A LOOK FORWARD
Vaix (a Sportradar company) Andy Mace, Head of Casino Personalisation
10.23% between 2022 and 2027. A
Barriers to entry into the market are lower than ever but as appetite for sports betting grows amongst casino operators, those looking to be competitive must carefully consider customer demands around personalisation, which focuses on delivering a content offering based on the interests and preferences of individual players.
For the sports betting industry, there are a bewildering number of betting products available. Likewise, in the casino industry, many of our clients offer their players upwards of 5,000 games.
Today, players expect online casino and betting products to be personalised to their needs and interests, just as they find when interacting with most other forms of online entertainment, as it is through personalisation that the customer gets the best experience they possibly can from the product.
While the move towards personalisation has gained significant traction this year, we expect 2023 to be the year personalisation in sports betting really comes to the fore. Yet, this desire comes with a decision to either invest in in-house capabilities or outsource.
Building in-house expertise is time intensive, while Sportradar’s solution makes it easy for operators to move to a personalised offering quickly and at scale. Not only that, when it comes to innovations for the year ahead, we see an opportunity to help our clients capitalise on the shift towards
s we head towards the new year, many casino operators are already looking to diversify revenue streams for 2023 and beyond. The global sports betting market presents an attractive opportunity as the industry is projected to grow at a CAGR of
personalisation by providing the tools that allow them to adopt this approach across all areas of operation.
We’re already working with many clients to integrate ad:s paid social services, to deliver personalised and highly targeted advert creative to players, at scale, across the META social media platforms of Facebook and Instagram. Those clients that adopt a personalised player-centric approach throughout all operations in 2023 will see greater retention rates and reduced customer acquisition costs because of a more efficient acquisition funnel.
Mobinc Sergei Belikov, CEO T
his year has represented some challenging times for the industry. Regulators are demanding a thorough understanding of players’ financial circumstances, and yet banks are reluctant to share this information with the sector. It’s likely that we will see an interrogation of this in 2023, bringing forward some subsequent changes that should help the situation. There are some hopeful signs that this could be the case with OpenBanking becoming more of an accepted trend. This, combined with the sharing of cross-industry anonymised data, will go a long way to maintaining proper anti-money laundering and responsible gambling obligations.
Blockchain technology also holds a great deal of promise in this landscape. Quite a few crypto traders have suffered from its volatility in recent times, but its potential to be the currency of choice within iGaming has never been stronger. At Mobinc, we work with several such providers to make sure our partners feel confident going into 2023.
Elsewhere, we can expect artificial intelligence to step up a gear over the next 12 months and drive several important factors forward, including fraud detection, preventing abuse, optimising marketing, and campaign costs, as well as segmenting and targeting customers. We can fully expect an investment into good business intelligence to decrease churn rates, improve retention and help us to exceed each customer’s expectations every step of the way. This will mean improvements on everything from the specific games choices that are presented to each player, to the bonuses they can expect to win.
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