The fierce market competition encourages the gambling industry’s representatives to constantly look for ways to stand out and achieve higher audience loyalty rates.
Personalisation of the offer is one of the most effective methods of achieving success in the iGaming segment. Smartico’s Marketing Director, Catie Di Stefano, is convinced this statement is true and shares her insights on the matter.
You can learn more about reliable advertising tools and order the development of an online gambling business with a built-in promotion module at the Casino Market studio.
Personalisation in the Gaming Sector: Importance
Ms Stefano is confident that an exceptional customer experience transforms a casual platform visitor into a loyal player. Personalisation is the best way to make users feel valued. This goal is impossible to achieve when working with classic general algorithms.
The expert listed the main benefits of tailoring the UX:
- Audience trust. By using all available tools and data to create individual impressions, operators receive stable feedback and loyalty from punters.
- Reduced churn rates. This advantage is possible because it becomes apparent to gamblers that the entrepreneur prioritises their preferences.
- Extra-layer promotion. If effectively implemented, the strategy will quickly go beyond classic marketing and become an excellent incentive to create a new UX.
High-quality personalisation lays the foundation for increased engagement. It is also a good base for long-term projects and sustainable brand popularisation in any gambling jurisdiction.
Tools for Different Player Groups: Demographics
Smartico has identified several methods that have the most significant positive impact on Millennials and Zoomers.
The list includes various gamification elements, such as:
- progressive levels;
- access to multiplayer tournament events;
- reward badges for specific achievements during the session, etc.
Ms Stefano noted that the younger generation of gamblers values modern technical solutions and social components. The more personalisation settings an online casino provides, the higher the level of brand perception. Young audiences increasingly prefer a variety of multiplayer services over big wins.
The best way to ensure quality interaction with Gen Z is to offer them diverse communication options:
- ratings;
- group chats;
- leaderboards;
- tournaments, etc.
The specialist added that setting up real-time personalisation based on behavioural triggers produces stable, positive results. A good example is notifications and promotion incentives sent during periods of account inactivity. This strategy has found a broad response across different demographics.
Ms Stefano emphasised that working with users’ habits allows her company to quickly tailor communications to player reactions. Such an approach is effective in reducing churn and increasing trust. The corporate team has noticed that older demographics, such as Gen X and Boomers, particularly value notifications, finding them helpful but not intrusive.
Impact of Personalisation on the Customer LTV
Loyalty is primarily formed by individual rewards provided to gamblers. For instance, users can obtain an exclusive bonus based on their previous behavioural reactions.
If operators notice and consider punters’ habits and preferences, these clients are likelier to return to the platform. Ultimately, this factor will increase a gambler's lifetime value (LTV).
Ms Stefano said casino visitors who constantly interact with their favourite products, receive meaningful rewards for progress and participate in social events will probably log in frequently. Additionally, modern gamification features significantly improve the entire user experience, making it more memorable.
Casino Marketing Trends and AI Tools
Artificial intelligence has opened up a wide range of opportunities for tailoring any offer to individual needs. This breakthrough enabled the industry to obtain a new, rapidly growing trend: real-time personalisation. The process promises to gain even more momentum as technical capabilities in data processing expand.
For instance, if a gambler’s play style and overall behaviour change during a session, the platform can adapt to expected future reactions and provide relevant bonuses and game recommendations. This level of response will allow for achieving the maximum positive feedback.
Another trend that fits well into gambling experience personalisation is AR/VR. Ms Stefano gave the example of a VR casino with AI-controlled settings. The technology handles everything, from visuals and user interaction to solving any platform visitor’s problems. This unique level of immersion can significantly increase the target audience’s loyalty and engagement.
Artificial intelligence tools are already being used extensively for behavioural analysis. In the future, it will help improve player segmentation and create more complex tailored offers.
Ms Stefano is confident that AI will soon be able to develop detailed profiles (instead of general groups) to achieve maximum targeted personalisation. This breakthrough will allow operators to raise involvement among different customer categories to previously unattainable heights.
The Main Things About Personalisation in iGaming
Creating an exceptional UX is a global industry trend gaining popularity every month. Large gambling brands gradually abandon standardised engagement programs and shift their focus from finding new clients to retaining an already registered, active audience.
Central notions from the article:
- Gamified solutions provide the best personalisation results. These elements include ratings, tournaments, progress rewards, and other social interaction options. The approach has shown the best effectiveness in working with a young audience.
- Notifications during periods of inactivity enhance an individual engagement program. This method of responding to behavioural triggers has earned the most significant recognition among older gamblers.
- The mass introduction of AI technologies boosts personalisation results. The more data the digital platform can process in real time, the more relevant the offer will be to any client’s reaction and preferences.
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