AI


Symplify reveals its AI ideology


Head of sales at Symplify, Christoffer Feldt- Sørensen, explains the role that artificial intelligence has in contemporary iGaming.


S


olutions for gaming operators have become more innovative than ever, and the backbone for these


advancements comes from the power of artificial intelligence. Using the tool, Symplify has created personalised experiences for players using its AI-driven CRM features to ensure they are safely in control of all their data.


The growth of AI has certainly created some speculation on whether it can elevate an operator’s relationship with its players. Christoffer Feldt-Sørensen, Symplify’s head of sales, pointed out how AI can benefit operators, “Imagine the reservoir of data behind each operator. We are now 20 years since Symplify started in iGaming and we feel that one of AI’s biggest wins is the analytical management of data, which is probably one of the least attractive aspects of AI, but an essential topic to successful operators.” Another utilisation for AI which is often


overlooked by operators, is its benefits for marketing. LTV and Churn prediction are the most popular elements of Symplify’s suit, and “LTV has long burdened the CRM planners of the gaming industry, an incredibly strategic data point that is invaluable when it comes to making tactical decisions about market spend,” added Christoffer, who believes that cost per acquisition is something every operator grapples with. He continued, “A promotion or offer can bring in a large volume of new playing activities, but crucially, the cost of acquiring that player cannot exceed the revenues the player is expected to generate.” Ultimately, the principle is the same irrespective of industry and in gaming’s large data specs, it can be a metric that can be hard to track. With all the advantages of artificial intelligence, the industry has to consider the disadvantages. Christoffer highlighted some of its flaws, “In a wider context, the application and spread of misinformation and disinformation are a concern. However, within gaming, of course, the application of AI remains in harmony with today’s gaming legislation.” This alludes to Symplify’s full support of the tool and its positive usage in the industry.


Some believe that the ‘human touch’ will always help operators maintain relationships with the players, according to Symplify, AI is


something that should empower the CRM team as opposed to replacing them. “This may sound a little naive, but the widespread adoption of CRMs and propensity marketing lead to the same concerns,” explained Christoffer. He expanded, “I think customer management will incorporate a more ‘Customer Experience’ approach in the future. I.e., UX and CX will become even more vital than they are today, adding to a collage of efforts that will result in customer loyalty.” This is because providing a customer with an offer with a human touch does not necessarily mean it will guarantee customer loyalty. Although, Christoffer believes “we are looking at increased human influence over decisions.” In years to come, “AI technology is still very much in its infancy.” With the CRM team still cutting through the realms of data, Symplify projects the progress will be even greater integration with existing automation marketing communication, “I would say personalisation is still the area where I see the most growth within the near term,” Christoffer added. Overall, shortening the cycle between analysis and accurate prediction can prove an attractive feature for operators, and Symplify certainly believes it is a proven valuable asset.


GIO SEPTEMBER 2024 11


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