Improvements in technology mean that every part of your life can now be personalised. As such, consumers’ algorithms are being constantly updated with suggestions based on their previous activity and conversations.
This intense personalisation is also the “endgame” for iGaming operators according to EveryMatrix’s CEO of Casino, Stian Enger.
Speaking to Joe Streeter, Editor of iGaming Expert, he said: “If you have one segment then you’re not going to treat the players as special. The trend is towards the opposite and more and more granularity.
“The better you do that, the more targeted the message is, it is more cost-efficient and, of course, also engages the player better if whatever you give is exactly for that player based on their profile.”
A driver of this hyper-personalisation has been the advent of artificial intelligence and Enger also expanded on how EveryMatrix is using the technology to boost player loyalty.
He explained that AI can be used to anticipate when a player is about to end a game session in order to send them the right bonus or prompt to keep them engaged with the game they are playing.
“Our main focus initially has been on churn-prevention which actually means [we] approach the player when they’re within the game when they are having a bad experience or we know they’re about to churn, log out or choose another game,” said Enger.
“Then we maybe [we can] offer them something that will make them stick around for a bit longer.”
The last piece of the puzzle
During the interview, filmed at ICE Barcelona, Enger was also keen to showcase EveryMatrix’s LoyaltyEngine, what he described as “the last piece among many building blocks” of the company’s suite of products designed to fuel player engagement.
“We have a shop and you earn coins by joining sessions, joining meetings and you can redeem prizes or some merch in our shop for these coins,” he explained. “You can always level up to the next level, het new perrks and open up new items in the shop to spend your coins to get them.”
According to EveryMatrix, since its launch the engine has been integrated with its 30,500+ games and 330+ game partnerships.
To hear Enger discuss the need for hyper-personalisation, as well as talk about the importance of EveryMatrix’s LoyaltyEngine, click HERE to watch the full video.
