation uncovered that the website orientxpresscasino.com was offering casino games without the necessary license. Upon further examination, it was determined that Equinox Dynamic and Domiseda served as the providers for these games. As a result, the Gaming Authority has levied a fine on both providers for this violation of regulations.
The chairman of the KSA, Rene Jansen, justified the decision by saying, “The objective is to create a safe environment for people who want to gamble online. This includes taking strict action against illegal providers”.
