Unlocking Player Insights: Big Data Usage In Online Casinos 

Unlocking Player Insights: Big Data Usage In Online Casinos 

Staff

Online gambling is one of the most rapidly developing industries that is about not only dizzying amounts of money but also an impressive number of customers involved. According to statistics, about 26% of the global population (approximately 1.6 billion people) engage in some form of gambling. Even though there are currently 4,700+ legally operated online casinos, the client base is really huge. So, how to understand its preferences and provide the best gambling experience? This is where big data comes into play.

Understanding Of Big Data Analytics in Gambling 

An online casino increasingly relies on big data analytics and advanced algorithms to better understand its audience. It demonstrates this through active segmentation, predictive analyses, and collaboration with data service providers

Info analysis helps boost user experiences, leads to a larger number of loyal clients, and improves the recognition of an online casino operator. Big data helps online casinos achieve this goal, from collecting and processing information to creating client-tailored solutions. Here is a general algorithm that is used in the majority of online casinos.

  1. Data collection. Information about players and their activity is collected and stored in special warehouses. Next, gambling platforms pay for getting access to that information. Information in warehouses is usually “raw” and stored in the form of “metadata”).
  2. Data processing. After info is uploaded, it requires an organization so clients can get accurate results when responding to analytical queries. 
  3. Data cleaning. The information must be scrubbed for even better quality and accurate results. Usually, “scrubbing” means formatting the data correctly. At this step, algorithms delete all duplicates, irrelevant files, mistakes, and other factors that can lead to flawed results. 
  4. Data analysis. This is the most complex operation that requires a lot of resources. At this stage, a lot of methods are used, including data mining, predictive analytics and deep learning.

At the end of this princess, that data is presented in a relatively easy-to-consume form and can be 100% useful. Gambling platforms can use it to understand player behavior better, highlight preferred games, optimize marketing strategies, and strengthen security measures. 

Data Collection Methods

Data collection is the first and most important step, as it impacts further information refining and analysis. It is also key to understanding customer behavior. Online gambling platforms use several approaches to collecting data, including those described below. 

  • User personal profiles and accounts. Any potential customer who wants to access the full casino functionality needs to sign up on the platform. When users register on an online casino platform, they give a lot of diverse personal information, from age and currency used to location and gaming preferences. Further, this info is stored in user profiles, so casinos can easily access it to adjust bonus offers, advertise partner products, and more.
  • Behavior monitoring. Gambling sites implement tracking technologies that detect customer’s play activity on their platforms as well as applications. For example, they explore which games the particular player prefers, how much time he spends on the site, what his betting patterns are, and more. After some time, this pool of information is used to form detailed behavioral profiles for each client registered on the platform.
  • Surveys and feedback. Many legally operating casinos take care of their reputations and are fairly interested in client feedback. This feedback helps them adjust marketing strategies, delete annoying promos, change the design, or even reorganize the navigation menu. Surveys may be integrated into the site’s functionality, sent by mail, or offered on the casino’s social network page. This qualitative data complements the quantitative data collected through tracking and helps casinos understand player satisfaction and areas for improvement.

When maintaining these steps, it is important to consider Privacy Regulations and Compliance rules, potential technological limitations, user response rates, and other relevant factors.

Analyzing Customer Data

Information analysis is the other important step, which is impossible without big data solutions. Modern online casinos can use several approaches, which are described below. 

  • Customer segmentation. This is a method that helps analyze demographic data and gaming behavior. Gambling sites segment their user base into distinct groups considering key parameters. For instance, they may pick gamblers by the betting limits they use (high rollers and casual players), game preferences (slot, card, live dealer and other games), and specific features (for example, games with Oriental theme). 

This segmentation helps target marketing efforts and make gambling experiences more personalized. As a result, customers feel a personal attitude towards their interests and become loyal customers, independent advocates of the site, and more.

  • RFM Analysis. This stands for Recency, Frequency, and Monetary value. This is an important analytical method that helps platforms highlight valuable customers. Thanks to flexible algorithms, casino managers can adjust filters using which customers are locked. For example, the program may select players based on how recently he has played or how often he logs into the site. By focusing on high-value customers, platforms can expand the loyal base and even significantly increase income. 
  • Predictive analysis. This is another advanced analytical tool for predicting how players will behave in the future. In modern times, casinos often use AI-powered algorithms for this purpose, as they can calculate almost all potential outcomes based on the initial data. For example, a gambler often plays slots in the evening every Friday. Thus, the platform can anticipate when he will most likely sign in and offer him targeted promotions.

Another important part of the analysis is exploring social network activity. Particular reposts, reactions to certain posts, and more are carefully monitored to supplement the client’s behavioral profile and improve the community-building strategy.

The New Jersey Digest is a new jersey magazine that has chronicled daily life in the Garden State for over 10 years.