SPORTRADER
Data & AI – The future of marketing for online casinos
Florian Geheeb, SVP, Product Sales – Fan Engagement, spoke to GIO about how operators can market their products to customers using data and AI.
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here’s a significant shift taking place in how operators market their products to customers. The popularity of gaming, with millions of transactions taking place every minute of every day, has created a deep pool of data that operators can delve into to achieve a better understanding of their customers’ online habits.
Of course, this isn’t anything new. Operators have been analysing their customers for years to better understand their interests, habits, and behaviours. The step change here, the driver behind this shift, is the increased application of artificial intelligence (AI).
In this age of big data, a term that refers to sets of data that are too large or complex to be dealt with by traditional data-processing methods, operators are turning to sophisticated AI and machine learning technologies to process vast sums of anonymised customer data and extract the insights they need to optimise their marketing activities.
From a customer acquisition perspective, operators are using the insights they’ve gained to engage bettors more deeply at every stage of the customer journey through the delivery of hyper-relevant content. We’ve seen an increase in the use of programmatic advertising services, which allow operators to identify and reach relevant customer groups online. Serving the right content to the right person, on the right platform and at the right time is a highly efficient approach that reduces advertising waste and optimises marketing performance.
This powerful combination of data and AI is providing operators with a means to deliver personalised advert creative tailored to the interests and preferences of individual
customers. This is very much the next evolution of customer marketing within the casino space, as operators look to innovate the player experience and differentiate the customer offering to remain competitive. The move towards personalisation has gained significant traction with operators recognising the benefits of a tailored customer experience through reduced customer acquisition costs and greater retention rates due to a more efficient acquisition funnel.
One tool that I think is going to transform how operators market their products and services, is the Dynamic Creative Optimisation (DCO) solution. Underpinned by the latest artificial intelligence and machine learning technologies, the DCO is used to engineer data-driven, personalised ad creatives.
In the case of Sportradar’s DCO, one of the services available through ad:s, our proprietary marketing performance platform, we process 525 million weekly ad impressions to generate real-time ads that are personalised for individual customers and that are aligned to the brand standards of our operator clients.
It’s the personalisation capabilities within the DCO that improve ad relevance and increases engagement with the creative output. This is achieved by gathering data and processing deep customer insights which operators use to boost the performance of their creative and build a connection with individual customers.
For an operator to create personalised advert creative for each customer is just not possible, so tools like the DCO are being used to automate the creative process. This is a game changer for the marketers needing to supply ad creative for the hundreds of
In this hyper-
competitive marketplace, data and AI are the crucial components to enhance a marketers’ customer
acquisition strategy
thousands of games, slots and bonuses offered to customers throughout any given week. The technology within the DCO is deployed to automatically generate an unlimited supply of ad variations which are delivered at speed, helping operators to scale their marketing activities quickly and effectively.
Critically, artificial intelligence within the DCO is set-up to automate customer acquisition strategies that meet the needs of an operators’ marketing objectives. Campaign strategies can be set for prospecting and retargeting, which connects brands with new bettors and re-engages existing customers, while GEO filtering provides global operators with a means to regionalise their content and deliver campaigns that are powered by local insights and trends. Providing operators with the tools to automate strategic and highly targeted campaigns in this way is extremely effective.
In this hyper-competitive marketplace, data and AI are the crucial components to enhance a marketers’ customer acquisition strategy. Operators who fail to keep up with these technological developments risk being left behind.
GIO MAY 2023 11
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