Most gaming firms using AI to get to know customers - The Gambling Times

FA Cup Fifth Round

Most gaming firms using AI to get to know customers

88% of UK gaming firms are using artificial intelligence (AI) to get to know customers and increase personalisation, research by global reviews and customer insights technology company Feefo has found.

More than half (54%) have been using AI for a year or more, while 34% started using the technology this year. Only 10% of businesses said they have no plans for AI in the next few years.

The research, which covered online, high-street and app-based firms, also found that 72% of companies use data analytics to send tailored offers to smartphones or to provide exclusive odds that customers can use in bets against rivals. Seven-in-ten (70%) employ analytics to craft personalised promotions and odds based on a customer’s recent bets, or to make time-limited offers to frequent punters.

“Gaming companies need to get closer to their customers than ever,” said Ben Marley, head of market development, Feefo.

“On average, the firms in our survey had only persuaded 52% of customers to make more than two deposits, which suggests they don’t know them as well as they could.

“Firms need to personalise experiences for millions of customers. If punters don’t get a stream of personalised deals and offers they’re likely to go elsewhere. Gaming brands need to be smarter about technology so they get to know customers intimately and keep them excited and engaged.”

The research found that 74% of UK gaming companies believe customer reviews are “very important”, with the remainder still saying reviews are “important”. 74% of firms also consider it “very important” to be seen as responsible and considerate, raising questions about how they identify vulnerable individuals susceptible to problem gambling.

“Gaming firms need better customer insights, using technologies such as agile customer review platforms that leverage artificial intelligence,” added Markey.

“With the power to analyse thousands of reviews, a smart platform gives a brand rapid intel about changes in demand and the habits of individual punters, while boosting the company’s reputation for responsibility and transparency.”

Related Stories

Betting Feature

PaddyPower confirm record payout

PaddyPower has paid out £4.2million - their biggest ever online win in the history of the company.

Betting Feature

Betfair showcase what it means to ‘Play Smart’

Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’.

Betting Feature

Betfred tackle World Club Challenge

Betfred have been confirmed as the title partners of Sunday’s eagerly-awaited World Club Challenge between Wigan Warriors and Sydney Roosters.

Betting Feature

Giggs snapped up by Bookies

Rhodri Giggs has been unveiled as the face of Paddy Power’s new ‘loyalty’ campaign.

Betting Calculator

Launch as pop-out window

Accumulator Calculator