“ Whether it ’ s TV , whether it ’ s music , whether it ’ s ecommerce , the application of advanced technology to create greater insights into user behaviour and to streamline workflows and derive key metrics like customer lifetime value ”
Chris Reynolds , Epoxy possibility to really tell what works and what doesn ’ t ,” Kornilov explains .
“ That ’ s why , for example , last year there was a crisis on the acquisition side . If we acquire a player at 300 bucks and the lifetime value is ten , how long can we sustain this kind of aggressive growth ?”
PAINTING A PERSONA OF GAMING CUSTOMERS
As every operator knows , the challenge of growing revenues doesn ’ t begin and end with acquisition : retaining customers and increasing their lifetime value is crucial too .
This is where AI-driven personalisation can yield its best results , according to Epoxy ’ s Chris Reynolds .
With their insights tool , Epoxy can interrogate partners ’ data to segment customers based on as many variables as the operator wants : their bet preferences , bet tolerances , their risk , their ability to become a VIP , their ability to churn , their favourite teams , players , bets , parlays and so on .
This data can subsequently be used in several ways to improve the client experience , increase retention , reduce churn and generally boost engagement , Reynolds says .
NEGATING THE TYRANNY OF CHOICE
One particularly effective way to leverage this data is to create an experience that Epoxy has nicknamed ‘ Betflix ’: personalised websites and apps that are tailored to customers ’ betting and gaming preferences , much like many popular streaming services and ecommerce sites .
iGB L ! VE 2024 • ISSUE 136 • 55