How The Online Gaming Industry Uses Big Data Analytics To Grow

From shaping the individual user experience to maximizing advertising, big data analytics can play a major role in the online gaming industry.

June 18, 2018
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Online casinos are fast becoming one of the most lucrative industries in the world. It seems that these venues are experiencing unstoppable growth, with more and more people getting into the games as the years go by. So how do they do it? They’ve adapted to the times. By utilizing big data analytics and smart marketing, casinos can give customers what they want.

This may not mean much to the average person, but learning about how online casinos use data to grow revenue can help you understand your consumer behavior and how it translates to the future of your experience within the industry.

Collecting Data Straight from the Online Source

Concerned about your data? Fear not. There are no secret data agents waiting for your information—no more than there are on any other site, anyway. Reputable online casinos always collect data in a safe and legal manner, ensuring that their customers’ privacy is not violated in any way. In fact, these online casinos have to be more careful when collecting your data since they come under intense scrutiny from the government. So, you can rest easy if you’re in the habit of playing around on reliable sites.

How is the data collected? Online casinos collect data the same way that all the other online industries collect it—by monitoring your online activity. But it isn’t just about watching what you’re doing. As soon as you create an account, you’ve contributed data points that help in player profiling for your chosen site. Your gender, age and location are recorded, uploaded and stored in a database.

Every time you log on to play your favorite games, sites collect your data and create an experience.

Photo by NDE, CC0

After that, you’re contributing data points whenever you log in. The time of day you like to play, the length of your visit, and what games you use all factor in. But online data collection goes deeper than that. How much time you spend on a game before switching to another (and which other games you choose to play) is also taken into the database. Your win-to-loss ratio is noted, as well as how your online presence changes or stays the same after a win or loss. By monitoring all this, online casinos can create a profile for you based on your online persona. So, what are they doing with this information?

How the Industry Uses Big Data Analytics in Marketing

One of the primary reasons casinos collect this data is so they can create marketing campaigns around it. Online venues can glean which types of games are the most popular from their data and which games are going out of style. They can then adjust their selection, advertising for one specific set of games over another.

Casinos are using the process of data analysis to create a tailored user experience.

Infographic by Sysfore

However, data analytics in online casino marketing goes far beyond creating large, all-encompassing campaigns. Though that does play a significant role, venues are becoming more interested in gathering information on an individual level. Casinos recognize that customer loyalty is centered on the individual experience. By tracking big data, casinos determine which promotions and bonuses hold which customers’ attention. They know which games are suited for each player, as well as which games hold a wider appeal to different demographics.

Source: Forbes
Caption: Forbes explores how brands can use the power of big data to improve the customer experience.

Once this information is analyzed, casinos can create individual campaigns for loyal customers by offering a tailored experience. Does one 35-year-old man in the U.K. prefer online slots at 7 p.m.? Offer him some free spins around 6:30 p.m., and he’ll surely be drawn in. And he’ll continue to spend his money with the company that gives him what he wants when he wants it. Likewise, a company could offer all 30- to 40-year-old men in the U.K. bonus spins around quitting time and see how many are interested. From there, they can adjust tactics.

Companies are using big data in all ways to improve customers relations and the experience.

Infographic by EMC

While it may seem like a lot of work to gain and keep the interest of one player, all those individual players spend money. And all that money adds up to make a multibillion-dollar industry. Online casinos have grown exponentially over the past few years, and those numbers are still increasing. But the venues aren’t the only ones who stand to benefit. Players are taking advantage of data analytics as well.

Players Harness the Power of Data Analytics

Because online casinos are utilizing big data analytics and focusing on the customer in such a significant way, players are hopping on the “all about them” train. Through data analytics, casinos know that one of the best ways to get more customers is to offer better odds, more jackpots, and a better chance at winning. Customers take advantage of this fierce competition to put their fingers in the winning pie.

Not only do players gravitate toward sites with better odds, but they are utilizing big data outside of casinos as well. This holds especially true for poker. Sites like SharkScope and PokerTracker keep track of around-the-world statistics from games everywhere. Now, smart poker players are tracking those odds and using them to their advantage, winning more and more games that have this knowledge.

Big Data Means a Better Consumer Experience

Because of online casino marketing and the players’ ability to track their odds at different levels, big data has become one of the most important things in game design and in the consumer experience. Casinos can now offer a tailored experience to the individual customer. This is an experience that was previously possible only to super high rollers in brick-and-mortar casinos, but it’s now becoming the typical experience on gaming websites.

However, not every site can utilize big data to improve the experience on an individual level. Big-name casinos like the 888Casino have a better chance of getting it right since they have the financial backing to conduct such surveys and implement data analytics into marketing. What’s the result? An exciting online casino experience that’s completely personalized to fit your tastes.

No matter if you’re a poker player hot on the trail to a winning streak or a player just looking to get the best user experience for your buck, big data is here to help you out. You can log on and crunch your numbers or let those personalized offers wash over you. Either way, the industry is changing. Are you ready for a whole new experience?