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Personalization and The Paradox of Choice

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Personalization and The Paradox of Choice
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iGaming as a form of eCommerce is still falling behind other eCommerce companies like Amazon, Booking, Netflix, and the like. One example of that is the lack of personalized customer experience. In most brands, returning players get the same generic offering in casinos and sports betting, disregarding their past activities. One example is the quick launch of favorite content. Most websites support this functionality but require the players to mark their favorite slots and sports and markets explicitly. While this DIY approach is valid for a new player, there is no good reason not to implement an implicit technique for returning players. After all, in the digital domain, players leave fingerprints in the form of betting activities that can be collected and analyzed in a much more sophisticated way than just favorite content.

iGaming operators struggle to retrain players in a highly competitive environment where the competing operator is just one click away. It becomes an even more challenging task when in most cases, everyone shares the same content. Personalizing the player experience holds significant potential to increase player loyalty and longevity. The higher the level of service players will get, the higher their potential to stick around.

Take content as an example. Returning casino players may get the same generic games matrix, which holds a huge portfolio of thousands of slots games in most cases. Players cannot possibly digest all of them, not to mention that another 10-20 games are added every week. Similarly, sports betting players are getting the same generic tables of 30+ sports x leagues x thousands of events x hundreds of markets. In his book The Paradox of Choice: Why More is Less, Dr. Barry Schwartz refers to “Choice Overload” and the tendency to get overwhelmed when presented with many options. iGaming operations can follow the Netflix example of personalization to reduce the paradox of choice and offer a more contextual and relevant catalog. It starts right at the very first journey where new Netflix customers are presented with different titles so that Netflix can get a taste of their flavor and input their choices to their recommendation engine.

As a result, Netflix gets a decent starting point with building the very first personalize catalog view. From here onward, Netflix will collect a lot of customer input to personalize the offering further. Netflix has DIY functionalities like “Add to my list” and search. Still, in most cases, the level of service is so high that Netflix customers usually enjoy personalized service in an implicit approach, for example, the “Continue Watching” and “Top picks for you.” The similarity between Netflix and an iGaming operation as a form of eCommerce does exist. In Netflix, there are thousands of titles, yet they use technology better to produce a better-personalized experience. The personalization is not just with content but also with an offering like bonuses; there are cases where returning players who made a 2nd or 3rd deposit are still being offered the welcome bonus that they will not be able to claim. In other cases, the bonus offer does not meet with the player’s activities. For example, a player who bet 10 euro is offered a free spins bonus of a 1 euro bet.

At Delasport, we take a player-centric approach to perfect the user interface and give players maximum service at minimum friction. We have one of the most advanced Sports Betting interfaces in the industry. Our mobile UX allows smooth player navigation and elevates their experience through the many sports events and markets with intelligent categorization, automation, and personalization. We are presenting sports events upon past Player activities and by Geo-Location; for example, the second league sports event will get top UX position for players who live near the participated team. The Player’s minimum and maximum bet size may be adjusted accordingly to the Player’s VIP level and LTV. We have an ongoing goal to create a better product by continuous learning of the Player’s activities. We analyze players’ sessions and betting activities to reveal deep insights into player behavior and offer personalized betting opportunities.

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SOFTSWISS Casino Platform Launches Bonus API

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The SOFTSWISS Casino Platform is expanding its functionality by adding new features and updates, which contribute to player acquisition and retention. Bonus management via API is now available to our clients. The tool makes bonus management even more flexible and allows operators to add a new level of personalisation to bonuses for each player. Moreover, the Bonus API  by the SOFTSWISS Casino Platform enables clients to use the plethora of parameters and settings to craft unique bonuses. 

The Bonus API is a robust and secure tool for bonus automation. This new alternative to the built-in bonus module found in the Casino Platform’s back office allows clients to create and provide free spins, cash and lootbox bonuses tied to various events without changing bonus system settings. 

The interface will be especially appreciated by operators who want to extend bonus system possibilities. Via API, SOFTSWISS clients can run their own settings for a desirable bonus, and the system offers the appropriate bonus to a user with the most relevant gaming behaviour. The interface will feature player profile parameters to set up bonus rules. This will enrich the player experience, make the brand’s bonus policy more productive and reduce the waiting time for the bonus implementation. 

This addition brings a player-centric approach, flexibility and process customisation to the front. The Bonus API satisfies clients’ requests and helps them create improved player bonuses. This is another step towards a smart casino management model for the SOFTSWISS Casino Platform team and their clients. 

“We strive to improve the SOFTSWISS Casino Platform by constantly introducing new functionality and making the product more flexible for our clients. The Bonus API is an excellent example of a tool which will help operators build long-term and fruitful relationships with players, prioritising a personal approach and boosting audience loyalty. Our team is committed to the SOFTSWISS Casino Platform’s ongoing evolution. We will continue to develop new top-notch technologies to provide our clients with exceptional service and leading innovations in iGaming,” – highlighted Darya Avtukhovich, Head of the Casino Platform at SOFTSWISS.

Several major clients have already tested the Bonus API. The product team will be further developing this interface.

SOFTSWISS Casino Platform is a comprehensive platform for launching a competitive and demanded iGaming brand. Along with integrated payment solutions and a multifunctional back office, the product also includes convenient instruments for managing games and player activity. Available as a part of SOFTSWISS solutions: White Label, Turnkey and Crypto Solution.

About SOFTSWISS 

SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,300+ employees, is based in Malta, Poland, Georgia, and Belarus. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the the SOFTSWISS Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin-optimised online casino solution.

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Quadrant extends partnership with Elgato

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Gaming, lifestyle, and esports organization Quadrant extends partnership with Official Streaming Equipment Partner Elgato

Quadrant has today (15 August) renewed its long-term partnership with world-leading audio-visual technology provider Elgato.

This renewal of Quadrant’s first official partnership signals the success of a natural fitting collaboration. The popular gaming content channel and streaming hardware organisation have both grown exponentially within the video sharing arena.

Elgato offers a broad range of innovative audio-visual products including microphones, webcams and lighting, as well as interface decks and capture devices that are used by content creators across all video sharing platforms.

The Munich-based streaming solutions brand recently launched their ‘Create Greatness’ campaign with the help of Quadrant. The campaign serves to usher in a new generation of content creators by celebrating individuality and personal story telling.

‘Create Greatness’ is a rallying cry to enable creators and unite communities as Elgato strives to empower them with technology that enhances, defines and perfects the creators’ output.

This marks the content creation tech specialists’ first brand campaign focused upon the amplification of creativity, an area which Quadrant and its founder Lando Norris are more than equipped to assist with.

As Quadrant’s Official Streaming Equipment Partner, Elgato has unlocked the combined audience of the channel’s prestigious talent team – Lando Norris, FNG, Aarava, SuperGT, RiaBish, Fifakill and Max Fewtrell – enabling them to reach ever increasing levels of viewership.

Together, the two organisations are set to harness a long-term partnership to deliver, and through ‘Create Greatness’ encourage, top quality content to global audiences on premium streaming hardware.

Jamie MacLaurin, Chief Sporting Officer at Quadrant, said: “We’re very excited to announce the renewal of our partnership with Elgato. This partnership has elevated the quality of our content and live streams both on the Quadrant channel and our creators’ individual channels through continued support and supply of their top-of-the-line equipment. Elgato have been a tremendous partner and a pleasure to work with, and we look forward to building on the foundations we have already built together.”

Tom Hildreth, Senior Partnerships Manager at Elgato, said: “We didn’t hesitate when it came to discussions about working together with Quadrant for a second year. From all the high-quality content they’ve created to being central in one of the largest campaigns we’ve ever put together, we couldn’t be happier with how the partnership has gone so far. With ideas and plans already in the works, it’s an exciting journey that we are thrilled to be continuing.”

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eSports

CBBC announces new esports show: Game on Grandparents

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GAME ON GRANDPARENTS – ELECTRIC ROBIN BRINGS A NEW ESPORTS SERIES TO CBBC  THIS AUGUST

CBBC’s Game on Grandparents, is a gaming competition series like no other. Produced by Electric Robin [part of Banijay group], young gamers and their grandparents will step into each other’s lives like never before. The first episode airs today Monday 15th August at 09:15 on CBBC and BBC iPlayer.

 

Girls and boys who dream of playing at an esports tournament are about to get the chance BUT there’s a twist, they won’t be playing themselves, they’ll be training up their gaming rookie grandparents to take part!

And while their grandparents are busy practising, the children have to take on their roles about the house from washing up to walking the dog, to entertaining Grandma’s friends for the afternoon – what could possibly go wrong?!

Throughout the series we see 18 sets of teams battle it out to be named Game on Grandparents champions. They compete with some of the biggest gaming titles in the world including Minecraft, Just Dance, Wii Ski, Mario Golf, Mario Kart, Wipeout, Gran Turismo, Super Smash Bros and Splatoon.

Along the way they are given a little bit of help from world-renowned gaming celebrities including, Ali-A, Yammy, Sanna, Jelly, Blackpanthaa, Adam Savage, Vikkstar, Ruby Rube and more, who have a combined reach of over 85million on YouTube alone.

Joining this star studded line up is Game on Grandparents host, Julia Hardy, known for the Top Gear Gaming Show and the BBC Sounds podcast, This Game Changed My Life, and esports royalty Miles Ross offering energetic and exciting commentary throughout.

Julia Hardy, Game on Grandparents Host said: “It’s been such a pleasure to see all of our families spend time together and learn from each other, all whilst creating a memory that they’ll never forget. I mean who would forget playing on an esports stage in front of a live studio audience just like the pros?

Premiering on CBBC and BBC iPlayer Monday the 15th August at 9:10am every weekday morning for two weeks. All episodes will be available to watch again on BBC iPlayer.

Grandparents and Gaming, what’s not to love?

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