ABOUT ME
Mark McGuinness has a wealth of experience in the igaming industry , both B2B and B2C . He is passionate about martech and AI for creating more socially responsible gambling business models in today ’ s economy .
It could be argued that personalisation comes in many flavours , shapes and sizes . To some , personalisation is as simple as using the salutation of the player ’ s first name when sending emails or when they log back onto the website , and the emoji icon waves at you and says , ‘ welcome back Mark ’.
Product
Other forms already in place in the igaming product sphere relate to product recommendations , some of which use hard data points to suggest or recommend bets or games that the player may be interested in . With the help of machine learning algorithms , online casinos recommend games similar to those previously enjoyed by the player , using previous browsing and transactional preference data .
AI could be used to power more personalised or adaptive frontend experiences , by customised widgets in the casino lobby , for example , as against endlessly doom scrolling through a lobby containing more than 1,000 titles , before the player decides to engage in the game .
Customer service
It could be argued that the online gambling industry doesn ’ t have the best reputation when it comes to customer service and experience . You only have to glance at consumer champion sites such as Trustpilot and AskGamblers , which contain some harsh home truths about online casinos .
Implementing AI-driven chatbots that offer personalised resolution management , responses and solutions based on the user ’ s past interactions and preferences is bound to provide a competitive advantage that puts the player at the centre of the experience .
AI-based loyalty & CRM
Every player , and casino players especially , seeks tailored or personalised promotions . Yes , the industry is getting better at this , but in many cases the answer still seems to be to offer more free spins .
By and large loyalty programmes or gamification in the online gambling industry haven ’ t taken off for a few reasons , among them poorly executed customer insight into the behavioural drivers , data silos and not having a unified data structure to analyse .
The advent of data lakes and a focus on customer-first data strategies is partly driven by the demise of the cookie and increasing consumer awareness over digital data privacy and usage . AI will undoubtedly help to reimagine and analyse the data streams , creating new lifecycle stages and classifications that go beyond the current realm , which are more risk / revenue and transactional labels such as actives , FTDs , non-FTD , risk-factored , stake-factored , bonus abuser , and so forth .
Some of these pre-existing player nomenclatures could be suggested as disingenuous and could actually be current inhibitors to the creation of a more emotional , intelligent understanding of players that leads to a truer , simpler personalisation model .
So , are we any closer to personalisation ? AI can deliver personalised experiences that go beyond meeting expectations Martina , making Åkerlund players feel genuinely understood and valued , but only
Martina Åkerlund if we rethink the current setup .
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