Игральные карты: какие продукты предлагают банки для геймеров

Игральные карты: какие продукты предлагают банки для геймеров

Фото: Jungho Choi/AP

Несколько российских банков выпускают карты с программами лояльности для геймеров. РБК разобрался, стоит ли заводить отдельную карту ради бонусов в онлайн-магазине Steam и популярной игре World of Tanks

Российские банки обратили внимание на геймеров несколько лет назад, когда развернулась конкуренция за нишевые сегменты рынка, отмечает гендиректор Frank Research Group Юрий Грибанов. «Банкиров эта аудитория долгое время не прельщала и даже пугала, поскольку она состоит не только из взрослых мужчин, но и из неплатежеспособной молодежи», — добавляет эксперт. Тем не менее банкиры, которые работают с картами для геймеров, называют этот сегмент перспективным. Сейчас карты с привилегиями для игроков предлагают три банка — Альфа-банк, Тинькофф Банк и Рокетбанк (ФК «Открытие»).

Бонусы для геймеров

Банковские программы лояльности подразумевают либо кешбэк за покупки в магазинах игровой индустрии, либо бонусы за любые траты по карте, которые можно использовать во время игры. Дебетовые карты, выпущенные в партнерстве с разработчиком игр Wargaming, есть у Альфа-банка. Они рассчитаны на поклонников только трех игр: World of Tanks, World of Tanks Blitz и World of Warships. При использовании карты клиенту начисляется не кешбэк, а игровая валюта — «золото». Количество бонусов зависит от того, сколько денег человек потратил за месяц: если обороты по карте меньше 20 тыс. руб., то за каждые 100 руб. начисляется 6 единиц «золота», а если траты превышают 20 тыс. — то 8,5 за каждые 100 руб. На игровую валюту в World of Tanks можно покупать, например, камуфляж для танков — от 25 единиц «золота» или премиум-снаряжение — за 50 единиц.

Кроме того, игроки получают премиум-аккаунт на месяц, а при тратах более 30 тыс. руб. — еще ряд привилегий в играх World of Tanks и World of Warships. Руководитель по развитию кобренд-проектов Альфа-банка Георгий Миронов отмечает, что аудитория карт очень разнообразна: среди клиентов есть как студенты, так и преуспевающие бизнесмены. Причем карты для геймеров сработали как инструмент привлечения новых клиентов, отмечает он. C начала продаж оформлено уже более 80 тыс. карт, говорит Миронов.

Игральные карты: какие продукты предлагают банки для геймеров

Тинькофф Банк предлагает два вида кредитных карт для геймеров. Карта Google Play предназначена для тех, кто часто совершает покупки в Google Play, а All Games рассчитана на людей, которые покупают игры в четырех онлайн-сервисах, в том числе в Steam. Такие траты по карте All Games приносят повышенные бонусы, по остальным покупкам начисляется меньшее количество баллов (один балл равен одному рублю). Потратить накопленные баллы можно в тех же онлайн-сервисах по продаже игр, а также в магазинах электроники, например в «Эльдорадо» или «М.Видео», или на покупки в семи играх — World of Warcraft, League of Legends и других.

Похожим образом работает карта Google Play: повышенные бонусы (10% от потраченной суммы) клиент получает за покупки в магазине Google Play. Полученные баллы можно потратить в том же Google Play. Хотя самая популярная кредитная карта банка — All Airlines, у карт для геймеров есть своя аудитория и она интересна банку, так как держатели «игровых» карт активно пользуются банковскими картами для оплаты ежедневных покупок, чаще используют карту для автоплатежей и реже снимают наличные, говорит руководитель управления партнерских программ Тинькофф Банка Александр Бро. «Чтобы привлечь таких клиентов, мы создаем продукт, соответствующий их потребностям», — поясняет он. При этом количество выпущенных карт для геймеров в банке не раскрывают.

Отдельную программу предлагает своим клиентам Рокетбанк. К карте можно подключить услугу «Игровой режим», и в периоды распродаж на игровых сервисах за покупки будет начисляться повышенный кешбэк. Игровой режим обычно работает от двух недель до месяца через каждые месяц или два, и в начале распродаж геймерам приходит сообщение от банка, рассказывает маркетолог Рокетбанка Кирилл Родин. «Обороты по участвующим в акции сервисам вырастают до 4-5 раз в это время. Некоторые наши клиенты даже специально ожидают игровой режим и закупаются впрок», — говорит он. Кешбэк возвращается в рокетрублях, которыми можно компенсировать любую покупку дороже 3 тыс. руб. Игровой режим подключили уже около 20% пользователей, рассказывает Родин. Он отмечает, что часть клиентов оформили карту банка только из-за игрового режима. «Игровая индустрия, как и индустрия киберспорта, — очень перспективные сферы. Обороты в игровой индустрии уже давно перевалили за миллиарды долларов в год», — заявляет Родин. Он полагает, что специальные программы для геймеров должны появиться не только у Альфа-банка и Тинькофф Банка, но и у других.

Ранее кобрендовые карты для поклонников игры Angry Birds выпускал Промсвязьбанк. Проект запустился в июне 2012 года. Через три года, по словам начальника отдела управления портфелем департамента кредитных продуктов и развития взаимоотношений с клиентами Промсвязьбанка Андрея Губанова, контракт с разработчиком игры компанией Rovio закончился, а популярность самой игры естественно сошла на нет.

Банки и геймификация

Представители других банков из топ-20 по объему портфеля кредитных карт сообщили, что пока не планируют вводить подобные продукты в свои линейки. Заместитель председателя правления, руководитель дирекции обслуживания физических лиц и малого бизнеса Райффайзенбанка Андрей Степаненко говорит, что это очень узкий сегмент потенциальных клиентов и тратить на него ресурсы смысла нет. «Для банка это скорее имиджевый продукт, мне неизвестны случаи, когда геймерские карты были коммерчески успешными, — говорит Степаненко. — Сегодня большего внимания заслуживают программы лояльности, ориентированные на путешественников и тех, кто часто бывает на шопинге». Третья, по его мнению, перспективная категория — развлечения (рестораны и кино).

Тем не менее часть банкиров считают необходимым удовлетворять потребности этого клиентского сегмента в рамках более универсальных продуктов. Например, в «Бинбанке» действует программа лояльности «Бинбонус», в рамках которой каждый держатель карты может выбрать в программе категорию «Интернет-покупки». К этой программе лояльности можно подключить все карты банка, кроме «Юниора» и AirMiles, выпущенных после 10 ноября 2014 года. «Клиент будет получать, помимо стандартного бонуса, 1% за все, еще 5% бонусов — за покупки в интернете», — рассказывает начальник управления развития продуктов Бинбанка Алексей Охорзин. Сюда входят покупки игр в AppStore, Google Play, а также за оплату игр нa Blizzard, Wargaming, Steam и других сайтах. Представитель пресс-службы банка «Русский Стандарт» в свою очередь рассказал РБК, что для привлечения молодой аудитории банк выпустил виртуальную предоплаченную карту Virtu card (без материального носителя). Ее можно использовать только для проведения интернет-платежей, в том числе игровых.

В Промсвязьбанке, несмотря на завершение проекта с Rovio, тему с геймификацией считают интересной. Однако здесь будет эффективен уже следующий шаг взаимодействия с клиентом, считает Андрей Губанов. Речь о новом уровне, где клиент, с одной стороны, вовлекается в некую историю как держатель карты, а с другой — не привязан к конкретному банковскому продукту. Так, на днях Промсвязьбанк закончил проводить игру «Охота за золотом». Люди тратили деньги по всем картам банка и за каждые потраченные полторы тысячи получали по одному баллу. Эти баллы можно было использовать в качестве ходов на специальной карте и выигрывать призы. «При небольшой сумме трат по картам маленький размер кешбэка теряет свою привлекательность, — рассуждает Губанов. — На первое место выходят другие факторы, такие как эмоции, азарт, возможность выиграть крупный приз и т.д.».

Нюансы использования

Эксперты сходятся во мнении, что карточки для геймеров созданы для людей очень увлеченных. «В случае с картами Альфа-банка клиент использует свою карту как обычную дебетовую (например, расплачивается ее в торговых точках, кафе и т.д.), но вместо кешбэка получает баллы, которые может потратить в игре. Если человек регулярно тратит деньги на покупки в игре, то ему выгодно оплачивать игровые покупки не деньгами, а баллами, которые он получает за использование банковской карты», — рассуждает Юрий Грибанов. Если же человек обычно не тратит деньги на игры, то смысла в такой карте для него нет.

При оформлении карты геймера нужно учитывать те же тонкости, что и при выборе других кобрендовых продуктов. «Надо сравнить потенциальную прибыль со стоимостью обслуживания такой карты», — советует гендиректор компании «Персональный советник» Наталья Смирнова.

В основном выгода от таких карт напрямую зависит от количества и объема транзакций. «Для получения выгоды по карте Альфа-банка геймеру нужно расходовать не менее 9 тыс. руб. в месяц, — рассказывает руководитель проекта «Банковские программы лояльности» исследовательской компании Frank Research Group Ирина Довыденко. — Но при тратах от 20 тыс. руб. курс начисления бонусов будет выше». Оформить стоит самый недорогой пакет банковских услуг. Эксперт также отмечает, что лимитов на начисление бонусов здесь нет. Чем больше потратил,​ тем больше бонусов получил, и бонусы начисляются за любые покупки.

Выгода от карт Тинькофф Банка есть для клиентов с меньшими тратами — до 20 тыс. руб. «У Тинькофф Банка более универсальная карта — то есть бонусы можно тратить не только в играх, но и на покупку, например, электроники», — говорит Довыденко. Однако в случае с кредитками Тинькофф Банка бонусами нельзя будет воспользоваться до оплаты минимального ежемесячного платежа по кредитной карте. Если же человек не погасит ежемесячный платеж, бонусы сгорят. 

Источник: rbc.ru

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