Upselling and Cross-Selling to Clients 

Among the top priorities in the competitive world of iGaming, both maintaining player engagement and boosting revenue for operators stand out. Two strategies that can help achieve these goals are upselling and cross-selling. While both techniques involve offering additional products or services to players, they work in different ways. Here, we explore effective ways online operators can apply upselling and cross-selling to maximise their client relationships and business outcomes. 

What are upselling and cross-selling? 

Before diving into specific strategies, it is important to clearly define upselling and cross-selling. Upselling refers to persuading players to purchase a more expensive version of a product or service they’re already interested in. In iGaming, this could mean encouraging a player to upgrade from a basic gaming package to a premium one that offers additional features and products. 

On the other hand, cross-selling involves offering complementary products or services. For example, recommending a new game that matches a interests, or suggesting a sportsbook bet for a player who has primarily been playing casino games. Both strategies, if executed correctly, can drive incremental revenue without necessarily needing to acquire new players. 

Player segmentation 

The first step in implementing upselling and cross-selling strategies is to segment your player base. Not all players have the same preferences, and a personalised approach will yield better results. 

For instance, there are players who regularly deposit and play on a platform, while others might not engage as frequently but can still be considered targets for cross-selling. Typically, an online operator might categorise such players as active and casual.  

Using data analytics tools, it is possible to track player behaviours and segment your audience accordingly. This method also allows for targeted messaging, making upselling and cross-selling efforts more effective. 

Timing matters 

Oftentimes, the success of your upselling and cross-selling efforts will depend on when you implement, and not just what you choose to promote. Ideally, you want to present the right offer at the right moment to increase the likelihood of a positive response. 

Some ways that timings are considered are in play, when a player is immersed in a game, and they are encouraged to upgrade their experience through instant bonuses or higher-tier features. Another example might include post-play offers where players are presented with a follow-up promotion immediately after finishing a session or a game. You might also consider timed promotions that leverage holidays or big sporting events to cross-sell relevant products—such as during a major football tournament. 

Personalisation 

Personalised messaging is one of the most effective ways to engage players and increase conversions. By tailoring your upselling and cross-selling efforts to individual player preferences, you can make offers feel more relevant and appealing. 

For example, if a player has shown interest in particular types of games, suggest similar titles they might enjoy. Using player data, such as recent wins or time spent on a specific game, can also help come up with relevant offers.  

Email or in-app notifications are also great tools for providing players with exclusive offers tailored to their behaviour and preferences. This might include promotions for new game releases or special loyalty rewards. 

Focus on the user experience 

Finally, the process of upselling and cross-selling should feel natural within the player’s engagement. It is important not to overwhelm or annoy players with constant upsell prompts. Ensure that the offers are easy to access and not disruptive to the user experience. 

If upselling a high-tier package, ensure that the transition is smooth with clear benefits outlined and no unnecessary steps. Remember, cross-selling should be simple. For instance, when suggesting a new game or betting option, provide one-click access or easy navigation to encourage the player to explore further. 

Conclusion 

Upselling and cross-selling are powerful tools for increasing revenue and improving the player experience in the iGaming industry. By segmenting your players, timing your offers effectively, and personalising your messaging, you can make these strategies a core part of your operation. Ultimately, it’s about enhancing the overall gaming experience and providing players with opportunities to enjoy more of what they love, all while boosting your bottom line.