How Online Casinos Are Using Big Data to Improve Their Customer Experience
Big data is one of the latest buzzwords in the online gambling sector that has changed the way casino operators look at customer engagement.
19:53 03 October 2022
With hundreds of casino gambling platforms trying to attract and retain players, the gambling industry is one of the most competitive sectors on the planet. Given the cut-throat competition, leading casino operators always keep experimenting with new strategies and technologies in order to give players exactly what they want.
Big data is one of the latest buzzwords in the online gambling sector that has changed the way casino operators look at customer engagement. Here are some of the ways casino operators are using big data to enhance the customer experience.
What exactly is big data?
Before speaking about the applications of big data in the casino industry, let’s take a look at what big data exactly is. Simply put, big data refers to datasets that are huge in volume and greater in variety. Also, these datasets need to be processed at high velocity to draw insights from them.
Although the premise of big data is somewhat new, its origins can be traced back to the 1960s when the first data centres were being developed. Today, big data comes from a variety of sources, including social networking sites and e-commerce platforms.
Applications of big data in the gambling industry
Below are some of the many ways in which casinos are using big data to improve customer retention rates and deliver exceptional gaming experiences:
Big data reveals player preferences
Any decent online gambling platform has hundreds or even thousands of different casino games on offer. Also, these casinos attract huge traffic if they are renowned and have been around for a while. As such, it’s almost impossible to manually keep a track of the specific preferences of each and every player at the casino.
And this is where big data comes in. Using machine learning and data science techniques to identify patterns from datasets, casino operators can easily identify which casino player prefers what types of games and casino gambling services. So, if a player plays mobile Roulette the most, for example, the casino platform can offer bonus rewards and other perks that are exclusive to Roulette games.
Identifies loopholes in security
In order to play real money casino games, players need to add funds to their accounts. And to do that, they need to submit their banking details on the casino site. Also, players need to give their personal details so that casinos can verify their age and eligibility. With the transit of such sensitive information involved, it’s no surprise that player safety is of paramount importance to casino operators.
All the leading online casinos employ state-of-the-art security measures, which ensure that the sensitive details about players don’t fall into the wrong hands. While these technologies reduce the risk of data or money theft to almost zero, big data takes casino safety to a whole new level by allowing operators to analyze if there are any loopholes in security.
Allows players to create effective marketing strategies
Another area where big data assists casinos is in creating marketing strategies that deliver results. With big data, casinos can identify what the specific requirements of their players are and how they can cater to them. Also, big data helps gambling venues in gaining insights into their bonus programs and other comps offered.
That way, casinos are able to create marketing campaigns that are more personalized and holistic. What’s more, customer segmentation (which is used to identify customers exhibiting similar patterns) using big data allows casino operators in targeting new demographics where they can potentially find the maximum number of new customers.