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About the Client

The client is a renowned name in the world of gaming. For new game launches, rewarding gamers and expanding their player base they were using a home-grown solution for marketing, emailing and managing offers and services to the end players.

Business Needs

  • Define customer-centric marketing campaigns where logic and management of campaigns is driven by player behaviour and interactions.
  • Grant rewards using vouchers, send in-game messages and website-based messages.
  • Reduce player attrition.
  • Unify email tracking data with other marketing efforts.
  • Provide multilingual email support based on player’s language preference.

Solution

  • Even though the client was using Microsoft, they deployed SFMC for its unique capabilities and were able to use it easily for mail and campaign management as well as triggering in-game notifications and offers.
  • The Client already had an existing organic subscriber database and wanted to modify it to generate a correct list of subscribers, eligible for the campaign. They wanted to sync this data with SFMC taking into account, the number of users, their preferences, and optings and hence integrated with Azure Kusto to –
    1. Generate a valid list of subscribers for campaigns and synchronize marketing efforts.
    2. Grant in- game rewards to players.
  • Enabled international email sends and multilingual support to a global community of players.
  • Built automation activities to regularize data sync between multiple systems and export tracking data.
  • Complied with international privacy and data retention policies to deliver an optimized solution for the client.

Benefits

Delivered the SFMC framework to run campaigns as well as manage teams independently.
Real time data derived from customer journeys enabled smarter business decisions.
Enhanced customer engagement by enabling users to define their communication preferences.
Optimized multi-campaign support as defined by the client.

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