In the world of mobile gaming, customer engagement is defined in different ways: it is an effect, a reaction, a connection, a response and/or an experience of customers with one another and with a company or a brand. With the ever-increasing popularity of mobile and social technology, today’s consumers live in an ‘always connected’ state. This level of instant interaction and a more demanding consumer means that, as marketers, we have had to reconsider the engagement and connection with our customers.
At tombola, we encourage our customers to engage with our brand via our social media channels and live-help service. We believe that real-time feedback and social media engagement gives us the opportunity to interact with our players, providing them with a much more personalised experience and it helps ensure they get a positive representation of our brand. We also encourage our customers to engage with each other through the chat feature, as we feel it adds genuine value to their experience and adds to the sense of community that is at heart of the tombola brand.
Since the launch of our app in 2013, we have seen growth in players accessing tombola through mobile devices. The general shift in the gaming market towards mobile platforms caused us to take a more extensive outlook at our customers’ journey, to keep us at the forefront of the industry. For tombola users, we aim to create an app experience that is compelling and fun. For this reason, we now design our games as mobile first. We believe this helps to engage and retain our brand’s audience and is compliant with the expectations of a mobile-savvy consumer who is constantly confronted by well-crafted interactive experiences.
We believe that mobile marketing is a necessary platform for consumer engagement and loyalty. As marketers face more competition than ever before, our users are becoming increasingly demanding of high-quality experiences, which we can successfully deliver on mobile platforms. The first game we developed intentionally for mobile use, Pulse, still remains one of our players’ favourites today. We attribute this to the fact that our games are fun, which is essential to audience engagement. This element of gaming helps to intertwine the marketing and entertainment niches, creating a more transparent experience for customers, which in turn helps us generate brand loyalty. We expect mobile platforms to continue to grow and develop and to be used more and more for gaming purposes, and it’s our challenge to grow with the platform.
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