40%
of users who saw pop up in app opted in to chat on Messenger for more prizes
2×
longer “Session length in app” for Messenger users vs app notification control group
10×
more Messenger users became “high payers” vs app notification group
COMPANY
GSN Games is a leading cross-platform entertainment provider, including social casino games and skill-based cash tournaments.
INDUSTRY
Mobile Apps
USE CASE
Mobile app retention
Drive app retention and revenue per user with recurring notifications on Messenger.
MESSAGING CHANNELS
SOLUTIONS USED
Conversation analytics
Optimize your creative to increase conversion rates.
Recurring notifications
Send personalised offers to your messaging subscriber list.
Entry points
In app promotion and social entry points.
RESULTS
40%
of users who saw pop up in app opted in to chat on Messenger for more prizes* (of the +100k users that got option to join for this test)
2×
longer “Session length in app” for Messenger users vs app notification control group
10×
more Messenger users became “high payers” vs app notification group
CHALLENGE
GSN Games's messaging strategy solves the major challenges mobile apps face with app retention rates and increasing revenue per user
It’s hard to maintain efficient customer retention campaigns for mobile apps.
Install costs are rising for social campaigns, and getting people to actually order after they download the app is difficult. Apple’s App Tracking Transparency framework also makes collecting customer signals for targeting more difficult.
So how did messaging help mobile app marketers at GSN Games incentivize their less active app users and drive more efficient app retention?
Push notifications
Increase engagement with 80% Messenger notification opt-ins and reach contacts directly even if they uninstall your app.
Signals
Collect customer signals to improve personalization and increase order frequency with hyper relevant offers.
Audience growth
Build new seed audiences that grow with each event and activate younger customers on their preferred channel.
Ongoing engagement
Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.
CUSTOMER JOURNEY
GSN Games nurtures an ongoing relationship by converting specific customer segments directly from app into their preferred messaging channel
Here’s an overview of the GSN Games customer journey from start to finish.
It shows you how to send audiences into Messenger directly from their app, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Build audience
directly from your app and add more paid and organic entry points on social later.
2 | Engage & qualify
users to understand their individual preferences and build high value segments.
3 | Convert users
by sending personalized offers, gifts, and upgrades in private DMs.
4 | Send notifications
to opted-in users on their preferred messaging app for ongoing engagement.
5 | Increasy loyalty
with tailored offers to boost app retention rates and customer LTV.
DATA CAPTURE
GSN Games captures zero party data in a privacy-safe channel to improve customer profiles, segment audience, and reach them directly
Sending personal prizes in a chat via Messenger helps GSN Games capture zero party data on customer preferences. They use this to personalize the buyer journey in real-time and send additional personalized offers, gifts, and upgrades in private DMs.
Below is an example of how GSN Games structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Customer profile
Adrien Northman
First seen: September 28, 2022
Source: In App Pop-Up
Source: In App Pop-Up
IMPACT
GSN Games acquires 10x more "high payers" and 2x longer "session length in app" from Messenger users
Adopting Messenger has brought great results to GSN Games. The company managed to build a new audience and activate younger customers on Messenger.
GSN Games promoted their Messenger channel in their mobile app and it was a great success among users:
- 40% of users opted in to chat on Messenger for prizes and special offers.
- By collecting customer signals from chat conversations to improve personalization, GSN Games achieved 2x longer “session length in app” for Messenger users vs the app notification control group.
- The new Messenger users have also brought 10x more “high payers” compared to the app notification group.
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