JADA GAMING’S JADA BRAIN SciePro/Adobe Stock
Jada Brain
Machine learning harnessed to optimise iGaming businesses
Gaming International Online: What’s Jada Brain all about?
Alberto Alfi eri
Alberto Alfieri: Our Jada Brain is a full data, end-to-end platform that utilises AI and Machine Learning to solve daily business problems which operators and affiliates come up against. A core element is its ability to present information in a way that lets operators visualise data with instant clarity. The platform leverages modern infrastructure, with independently and easily configurable modules to enable quick integration with operators. This seamless integration gives operators the authority to scale to fit their growth strategy and targets.
Providing operators with flexible control over data means they can optimise marketing spend for affiliation optimisation and VIP identification, while it also improves operational efficiency for elements such as chat analysis. Every area that the Jada Brain solution applies itself to is better and therefore ROI increases.
GIO: Tell us about the modular design – why is this vital? AA: For a gaming business to thrive in a global industry constantly growing, it must be adaptable. A one-size-fits-all approach doesn’t cut it for this industry as there are too many nuances when it comes to companies and regulated markets. Jada Brain is designed with modules that are independently configurable and according to the demand of each operator. This means they can create a solution that’s been selected for the exact requirements to ensure business success. Flexibility and optionality drive all of Jada’s modular design. The modular approach makes it a comprehensive tool where each part tackles a problem that has been personally faced.
GIO: How can AI be used by iGaming operators? In what ways can AI – and Jada Brain – affect an operator’s bottom line? AA: AI excels at helping iGaming operators provide personalised content, fraud detection and develop
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responsible gaming infrastructure by quickly identifying problem gamblers. Fraud is a blight on the industry and there have been too many cases of users manipulating free bets or enhanced odds offers to then hunt arbitrage opportunities on other sites.
In some instances, we’ve seen a marketing campaign lose a staggering £50k in 24 hours as there were no preventative measures in place to predict or analyse the full consequences of the campaign. Jada’s AI solution recognises these behaviour patterns and identifies abusers to enable a more optimised spend on target customers. Another valuable element of Jada’s AI solution for operators is its ability to spot harmful player betting characteristics. The Jada Brain Responsible Gaming module utilises an algorithm to determine a player’s risk of becoming a problem gambler. Truly understanding player interests and curating a personalised user experience ensures acquisition and retention rates remain on an upward trajectory. Creating a picture of each player allows operators to build a virtual space that resonates and over time grows the bottom line.
GIO: How did Jada Brain evolve as a system? Who came up with the concept and applied it to iGaming, and which modules did Jada Brain launch with? AA: Jada Brain’s evolution is built from years of industry experience and coming up against the same problems time and again. It was key to recognise these core issues and then design a range of bespoke modules to directly address them. It was vital to have a comprehensive solution, so for launch there were 10 core modules that cover areas like Responsible Gaming, Bonus Abuse and Churn Detection.
GIO: How long has Jada Brain been around? Has it changed much from its original form? AA: The commercial format of the platform has been around for roughly seven months, but the idea behind it is a culmination of years’ worth of work.
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