Player acquisition and retention remain central to sustainable success. In an episode of 15-Minute Mastery, Phil Kornyshev, Head of Acquisition at Pinnacle, shared transformative insights into building a strong brand, optimizing strategies for diverse markets, and ensuring long-term player engagement. Here are the key takeaways from the discussion.
Challenges and Opportunities in Player Acquisition
Kornyshev highlighted the critical challenge of acquiring players who initially engage with the brand and remain loyal. Acquisition costs are high, and short-term players who disengage after their first deposit create inefficiencies. According to Kornyshev, the solution lies in crafting a memorable brand and player experience that can cut through the noise in the saturated iGaming space.
Brands that successfully create distinctive experiences and stand out will secure a competitive edge.
Differentiating Strategies for Established and Emerging Markets
The iGaming landscape varies significantly between mature and emerging markets. Kornyshev emphasized:
- Established Markets: These are highly competitive and saturated, where players often have accounts with multiple platforms. Success requires hyper-localized, personalized experiences and a focus on value-added services.
- Emerging Markets: These markets offer vast opportunities as players are less familiar with the nuances of online gaming. Kornyshev stressed the importance of education through evergreen content and creating trust with long-term strategies, such as impactful sponsorships and partnerships.
By creating market-specific strategies, brands can effectively capture and retain players.
Balancing Performance and Brand Marketing
A significant point Kornyshev made was the importance of striking the right balance between performance marketing and brand-building efforts. In markets like Latin America or Africa, brand visibility achieved through sponsorships or strong top-of-funnel campaigns lays the groundwork for effective performance marketing.
He explained, “There will be no good conversion in performance if there is no brand capital.” Brands that invest in visibility and recognition see amplified returns on performance campaigns, underscoring the need for a strategic split in resources.
Retention as the Cornerstone of Acquisition Strategies
While acquisition drives initial growth, Kornyshev argued that retention holds the key to long-term success. Metrics such as second deposit percentages, player activity, and loyalty over time matter more than immediate ROI or payback periods.
Kornyshev highlighted the importance of creating seamless alignment within organizations to bridge the gap between acquisition and retention teams. This includes focusing on VIP accounts and developing tailored retention strategies.
The Role of Product and Localization in Global Strategy
Effective localisation goes far beyond translation—it involves tailoring the product experience to meet each market’s unique cultural and behavioural expectations. Kornyshev shared that player preferences in regions like Latin America differ significantly across countries, necessitating granular approaches.
Brands that integrate local expertise and feedback into their strategies are better positioned to compete with domestic players and deliver meaningful experiences.
Key Takeaways for Operators
The iGaming sector demands a comprehensive and nuanced approach to player acquisition and retention. As Kornyshev aptly summarized, the foundation of success lies in:
- Building a strong, memorable brand.
- Adopting market-specific acquisition strategies.
- Investing in both performance marketing and long-term visibility.
- Bridging the organizational gap between acquisition and retention teams.
- Prioritizing product and localization excellence.
By applying these principles, iGaming companies can drive sustainable growth and establish loyal player bases in an increasingly crowded market. As Kornyshev reminds us, retention is the true “holy grail” for success.
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