PLAYER BEHAVIOUR


where to communicate with them is one layer. The other layer is about knowing how to operate the MarTech platforms with perfect execution and to foster successful affiliate partner relations.


As for retention, besides interesting offers to engage with, a seamless user experience is of the utmost importance. If operators focus on excellent customer support in addition to that, they will have a winning combination. Allan Stone: The iGaming industry is certainly becoming more competitive. If you want to stand out from the crowd, you really need to differentiate your offering and offer players something that they can’t get elsewhere. There are various ways that you can do that – products, branding, bonus offers. Whichever route you choose to go down, there is one thing that needs to be at the centre of your strategy: personalisation.


Personalisation has become somewhat of a buzzword for the iGaming industry over the last few years, but for good reason. Players don’t want to be handed a carte blanche of games or products that they can be found anywhere, they want an experience that is tailored specifically to them.


If you want to convert prospective players into long-term customers, then you need to get personal with your products and marketing campaigns. I cannot stress that enough. There are a lot of technologies out there that tap into artificial intelligence or machine learning to enable operators to generate outreach campaigns, content, push notifications and even banner advertisements that are tailor-made to each individual player. By combining AI with the data that you have at your disposal relating to player behaviour, you


could well be on your way to creating something ultra personalised. Attempting to do this manually is not only time consuming, but inefficient from a commercial perspective too.


Are iGaming companies doing enough to deliver a personalised experience for bettors? Or should we be taking inspiration from other industries – eCommerce, streaming, entertainment for example – on how to deliver a more unique experience? John Chyriwsky: iGaming companies can really differentiate their proposition with effective personalisation. Though whilst it’s possible to be inspired and learn lessons from other industries, iGaming needs to have the confidence to find its own path. For example, Netflix and Spotify are brilliant at learning what a user likes and feeding them with endless recommendations, it’s fun to just scrawl through all the possibilities. In iGaming, it’s back to this small window of time with the customer. The challenge is to really know the customer and use personalisation to give them what they want, in as few clicks as possible. Allan Petrilli: As an industry, I think that we could certainly be doing more to deliver a personalised experience for bettors. The reason for this is that many operators don’t have full control over their platform or product, so are often limited in how much they can personalise each product to their player base.


For many, the concept of personalisation conjures up images of a product that the player already knows they enjoy. Ideally, the entire customer journey is personalised – from initial engagement, through to the promotions


and the products that they see on the front-end of your website. The experience can be personalised to the player’s location, their browser and even their previous behaviours. If you get that tailor-made experience just right, your players are going to keep returning to your site.


Justin Anastasi: Technology, particularly analytics and AI, now play a critical role in optimising player acquisition as well as retention strategies. Such tools enable companies to understand player behaviours more deeply, predict preferences and personalise daily interactions, which significantly impact conversion and loyalty. But technology alone isn’t enough. There also needs to be robust marketing strategies which help develop distinctive branding that resonates with target audiences. Our industry should continuously innovate by seeking inspiration from sectors like eCommerce, streaming and entertainment. By integrating these industries’ best practices, we can evolve to offer tailored experiences that attract and retain players - safely, responsibly and more effectively. Christoffer Grönlund: The iGaming industry offers a quite advanced personalised user experience through analytics and tailored promotions. There is always room for inspiration from other industries like eCommerce and streaming as well. Things like sophisticated recommendation engines to AR and VR to elevate personalisation and uniqueness even further. I believe that this will be an effective way to boost user engagement and customer satisfaction. Allan Stone: It would be remiss to say that the iGaming industry isn’t making positive steps towards delivering a more personalised experience for bettors. However, as an industry, we are considerably behind other sectors when it comes to adopting new technologies that can be used to deliver that more bespoke user experience.


Take e-commerce for example. If you visit a website and look at a particular item of clothing, every advert that you see from then on is going to feature that specific item that you looked at. Every email you receive is going to feature that product. Retailers are leveraging personalisation at absolutely every part of the customer journey. We’re yet to see that level of


Christoffer Grönlund,


co-founder and head of affiliates, Winlandia


Allan Stone, CEO,


Intelitics


personalisation within the iGaming industry. That’s not for a lack of desire, but because of regulatory considerations regarding data collection and technological tailwinds. As the industry continues to mature, however, I do envisage that changing and our


personalisation efforts becoming that bit more sophisticated.


GIO MAY 2024 19


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