Insight: mobile personalisation on the rise
Playtech COO Shay Segev discusses how the rise of personalisation is affecting the mobile gambling sector
With regulation increasing across Europe, competition between gaming operators is fiercer than ever with every player being fought over. In order to differentiate themselves and to ensure that players remain loyal to certain brands, our industry has had to adapt marketing practices which are common in other industries. Segmentation within marketing is not new in ecommerce, for example, but it has only been in the past few years that it has really been a focus to egaming operators.
We map different types of games based on volatility, demographics, risk, activity and many other parameters so our content portfolio exactly matches player preferences. We also have a team of data analysts working in our data warehouse, allowing us to implement data driven product management methodology. We have been working on a set of business intelligence tools that will enable operators to automate their entire marketing operation.
The last 12 months has seen this activity intensify. A fully automated, personalised offering based around leading-edge business intelligence software that considerably enhances both player value and licensee revenues is compelling technology and where we see the market going.
We have seen significant differences in the types of games players like, move on to and their gaming journeys depending on the parameters we discussed earlier; gender, country, age, risk, high/low volatility appetite and so on. This is why, for example, we have developed localised games for various markets. In the Finnish market and through our work with Ray, for instance, players there go online to look for their favourite land-based games.
We have applied personalisation for many years within our front end and back end games content and platforms and this applies across all channels and devices. For example, within our backend our personalisation tools allow our licensees to show different content to different player segments and to offer different bonuses on different platforms to different group of players depending on a whole range of parameters.