like. If a customer has travelled 30 kilometers to a location, but was stuck in a two hour traffic jam, you can to reward him for his perseverance.
People have become accustomed to the fact that when they search for a hotel or flight, Google recognizes their search and from that moment onwards they’ll start to receive targeted offers in their Facebook App. Tis Big Data approach is becoming part of our daily life and customers are becoming more demanding about the attractiveness of their targeted offer. We can segment and target in greater detail at a more personal and individual level. If you’re setting up a promotion and uploading it to a SMIB, it’s practically the same for everybody, they’re not really targeted offers. Using our system, we can trigger say a BMW promotion, for example, because we know exactly how many of our customers have liked BMW on Facebook. We can segment and target those players according to their personal preferences and not blast them with generic offers that would not be attractive to them.
Big data might be convenient, but ultimately it’s evil right? Internally, we actually had quite a debate on the subject and discussed whether people are actually still intimidated by Big Data. Te consensus was that perhaps five years ago this would have really freaked people out, but now almost everybody has had a Big Data experience, via Facebook or Google etc... Maybe the first time it happens you say “Gosh, they know a lot about me, and I’m not really comfortable with this”, but now you’re used to it because the Internet’s been woven into the fabric of your daily life.
understand your gaming sessions - so we’re gathering much more detailed information.
For example, a legacy system will tell you what a player’s average bet is by dividing the total amount played by the games played. We will actually monitor the player’s average bet and let you understand how it changes depending on several factors.
Legacy systems also suffer from their modular approach, data is stored all over the place and is hard to get. Some data may be available based on 15 minute polling, other data may only be available at end of day. Most of it has to be exported to an analytics tool before it can be of any use whatsoever and any analytics done always looks at history only.
REWARDING THE PLAYER… Another area in which we are different is in how
we can reward players. Traditional player tracking systems, for example, have predetermined tiered reward structures eg. Reward Gold tier players by giving them x points for every €100 they spend. If you’re Platinum, you’ll get 1.5 x and for Diamond, the rewards are 2x. In addition they might reward a player on their birthday with a bonus.
Operators are limited as to how many different variations they can creatively imagine using these parameters, because all the processing is done at the machine SMIB (slot machine
People have become accustomed to the fact that
when they search for a hotel or flight, Google recognizes their
search and from that moment onwards they’ll start to receive targeted offers in their
Facebook App. This Big Data approach is becoming part of
our daily life and customers are becoming more demanding about the attractiveness of their targeted offer.
interface board) level. Each SMIB has a limited amount of memory it can allocate to this task, and every time you want to change that criteria or you want to add to or change it, you’ve got to update your SMIB software.
We do all our processing at the cloud level. Te SMIB for us is merely a way of sending information to and from the machine. We process everything in the Cloud, which means that operators utilising our patented marketing automation engine, can be as creative as they
Whether it’s Trip Advisor recommending a local restaurant based on your last search, or Facebook knowing you’re interested in buying shoes right now, they’re all using Big Data. And what we’ve found is that if the offers are targeted enough, if they’re specific as to be really meaningful and useful to the individual, it’s actually a joy receiving them; whereas if they’re broadcast broadly, it’s just disturbing and ultimately annoying.
KNOWING YOU, KNOWING ME… Using Certus, the operator can see that when
you play a specific progressive, you play 20 times minimum bet, but when the jackpot tips over a 100 thousand euros you start playing 45 times minimum bet. Now that we have more detail available as to how you play, we can reward accordingly. We might know that you like chasing a progressive, but once it hits, you’re not coming back until it’s over 100 thousand again. Well, because we know how you play we’ll give you an additional bonus to play when its under 100 thousand and if we do that with all the players like you, we’ll get the jackpot above 100 thousand that much quicker again.
So you can drive slot play according to a person’s preference; you can drive play to different zones in the casino and you can drive play to denominations, demographics; you can segment according to preferences and market in real- time because you have the data to tell you.
Another important aspect of polling information in real-time is that we can reward non-carded players the same way we can reward carded
NEWSWIRE / INTERACTIVE /
247.COM P77
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