Reputation matters: Online Gaming

Notes from Reputation Matters : Online Gaming

Reputation Matters : Online Gaming took place on 21st July in London. It brought together experts in gaming, the internet and online security to discuss what reputation really means for the industry today.

Reviewing the research

The event began with an overview of recent YouGov research into the industry’s current status. This used the widely regarded Net Promoter Score to assess customers’ current perceptions of the industry.

The results do not make comfortable reading. Online gaming scored the lowest out of all the sectors in the study. Those with a negative view (detractors) far outweigh those with a positive view (promoters). The result is depleted loyalty, increased churn and a cost to the industry that’s been estimated at £300m a year.

The panel discussion

The panel, moderated by Jake Pollard from eGaming Review, discussed what the results mean for today’s online gaming companies and what they are doing to attract, grow and retain customers.

During the session we learnt:

• New innovations such as mobile phone apps with refer a friend functionality are delivering good results and that this feeds into the wider enduring power of word of mouth
• Brand is important, especially for novice customers and the mass market where there is less understanding of the differences between companies
• High value, experienced gamblers see trust and security as a critical factor for who they gamble with
• Social community-based media is of growing importance – it gives gamers a sense of belonging and also opens up valuable conversations with gaming companies
• For many gamers, the cost of changing provider is negligible – it is easy to switch if they have concerns (another factor in increasing churn)
• Security is even more of an issue in countries outside the UK with Italy, Spain and Turkey being cited as specific examples – it is also a higher priority with women
• Trust is hard to gain but very easy to lose

The takeout from the session was that trust is key, that once lost it is virtually impossible to regain and that customers are more able (and willing) to broadcast any bad experience that they have.

eGaming Review’s editor gives his take on reputation

Jake Pollard, editor of eGaming Review, moderated the panel discussion at Reputation Matters. Now, you can download his article on the role of reputation in online gaming today.

Photos from Reputation Matters : Online Gaming

View pictures from the recent Reputation Matters : Online Gaming event held at the Century Club on 21st July 2009.