AI
AI-driven personalisation W
Andy Mace, head of casino personalisation at Vaix, provides an insight into the tools operators are using to extract maximum value from their content.
e’re living in a golden age of gaming, with operators able to provide their customers with an ever-increasing choice of dynamic titles that include traditional games like slots and roulette, along with newer formats like crash games and live casino game shows. And while operators need to offer the latest games in order to be competitive in the market, as well as engage and retain their customers, this reliance on new content often means that existing game titles are overlooked by the end user. Of the 1,000s of games that operators offer to the market, they are limited in the number of titles they’re able to promote. Dated website design dominated by static picture carousels only allow operators to feature 10 or so titles within a particular game genre, meaning much of their content can go undiscovered.
The introduction of Artificial Intelligence-driven personalisation tools allows operators to connect their customers with a greater amount of content, all of which is tailored to the interests and preferences of individual players. Significantly, an analysis of Sportradar’s casino client’s activity showed that personalisation provides a 41% increase in portfolio penetration.
Personalisation has become an increasingly important part of an operator’s playbook. In fact, across all industries, today’s modern customer expects a personalised experience. A
McKinsey report titled *Next in
Personalisation dated 2021 suggested that 71% of consumers
expect companies to deliver personalised interactions. And 76% get frustrated when this doesn’t happen.
It’s a particularly prevalent practice amongst streaming services and ecommerce platforms, whose customer obsession and ‘only you’ philosophies have set the standard. For casino operators, personalisation technology allows them to leverage more of their content by making informed recommendations to customers. The AI serves content based on a customer’s previous playing behaviour and suggests additional games titles that a customer might like to engage with. Take Sportradar’s casino games
recommender as an example. Over the last 20 years’ we have achieved an unparalleled understanding of individual player behaviours and using anonymised customer data we have a granular level of insight on gaming preferences, spending habits and popular playing times throughout the day.
Additionally, we have visibility of each of our gaming clients’ content portfolio and know when new titles are going be made available to customers.
We combine both sets of data and process it through our advanced AI and deep learning capabilities. The AI models we use create curated portfolios of games content categorised as ‘popular’, ‘trending’ and ‘similar’. This action simplifies the user experience and makes an operator’s content more accessible, removing the need for customers to ‘scroll and search’ for games titles of interest.
Perhaps the best way to fully explain the business impact of AI-driven personalisation is to apply the Pareto Principle, or 80/20 rule as it’s known to some, to an operator’s content portfolio. In casino terms, usually 80% of an operator’s turnover is generated by less than 10% of their content portfolio.
But the application of this technology allows operators to increase the amount of content customers engage with by diversifying the games titles each player sees when they’re on an operator’s website. This approach allows operators to extract greater value from their content portfolio. It’s this increased discovery of content that improves the likelihood of a customer engaging with a variety of titles.
The casino games recommender is just one example of how operators are using artificial intelligence to personalise the user experience and retain customers. The industry is only just starting to understand the true power of personalisation and the benefits it can drive beyond loyalty and retention.
As the industry leans into greater use of this technology, I can see more being done to bring the industry in line with other forms of entertainment, elevating the customer experience by connecting them with the content they want quickly and efficiently.
• McKinsey & Company: Next in Personalisation 2021 Report:
https://www.mckinsey.com/capabilities/ growth-marketing-and-sales/our-insights/the-value- of-getting-personalization-right-or-wrong-is- multiplying
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