GiG is all about simplifying things for both gamers and operators. They’re creating tools that help operators tailor the player experience, so players can locate the games they adore without any difficulty.
Kai Couch, Product Director at GiG, states that their automated tools are crucial to this. He explains that each player is unique, and they have distinct preferences. Some players might be fond of one type of slot machine, while others favor a different variety. GiG’s tools make it effortless for operators to cater to these individual preferences.
GiG’s emphasis on personalization is a significant change from the traditional approach, where operators solely concentrated on acquiring new players. Now, operators are recognizing that maintaining player satisfaction and engagement is more vital than simply attracting them. GiG’s tools are aiding them in achieving precisely that.
Keeping players engaged is the top priority today, and tailored tools can play a crucial role in this, while also offering a more captivating experience for customers.
Comprehending personalization requirements is only one piece of the puzzle, while the method to provide players with a customized journey is another aspect. With development costs soaring and internal resources limited, operators require automated solutions to handle the heavy lifting.
Delivering personalized services to players and operators
Unlike a universal approach for all players, automated tools allow operators to highlight games and content that players have interacted with previously or might be interested in, making players feel more appreciated. These tools gather player data behind the scenes, which assists operators in keeping players involved and ultimately content with the choices presented by the operator.
But why is this so critical to the operator’s overall plan?
A report by Enteractive estimates that the average customer acquisition cost (CAC) for UK online gambling operators could be between £220 and £1100, while US industry leader DraftKings invested close to $1 billion in 2021 to attract new players. If operators can customize experiences to players’ preferences, providing players with the content they desire to see, players will remain dedicated and involved, reducing player turnover.
To fulfill the industry’s demand for automated systems that can provide customized services and exhibit responsible gaming player patterns, GiG has invested in an improved real-time data platform that incorporates numerous AI models that deliver actionable, rich data using its internal real-time rules engine, GiG Logic.
GiG Logic is a proprietary internal rules engine that enables operators to utilize and act on real-time occurrences from multiple data sources. GiG Logic necessitates minimal development effort, with operators requiring no programming – saving them valuable manual process time.
“GiG Logic is a proprietary internal rules engine,” Cauchi explained. “It listens to real-time events, feeds all the data into the system, and then there’s a process that combines multiple building blocks together, creating various automation rules.
“This tool enables operators to construct any process they can envision, and allows complete flexibility to attain specific objectives without needing to write new code.”
The data gathered by GiG Logic enables operators to automatically adjust the experience for players based on insights obtained by the tool. It can also assist in identifying high-value players, risk and anti-money laundering factors, credit bonuses, and create personalized offers.
“GiG Logic is capable of transforming complex issues into simple rules without actually writing a single line of code.”
GiG Logic: Collaborating seamlessly with game recommendation engines.
GiG provides a vast array of AI models that leverage data, stated Cauchi. “Essentially, we possess all the details regarding players and patterns readily available: their gameplay style, duration, preferences, and so on. You can observe how each player interacts and utilize this knowledge to craft a customized experience for them, even offering incentives.”
GiG Logic was developed to assist operators in comprehending player evolution and to fuel GiG’s innovative Game Recommendation Engine (GRE). Instead of presenting identical games, banners, or information to all users, GRE personalizes the experience by tailoring it to each individual. Logic collaborates with GRE to enhance the user experience, such as displaying personalized messages on the screen, Cauchi elaborated.
“The objective is to augment the average expenditure per user, the number of daily active users, and the overall lifetime value of each player. This strategy helps us retain player engagement.”
“GRE employs machine learning to suggest games to players based on a multitude of factors, including their history and geographical location. Our aim is to recommend games that enhance the experience for everyone.”
The marketplace is brimming with countless games. Our system assists in sorting game suggestions, such as well-liked titles based on market trends or specific characteristics. This will greatly enhance customer satisfaction and encourage repeat visits.
GRE transforms gaming into a distinctive experience, enabling players to discover their preferred games and engage in a secure and accountable manner.
The majority of brands manually update casino game content, including popular titles, but GRE streamlines this procedure.
Automation optimizes efficiency, allowing casino administrators to concentrate on crucial strategies.
GiG Logic leverages artificial intelligence to identify potential gambling issues and automate interventions.
Beyond personalizing player experiences, this data aids in recognizing problem gambling or shifts in player behavior.
One of the most advantageous aspects of the GiG platform is its capacity to detect problem gambling in its early stages. It functions as an early warning mechanism, signaling unusual or potentially detrimental behavior, enabling operators to take swift action.
If a player typically deposits €10 weekly and unexpectedly deposits €1000, this represents a clear alteration. We can delve into the matter and determine the cause.
The difficulties encountered in gaming are not the only behavioral trends that GiG’s comprehensive solution can detect.
This method is also connected to particular fraud detection models that consider a player’s past actions and any questionable behavior. We then perform a risk assessment for each player, which the player safety team and fraud specialists can use to determine whether to investigate further.
“For instance, if a player is checked against politically exposed persons (PEP) and sanctions checks during registration, GiG Logic can allocate specific labels as well as a risk score. The player will then be assigned a risk score that operators can see on a data dashboard, which they can then use to make decisions and take appropriate action through automated rules.”
At a time when the industry’s safe gambling initiatives are under intense examination, automation empowers operators to identify players at risk earlier and take appropriate action to safeguard them. Targeting games that players enjoy and playing in a safe way is just another advantage that automation provides.
Automation: A practical way to retain players
As the industry continues to evolve and players have more choices available, operators are increasingly focusing on retention as a key to long-term success. By using automated tools, they can concentrate more on what matters to players and less on labor-intensive tasks and costly processes. This is a positive development for both operators and players, as Cauchi clearly emphasizes.
I am convinced that from a client loyalty standpoint, this will make customers feel valued by the brand and integrated into the system, rather than simply utilizing a generic website accessible to all. This will be a revolutionary change.”
Kay Couch currently serves as the Chief Product Officer at GiG, having joined the company in 2017 and progressing through roles such as Technical Integration Manager, Product Owner, and Head of Product to his present position. In his current role, he leads the department in providing a comprehensive and award-winning set of iGaming solutions. Kay’s profound understanding of product dynamics and customer requirements drives GiG’s innovation strategy, and his experience continues to guide product development for the platform vertical in global markets.
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