The iGaming industry is constantly evolving and things are moving even faster these days with technological advancements like Artificial Intelligence (AI). AI has been an important topic of discussion across the business landscape recently and the iGaming world is no exception. So, with that in mind, we’ve decided to take a look at how operators can really profit from this burgeoning technology, specifically in the following areas of player behavior, marketing strategies and fraud detection.
Understanding and Personalizing the Player Experience
Operators have access to vast amounts of player data that, when properly analyzed, can provide insights into player habits, preferences and even risk behaviors. This is where AI can come in, as AI algorithms can process and interpret behavior patterns, betting habits, and customer interactions in a matter of seconds.
Behavior patterns such as betting frequency, deposit patterns and how often players log in, as well as their session length, could provide insight into players who might be a potential risk for problematic gambling. This type of analysis would help not only safeguard players, but also ensure that operators remain compliant with responsible gaming regulations, allowing them to intervene early in the player journey by offering resources or restrictions, such as setting betting limits, to prevent further risks for the player.
On the other hand, better understanding player behavior could also help operators offer customized offers, targeted promotions or suggest similar games to make the experience more enjoyable and tailored for users.
Enhancing Marketing Strategies with AI
The iGaming market has become so competitive that in order for an operator to stand out from the crowd, they have to find ways to upscale their marketing strategy. What AI can do in this area is segment players based on their activity, preferences, demographics, and behavior. From there, operators can use to fine tune their marketing campaigns to resonate with separate groups of individuals in a way that they can deliver tailored promotions, bonuses and even communication to drive higher engagement and consequently drive higher conversion.
For example, AI can analyze when a player is most likely to respond to a promotional email or the type of bonus they are more likely to engage with, which ultimately is a way to maximize the effectiveness of your marketing campaigns.
Further benefits of AI tools include the ability to analyze media buying channels and help operators better allocate their budgets. Predictive analytics can be very helpful in determining where operators are more likely to find high-value players, allowing them to concentrate their efforts on the right marketing channels.
Protecting Players and Brands
iGaming operators are under constant threat from fraud, with the most frequent types of fraudulent activities including bonus abuse, identity theft, or money laundering. With the help of AI-powered systems, operators can protect not only themselves, but their players too.
AI can help detect patterns that signal potentially fraudulent activity, such as the use of multiple accounts using the same IP address or sudden withdrawal spikes. This would allow operators to take appropriate action by freezing player accounts or implementing additional verification procedures, which would further reduce the risk of financial loss. In addition to protecting from fraud itself, AI could play a vital role in protecting an operator’s reputation.
Furthering the idea of protecting players and brand reputation, we have partnered with Rightlander to offer our clients a tool that helps operators scan affiliate websites to identify those that may present a risk for the brand.
Looking Ahead
The iGaming industry will only continue to evolve and, as an emerging technology, AI will have an important role in shaping the future of player engagement, marketing effectiveness, and security. By taking advantage of AI-driven insights, operators can better understand and meet player needs, fine-tune their promotional strategies, and protect themselves, and their players, against fraud. Embracing AI can help operators deliver a safe, responsible and impactful iGaming experience
