Since the inception of online gaming, advancements in technology and the way data is consumed have meant the landscape has continually evolved. In recent years, the changes in big data within the sector have altered how games are developed, experienced, and marketed.
In recent years, iGaming has seen significant upheaval, with the term big data going from something of a buzzword in the industry to a significant factor in a lot of decision-making processes. But what exactly do we mean by Big Data?
The term ‘Big data‘ was coined in 1990 by John Mashey, an American computer scientist who worked on the PWB/UNIX operating system. Big data is a term used to describe the large volume of data that businesses and organisations collect. Numerous sources, such as social media, website interactions, and transaction records, can provide this information.
The arrival of new technologies has led to content being created in a number of different ways, in order to keep up with trends and algorithms. This opens up various new opportunities for the industry, with Big Data playing a pivotal role.
With that in mind, let’s take a look at the influence big data has on the iGaming industry and how much further it can transform things in the coming years. Read on to find out more
Unveiling the Power of Big Data
In the realm of iGaming, big data serves as the cornerstone for understanding player behaviour, preferences, and trends. By harnessing data from various sources like in-game interactions, the age of players to be targeting as their demographic, and the devices they are using for gaming platforms, developers gain invaluable insights into the intricacies of player engagement.
One of the key ways Big Data reshapes the iGaming landscape is through its capacity to optimise how games are designed. The vast amount of data acts as a great time-saving device, as developers can quickly see what is trending, and what looks good, and from there they can incorporate that into their games. This means areas for improvement are looked after quicker, and gameplay and player experiences can be tailored to cater to diverse player preferences.
This data-driven approach is also great geographically, as it allows developers to leverage trending or emerging markets, such as Brazil which recently changed its gambling laws, and create optimised and bespoke versions of games for that market to deal with things like connectivity issues and language barriers. Not only does this enhance user satisfaction but also showcases the developer’s commitment to fostering innovation within their creation process.
Big data also goes a long way to promote safe and responsible gambling. It has the ability to identify cheating and fraudulent activity within player’s accounts by assessing different types of transactional data. This ensures a fair environment for other players and also detects any illicit activities to understand which player’s accounts need to be blocked.
Unleashing the Potential of Big Data
The integration of big data empowers iGaming operators across both sportsbook and casino to explore untapped markets and cultivate deeper connections with players.
Similarly to the last point about emerging markets, by understanding data analytics, developers gain nuanced insights into player demographics, preferences, and spending habits, enabling them to tailor gaming experiences to resonate with their target audience effectively.
The data may show a player is constantly visiting the most popular casino games in India so iGaming operators will make sure that their individual journey with the site will consist of messages or incentives tailored around that, perhaps in the form of a free spin of a roulette wheel or a handful of free spins on a slot game.
An interesting area to cover, which we look at later in more detail, is the intrinsic link between Big Data and gamification. Big data fuels the evolution of AI-driven gaming experiences, ushering in an era of personalised gameplay. Through sophisticated algorithms and machine learning, gaming platforms can craft dynamic gaming environments that adapt in real-time to player actions and preferences, creating engaging experiences through user journeys.
There are several experts in gamification, including companies like Xtremepush, whose CEO Tommy Kearns offers valuable insight on the topic when he spoke to SBC News.
“Whether a player continues to place bets with you is down to the experience that you provide for them.” he said. It’s worth reminding ourselves and our partner operators that players are demanding hyper-personalised experiences. There’s always the expectation that platforms understand their preferences, offer tailored recommendations, and provide personalised engagement across all channels where and when relevant.
“There is a lot of value in instant gratification for players. Players want live betting opportunities. Real-time data, live streaming of events, and the ability to place bets while a match or game is taking place is integral to matching those expectations.”
“Data is the very thing that pulls this whole thing together and makes it as powerful as it is. Gamification is the tool to drive player acquisition, conversion and loyalty in engaging ways that will help operators stand out. But gamification alone won’t do the job. You need to maximise and unify the data to a high standard in order to get the best from it.”
Additionally, Big Data serves as a linchpin for strategic decision-making and business operations within the iGaming industry. The ability to analyse data and trends go a long way to generating new revenue streams, so don’t be surprised if you see a plethora of companies change their data models in the near future.
Navigating the Challenges
While Big Data holds immense promise for the iGaming industry, it also presents certain challenges and a range of things to consider. Privacy concerns will always loom over any content, with questions about data security and user consent collection due to how player data is stored and utilised.
One of the main disadvantages of big data in the gaming industry is that it can be used to track and target ads for children. Parents will be concerned that their children are being exposed to inappropriate content or any web banners that promote over 18 activity.
Another disadvantage of big data in the gaming industry is that it can be used to exploit gamers. Operators will use data to track how long people remain in their games once open, as well as any in-game purchases made. This information can manipulate gamers into spending more money on games and in-game items if the developers are not responsible with their messaging.
Gamification: Engaging Players, Fueling Progress
Complementing the power of big data is the rise of gamification—a strategy that harnesses the intrinsic motivators of play to drive user engagement and participation. By tapping into a player’s natural desire to win something or to look for achievement and progression, gamification creates dynamic, immersive experiences create a journey or personalised experience between themselves and the app or site that is part of the ecosystem.
By integrating elements such as points, badges, leaderboards, and rewards into the gaming experience, gamification transforms basic tasks such as logging in daily or spinning a wheel into engaging challenges, giving players a massive incentive to return more frequently and achieve their task.
iGaming has essentially taken inspiration from sites like Duolingo, Starbucks, and eBay by adding their own loyalty programs and achievement systems to create interactive journeys and social competitions.
As the iGaming industry continues to evolve, the influence of big data will undoubtedly shape its trajectory in the years to come. From influencing game development to enhancing player experiences and driving business innovation, Big Data stands as a catalyst for transformation within the iGaming ecosystem.
