InterCasino

The Challenge

Operating in a highly competitive online gaming environment, InterCasino recognised that its VIP customer segment represented both a significant source of revenue and a key driver of brand reputation. However, with multiple platforms competing for loyalty, it became critical to understand what truly drove ‘customer delight’ and long-term engagement amongst this valuable audience.

The objectives were to:

Identify the emotional and functional triggers that encouraged loyalty and advocacy within the VIP base.
Explore barriers to continued engagement, particularly among lapsed customers.
Assess the perceived attractiveness of the InterCasino brand versus competitors, and uncover opportunities to strengthen positioning.
Provide a blueprint for refining the VIP proposition to increase tenure, satisfaction, and spend.

The Solution

Skopos conducted a hybrid research programme, combining qualitative depth with quantitative validation:

Online surveys with both current and lapsed VIP players to measure satisfaction levels, perceptions, and behavioural patterns.
Qualitative deep dives via open-ended feedback and discussion forums, giving VIP customers a chance to articulate what they valued most — and what frustrated them.
Comparative perception mapping, placing InterCasino against competitor VIP offerings to highlight gaps in relevance, rewards, and service.
Barrier analysis, exploring issues such as trust, payout processes, promotional fatigue, and lack of personalisation.
Segmentation of responses to distinguish between high-value, long-tenure customers and those at risk of churn.

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The Outcome

The findings provided InterCasino with clear direction on how to strengthen its VIP proposition:

Re-worked the VIP programme to focus on the rewards, recognition, and exclusivity elements that mattered most to customers.
Enhanced the user experience, including more personalised account management, improved service touchpoints, and streamlined payment processes.
Re-focused promotional marcomms activity, refining both tone (more premium, less transactional) and frequency (reducing fatigue while maintaining engagement).
Introduced new retention strategies for at-risk customers, informed by the needs and frustrations expressed by lapsed players.
Strengthened overall brand attractiveness, positioning InterCasino as a platform that not only rewards loyalty but genuinely values its VIP audience.

As a result, InterCasino was able to increase engagement, extend customer tenure, and drive higher spend within the VIP base — while also making the brand more appealing to prospective high-value users.

InterCasino

The Challenge

The Solution

The Outcome

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