Just because you can doesn’t mean you should

Author

Tim Axon

Published

10 September 2024

A common denominator for many fast-growing companies is that experimentation is a cornerstone of strategic decision-making.

However, the phrase “just because you can, doesn’t mean you should” serves as a crucial reminder of the importance of nuanced approaches, particularly for multinational organisations operating across diverse territories.

This adage is especially relevant when considering the varied responses of different markets to new initiatives—a lesson showcased by our work with Casino Days, a challenger brand in the online casino industry.

About Casino Days

Casino Days is a prominent online casino known for hosting games from leading studios worldwide, providing players with a secure and comprehensive gambling experience. Recently recognised with the EGR Operator Rising Star Award, Casino Days has carved out a reputation for innovation and customer-centric approaches. However, as a challenger brand, they do not have unlimited pots of money. This means they need to be particularly smart and lean with their resources. Their journey underscores the significance of data-driven decision-making, especially when navigating the complexities of international markets.

The Challenge of Unilateral Rollouts

Multinational organisations often fall into the trap of rolling out successful tests from one market across all territories. This one-size-fits-all approach overlooks the cultural, economic, and behavioural nuances that characterise different markets. Our work with Casino Days’ “Game Provider Carousel” feature in Japan and Canada clearly highlights this point…

Success in Japan

In Japan, through powerful analytics we identified a strong preference among users for games from specific providers.

The absence of a filtering mechanism meant players had to manually sift through the game library, leading to a suboptimal user experience. To counter this we designed, developed and implemented a “Game Provider Carousel,” which allowed users to filter games by their favourite providers, enhancing the findability and accessibility of games. Our analysis reveals that this resulted in a 37% increase in total game launches and a 19% uplift in deposit conversion rates, significantly boosting user engagement and revenue.

Failure in Canada

Contrastingly, the same feature in Canada did not yield the expected results. Despite a slight increase in user engagement with the carousel, there was no statistically significant impact on key performance indicators such as game launches and deposits.

The Canadian market displayed different user behaviours, with less pronounced brand loyalty to specific game providers and a varied interaction pattern based on device type. The nuanced consumer behaviour in Canada underscored that the success in Japan could not be directly replicated.

Had Casino Days rolled out this feature unilaterally across all markets based on the Japanese success, it could have led to substantial financial losses (being another feature to maintain) without any significant uplift in key metrics. In some markets, it might have even resulted in a detraction, potentially alienating users who did not find the feature beneficial. Therefore, taking an experimental, test-and-learn, iterative approach is vital to avoid costly mistakes and ensure that new features truly enhance user experience and drive engagement.

Key Learnings

Market Nuance Matters: Different markets react differently to the same feature due to cultural, economic, and behavioural differences. What works in one territory might not work in another, highlighting the need for tailored strategies.
Localised Strategies: For Casino Days, lean solutions that prioritise localisation are crucial. With limited resources, they cannot afford to waste money on ineffective universal rollouts. Each market requires a unique approach based on thorough data analysis and understanding of local user preferences.
Iterative Testing: The insights from the Canadian test suggested the need for further experimentation. Casino Days plans to adjust the carousel’s positioning and test its impact on logged-out players to attract new users. Continuous improvement and willingness to adapt based on market-specific data are essential.
Data-Driven Decision Making: Using data to drive decisions helps in crafting strategies that are informed by actual user behaviour rather than assumptions. For Casino Days, this has meant iterating their features to better meet the needs of their diverse user base.

Only those who dare to fail greatly can ever achieve greatly

As Robert F. Kennedy said, “Only those who dare to fail greatly can ever achieve greatly.” This principle is particularly relevant in the context of business experimentation. Embracing the potential for failure is crucial because each failed test provides invaluable learning opportunities. What matters is not the failure itself, but how quickly and effectively a company can move on and iterate based on the insights gained.

The experiences of Casino Days serve as a powerful reminder of the importance of nuanced experimentation. For multinational organisations, recognising the unique characteristics of each market and tailoring strategies accordingly is not just beneficial but necessary.

The mantra “just because you can, doesn’t mean you should” encapsulates the need for thoughtful, data-driven approaches. By embracing localised strategies and iterative testing, companies can better navigate the complexities of international markets and achieve sustained growth and engagement.

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