The iGaming industry can also take learnings from other large-scale consumer digital businesses, such as supermarket chains, that have embraced organisational plasticity and used AI-driven technology to great effect, particularly during the volatile times we are living in.

Large grocery stores have developed ‘Digital Twins’ – highly sophisticated and heavily automated data warehouses that enable machine learning models to explore and optimise digital worlds to find solutions and test systems that are beyond human scale.

In iGaming, for example, this could mean stress testing systems by subjecting them to maximum capacity player volumes or adding ‘exceptions’ such as a series of large jackpots being won simultaneously to name a few settings. Equally, if linked to an automated scaling solution, this could also enable the automatic scaling up of gaming systems, so that they can go further for larger volumes of players, or scale down to optimise costs for operators during off peak periods of gameplay. Garman says: “Using the IoB and integrating it within our own systems could enhance the speed and efficiency of our operations, boost revenues, create a sustainable and profitable platform for future growth and dial up the overall customer experience.” Digital Twin machine learning technology could drive iGaming businesses in the future, allowing to take all its relevant customer behaviour data points, such as what time players log in and deposit, where they are geographically, and how they bet, and analyse the finite ‘in game’ differences, as granular as spin- by-spin, between high rollers who bet big in short sessions versus recreational players who bet smaller but more frequent amounts during longer sessions.

This, linked to anonymous data generation and federated learning of cohorts (FLoC algorithm), not only permits to follow data privacy regulation, but also the latest trends of cookie replacement technology, permitting to follow the same group of players of interest between different casino operators, and game providers, making sure that his experience of entertainment is always continuously improved.

With enough data points, it is possible to create a Digital Twin that stress tests different Return to Player (RTP) percentages, introduces new gamification ideas, and understands how that affects gameplay and people’s attention spans. Any number of different approaches can be optimised to deliver immersive gaming experiences.

In essence, anything and everything can be analysed and optimised based on a Digital Twin enabling game software providers to understand what really drives players and what delivers the best return on investment - so it can be reinvested to drive further innovation.

GIO MAY 2021 9

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