Big Data and Analytics Help Predict the User Behaviour

Recently, the term “Big Data” has become an integral part of business scaling planning and scientific research. The technology is applicable in many sectors of the economy, including the casino and sportsbook industry.

What is Big Data

The technology is characterised by:

• high speed of receipt;
• a variety of types and formats;
• a good bit of improper structuring.

The term began to be mentioned in the 90s. It was popularised by the head of the Silicon Graphics analytical centre, John R. Mashey, who studied the features and problems of the explosive growth of information. In 2008, Nature weekly published Clifford Lynch's first article on data.

In 2012, well-known IT companies became interested in the topic:

• IBM;
• Apple;
• Meta;
• Oracle.

The brands conducted a lot of research and began to implement the technology in their products.

Today, almost all FinTech solutions are designed using Big Data. This includes the production of microchips, the release of gadgets, the creation of software, and much more. The famous Netflix content also works based on the tool.

It has also found application in gambling by improving the audience’s impressions, automating routine tasks for entrepreneurs, and increasing the security of online casino platforms.

How to Work with Big Data

Interaction with huge amounts of details consists of several stages:

Collection of Information

In the entertainment niche, the following sources are used:

1. Social. In this case, the data is gathered by users of instant messengers and online services: audio, video, and text materials, as well as comments, likes, or other reactions.
2. Statistical. This is analytics from research centres, government agencies, independent digital publications, ratings, and summary tables.
3. Financial. These are details about transactions: the size and speed of transfers, currencies, senders, recipients, and the level of commission fees.

Data Storage

The most popular option is to save the needed reports on special cloud services with limited or full access for several people. For this, DWH, Data Lake, Database Management System, and other technological solutions are used.

Processing of Information

Among the in-demand frameworks, we can name the following:

• Apache Hadoop;
• Apache Spark;
• Apache Storm;
• MongoDB;
• Tableau, and others.

Gambling also uses traditional cloud systems such as Microsoft Azure, Amazon Web Services (AWS), or Google Cloud Platform.

Data Analytics

At this stage, huge amounts of information are interpreted, and the most important factors are extracted from it. Then, specialists model different opportunities, compare several development scenarios, and make informed decisions based on the prepared analytics.

The Concept’s Influence on User Experience

The technology has a huge impact on the level of client impression of the services.

According to Statista, 74% of players return to digital casinos if their previous interaction with the iGaming site was successful. Conversely, 34% of participants will never place bets on a digital platform with poor navigation, an inconvenient interface, or difficulties with account replenishment.

Let us consider how Big Data improves the user experience:

1. Audience segmentation. The tool allows operators to group customers based on demographics, requests, interests, and other parameters. Entrepreneurs offer different game scenarios for each selected category of customers, thus increasing engagement and the level of service for players.
2. Enhanced experience. Thanks to unique analytics, firms gain insight into the preferences and behaviour of casino visitors. By understanding what the audience wants and how it interacts with the portal, providers can optimise the overall impression of the entertainment portal. This approach increases client satisfaction and improves retention indicators.
3. Predictive analytics. This is forecasting future trends and the behaviour of players. By studying historical data, operators can identify patterns and forecast which strategies will bring the greatest benefit in the future. Some are going to be satisfied with installing low-volatility slots, while others will focus on premium content and higher bonus payouts.

Today, providers are actively using Big Data, improving the user experience and increasing the engagement of customers.

A striking example of the integration of such technology into the structure of an online casino is the collection of promotional tools from Pragmatic Play. These are jackpots, tournaments, prizes, and leaderboards that can be easily adapted to the audience’s demands.

It is possible to choose stylish skins, set betting and payout limits, as well as add gamification elements.

Use of Data in Offline Entertainment Locations

The tool is also used in land-based gambling:

• At the Aria Resort & Casino, slot machines are customised based on the individual preferences of players. The history of previous sessions is stored on the establishment’s remote servers. When people visit the hall again and launch the terminal, they are immediately provided with relevant content.
• At the National Finals Rodeo club, most slots are dedicated to rodeos. Their design (backgrounds and soundtracks) change during the display of major competitions. The unique feature is that products congratulate gamblers when they have a birthday and award them personal bonuses.
• The SaskGaming corporation, which owns dozens of offline casinos in Canada, has allied with SAS Analytics. The main goal of the collaboration is to increase demand for the use of slot machines.

Big Data and Responsible Gambling

Gamer protection is essential for maintaining the industry's reputation, and the introduction of the technology makes this task much easier. The solution allows for the rapid and highly accurate identification of atypical behaviour, as well as the patterns that cause it.

Troubled clients will be offered to:

• take a break from the placement of bets and switch to something else;
• reduce the frequency of spins or their cost.

There are many options for interacting with problem gamblers. The main thing is to prevent the development of ludomania.

BetBuddy, a leading provider of casino and sportsbook products in the UK, has created the PowerCrunch proprietary analytics system. It uses Big Data to identify and prevent pathological betting.

The program calculates the risk level for players based on their previous actions, and then automatically sends them personalised messages. The purpose of such notifications is to prevent ludomania and the appearance of other problems (financial or mental) associated with games for money.

The PowerCrunch service was developed with the support of:

• Machine Learning Group research centre from City University London;
• Innovate UK agency;
• DSTL (Defense Science and Technology Laboratory).

Big Data and Effective Marketing

The concept is the key to the successful promotion of online casinos:

1. Personalised marketing. It can be described as the adaptation of promotions, bonuses, and content to the behaviour of customers. This increases audience engagement, conversion, and platform profitability. An individual approach helps to form a strong connection with users.
2. Multi-channel attribution. This is communication with gamblers through several channels and devices, as well as tracking the results of the interaction. This approach helps to distribute advertising costs and make the business more profitable.
3. Geo-located advertising. Using Big Data, marketers can target clients based on where they live. Selected groups of players get access to special promotions, an adapted entertainment library, and convenient payment services.
4. A/B testing. Thanks to technology, experts can try several types of campaigns and measure their impact on casino conversion. This makes it possible to determine the most effective strategies and optimise the profitability of advertising costs.

Legality of Data Acquisition and Processing

One of the main tasks of operators is to comply with strict privacy laws. Business owners are required to:

• use transparent methods of collecting information;
• ensure its secure storage and transfer;
• respect the consent or disagreement of players to the use of confidential details.

In the European Union, the rules for gathering and exchanging facts are described in the GDPR. Entrepreneurs from the United Kingdom are guided by the UK GDPR, and casino operators from the United States are guided by the Data Protection Act.

The Main Things about the Tool’s Application in Gambling

Key aspects that project owners need to take into account:

• Most often, Big Data is used to help customers enjoy the gameplay. Special software creates detailed selections of content (products, bonuses, and tournaments) based on the preferences of users, as well as their requests, interests, or behaviour patterns.
• The solution increases the effectiveness of online casino promotion. With its help, it is possible to set up geolocation marketing, launch multi-channel attribution, and conduct A/B testing of advertising campaigns.

The branded software is equipped with such unique solutions as a panic button or denomination settings and is also supplemented by the Finstrum financial service.