In the iGaming industry today, we have the benefit of being able to track player behaviour across a sustained period of time. In such a competitive market, operators can create an edge by implementing tools that will help them understand that behaviour, using the data to inform their decisions.
Advanced reporting tools, such as those provided by iGP, will enable operators to make data-driven decisions, helping them boost player engagement, optimise marketing efforts and ultimately, increase profitability.
When implementing these tools, it is essential to have a team on board with an exceptional skillset and level of experience in this area. Let’s take a look at how iGP can help make sure operators are gaining the best possible insight into their players.
The importance of player insights
Without the ability to monitor player data, operators will be unsighted and will not be well placed to retain players. Data can be used to personalise gaming experiences and maximise the lifetime value of players. Does a player show a tendency to bet more on games involving a particular team, or would they usually play slots rather than table games? The operator can then tailor their marketing strategy to that player when they have that information. This data can also help with onboarding and retention strategies, making campaigns significantly more effective.
iGP offers real-time data to assist in all these areas, providing key metrics such as churn rate, average revenue per user and player conversion metrics. iGP can provide whatever metrics the operator is looking for, and it will remain a two-way collaboration as both sides work together to ensure they are gathering the most useful information.
The complex task of compiling the strongest possible data analysis can be simplified by iGP’s user-friendly interface, which shows intuitive dashboards and visual reports. Reports can be tailored to focus on specific data points that are relevant to the operator’s goals, such as region, game type and player demographics.
The first step
Every individual player action can be monitored by iGP. This means game offerings can be more personalised than a generic campaign which many players will not even bother to read or engage with.
The first step towards personalisation is segmentation. iGP’s reporting system helps operators categorise players based on their behaviour, playing style or value, and promotions can then be run on the back of that information.
The player journey will have various drop-off points, from the moment the player registers to the point where they become a high-value player. Conversion funnel analysis is an important part of this process, as this can identify where these drop-off points are, so that the user experience can be optimised.
While these tools are offered within the core iGP platform, they can also be found within the iGP cloud-based aggregator platform iGaming Deck. iGaming Deck allows the operator to control the action via a live dashboard. The platform’s reporting suite gives operators the ability to explore reports into game providers, the players, promotions, jurisdictions and more.
Acting fast
It’s not just important to obtain and understand player data; operators must act upon this data as swiftly as possible. Instant access and up-to-date player metrics will allow the operator to make adjustments to their marketing, promotions, and customer support. If a player has shown they are likely to bet on a sports game happening in three days’ time for example, a promotion must be sent to them with enough time before the event, especially before another operator can send them a stronger promotion offer.
When using iGP’s real-time reporting tools, operators can respond instantly to player trends, with the ability to adjust promotional strategies and identify problematic behaviours like potential fraud or bonus abuse.
This data can also be useful when player habits change. For example, a player may tend to bet on football during the football season, but they may divert to casino games when the season is over. Therefore, they can no longer just be classed as a sports bettor and promotions can reflect their change in game preferences.
Integration with CRM and marketing tools
One aspect of iGP’s reporting tools which has proved particularly popular with operators is how seamless the integration process is. The system integrates with customer relationship management (CRM) systems, enabling more personalised player communication.
Player segmentation can be automated, so the operator’s team will not have to sit down and manually categorise each player. The segmentation is created by the reports, and saves the team a lot of work.
Business intelligence teams can make the most of these reporting tools, as the insight can be used to fuel smarter business strategies. The reports can show both ends of the spectrum, as they can display which players only used a sign-up offer before they stopped playing, as well as players who are visiting the site regularly. The operator can also see which players class as high-value, and they can then extend the player’s lifetime value through targeted offers and loyalty programs.
Enhancing regulatory compliance
While there are many benefits to using advanced reporting tools from a revenue growth standpoint, they can also give operators the means to operate responsibly. With accurate player data, the operator can implement responsible gambling measures and identify any potential problems.
Regional and international gambling regulations also come into play here, and remaining on top of player data will allow operators to comply with these.
Security is heightened for both the player and operator, as real-time reports help identify and prevent fraudulent activity, including bonus abuse and money laundering.
We’re here to help
When advanced reporting tools are utilised, this will have a significant impact on marketing efficacy and overall performance. With a partner such as iGP, operators will be in an ideal position to gain a competitive advantage and maximise player engagement.
If you would like to find out more about what iGP’s reporting tools can do for your business, please get in touch with the team here and we would be more than happy to assist.
