INTERVIEW - ANDY MACE Symplify to get ahead
Casino International TV’s Matt Broughton spoke with Sportradar’s Head of Casino Personalisation, Andy Mace, about AI-driven personalisation tools and how operators can benefi t from them.
Matt Broughton: For the uninitiated, can you tell us exactly what AI-driven personalisation tools are and how the operators can benefi t from their use? Andy Mace: So, in a nutshell, AI personalisation, when talking about casino and gaming, means that were taking some of the same behavioural patterns and the same technology that people are seeing today in movies that they watch, online and the music that they’re listening to online. And were leveraging the same kind of technology, although we built it ourselves, and were bringing it into this betting and gaming world so that players are able to fi nd the bets, fi nd the games quickly and easily, and that they’re relevant for what they want to do.
MB: The use of this technology is becoming more widespread globally. What do you think is driving this uptake amongst operators? AM: I think one of the key drivers for this uptake is the advancement in technology and the streamlining of the processes that go into integrating this technology. Here at Sportradar, we’re always working to make things easier and more accessible to operators. So, this barrier to entry is continuously being lowered, making it easier for operators to get this technology and get it out to their customers.
MB: In which ways are operators using this tech to automate specifi c processes?
16 MAY 2024 GIO
AM: So, where these tools are really important, is within sports, and the casino world, there is an increasing amount of content available for the consumer. There’s numerous amounts of sports and sporting events, as well as numerous amounts of casino games. What we’re helping the operator do, is curate that portfolio into more easily accessible and consumable chunks for their players, and not only that, but also making it relevant for each player individually.
MB: What kind of results have the operators embracing this tech reported back to you? AM: Some of the reports we are seeing form our customers is that they’re getting a better engagement level with their customers, they’re fi nding the bets and they’re fi nding the games that they want to play quicker and easier. On top of that, they fi nd that they’re getting better retention because these players are happy and they’re returning more often to the site.
One of the other key benefi ts is that there’s almost an automation to the front end, so there isn’t any manual intervention with people having to place a certain sporting event at the top of their page, or certain casino game at the top of the page. The AI technology decides which games are the best for each player.
MB: And what does the future look like as far as the use of this tech goes?
AM: So, the future of this is that, as the industry develops and matures even further that it has done so far, were fi nding that it’s becoming an increasingly hyper competitive marketplace either jurisdictionally or globally. And what we’re seeing is that customers that do not embrace this technology could fi nd themselves left behind in the future.
Andy Mace - Sportradar
Andy will be speaking on the Attention! Grabbing it from Gen Z panel at CasinoBeats Summit on 21 – 23 May 2024 at the InterContinental Malta!
Watch the full interview online at https://
casinointernational-online.com/category/ casino-international-tv/
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