Harel Falk, VP Sales and Business Development at Solitics, says that access to data in real time is mission-critical to tailoring player experiences, but the fact that most operators find themselves drowning in the sheer volume of data at hand doesn’t ensure personalisation will be applied.
Personalisation is a hot topic right now with online sportsbooks and casinos doing all they can to offer more tailored experiences to their players.
But the industry has trailed behind other entertainment options such as social media giants and streaming platforms like Netflix, who have been providing deeply personalised experiences for several years now.
Why has it been so challenging for iGaming brands to catch up with this evolution?
The combination of data challenges, high costs, and reliance on external partners makes it difficult for iGaming brands to keep pace with the rapid evolution of personalisation in user engagement. Here are four main factors currently limiting operators:
What’s standing in the way of true personalisation? Data processing and its lack of accessibility for marketing teams.
Achieving true personalisation in iGaming requires more than just data collection—it hinges on real-time data processing and seamless access to this data by marketing teams.
However, two major technological and operational barriers stand in the way.
Ultimately, for iGaming marketers to execute successful retention strategies, they need powerful tools that harness data, allowing them to create highly personalised, fully automated, and timely campaigns across channels. True personalisation can only be achieved when data processing and marketing tools work in unison to deliver relevant experiences in real time.
With data limits gone, the possibilities for player-centric experiences are limitless.
While some operators will opt to invest in lengthy and costly internal data projects to build out the infrastructure access and process all their player data, they can alternatively turn to MarTech innovations to do this for them.
Based on advanced AI technologies for data processing, Solitics is a leading marketing automation platform for iGaming, offering a powerful data and automation solution to marketers.
Solitics’ pioneering AI data aggregation and processing capabilities consolidate all relevant raw data sources and communication channels and make it available in real-time. Freed from limitations on how they can leverage the data, iGaming marketing departments can respond to any customer action in fractions of a second, and deliver an individualised, contextualised, message or incentive precisely when it’s most relevant.
The possibilities with Solitics and personalised marketing are almost endless. Take for example a live correlation between a sportsbook event and user betting behaviour, i.e. pushing an in-game odds update to a player with an open betslip on that game as the action unfolds on the pitch – “What a goal! Manchester United are now 3/1 to beat Leeds United”.
Or it can be a more complex journey within the online casino, such as when a player is in his early-life stage, just after their first deposit, and the operator’s KPI is to onboard the player to a fully ‘active’ status. This onboarding plan may include 4 logins in a week, 4 different slot bets, and a minimum wager amount. Using Solitics, the casino operator can set up a personalised mission board for the player. These missions “reward” each completed action with a “star” and reflect progress as the player goes through the onboarding stage.
Contextualised, dynamic, retention journeys like these not only enhance engagement and retention, they also let marketers give their players memorable experiences without over-offering unnecessarily high bonuses. And these are just some quick examples. With access to the right data and marketing platform, marketers can be incredibly creative with their campaigns and actually deliver the personalised experiences that players now demand.
In doing so, they can not only catch up with other entertainment options out there but set a new standard for personalised experiences and stand out from their rivals.
