Pulse
ARTIFICIAL INTELLIGENCE BETEGY
Betegy: Machine
generated, personalised content is the future
Alex Kornilov, CEO & Founder at Betegy, believes the gaming industry is years behind the retail and technology sectors with regards to content personalisation. Requiring significant business logistics changes which need to be embraced wholesale by organisations, Alex explains why AI-based content personalisation rewards forward- thinking businesses that invest in the technology.
Alex Kornilov, CEO & Founder, Betegy
Everyone in the industry will use certain methods of automated content personalisation one day because sport is simply too big to do by hand and there is too much repeated content. In a few years, gaming businesses will either use Betegy, a future competitor or build their own solution. One way or another, personalisation is here to stay, and it starts with machine generated content.
P78 WIRE / PULSE / INSIGHT / REPORTS
When I first entered the gaming and gambling industry with the Betegy brand, I was shocked by how poor the advertising and communication was. Since 2012, I have been fighting a small battle against this low-quality content. My idea was to create an experience that could match the technological developments of other industries and make the dodgy old-school banners a relic of the past.
Our technology enables designers to easily create visuals for push notifications, banners, images and landing pages for across the calendar year that can be controlled and adjusted on the fly. Technology giants and retail are already doing this, but betting is behind because the margins are so good and not enough care is given to the future. As soon as companies begin to optimise their content, others will be left behind. Te problem with most businesses is that marketing and financial departments want to go in opposite directions.
Some gaming companies now have a dedicated team of people who are researching technologies outside of their own organisation. Tis is good because businesses often cannot solve their own internal consumption and need external suppliers to make changes after they reach a certain scale.
Te next step for the industry is to optimise the buying experience, connecting the CMS and ad- pull to generate a truly personalised experience.
EMBRACING THE TECHNOLOGY To create 600 types of banners in one click, our
visualisation technology requires internal processes to be dramatically changed and embraced throughout all the layers of an organisation. Doing this begins with simple steps that necessitate big changes.
With the numerous communication avenues available, just one weak link can risk losing valuable customers. Fortunately, operators are beginning to catch on. One innovative client requested a dashboard with visual graphics showing player behaviour similar to how Spotify sends listeners their most listened to tracks from the last year.
Everyone in the industry will use certain methods of automated content personalisation one day because sport is simply too big to do by hand and there is too much repeated content. In a few years, gaming businesses will either use Betegy, a future competitor or build their own solution. One way or another, personalisation is here to stay, and it starts with machine generated content.
BUILDING A CONVERSATION
Our sales approach is not based around a typical cold call strategy. As our product requires changes within an organisation, we need a decision maker who is capable of changing processes inside a company at scale. On the technical side, the only things we need to work out with clients is the API feed and graphical design language. It is less about technological challenges and more business logistics.
Our approach is to build a conversation,
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