ICE PREVIEW
AI-driven personalisation P
Florian Geheeb, Global Director Advertising Sales at Sportradar, highlights how AI-driven personalisation works to increase customer acquisition for casino operators.
ersonalisation is the customisation of a content offering based on a player’s interests and preferences. We’re seeing an increased focus on
personalisation as operators look to engage more effectively with their customers and optimise their marketing spend to achieve a positive return on investment.
Effective personalisation relies on data. The more knowledge of the end-user that an operator can collect, the more valuable the insights will become. Insights on end-user behaviour and preferences, betting frequency and lifetime value can be leveraged to differentiate between customer behaviour and lay the foundation for personalised marketing activity.
While high-volume, high-quality data underpins personalisation, sophisticated artificial intelligence and machine learning technology is needed to process and analyse the millions of data points required to deliver effective highly targeted marketing campaigns. Complex algorithms are used to engage the right customers with the right content on the right platform at the right time.
We see that customers engage more deeply with content that is relevant to them and their interests, increasing purchase intent and gently nudging them further down the acquisition funnel. From a Sportradar point of view, AI-driven personalisation technology underpins ad:s, our data driven marketing performance platform that automates media buying and serves hyper-targeted adverts to customers in real time, easing the burden on digital marketers. Using our ad:s technology, we’ve developed two solutions to specifically help casino operators optimise their customer acquisition strategies: our paid social service and programmatic advertising solution. Paid social media advertising has emerged as an important customer acquisition channel for casino and iGaming operators recently. The marketplace is increasingly competitive and whilst there are thousands of casino games available to punters, in my experience most operators tend to only promote the same half a dozen titles to their customers because it’s nearly impossible to personalise advert creative at scale. The ad:s paid social service changes that, providing operators with the means to deliver personalised and highly targeted advert creative at scale across social media platforms. Our deep technical integration within the Meta channels of Facebook and Instagram ensures that each personalised creative is served to the right user – all whilst minimising campaign management and overhead costs typically needed to deliver such personalisation.
The result is more personalised, better performing campaigns, delivered with dramatically reduced creative production and campaign management needs. It’s a game changing solution that helps operators to broaden audience reach, improve engagement with their customers and acquire new customers.
In addition to the paid social media service, our core programmatic advertising solution can provide casino operators with a means of efficiently and effectively acquiring new customers. It was initially launched to market in 2019 with a focus on sports betting, but we’ve since developed the solution and tailored its capabilities to meet the needs of casino businesses.
This hyper-targeted approach enables operators to deliver the right message to the right customers at the right time on their preferred channel of engagement, thereby reducing advertising waste. Our Demand Side Platform is proven to deliver reductions in Cost Per Acquisition for programmatic advertising activity and increase Net Gaming Revenues (NGR) across campaigns.
Furthermore, our clients have conducted lifetime value analysis on the customers they have acquired through the ad:s platform and these studies have shown that these players are typically more active and generate more positive revenue for their betting businesses. Personalisation has gained significant traction this year and is very much the next evolution within the iGaming industry as operators look to innovate the player experience and differentiate their customer offering to remain competitive.
As early adopters of this technology, many of our casino clients are already recognising the benefits of a tailored customer experience and more efficient acquisition funnel, in the form of greater retention rates and reduced customer acquisition costs.
Looking ahead, we will continue to invest heavily in Sportradar’s AI-powered personalisation offering that creates scalable, robust solutions and allows operators to provide their customers with an enhanced user experience that drives increased customer acquisition.
18 FEBRUARY 2023 GIO
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