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There ’ s evidence that this type of interface can improve an app ’ s stickiness and reduce churn : in a recent Betting Hero study , 21 % of New York bettors cited “ ease of placing their favourite bets ” as their main reason for returning to their favourite betting app .
Personalisation also helps to counteract a phenomenon in human psychology known as choice overload , which describes the feeling of overwhelm people get when faced with too many options .
In ecommerce , choice overload might lead to people leaving an online store without a purchase , while in betting , a player might feel overwhelmed and leave without ever placing a bet .
In theory , removing sports that players have no interest in and creating personalised recommendations will simplify a customer ’ s workflow and direct them to the bets they ’ re most likely to place . In other words , a streamlined and personalised experience is all about negating the tyranny of choice .
PREDICTING THE FUTURE
Although generative AI tools like ChatGPT have gained the preponderance of attention in the press in recent months , experts in the gambling industry say that predictive analytics , or predictive AI , has far more potential in this industry .
With a wealth of data on individual users ’ preferences and past behaviour , it becomes possible to make relatively accurate predictions about their future behaviour , from the type of marketing that ’ s most effective to their betting habits and the likelihood of churn .
This type of cutting-edge analytics is already used in sports to track the health and performance of up-andcoming players , Betegy ’ s Kornilov reveals . Using key biomarkers gained from regular testing , sports coaches and
“ You cannot create micro segments . That ’ s why you need to have certain tools and big data analytics and AI to make sure everything works in the best possible way ”
Alex Kornilov , Betegy
56 • ISSUE 136 • iGB L ! VE 2024