The Power of Personalisation in the Gambling Industry

Author

Tim Axon

Published

27 September 2024

In the high-stakes world of gaming and gambling, a sector grappling with the triple threat of recession, rising costs, and increasing regulation, the need for continued innovation is paramount.

In the first article of this series “Winning big despite the 3 Rs: Recession, Rising Costs, and Regulation,” we established that the current landscape demands proactive strategies that transcend the status quo. For ambitious organisations, this challenge represents an opportunity for differentiation through iterative gains and strategic innovation. In the pursuit of success, the creation of a culture of experimentation becomes not just a starting point but a strategic imperative.

In this article, we build on creating a culture of experimentation and demonstrate how the ability to go one step further and personalise experiences is a winning formula for engaging the fickle gamers of today.

It is recognised across the industry that the modern customer is no longer satisfied with mere entertainment, today’s customers expect more. And brands that meticulously tailor an experience to their individual needs will reap the rewards.

Customers are not monolithic entities; they are unique individuals with distinct preferences, habits, and motivations. To cater to their needs, leveraging the power of data analytics is key. By delving into the vast pool of user data, brands can unravel valuable insights, gaining a profound understanding of player behaviour and preferences on a granular level.

This depth of analysis enables platforms to discern nuanced patterns, identifying not only what games players engage with but also when, how, and why they do so. It’s not just about understanding broad strokes; it’s about crafting personalised experiences that resonate with individual players at every interaction, thereby elevating the overall gambling experience to unprecedented heights.

Using advanced technology and software from organisations such as Made with Intent or Fullstory, it is possible to decipher intricate patterns in player behaviour. This analytical foundation enables the customisation of gaming experiences, offering users a more engaging and satisfying journey. From preferred game types and playing habits to optimising setting, data analytics empowers brands to fine-tune their offerings, ensuring that each player feels seen and understood.

Personalisation A Case Study: The impact of a more personal cashier

In our experience of optimising cashiers for gambling companies all over the world, the percentage of users that will abort a task if they don’t get to where they need to be within two clicks or swipes is as high as 85%.

A study by Taylor Francis further reveals that businesses have just 50 milliseconds to make a good impression when it comes to entering credit card details.

No one enjoys making a deposit, they enjoy the gameplay. Consequently, confusing and time-consuming deposit journeys ultimately lead to customer frustration and transaction abandonment. Moreover, the design of many online gambling cashiers are not optimised for mobile devices, which leads to a poor user experience for customers who prefer to engage with the site on their smartphones or tablets. According to the latest research by The Gambling Commission mobile phones are the most popular method of accessing online gaming, with 50% of all online gamers doing so.

The ability to enhance user experiences through simple and convenient designs is often overlooked. However, when customer drop off rates and errors are high; the data demands action. Therefore, for a client we tested the hypothesis that simplifying the credit card payment method and making it more personal would result in an increase in credit card deposits. We believed that a simpler, clearer, more relevant design would increase conversion to place a deposit via credit card. To measure the success of the experiment we used the following metrics for all deposits and deposits via credit card:

Deposit Revenue

Average Deposit Value

Deposit Conversion

Deposit Frequency

We reorganised the content of the credit card cashier to make it easier for users to intuitively make a deposit. Priority of the input field has been selected to follow universal payment standards, CTAs were visible in the context where they needed to be actioned, and any unnecessary messaging was repositioned or removed.

The results of the experiment show that reviewing the information architecture of the credit card cashier, making it more personal and reducing the cognitive load provided users with a better experience than alternative payment methods.

Sadly, despite the results outlined above, the path to effective personalisation is not without its challenges.

Rigorous testing and validation processes are essential to the successful implementation of personalised features – which harks back to the importance of a culture of experimentation.

Personalisation and experimentation have a symbiotic relationship each strengthens the other.

Experimentation acts as safeguard, ensuring a seamless and reliable user experience. By validating the effectiveness of personalised elements, brands can confidently roll out tailored features that resonate with players without compromising the integrity of the experience, which is exactly what we did for the cashier.

This dual benefit not only protects the business but also enhances the trust and satisfaction of the customers.

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