GiGs primary objective is to simplify operations for both operators and players. They recognize that each player has distinct preferences and desires to encounter games that genuinely pique their interest. Envision being presented with Sweet Alchemy when your heart yearns for Tomb Raider – a scenario that lacks appeal! This is precisely why GiG is dedicated to constructing player profiles. They leverage automation to tailor the player experience, ensuring players encounter the ideal game at the optimal moment. Operators can bid farewell to coding and manual labor!
Kai Couch, GiG’s Product Director, posits that their automated tools are the linchpin in achieving this objective. He asserts, “Personalization is paramount because every user is unique. Our insights have revealed that each individual harbors distinct preferences. Some gravitate towards one type of slot, while others favor different genres. GiG has relentlessly focused on optimizing this domain to its fullest potential.”
Operators are shifting their focus away from solely acquiring new players and are prioritizing the retention of existing players, aiming to cultivate their satisfaction. Personalization emerges as the cornerstone for fostering player loyalty and encouraging increased spending.
Keeping players engaged is a top priority these days, and customized tools can play a crucial role in this, while also offering a more captivating experience for customers.
Customization for players and operators is essential, but grasping the need for personalization is only one piece of the puzzle; finding a way to provide players with a tailored journey is another. With development expenses soaring and internal resources limited, operators require automated solutions to handle the bulk of the work. Unlike a generic approach for all players, automated tools enable operators to showcase individual players games and content they’ve interacted with previously or might be intrigued by, making them feel more appreciated. These tools gather player data discreetly, which assists operators in keeping players involved and ultimately content with the options they provide.
But why is this so vital to the overall strategy of operators?
A report by Enteractive estimates that the average cost of acquiring a new customer for UK gambling operators can range from £220 to £1100, while US industry leader DraftKings spent nearly $1 billion in 2021 to attract new customers. If operators can continuously modify their experience to provide players with what they desire to see, players will remain committed and engaged, reducing player turnover.
To fulfill the industry’s requirement for automated systems that can provide customized services and demonstrate responsible gambling player patterns, GiG has put resources into a sophisticated real-time data platform incorporating numerous AI models that generate actionable, rich data and leverage its internal real-time rule engine, GiG Logic.
GiG Logic is a proprietary internal rule engine that empowers operators to use and act on real-time events from various data sources. The engine necessitates minimal development effort, saving operators valuable time from manual processes as they don’t need to write any code.
“GiG Logic is capable of listening to real-time events, feeding all data into the system, and then generating diverse automated rules by combining multiple building blocks,” explained Cauchi. “This tool allows operators to construct any process they can envision and grants them complete adaptability to achieve specific goals without writing new code.”
The data gathered by GiG Logic enables operators to automatically customize experiences for players based on the insights the tool gathers. It can also assist in recognizing high-value players, risk and anti-money laundering factors, credit bonuses, and generate personalized offers.
“GiG Logic is able to transform complex issues into simple rules without actually writing a line of code.”
GiG Logic: Collaborating with Game Recommendation Engines
Cauchi clarified, “GiG provides numerous data-driven artificial intelligence models. Consequently, we have access to all tendencies and player information: how they engage in gameplay, their playtime duration, the game genres they prefer, and so forth. You can observe the trends and analytics for each player and integrate this information into the customer relationship management system to tailor specific paths for individual players, even providing credit rewards.”
GiG Logic was developed to assist operators in addressing the evolving habits and characteristics of players and to facilitate the advancement of GiG’s innovative Game Recommendation Engine (GRE). GRE delivers a customized experience for players by personalizing player journeys, rather than targeting players with uniform games, banners, or messages. In essence, Logic collaborates with GRE to create a more user-focused experience, such as presenting personalized screen messages, Cauchi elaborated.
“The objective is to enhance average revenue per user, daily active users, and the overall lifetime value of players. This aligns with the broader customer retention objectives.”
“GRE utilizes machine learning algorithms to suggest games to players based on multiple factors such as their history and geographical location. Our aim is to be capable of providing games that enhance the overall user experience.”
A vast array of games exist, and with this system, we can categorize game recommendations into distinct groups, such as well-liked games in various locations or games with particular characteristics. This significantly enhances customer satisfaction, encouraging them to remain engaged.
Through the use of GRE, we have crafted a unique experience, ensuring that players can locate the games they enjoy while participating in a secure and safe environment.
Currently, most organizations manually update their casino game listings, but with GRE, this process will be completely automated.
Automating tasks will streamline operations, enabling casino administrators to concentrate on more substantial initiatives.
Leveraging artificial intelligence to identify potential gambling issues and automatically taking action with GiG Logic
In addition to personalizing player experiences, gathering this data also simplifies the identification of problem gambling or the detection of alterations in player behavior.
The ability to detect problem gambling in its early stages is one of the most advantageous aspects of the GiG platform. It functions as an early warning system, enabling operators to promptly intervene by identifying unusual patterns or potentially detrimental player conduct.
If a player typically deposits €10 weekly and suddenly deposits €1000, it is clearly a deviation from their usual behavior. We can then investigate the situation and determine the cause.
Gambling troubles aren’t the only behavioral pattern that GiG’s comprehensive solution can identify.
This strategy is also connected to specific fraud detection systems that take into account player history and any questionable conduct. We then carry out a risk evaluation on each player, and the player safety team and fraud specialists can choose whether to investigate further.
“For instance, if a player is checked against PEP and sanctions checks upon registration, GiG Logic can assign a specific tag as well as a risk score. The player will then be assigned a risk score that can be viewed on the operator’s data dashboard, which can then be used to make decisions and take appropriate action through automated rules.”
In a time when the industry’s safe gambling initiatives are under close observation, automation gives operators more power to spot at-risk players sooner and take action to protect them. Targeting games players enjoy and playing safely are just some of the other advantages automation offers.
Automation: An effective way to keep players
As the industry continues to develop and players have more options, operators are increasingly concentrating on retention as a key to long-term success. By using automated tools, they can focus more on what matters to players, while reducing their focus on time-consuming tasks and costly processes. This is a win-win for operators and players alike, as Cauchi clearly points out.
From a customer fidelity standpoint, I believe this makes customers feel valued by the brand and integrated into the system, rather than merely engaging with a generic website accessible to other customers. It’s a game changer.”
Kay Couch is the Head of Product at GiG, having joined the company in 2017 and progressed from Technical Integration Manager, Product Owner, and Head of Product to his current position, where he now directs the department in delivering a comprehensive and award-winning set of iGaming solutions. Kay’s profound understanding of product dynamics and customer requirements helps drive GiG’s innovation strategy, and his experience continues to guide product development across the platform’s verticals, spanning global markets.
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