Hyper-personalization in iGaming: A trend taking the industry by storm

6 minute read
Updated On | May 11, 2024 8:18:36 AM
Publish On | Jan 23, 2024 9:54:39 AM
David Blurton

iGaming has been one of the biggest growth industries in technology over the last few years. In the United States alone, the iGaming industry was expected to surpass $100 billion by the end of 2023 after hitting a record revenue in 2022, fueled in no small part by the legalization of online gambling in a growing number of states.

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All over the world, there are millions of players looking for experiences that they enjoy - and to feel that they have a fair chance to win big in a safe environment. To deliver that in the modern landscape, hyper-personalization is key. This blog will explore why it’s such an important part of iGaming platforms, both now and in the future.

What does iGaming look like today?

iGaming generally refers to online applications and platforms that have an element of gambling involved. This could be traditional activity such as placing bets on horse racing or other sports, or the fast-growing game-related sector such as virtual slot machines and live casino gaming. Advances in technology in recent years, particularly around mobile apps, has helped massively expand the potential of the sector, and made the iGaming experience more accessible to more people than ever before.

The iGaming industry is evolving very quickly: our recent blog on iGaming predictions for 2024 highlighted the pace of change. But in the modern landscape, there are five key elements that are making iGaming such a huge business success - all of which have hyper-personalization at their core:

Tailored Experiences (1) Tailored experiences

As is the case in many other forms of retail, end-users increasingly expect and demand experiences that are personalized to their own individual preferences. In iGaming, this means hyper-personalization: tailored content, recommendations and interactions that resonate with the users specific preferences and habits. 

This level of personalization can now extend from the moment a player lands on an operator’s site to the moment they log off. Analysis of player behavior, preferences and historical data allows game recommendations, content feeds and offers to be curated in real time at an individual level. This approach not only enhances the player's enjoyment but also drives greater engagement and brand loyalty.

Predictive analytics (1) Predictive analytics

Hyper-personalization now stretches beyond reactive measures, thanks to the help of big data and predictive analytics tools. Instead of making decisions based on user activity in the past, it’s now possible to predict player behavior and make proactive interventions. This not only works from a revenue generation perspective in reducing churn, but also in identifying players at risk of problem gambling and helping support those who need it.

AI-powered support (1) AI-powered support

While iGaming is known for being available 24/7, it’s often been held back by onboarding and support processes that are disjointed, laborious and inefficient. Artificial intelligence is helping solve those problems by offering seamless, personalized support at any time through AI-powered chatbots and virtual assistants. These intelligent agents can handle frequently asked questions, speed up registration processes, resolve simple issues and even generate personalized support responses tailored to each player's needs.

Security and compliance (1) Security and compliance

The iGaming industry is subject to strict regulations around data security, financial compliance and anti-money laundering. AI algorithms can detect suspicious behavior patterns and proactively prevent money laundering activities, identity theft and other forms of illicit activity. It can also be used to automate verification procedures and streamline the onboarding process, while maintaining compliance standards throughout.

Competitive advantage (1) Competitive advantage

The marketplace in iGaming is more saturated than ever, and at a time when it’s easy for players to ‘shop around’, standing out from the crowd is a real challenge. By embracing this hyper-personalized approach, operators can create a seamless, engaging and secure gaming experience that caters to the unique needs of each individual player. This is crucial to gaining a competitive edge, and to player attraction and retention.

A desire for personalization that’s shaping the industry

All of the above factors are the result of customers wanting the individual approach at every single touchpoint. This means moving away from generic content, or games that a player isn’t interested in, towards personalized messaging and offers, tailored odds, and a lack of human touch that makes players feel that they’re in charge.

In the months and years ahead, hyper-personalization in iGaming is poised to redefine the player experience and propel the industry forward. This sophisticated approach delves into the intricacies of individual preferences and gaming habits, and can help operators deliver tailored experiences that players are looking for.

But at the heart of hyper-personalization lies a focus on understanding and catering to the unique needs and desires of each player. By leveraging a wealth of data, including gameplay patterns, demographic information and historical interactions, operators can craft personalized game recommendations and content offerings.

Solving iGaming challenges with technology

Technology now plays a leading role within players iGaming experience, and many of the innovations that have come on stream within the past couple of years are now instrumental parts of operator offerings. Some of the key technologies that are helping operators succeed include:

Solving iGaming challenges with technology 01 (1)

Solving iGaming challenges with technology 2 (1)

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Balancing hyper-personalization and innovation

It’s important to note that hyper-personalization in iGaming isn’t the be-all and end-all of the current landscape. It has huge potential to enhance player engagement and satisfaction, but also has to be balanced with some non-personalized experiences. 

That’s because players like variety, and the freedom to make their own choices without feeling overly ‘pushed’ by tailored recommendations. Offering a mix of personalized and non-personalized content and promotions provides flexibility, and caters to diverse preferences.

It’s something that we at Ciklum have understood through our years of experience helping a variety of iGaming operators with their technology and development. We’ve helped them strike the right balance through customization options like personalized timeouts, and helping them blend both types of content, so that players always feel that they’re in control. 

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We’ve also enjoyed success integrating AI-powered chatbots and virtual assistants with human intervention for sensitive topics, and ensuring that our AI solutions provide clear explanations for recommendations and decisions. This has made a real difference in fostering trust among players and reducing any perceptions of bias.

Our experience and expertise with intelligent automation, analysis and utilization has also proved extremely fruitful in the iGaming space, enabling operators to gain deep insights into player behavior and preferences. By leveraging a unified data platform, context-aware analysis, and natural language processing techniques, we help operators deliver 
personalized experiences that resonate with each player. We also promote data diversity, conduct human audits and reviews, and empower players to customize their personalization preferences.

Personalization operators and players can trust

Ultimately, iGaming succeeds when there is a culture of trust. Players need to feel that they can trust the operators to provide fair chances to win, to offer engaging experiences, to support them if they have problems with gambling, and to protect their personal data. But trust extends to the operators, too, especially when they partner with a technology expert who is helping them develop highly personalized experiences and platforms. 

Ciklum is a trusted partner for operators seeking to leverage hyper-personalization responsibly. Our holistic approach addresses the key pain points associated with hyper-personalization, enabling operators to create engaging, enjoyable, and profitable experiences for players without compromising data privacy, fairness, and the human touch.

Take a closer look at the Ciklum approach to iGaming here, or get in touch with our team directly for more information.

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