SOFTSWISS
software products offering real-time access to clear and transparent data on their projects. In 2023, operator will redirect their attention from such exclusively fi nancial KPIs as the fi rst deposit, GGR, and NGR towards the game session length and bet count metrics. Prudent operators will invest to diversify their game portfolio, integrate new bonuses and use free-to-play games to improve loyalty, increase conversions, and establish long-term relationships with players. Max Trafi movich, chief commercial offi cer at SOFTSWISS, said: “To run a profi table iGaming business operators need to know what their target audience is concerned about: be it integration of top-performing titles and new game mechanics to diversify their content portfolio, or availability and seamless performance of different payment methods including crypto, or technical sustainability of web and mobile project versions. At SOFTSWISS, we develop technologies allowing our clients to stay one step ahead and keep track of their project progress 24/7 in great detail. To achieve these goals, in 2022 we launched three Business Intelligence tools housed by the SOFTSWISS Casino Platform – BM3, Event Streaming and iGAP.”
GAMIFICATION In 2023, gamifi cation, being one of the main player engagement growth directions, will continue to proliferate in the industry, bringing in a number of related trends. Cryptocurrency and NFT are expected to underpin the fi nancial systems in meta-casinos to simplify withdrawing and depositing from different countries. At the same time, the market will be limited to crypto users. This year, operators are expected to rely more on jackpot campaigns to attract, reactivate and motivate players to engage in the desired type of gameplay. According to the SOFTSWISS Jackpot Aggregator’s clients, 9.6% of jackpot players increased their
average bet sum in response to a global jackpot campaign, boosting the operator revenue.
Besides being a player engagement booster, in 2023 bonuses will also fi nd their use in regulating at-risk gambling activities and protecting overspending players. To achieve these, operators will opt for new innovative bonuses with fl exible mechanics meeting various player needs. Overall, casino and sports betting projects will have to leverage different engagement tools to deliver outstanding results.
“However, it is not the innovative technologies only that are capable of engaging the audience. The inclusion of retention and reactivation practices in project operations also affects the growth of key casino metrics. By treating each player as a VIP bettor, we not only maximise the player LTV, but also increase the overall audience loyalty. For example, in 2022 the SOFTSWISS Reactivation team discovered that their outgoing interactions reduced player churn rate by 50%,” said Trafimovich.
SECURITY
Following the iGaming industry growth, players want to understand what data operators are collecting about them, and how it will be used.
In the context of GDPR and data security, the main Data Privacy as a priority trend will develop in several sub-trends further detailed in the report.
In 2023, the emphasis will also be laid on the Responsible Gambling practices. Preventing affective behaviour, dealing with already problematic players, and managing marketing activities will allow having a healthy gaming experience free of economic and social risks or traumas.
In addition to the player care security trends, 2023 will see improved fraud prevention with advanced ML-powered tools. The SOFTSWISS Anti-Fraud department, which saved 15+ bln EUR for the company clients in 2022, shares that the most widespread types of fraud look like: • Bonus abuse – 69.9% • Money laundering – 9.9% • Payment system fraud – 5.9% In 2023 operators will be protecting their reputation and income by strengthening the verifi cation quality with the help of additional analytical tools and services for checking documents and identifying destructive patterns.
Starovoitov concluded: “The fast-growing iGaming market generates plenty of trends stemming from various business areas. And it’s rather a challenge to monitor and follow each of them. To be a leading casino or sports betting operator, we suggest leveraging all existing business opportunities. In 2023, that starts with the integration of innovative solutions for deep project analytics, and player engagement tools. Another thing is to choose a reliable software provider who offers deep data- driven market expertise, fl exible products, top-level service, and is capable of ensuring security.”
GIO APRIL 2023 9
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