Unlocking value through onboarding

Addressing the lack of product understanding among customers

As the sole provider of horse racing betting in Norway, Norsk Rikstoto faced a challenge familiar to many betting companies: how to activate new customers and keep them engaged in a competitive entertainment landscape. Horse racing is a category that demands a lot from the customer – they need both experience and knowledge to succeed, which can be a  barrier for new players. New players tried their luck once, and after six months, only 15% of them remained active. This presented a challenge that required insight, creativity, and innovative thinking.

How Norsk Rikstoto used personalization to boost engagement

Norsk Rikstoto partnered with SEEN to implement a personalized video onboarding program. This approach addressed the challenge in two key ways:

• Real-time personalization: Norsk Rikstoto implemented a Customer Data Platform, enabling the delivery of personalized videos based on real-time user actions, allowing timely and relevant communication. This "Onboarding 2.0" program, as Norsk Rikstoto called it, tailored videos to specific customer actions, such as initial registration and betting activity.
• Humanizing the experience: The videos themselves did more than explain – they showcased the excitement and joy of horse racing games.

Results

By delivering relevant information in an engaging format, Norsk Rikstoto saw results exceeding all expectations. The number of players who played again within 28 days increased by 37%. Six months later, 33% more players were still active.

Award winning solution

The success of this approach to customer engagement was recognized by the 2024 ANFO MarTech Awards. Norsk Rikstoto, in partnership with SEEN and Bas Kommunikasjon, received the Gold award in the Loyalty Program category. This award highlights the significant impact of personalized video in driving customer loyalty and engagement within the gaming sector.

Video summary

About Norsk Rikstoto

Norsk Rikstoto is the sole provider of horse racing betting in Norway. Founded in 1982, it's a foundation with a mission to offer responsible gaming experiences while supporting the Norwegian horse racing industry.  They manage trotting and galloping tracks across the country and provide a variety of betting options for horse racing enthusiasts.