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Elevating Engagement in a Competitive Gaming Market

With customer attention fragmenting across smaller slot and bingo operators, a leading European-based, globally operating online gaming brand needed to improve conversion and retention rates for new players. To compete effectively, they required a deeper understanding of where early-life journeys were succeeding, and where friction was silently eroding value.

The goal: Identify the most impactful opportunities within their onboarding, activation, and nurture journeys to drive sustainable growth in an increasingly competitive landscape.

The result: 24% uplift on first deposit and 22% uplift on second deposit.

Key Benefits To Working With Purple Square

  • Clarity and focus: translating complex journey insight into a clear, prioritised improvement roadmap.
  • Confidence in execution: structured guidance and collaborative delivery to move quickly from analysis to action.
  • Blended expertise: combining MarTech, CX and domain knowledge to ensure outcomes are relevant and sustainable.

Purple Square was tasked with an in-depth review of the early-life customer experience, focusing on the sign-up, activation, and initial nurture stages to build a practical roadmap for growth.

The Approach

Purple Square designed a three-part analysis to provide a holistic view of the customer experience:

  1. Brand Evaluation – a detailed assessment of the brand’s own sign-up, activation and nurture journeys through mystery shopping, stakeholder interviews and creative review.
  2. Competitor Evaluation – benchmarking against leading gaming and entertainment brands to identify effective engagement tactics and areas of differentiation.
  3. Cross-Industry Evaluation – drawing inspiration from retail and quick-service dining sectors known for high loyalty and repeat engagement, to identify transferable innovation opportunities.

Over a four-week period, Purple Square reviewed 200+ communications, analysed multiple sign-up journeys, and conducted interviews with internal subject matter experts to ensure our strategic roadmap was grounded in both data and operational reality.

From Insight to Impact

The analysis moved beyond a standard report, delivering a clear, phased plan that balanced immediate commercial wins with long-term strategic transformation. By pinpointing previously unseen friction points and untapped opportunities for personalisation, Purple Square enabled the client to take decisive action.

The implementation of the strategic roadmap delivered immediate and measurable commercial value, transforming their early-life customer experience:

  • Diagnosed and eliminated a critical conversion bottleneck, leading to a +24% improvement in first-time deposit conversion.
  • Identified a key lever to increase player loyalty, resulting in a +22% improvement in second-deposit rate.
  • Established a new framework for continuous innovation, strengthening cross-functional collaboration around data, measurement, and personalisation.

These results demonstrated how a targeted, insight-driven approach to CX can deliver significant ROI, laying the foundation for a test-and-learn culture and sustained growth.

The Purple Square Difference

By blending deep MarTech and CX expertise with a data-driven, design-thinking approach, Purple Square CX helped this leading gaming brand turn insight into impact. The engagement delivered both immediate performance uplift and a long-term framework for innovation, anchored in Purple Square’s 5 Core Principles of CX: Vision & Strategy, Process & Operations, Data & Insight, Technology & Platforms, and People & Organisation.

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