Defining the VIP player for 2021 and beyond: SBC Africa conference

What is a VIP player?

Dmitry Belanin: "The VIP segment is a very small segment of customers which brings a large portion of revenue. Land based customers are less sophisticated, but at the same time they are looking for more privileges. Online gamblers are more sophisticated, they want less rewards, but at the same time they are looking for a better product than traditional users."

Adundo said that VIP players have the capacity to spend a huge amount of money in platforms. "It does not depend on the advantages we give, it depends more on the level of the products."

Hartuv added that VIP players are different depending on the regions, and said it is important to define what is a VIP on a global scale and what is a VIP player on Africa specifically.

Differences in Asia, Europe and Africa
Belanin: "The level of segmentation we have for VIPs in Africa is very different. For VIPs in Asia we have up to ten to fifteen different segments while in Africa we have just the top. You cannot really segment them according to kinds of games they play or styles they use to play. Besides, in Africa more users tend to play sports instead of casino players in Asia, and the same happens with bonuses. This can be priority on deposits or withdraws, or higher limits, exclusive gifts. In Africa, the speed of deposits or withdraws is the key for any kind of players. The amount of bonuses is very limited.  They don't really care about the different kind of bonuses, their bet is very straightforward, so their bonuses make a big difference. Another difference is that in Africa we organize parties at casinos."

Hartuv: "European VIP players have regulatory restrictions and compliance. Gambling is promoted from several sectors, while in Africa it is still a taboo topic, so in Africa VIPs don't want to admit they are VIP players. So the difference is that in Europe there is more freedom to approach a VIP customer, while in Africa they are more conservative on the matter."
Adundo: "With regard to market maturity in Kenya and a stigma around it, we have a variety of bets. There are people who spend a lot of money in a platform, but they cannot speak publicly because there is still a stigma around it. There has to be an education to explain that gambling can be something that can be used for a general welfare of society."

VIP Players in 2021

Moderator:" In 2021, there is not going to be the same economic environment as before, so people will tend to be more conservative when spending money. Lockdowns and a reduced amont of trade continue, so what will happen beyond 2021?"

Belanin: "VIPS are not spending that much as they did before, due to health and safety matters. People are looking for safe environments and safe entertainments, firts of all. I think that is the most important shift. Secondly, human behaviour will become more taylor-oriented, so people are looking to receive some personalized communication, so it is very important to keep communication personalized. And they will expect operators to create a safer environment for them."