Customer loyalty schemes are a common tactic used by bookmakers to retain and incentivize customers. These schemes offer rewards and bonuses to customers based on factors like tenure, deposit frequency, and betting activity. For punters who regularly use the same bookmaker, loyalty bonuses can provide useful incentives to keep placing bets. This article will explore the different types of loyalty bonuses offered by bookmakers, their benefits, and what to look out for when assessing loyalty schemes.
Welcome Offers for New Customers
While welcome offers target new customers rather than loyal ones, they are worth mentioning as bookmakers use them to start relationships with punters. These include matched deposit bonuses, like ‘Bet £10 Get £30 in Free Bets’, which offer bonus funds equal to a percentage of a new customer’s first deposit. This immediately benefits new punters by boosting their betting power. Other popular welcome offers include free bets and odds boosts on a punter’s first bet. While one-time, welcome offers incentivize new customers to try a bookmaker.
Ongoing Reload Bonuses
Reload bonuses reward customers for continually replenishing their accounts with new deposits. These offers are tied to a percentage match on additional deposits made after a punter’s initial sign-up. For example, a bookmaker may offer a 25% matched deposit bonus on all future deposits. This means depositing £40 would trigger a £10 bonus. While reload offers are lower than initial welcome bonuses, they encourage punters to keep depositing new funds.
Some bookmakers will increase reload bonuses for their VIP customers. Paddy Power’s VIP Club offers a 50% matched deposit bonus on deposits over £250 for VIP members. Tailoring higher reload bonuses is a tactic to retain high-value customers.
Bonus Clubs and VIP Programs
Bookmakers use tiered loyalty programs to further incentivize high-value customers. These programs track metrics like a punter’s lifetime deposit amounts, total bets placed, and overall revenues generated for the bookmaker.
Based on these metrics, punters qualify for membership levels like Bronze, Silver, Gold, and VIP. Higher tiers offer exclusive promotions like higher matched deposit bonuses, free bets, odds boosts, and even cashback on losing bets. Extra perks are also common, like gifts, tickets to sporting events, and dedicated account managers.
By providing elite benefits, bonus clubs persuade punters to stay loyal to keep qualifying for desired reward tiers.
| Loyalty Tier | Typical Benefits |
|---|---|
| Bronze | 5-10% deposit match, 1 free bet per month |
| Silver | 10-15% deposit match, 2 free bets per month |
| Gold | 20-25% deposit match, £5 free bet each week |
| VIP/Elite | 50%+ deposit match, frequent free bets, cashback |
Risk-Free Bets
Risk-free bets allow punters to place a bet and receive their stake back as a free bet if they lose. These provide insurance on losing selections and incentivize customers to keep betting. Initial risk-free bets may be offered to new customers, while ongoing risk-free bets reward loyal customers placing regular wagers.
Enhanced Odds and Price Boosts
Enhanced odds and price boosts temporarily increase the odds on selected betting markets. Bookmakers will boost odds on markets they wish to promote. This allows loyal customers to get better potential payouts versus the standard market odds.
While enhanced odds are often tailored to VIP tier groups, bookmakers will also boost odds sitewide to reward all punters. Price boosts create excitement around upcoming events that encourage more wagering activity.
Points-Based Schemes
Some bookmakers use points rather than cash bonuses. Punters earn points for activities like making deposits, hitting betting milestones, and reaching tenure milestones. Points can then be redeemed for free bets, odds boosts, sports tickets, and other exclusive rewards.
Points schemes add a fun gamification layer that provides small rewards for frequent engagement. Tiered programs determine how many points are earned, with higher tiers earning faster. Points set customer targets to keep unlocking more rewards.
Assessing Loyalty Schemes
While bonuses should be assessed individually, some best practices exist when evaluating programs:
- Focus on recurring bonuses: One-time welcome offers hold less long-term value versus recurring reload bonuses, price boosts, and risk-free bets.
- Check wagering requirements: Assess any playthrough requirements attached to bonuses that impact withdrawal eligibility.
- Give preference to instant withdrawals: Bonuses letting you instantly withdraw winnings provide greater flexibility.
- See if bonuses match betting habits: Make sure reward types match the sports and bet types you focus on.
- Consider ease of opt-in: The simpler it is to opt-in for loyalty bonuses, the better for customers.
- Review tier qualification criteria: Gauge if unlocking desired tiers is achievable based on your typical betting activity.
The Appeal of Loyalty Schemes
Bookmaker loyalty programs remain prevalent because they work at keeping customers engaged long-term. The bonuses provide incentives to maintain an active betting account with recurring deposits and wagers. If rewarding enough, punters are less likely to take their business elsewhere.
The schemes also foster brand loyalty and community, with clubs and tiered levels that customers aspire towards. Bonuses tailored by membership tier make punters feel valued and invested in the brand. Program status becomes a source of identity.
For bookmakers, the cost of loyalty bonuses pays off by boosting customer lifetime value. Retaining customers is more profitable than continually acquiring new ones. Loyalty schemes help achieve sustainable long-term revenue.
Responsible Gambling Considerations
While loyalty bonuses prolong engagement, responsible gambling advocates argue they can enable compulsive betting. Bonuses means more bets are placed, increasing potential losses. Customers chasing bigger bonuses may deposit more than they can afford.
Most UK bookmakers let punters cap wagers and deposit amounts, or self-exclude fully. Those struggling with gambling addiction are advised to use these facilities and contact organisations like GamCare for support and counselling.
As with all forms of gambling, those partaking must exercise discipline and bet within affordable means. Moderation and setting limits is key to keeping the pastime enjoyable long-term. Loyalty to any one bookmaker should come second to loyalty to one’s own welfare and finances.
As a result, loyalty schemes allow bookmakers to incentivize and reward their most valued customers. Punters benefit through access to free bets, better odds, cashback, and other exclusive perks based on their activity and spending levels. Different tiers cater benefits to recreational bettors all the way up to VIP high rollers.
While welcome offers attract new business, loyalty bonuses keep existing punters happy and engaged with a brand. Bookmakers rely on these programs to boost customer lifetime value and retention against fierce competition in the betting industry. However, bettors should be mindful of gambling responsibly and not let loyalty schemes promote irresponsible behaviour.
