The role of personalisation in igaming

In the highly competitive igaming industry, player engagement is essential for success. With countless options available to players, operators must prioritise creating captivating and personalised experiences to foster and maintain customer loyalty. 

Player engagement, defined by the level of interaction and involvement a player has with a brand, is vital for boosting user satisfaction, thus driving repetitive business, extending their lifetime and ultimately increasing revenue. 

Campeόn Gaming excels in understanding this dynamic and has implemented innovative strategies and formed strategic partnerships to ensure that players are not only engaged, but also get the chance to enjoy a personalised experience.

Key strategies for retaining players

Player engagement is a critical practice that operators should adopt to enhance player retention rates; engaged players tend to remain loyal, making repeated visits, hence contributing to a higher lifetime value. The key elements that drive player engagement include:

1. Understanding individual preferences and behaviours – analysing both individual player preferences and market trends allow operators to pinpoint areas of focus, providing players with exactly what they need
2. Player profiling – collecting and analysing player data helps understanding of their preferences, habits and motivations, thus enabling operators to adopt specific practices for tailored interactions and create unique experiences for different customer segments 
3. Real-time data utilisation – leveraging real-time data offers valuable insight into player behaviour and preferences; this facilitates timely and relevant interactions, enhancing focused strategies with up-to-date information for accurate targeting and engagement
4. One-to-one experiences – offering personalised content based on each player’s profile creates a more engaging and immersive experience, ensuring players receive content that resonates with their interests, preferences and needs depending upon the time of day (sports betting versus casino versus live casino and so on)
5. Automated campaigns – automation streamlines player engagement processes, helping operators manage complex player lifecycles and deliver personalised content efficiently
6. Smart segmentation – smart segmentation is crucial for creating custom (personalised) campaigns, allowing operators to target specific player groups more effectively, optimising in this way the effectiveness of marketing efforts

All these elements converge towards a strategic continuum that evolves from customisation to localisation, culminating in personalisation. 

Personalisation plays a pivotal role in enhancing user retention. By tailoring the gaming experience to individual preferences, operators can create more immersive and enjoyable interactions. 

With strategies such as loyalty programmes and personalised promotions, Campeόn Gaming not only enhances player retention but also increases player satisfaction and lifetime value, solidifying the foundation for sustained success.

Implementing personalisation techniques: the Singularity Model by Fast Track

Campeόn Gaming uses advanced personalisation models such as the Singularity Model provided by Fast Track, which delivers 1:1 experiences at scale. This model leverages AI technology and machine learning to analyse real-time player data and deliver content tailored to individual preferences. 

This model serves as an intelligence hub focused on data-driven innovation, allowing for real-time adaptation of marketing strategies based on player behaviour. 

Through its real-time data utilisation, Campeόn Gaming can engage players with the right offer at the right time through the right channel, ensuring maximum relevance and impact at the point of contact. 

Forging effective strategic partnerships: Campeόn Gaming and Fast Track

Campeόn Gaming, known for its versatile and strong portfolio of reputable partners and unwavering commitment to customisation and personalisation, has forged a strategic partnership with Fast Track, a cutting-edge CRM platform specialising in personalised player engagement. By leveraging Fast Track’s expertise in CRM, Campeόn Gaming has been able to offer more immersive and tailored campaigns to its players. 

The use of real-time data will be instrumental in providing critical insight into player behaviour and patterns of play. This enables timely and relevant interactions, ensuring that all decisions are data-driven, and achieving precise targeting and engagement.

Future trends

The future of igaming will be shaped by advancements in AI and machine learning, technologies that will drive deeper levels of customisation and personalisation, making it possible to deliver tailored one-to-one marketing content based on one’s specific profile. 

Self-learning engagement platforms represent the next frontier in personalisation. These platforms continuously learn from player interactions, adapting strategies in real time to enhance engagement. 

In addition, regulatory and operational considerations will remain crucial. Ensuring compliance while providing seamless player interactions will be vital for sustaining trust and loyalty.

Campeόn Gaming is committed to staying at the forefront of these trends. By focusing on data-driven innovation and embracing new technologies, we aim to provide exceptional value to our partners and our players.

George Merodoulakis is a dynamic, multilingual and accomplished igaming professional with more than 25 years of international expertise in commercial, operational and general management roles.

He has a distinguished career and a proven track record of strategic leadership and execution, consistently delivering exceptional results in the betting and gaming industry, both land-based and online.

With an unwavering commitment to redefining operational excellence and an out-of-the-box mindset, Merodoulakis has been propelled to the forefront of the industry as group chief commercial and operations officer at Campeόn Gaming since 2020. He is known for staying abreast of industry trends.