KamaGames and the benefits of TV show alignment

KamaGames and the benefits of TV show alignment

Thursday, March 29, 2018 Posted by Craig Davies
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Firm releases updates to its Poker Night in America gaming app

KamaGames and Rush Street Productions has detailed the launch of Poker Night Live, a “massive update” to its Poker Night in America gaming app.

Based on the popular television series of the same name, the new enhancements are designed to mark the launch of the new live celebrity version of the show.

Andrey Kuznetsov, chief executive officer at KamaGames, has been speaking to TotallyGaming.com about the launch and how its an alignment with a popular TV show can aid customer engagement.

Totally Gaming: What prompted the decision to launch a Poker Night in America gaming app based on the TV show?

Andrey Kuznetsov: As a business, we constantly look for opportunities to differentiate ourselves and to build audiences in new markets. When it comes to acquiring new users, social casino gaming requires players with a certain level of interest in the actual game genres themselves which can make attracting players from outside of the social casino genre a bit challenging.

Poker Night in America is one of the most popular poker TV shows in the US and has a large viewing audience that already enjoys the game of poker and so it definitely stands to reason that they are more likely to engage with our app.

We also carried out a number of marketing executions in each show of the last season to help drive awareness of the Poker Night in America app. Additionally, there we are a number of effective PR outreach tactics too which included having Phil Hellmuth, one of the most prominent poker players in history, promoting our app.

The partnership we have with Rush Street Productions (the company behind Poker Night in America), definitely gives us a unique opportunity to gain some experience of user acquisition outside of the usual, regular channels we use such as via TV advertisement. The last season was broadcast dozens of times a week, for 13 weeks in a row on one of the largest TV networks in the US - CBS Sports as well as several Regional Sports Networks including Comcast Sportsnet, Altitude Sports, and Root Sports.

TG: How will the new additions enhance the offering that is already in place?

AK: In our experience, it is crucial to keep players engaged in the game at all times. One of the most successful ways that we as an operator have managed to do this, is by introducing new in-game mechanics, gaming modes, events, and tournaments.

It’s been a year since the launch of the Poker Night in America app, so players are now ready to try out some new features. We regularly do deep research into all of our games across the portfolio and our statistics show that new content enhances the key metrics of retention and session time. Game updates are also a very powerful tool for retargeting purposes such as bringing lapsed players back into the game who may have, for one reason or another, lost interest in the app.

TG: How crucial is the alignment with a TV show in engaging and retaining customers?

AK: Poker Night in America is a very famous and hugely popular brand in America, especially among poker fans. The launch of the app allowed us to engage with an incredibly loyal audience who could not only finally have their favourite game on mobile, but it was also styled as their favourite TV show.

Additionally, whilst the Poker Night in America show just focuses on just classical texas holdem poker, the app gives players the chance to also play Omaha poker and, thanks to this update, Boost poker and Party modes are also now available for them too.

As before, this season will also see the app getting its fair share of promotion during the show which will focus heavily on advertising the updated sweepstakes competition where three lucky players will be awarded an all-expenses-paid trip to play at the Poker Night LIVE table at The Gardens Casino in Los Angeles California.

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