Ryne Higgins
While we often hear about different types of data, those not in the tech industry can feel easily overwhelmed and confused by what it entails. Big data, as suggested by the name, refers to sets of data that are too vast to be processed by traditional software. Big data is a valuable asset to many industries, particularly the online casino industry, allowing businesses to not only improve marketing techniques but also provide their target demographic with a product tailored to their preferences.
Online casinos analyze customer data to offer a unique and tailored experience. Big data provides insight for online casinos into the preferences of players by analyzing online behavior. Using big data allows online casinos to enhance their customer journey.
With a multitude of games available, big data assists the online casino regarding both game development and also what games to recommend to existing players. Visitors to the casino at Paddy Power Games can browse the various gaming categories, choosing their favorites to play. Online casinos can use the big data collected from players’ behaviors which will then enable the casino to adapt recommended games to the user’s preference, for example, a player who frequents the slot game ‘Medusa Gems’ would be recommended to play further games of the same genre such as ‘Goddessy Gold’. These recommended games are all automatically generated through big data analysis.
This not only increases levels of customer satisfaction by recommending preferred gaming genres but also maximizes profit for the online casino. Harvesting big data also increases customer retention. If someone is consistently recommended games based on their gaming habits, they are more likely to remain loyal to that particular casino.
It is also a useful tool for the online casino industry when developing new games. Big data educates the casino on which types of games are more popular and therefore is an incredibly valuable tool during the game development process. Using big data within game development would increase revenue – by building upon popular games there is less chance of wasting money on updating or creating new games less favored by their customer base.
“Social Media” (CC BY 2.0) by magicatwork
Big data not only benefits the user experience and game development, but it is also a crucial marketing tool. Big data is collected from social media posts and with 3.6 billion people using a social media app, the possibilities for an expansive customer base are endless. There are also targeted ads, meaning many people see adverts for things they have previously searched for online.
While this advertising technique can be controversial, there is no doubt that it is successful in exposing a broader audience to a variety of products. This is especially true when broadcasting bonuses or welcome gifts at online casinos.
Big data, while it sounds scary, has hugely benefitted the online casino industry and its patrons. Not only can big data help tailor the customer journey by exposing them to new games based on preference, but it also has a huge impact on actual game development.
It is also possibly the most successful marketing tool of modern times, allowing online casinos to exhibit new games, bonuses, and promotions to new and existing customers.
