The Internet of Behaviour (IoB)

Internet of Behaviour refers to multi-data collection points such as BI, Big Data or CDPs that provide customer behaviours, interests and preferences information - that a company leverages to evolve their business.

With this in mind - any investment in machine learning and AI-driven systems will enable companies (while also taking into account responsible gaming and GDPR) to tap into and create a business built on the Internet of Behaviour (IoB) and gather the ‘digital dust’ of daily life – information that can be used to influence behaviours and create the best iGaming user experience all in real-time.

As organisations such as iSoftBet improve not only the amount of data it captures, but also how to combine data from different sources and use that data, the IoB will continue to affect how organisations interact with customers and players.

Garman continues.“We have set ourselves an initial target of managing billions of monthly transactions to 10’s of billions but, rather like an expanding train network that adds new lines to bring more people into a city, we do not just want to stop there. (To continue the analogy) we want to build more housing to cope with the expanding train network, build and integrate new technologies that allow for more scalability, and cater for larger volumes of traffic allowing consumers to access any service, anywhere, at any anytime, with the best experience possible, every second of the day and at high speeds with minimal latency.”

“To achieve our goal, we are planning ahead by thinking beyond the traditional three to five year plan. Using existing knowhow, as well as developing and integrating some of the leading new technologies of both today and tomorrow such as AI, machine learning and blockchain. Our vision is to build a highly agile, scalable, and secure globally available platform that can instantly host any product, technology or currency: a global shop window of entertainment and gaming products for all, available to any audience, in any market, no matter when, where, how or what device.”

“The next two years will be focused on discovery, enriching our platform features and building those foundations. This will be followed by two to three years of introducing AI and machine learning technology that will further develop and take our product proposition to unseen levels in this industry”.

It is understood that player behaviour has dramatically shifted in the past year due to the ongoing global pandemic, highlighting just how important technology and digital access will be from now on. As Gartner suggests in its ‘Top Technology Trends 2021’ companies must have ‘organisational plasticity’ at the core of their strategies; the ability to pivot and adapt to all types of disruptions to remain relevant in an increasing digitised world.

8 MAY 2021 GIO

The optimal scenario would be to feed billions of data points into automated systems that continually learn and adapt. This would allow game providers such as iSoftBet to predict future behaviours and enable their platform to evolve and deliver the best service possible to global networks. Potential use cases would include enabling the gaming industry to build recommendation engines in a similar way to Amazon and Netflix, which is already taking place; predicting customer lifetime values to measure the return on investment of engagement campaigns; deploying attribution models to understand and further refine marketing efficiencies; or even improving CRM and player related activities by predicting churn levels to enable companies to optimise returns.

AI has the opportunity to completely change the way studios create next generation content. This could lead to a complete shift in the future of the gambling landscape.

For example, large volumes of player behaviour and game specific data could also lead to AI systems creating specific games for specific operators and specific players, guaranteeing the optimum, personalised entertainment experience.

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