Interactive BIG DATA AND GAMING ANALYTICS
the network, the website/or app, or the customer’s device, in order to make changes to rectify that.
When a website isn’t behaving, or a mobile app is crashing, gaming providers need incredibly detailed data to resolve the problem quickly and efficiently. Tere are so many variables that could cause a problem and it may only be a certain subset of customers that are affected. Using advanced analytics, you can see whether the issue is impacting a specific device or OS or a combination of factors. It means we can pinpoint the problem, its root cause and resolve it much quicker.
As well as resolving issues, these sophisticated digital analytics solutions also enable gaming providers to optimise the customer experience by identifying what aspects of the UX are most effective for certain customers. Tis was the case with BetVictor, which wanted to have a complete picture of what actually happens in each interaction with their customers and why they behaved the way they did.
As well as resolving issues, these sophisticated digital analytics solutions also enable gaming providers to optimise the customer experience by identifying what aspects of the UX are most effective for certain customers.
P84 NEWSWIRE / INTERACTIVE / MARKET DATA
So, for example, they might have a record that ‘Customer A’ bet £20 on a particular event at a particular time using certain odds, but they wouldn’t have a picture of the context of what the person saw on the screen or the environment around him. Were personalised ads on the screen when the customer placed a bet? How long did they spend in certain areas of the site, and where was the mouse hovering at the time? BetVictor is now in a position to enhance those tactics that prove to be particularly effective.
CUSTOMER SERVICE, DISPUTE RESOLUTION AND FRAUD PREVENTION Having this 360-view of the customer journey also streamlines the handling of customer service queries, complaints and disputes, giving call centre representatives the full picture of exactly what has occurred when responding to customers. For example, betting firms frequently face disputes from customers, claiming perhaps that the system had recorded their bet incorrectly. Managing these types of queries when you only have one side of the story is problematic, because the customer may not remember exactly what happened, may be missing out crucial details, or acting fraudulently.
Using big data analytics, the customer service team can now see within seconds whether a customer bet £20 or £200, by looking at the visual replay of what they actually keyed into the website, and other factors that may have influenced that. It means faster resolution of disputes, reduced cases of fraud, more efficient customer service operations and more satisfied customers. Meanwhile, having an overall view of mistakes and errors, whether reported or not, is invaluable to understanding why they occur and how the UX can be changed to minimise the
risk and exposure for the organisation going forward.
RESPONSIBLE GAMBLING Customer experience is one side of the story, but
there is also a growing feeling that betting firms are going too far in pushing people into gambling, with irresponsible advertising and incentives. Te government gambling review published in October 2017 brought in a raft of new measures and protections, including raising standards on player protection, introducing new advertising guidelines and calling on gaming providers to step up their responsible gambling initiatives. Many of the leading providers are now taking steps to tackle the issue and big data combined with digital analytics and session replay can play an important role here too.
Online betting firms are under pressure to demonstrate that they are being proactive in identifying vulnerable individuals, reaching out to them, helping to re-educate and stop them going too far. Previously, it was difficult to know who these people were, and track them across different providers, at least until it was too late. But with big data analytics, it’s now possible to spot red flags sooner, by monitoring customer behaviour in real-time. Deep player insights mean companies can identify signs that individuals may be addicted to gambling, and take action by offering help, more attention, setting more responsible limits or barring them from the site altogether.
Trust around the online gambling industry has taken a knock in recent years, but the industry has an opportunity to rebuild its reputation, create a more sustainable business model and continue to deliver a satisfying and engaging experience for the customer. Big data has a vital role to play in achieving that.
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